(Buying Decision Process)

1
???????????
????? 4
?????????????????
2
?????????????? (Social and Group Forces)
????????????????? (Psychological Forces)
????????????????????? (Buying Decision
Process)
?????????? ????????? (Situation Factors)
??????? ?????? (Information)
????????????????????? ????????????????????????????
??
3
?????????????????????
1. ????????????????? (Need Recognition)
2. ?????????????? (Identification of Alternatives)
3. ??????????????? (Evaluation of Alternatives)
4. ???????????? (Purchase and Related Decisions)
5. ??????????????????? (Post purchase Behavior)
4
???????????????
???????? (culture)
???????? ??? ????????? (Family and Households)
???????????? (Subculture)
???????????????
???????????? (Social Class)
????? ??????????????? (Group and Reference Groups)
5
Social Class
Upper Uppers Lower Uppers Upper Middles Middle Class Working Class Upper Lowers Lower Lowers
A
B
C
D
6
????????????????????
???????????? (Primary Group)
?????????????? (Secondary Group)
???????????? (Reference Group)
7
???????????????????????????????
???????????????????????????????????????????????
??? - ??? ????????????????????? ? - ???
?????????????????????????????????? ? - ???
???????????????????????? ? - ??? ??????????? ?
- ??? ?????????? ?
8
?????????????????
???????? (Motivation)
????????????????? (Psychological Forces)
????????? (Perception)
??????????? (Learning)
????????? (Personality)
??????? (Attitude)
9
????????5 ??????????????????????????????? (Self
actualization Needs)
????????4 ???????????????????? (Esteem Needs)
????????3 ??????????????????? (Social Needs)
????????2 ?????????????????????? ?????????
(Safety Needs)
????????1 ????????????????????? (Physiological
Needs)
???????????????? Maslow
10
?????????(Perception)
Perception
????????? (Selective Attention)
???????????(Selective Distortion)
?????????(Selective Retention)
11
???????????(Learning)
??????????(Drive)
??????(Cue)
????????????????????????????
??????????(Response)
????????????(Re Enforcement)
12
?????????(Personality)
??? (Id)
PSYCHOANALYTIC Theories OF Personality
????????????? (Superego)
????? (Ego)
13
Self Concept Theories
1. Actual Self- Concept
2. Ideal Self Concept
Self Concept Theories
3. Other Self - Concept
14
Life Style

• A Activities
• I Interest
• O Opinion

15
??????? ??????
??????? ?????? (Information)
1. ??????? ???????????????????? (Commercial
Sources) 2. ??????? ??????????????? (Social
Sources)
16
???????????????????
Situation Factors

• ??????????? (When consumers buy.)
• ?????????? (Where consumers buy.)
• ???????? (Why consumers buy.)
• ??????????? (How consumers buy.)
• ????????????? (Condition Under Which Consumer
  Buy.)

17
????????????????????????
??????????
???????????????????????? (Type of buying) 1.
????????????????????????????????????????? 2.
???????????????????????????????????????????? 3.
????????????????????????????????????????????
????????
??????
?????????