Session 3 Consumer Buying Behavior

Time required: 2 hours
Objectives & Requirements
　　Be aware of
　　•  the model of consumer behavior
　　•  the external and internal factors influencing buyers
　　•  how manufacturers try to bring their new products to the attention of early adopters
Essential Concepts
　　•  reference group
　　•  opinion leader
　　•  consumer buying roles
　　•  types of buying decision behavior
　　•  the buyer decision process
　　•  adoption process
Text Chapter and Supplementary Materials
　　Chapter 5，Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 1 (a – e)
　　Issues for Discussion:
　　1. Which age-group, to your mind, is the major segment of Chinese cell-phone market?
　　2. Which first three attributes do Chinese college students are after in selecting cell-phone models?
　　3. Observe and describe the buying process of the college students, pointing out some helpful implications to the cell-phone marketers.
Case Analysis:
　　“The Newest Avon Lady--Barbie”, Principles of Marketing 9th ed.
Quiz 1 (for Sessions 1-3)

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