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MODELO DE SCHIFFMAN Y KANUCK

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by

Miguel Ricardo Miranda Nuñez

on 14 October 2013

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Transcript of MODELO DE SCHIFFMAN Y KANUCK

MODELO DE SCHIFFMAN Y KANUCK
INSUMOS
ESFUERZOS DE MARKETING DE LA EMPRESA
PRODUCTO
PROMOCIÓN
PRECIO
CANALES DE DISTRIBUCIÓN
AMBIENTE SOCIOCULTURAL
FAMILIA
FUENTES INFORMALES
OTRAS FUENTES NO COMERCIALES
CLASE SOCIAL
SUBCULTURA Y CULTURA
PROCESO
INFLUENCIAS EXTERNAS
TOMA DE DECISIONES DEL CONSUMIDOR
RECONOCIMIENTO DE LA NECESIDAD
BUSQUEDA ANTES DE LA COMPRA
EVALUACION DE ALTERNATIVAS
COMPORTAMIENTO PSICOLÓGICO
MOTIVACIÓN
PERCEPCIÓN
APRENDIZAJE
PERSONALIDAD
ACTITUDES
EXPERIENCIA
COMPORTAMIENTO DESPUES DE LA DECISIÓN
COMPRA
PRUEBA O ENSAYO
COMPRA REPETIDA
EVALUACIÓN DESPUÉS DE LA COMPRA
PRODUCTO
Full transcript