【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ProductP

ricePlacePromotionEconomicTechnoloPoliticalCulturalCharacteriAffectingConsumerBehaviorBuyer’sDecisionProcessProductCh

oiceBrandChoiceDlChiPurchaseTimingPurchaseAt影响消费者行为的因素BuyerPsychologicalPersonalSocialCulture影响消费者行为的因素:文化SocialClass•Peoplewithina

socialclasstendtoexhibitsimilarbuyingbehavior.•Occupation•Income•Education••Mostbasiccauseofaperson'swantsandbehavior.•Values•PerceptionsSub

culture•Groupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiences.•HispanicConsumers•AfricanAmeri

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

dStatusSocialFactor影响消费者行为的因素:个人PersonalInfluencesAgeandFamilyLifeCycleStageOccupationEconomicSituationLif

estyleIdentificationActivitiesOpinionsInterestsPersonality&Self-Conce影响消费者行为的因素:心理PsychologicalFactorsMotivationPerceptionLearningBeliefsan

dAttitudes马斯洛的需求层次理论EsteemNeeds(self-esteem,status)SocialNeeds(senseofbelonging,love)SafetyNeeds(security,protection)Ph

ysiologicalNeeds(hunger,thirst)SelfActualization(Self-development)购买决定的类型ComplexBuyingBehaviorDissonance-Re

ducingBuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehaviorHighInvolvementSignificantdifferencesbetweenbrandsFewdiffe

rencesbetweenbrandsLowInvolvement购买决定过程NeedRecognitionInformationSearchEvaluationofAlternativesPurchaseDecisionPostpurchaseBehavior购买决定过程Step1

.NeedRecognitionExternalStimuli•TVadvertising•Magazinead•Radioslogan•StimuliintheInternalStimuli•Hunger•Thirst•Aperson’sn

ormalneedsNeedRecognitionDifferencebetweenanactualstateandadesiredstat购买决定过程Step2.InformationSearch•Family,friends,nei

ghbo•Mostinfluentialsourceoinformation•Advertising,salespeople•Receivesmostinformatifromthesesources•MassMedia•Consumer-ratinggroups•Handlingtheprod

uct•Examiningtheproduct•UsingtheproductPersonalSourcesCommercialSourcesPublicSourcesExperientialSources购买决定过程Step3.EvaluationofAlternativesProdu

ctAttributesEvaluationofQuality,Price,&FeaturesDegreeofImportanceWhichattributesmattermosttome?BrandBeli

efsWhatdoIbelieveabouteachavailablebrand?TotalProductSatisfactionBasedonwhatI’mlookingfor,howsatisfiedwouldIbe

witheachproduct?EvaluationProceduresChoosingaproduct(andbrand)basedono购买决定过程Step4.PurchaseDecisionPurchaseIntentionDesiretobuyth

emostpreferredbrandPurchaseDecisionAttitudesofothersUnexpectedsituationalfactors购买决定过程Step5.PostpurchaseBehaviorConsumer’sExpectationsofProduct

’sPerformanceDissatisfiedCustomerSatisfiedCustomer!Product’sPerceivedPerformance