add-市場(chǎng)營(yíng)銷學(xué)雙語(yǔ)4（ 15）-購(gòu)買決定過(guò)程

1、Consumer Buying Behavior消費(fèi)者行為是指消費(fèi)者為獲取、運(yùn)用、處置消費(fèi)物品或效力所采取的各種行動(dòng)，包括先于且決議這些行動(dòng)的決策過(guò)程 .影響消費(fèi)者行為的個(gè)體與心思要素是：需求與動(dòng)機(jī)；知覺(jué)；學(xué)習(xí)與記憶；態(tài)度；個(gè)性、自我概念與生活方式。這些要素不僅影響和在某種程度上決議消費(fèi)者的決策行為，而且它們對(duì)外部環(huán)境與營(yíng)銷刺激的影響起放大或抑制造用 影響消費(fèi)者行為的環(huán)境要素主要有：文化；社會(huì)階層；社會(huì)群體；家庭等 消費(fèi)者行為模型營(yíng)銷和其他刺激購(gòu)買者黑箱購(gòu)買者反響ProductPricePlacePromotionEconomicTechnologicalPoliticalCulturalCh

2、aracteristics Affecting Consumer BehaviorBuyers Decision ProcessProduct ChoiceBrand ChoiceDealer ChoicePurchase TimingPurchase Amount影響消費(fèi)者行為的要素BuyerPsychologicalPersonalSocialCulture影響消費(fèi)者行為的要素:文化Social Class People within a social class tend to exhibit similar buying behavior. Occupation Income Educ

3、ation WealthMost basic cause of a persons wants and behavior.ValuesPerceptionsSubculture Groups of people with shared value systems based on common life experiences. Hispanic Consumers African American Consumers Asian American Consumers Mature Consumers影響消費(fèi)者行為的要素:社會(huì)GroupsMembershipReferenceFamilyHus

4、band, wife, kidsInfluencer, buyer, userRoles and StatusSocial Factors影響消費(fèi)者行為的要素:個(gè)人Personal InfluencesAge and Family Life CycleStageOccupationEconomic SituationLifestyle IdentificationActivitiesOpinionsInterestsPersonality & Self-Concept影響消費(fèi)者行為的要素:心思Psychological FactorsMotivationPerceptionLearningBe

5、liefs and Attitudes馬斯洛的需求層次實(shí)際Esteem Needs(self-esteem, status)Social Needs(sense of belonging, love)Safety Needs(security, protection)Physiological Needs(hunger, thirst) Self Actualization(Self-development)購(gòu)買決議的類型ComplexBuyingBehaviorDissonance-Reducing BuyingBehaviorVariety-SeekingBehaviorHabitualB

6、uyingBehaviorHighInvolvementSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsLowInvolvement購(gòu)買決議過(guò)程N(yùn)eed RecognitionInformation SearchEvaluation of AlternativesPurchase Decision Postpurchase Behavior購(gòu)買決議過(guò)程Step 1. Need RecognitionExternal Stimuli TV advertising Magazine ad Radio sloganStimu

7、li in the environmentInternal Stimuli Hunger Thirst A persons normal needsNeed RecognitionDifference between an actual state and a desired state購(gòu)買決議過(guò)程Step 2. Information SearchFamily, friends, neighborsMost influential source of informationAdvertising, salespeopleReceives most information from these

8、 sourcesMass MediaConsumer-rating groupsHandling the productExamining the productUsing the product Personal SourcesCommercial SourcesPublic SourcesExperiential Sources購(gòu)買決議過(guò)程Step 3. Evaluation of AlternativesProduct AttributesEvaluation of Quality, Price, & Features Degree of ImportanceWhich attribut

9、es matter most to me?Brand BeliefsWhat do I believe about each available brand?Total Product SatisfactionBased on what Im looking for, how satisfiedwould I be with each product?Evaluation ProceduresChoosing a product (and brand) based on one or more attributes.購(gòu)買決議過(guò)程Step 4. Purchase DecisionPurchase IntentionDesire to buy the most preferred brandPurchase DecisionAttitudes of othersUnexpected situational factors購(gòu)買決議過(guò)程Step 5. Postpurc