Lecture Marketing management: Chapter 6 - Phillip Kotler, Kevin Lane Keller
Lecture Marketing management: Chapter 6 - Phillip Kotler, Kevin Lane Keller
Chapter 6 - Analyzing consumer markets. In this chapter, we will address the following questions: How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberative, rational decision process?