Course Name : Principles of Marketing Code : MRK 152 Chapter : Three

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1 Course Name : Principles of Marketing Code : MRK 152 Chapter : Three
An Introduction to Consumer Behaviour

2 Consumer buying behavior
Consumer buying behavior refers to the buying behavior of final consumers. All of these final consumers combine to make up the consumer market.

3 Model of Buyer Behavior

4 Factors Influencing Consumer Behavior

5 Culture Culture (ثقافة) is the set of basic values, perceptions (التصورات), wants and behaviors learned (المستفادة) by a member of society from (من) family and other (آخر) important institutions. Subculture (ثقافة فرعية) is a group of people with shared value (القيم المشتركة) systems (نظم) based on common life experiences and situations. Ex; include nationalities, religions, racial groups, and geographic regions.

6 Social Class (الطبقة الاجتماعية)

7 Social Factors (العوامل الاجتماعية)
Small Groups Family Social Roles (الأدوار الاجتماعية) and Status ((مقام

8 Personal Factors Age & Life-Cycle (دورة الحياة)Stage
Economic Situation Lifestyle (نمط الحياة) Personality (شخصية) and Self-Concept (مفهوم الذات)

9 Psychological Factors - Motivation
A motive (دافع) (or drive) is a need that is sufficiently (بما فيه الكفاية) pressing (ملح) to direct (توجيه) the person to seek (طلب) satisfaction of the need. Perception (التصورات) is a process by which people select (حدد), organize (تنظم), and interpret (فسر) information to form a meaningful picture of the world. Learning (تعلم) describes changes in an individual’s behavior arising from experience

10 The Buyer Decision Process

11 The Buyer Decision Process for New Products Stages in the adoption process
Awareness (وعي) Interest (مصلحة) Evaluation (تقييم) Trial (محاولة) Adoption (تبني)

12 Thank You