【文档说明】add_市场营销学双语课件4（PPT 15）--购买决定过程.pptx，共(15)页，97.752 KB，由精品优选上传

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ConsumerBuyingBehavior•消费者行为是指消费者为获取、使用、处置消费物品或服务所采取的各种行动，包括先于且决定这些行动的决策过程.•影响消费者行为的个体与心理因素是：需要与动机；知觉；学习与记忆；态度；个性、自我概念与生活方式。这些因素不仅影响和在某种程度上决定消费者的决策行为

，而且它们对外部环境与营销刺激的影响起放大或抑制作用•影响消费者行为的环境因素主要有：文化；社会阶层；社会群体；家庭等消费者行为模型营销和其他刺激购买者黑箱购买者反应ProductPricePlacePromotionEconomicTechnoloPolit

icalCulturalCharacteriAffectingConsumerBehaviorBuyer’sDecisionProcessProductChoiceBrandChoiceDlChiPurchaseTimingPu

rchaseAt影响消费者行为的因素BuyerPsychologicalPersonalSocialCulture影响消费者行为的因素:文化SocialClass•Peoplewithinasocialclasstendtoexhibitsimilarbuyingbehavior.

•Occupation•Income•Education••Mostbasiccauseofaperson'swantsandbehavior.•Values•PerceptionsSubculture•Groupsofpeoplewithsharedvaluesyst

emsbasedoncommonlifeexperiences.•HispanicConsumers•AfricanAmericanConsumers•AsianAmericanConsumers•影响消费者行为的因素:社会Groups•Membership•ReferenceFamily•Hus

band,wife,kids•Influencer,buyer,userRolesandStatusSocialFactor影响消费者行为的因素:个人PersonalInfluencesAgeandFamilyLife

CycleStageOccupationEconomicSituationLifestyleIdentificationActivitiesOpinionsInterestsPersonality&Sel

f-Conce影响消费者行为的因素:心理PsychologicalFactorsMotivationPerceptionLearningBeliefsandAttitudes马斯洛的需求层次理论EsteemNeeds(sel

f-esteem,status)SocialNeeds(senseofbelonging,love)SafetyNeeds(security,protection)PhysiologicalNeeds(hunger,thirst)SelfA

ctualization(Self-development)购买决定的类型ComplexBuyingBehaviorDissonance-ReducingBuyingBehaviorVariety-Seek

ingBehaviorHabitualBuyingBehaviorHighInvolvementSignificantdifferencesbetweenbrandsFewdifferencesbetweenbran

dsLowInvolvement购买决定过程NeedRecognitionInformationSearchEvaluationofAlternativesPurchaseDecisionPostpur

chaseBehavior购买决定过程Step1.NeedRecognitionExternalStimuli•TVadvertising•Magazinead•Radioslogan•StimuliintheInternal

Stimuli•Hunger•Thirst•Aperson’snormalneedsNeedRecognitionDifferencebetweenanactualstateandadesiredstat购买决定过程Step2.InformationSearch•Family,friends,ne

ighbo•Mostinfluentialsourceoinformation•Advertising,salespeople•Receivesmostinformatifromthesesources•MassMedia•Consumer-ratinggroups•Handli

ngtheproduct•Examiningtheproduct•UsingtheproductPersonalSourcesCommercialSourcesPublicSourcesExperientialSources购买决定过程Step3.EvaluationofAlterna

tivesProductAttributesEvaluationofQuality,Price,&FeaturesDegreeofImportanceWhichattributesmattermosttome?BrandBelie

fsWhatdoIbelieveabouteachavailablebrand?TotalProductSatisfactionBasedonwhatI’mlookingfor,howsatisfiedwouldIbewitheac

hproduct?EvaluationProceduresChoosingaproduct(andbrand)basedono购买决定过程Step4.PurchaseDecisionPurchaseIntentionDesiretobuythemostpreferredbrand

PurchaseDecisionAttitudesofothersUnexpectedsituationalfactors购买决定过程Step5.PostpurchaseBehaviorConsumer’sExpec

tationsofProduct’sPerformanceDissatisfiedCustomerSatisfiedCustomer!Product’sPerceivedPerformance