5

Consumer Markets and Buyer Behavior

OBJECTIVES OUTLINE

  • OBJECTIVE 5-1 Define the consumer market and construct a simple model of consumer buyer behavior.
  • OBJECTIVE 5-2 Explore the four major factors that influence consumer buyer behavior.
  • OBJECTIVE 5-3 Understand the stages in the buyer decision process and the major types of buying decision behavior.
  • OBJECTIVE 5-4 Describe the adoption and diffusion process for new products.

CHAPTER PREVIEW

You’ve studied how marketers obtain, analyze, and use information to develop customer insights and assess marketing programs. In this chapter, we take a closer look at the most important element of the marketplace—customers. Marketing aims to engage customers and affect how they think and act. To affect ...

Get Principles of Marketing by Pearson now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial