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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ProductPricePlacePromotionEconomic

TechnoloPoliticalCulturalCharacteriAffectingConsumerBehaviorBuyer’sDecisionProcessProductChoiceBrandC

hoiceDlChiPurchaseTimingPurchaseAt影响消费者行为的因素BuyerPsychologicalPersonalSocialCulture影响消费者行为的因素:文化SocialCl

ass•Peoplewithinasocialclasstendtoexhibitsimilarbuyingbehavior.•Occupation•Income•Education••Mostbasiccauseofaperson'swantsan

dbehavior.•Values•PerceptionsSubculture•Groupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiences.•HispanicConsumers•AfricanAmerican

Consumers•AsianAmericanConsumers•影响消费者行为的因素:社会Groups•Membership•ReferenceFamily•Husband,wife,kids•Influencer,buyer,userRolesandStatu

sSocialFactor影响消费者行为的因素:个人PersonalInfluencesAgeandFamilyLifeCycleStageOccupationEconomicSituationLifestyleIdentificationAct

ivitiesOpinionsInterestsPersonality&Self-Conce影响消费者行为的因素:心理PsychologicalFactorsMotivationPerceptionLearningBeliefsandAttitudes马斯洛的需求层次理论E

steemNeeds(self-esteem,status)SocialNeeds(senseofbelonging,love)SafetyNeeds(security,protection)PhysiologicalNeeds(hunger,thirst)

SelfActualization(Self-development)购买决定的类型ComplexBuyingBehaviorDissonance-ReducingBuyingBehaviorVariety-Se

ekingBehaviorHabitualBuyingBehaviorHighInvolvementSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsLowInvolvement购买决定过

程NeedRecognitionInformationSearchEvaluationofAlternativesPurchaseDecisionPostpurchaseBehavior购买决定过程Step1.NeedRecognitionExte

rnalStimuli•TVadvertising•Magazinead•Radioslogan•StimuliintheInternalStimuli•Hunger•Thirst•Aperson’snormalneedsNeedRecognitionD

ifferencebetweenanactualstateandadesiredstat购买决定过程Step2.InformationSearch•Family,friends,neighbo•Mostinfluentialsourceoinformation•A

dvertising,salespeople•Receivesmostinformatifromthesesources•MassMedia•Consumer-ratinggroups•Handlingtheproduct•Examiningthep

roduct•UsingtheproductPersonalSourcesCommercialSourcesPublicSourcesExperientialSources购买决定过程Step3.EvaluationofAlternativ

esProductAttributesEvaluationofQuality,Price,&FeaturesDegreeofImportanceWhichattributesmattermosttome?BrandBeliefsWhatdoIbelieveabouteacha

vailablebrand?TotalProductSatisfactionBasedonwhatI’mlookingfor,howsatisfiedwouldIbewitheachproduct?Evaluati

onProceduresChoosingaproduct(andbrand)basedono购买决定过程Step4.PurchaseDecisionPurchaseIntentionDesiretobuythemostpreferredbrandPurchaseDecisionAttitude

sofothersUnexpectedsituationalfactors购买决定过程Step5.PostpurchaseBehaviorConsumer’sExpectationsofProduct’sPerformanceDissatisfiedCustomerSatisfiedCustome

r!Product’sPerceivedPerformance