TAILIEUCHUNG - Lecture Marketing management: Chapter 5 – Nguyễn Thị Trang Nhung

Lecture "Marketing management - Chapter 5: Analyzing consumer markets and consumer behavior" presentation of content: What is a market, consumer buying behavior, many factors influences buying, fast facts about american culture,And other contents. | 1 Analyzing Consumer Markets and consumer behavior What is a Market A consumer market is all the individuals and households who buy or acquire goods and services for personal consumption. (Philip Kotler) A business market is all organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others. (Philip Kotler) Note: A business market is synonymous with industrial market or organizational market or producer market. Consumer Buying Behavior Consumer Buying Behavior refers to the buying behavior of final consumers (individuals & households) who buy goods and services for personal consumption. Study consumer behavior to answer: “How do consumers respond to marketing efforts the company might use?” VD: Nhãn hiệu sữa tươi Vinamilk sinh viên thường chọn mua Khác 8% 25% Sữa tươi 100% có đường 33% Sữa tươi 100% hương chocolate 50% Sữa tươi 100% hương dâu 75% Sữa tươi 100% nguyên chất 67% Sữa tươi tiệt trùng Vinamilk 0% 10% 20% 30% 40% 50% 60% 70% 80% VD: Các nguồn tham khảo khi SV mua sữa tươi Vinamilk Báo, internet 42% Quảng cáo trên TV 90% Người quen 15% Bạn bè 32% Gia .

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