2. The Environment and the Exchange Process Cultural Environment Economic Environment Subcultural Environment Regulatory Environment Group/ family Processes Situational Influencers Individual Processes Buying Unit Exchange Process Marketer

5. 6 - BUYING-DECISION PROCESS Need recognition Identification of alternatives Evaluation of alternatives Purchase and related decisions Postpurchase behaviour INFORMATION Commercial sources Social sources SITUATIONAL FACTORS When consumers buy Where consumers buy Why consumers buy Conditions under which consumers buy PSYCHOLOGICAL FORCES Motivation Perception Learning Personality Attitude SOCIAL AND GROUP FORCES Culture Subculture Social class Reference groups Family and households

22. 6 - SELF-ACTUALIZATION Needs for self-fulfillment ESTEEM Needs for self-respect, reputation, prestige, and status BELONGING AND LOVE Needs for affection, belonging to a group, and acceptance SAFETY Needs for security, protection, and order PHYSIOLOGICAL Needs for food, drink, sex, and shelter Maslow’s Hierarchy of Needs