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Management Studies

Consider the product you are using for your marketing plan. Which of the factors influencing consumer buying behavior best fits your product, and how do the factors drive the consumer's likelihood to purchase? (For insights into this, be sure to read Real Marketing 5.1 and 5.2). Is culture important to your buyer behavior? How about self-concept or lifestyle? Are there psychological motivations? Be specific and give examples supporting your decisions.

BEHAVIOR

• Model of consumer Behavior

• Characteristics Affecting Consumer Behavior

Culture Factors-subculture, social class

Social- Groups and social network, Family, Roles status

Personal- Age and life cycle stage, Occupation, Economic situation, lifestyle, Personality and self-concept

Psychological- Motivation, perception, learning, beliefs and attitudes

• Types of Buying Decision Behavior , The Buyer Decision Process.

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Marketing Management, Management Studies

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