add-市場營銷學(xué)雙語4（ 15）-購買決定過程

1、Consumer Buying Behavior消費者行為是指消費者為獲取、運用、處置消費物品或效力所采取的各種行動，包括先于且決議這些行動的決策過程 .影響消費者行為的個體與心思要素是：需求與動機；知覺；學(xué)習(xí)與記憶；態(tài)度；個性、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者的決策行為，而且它們對外部環(huán)境與營銷刺激的影響起放大或抑制造用 影響消費者行為的環(huán)境要素主要有：文化；社會階層；社會群體；家庭等 消費者行為模型營銷和其他刺激購買者黑箱購買者反響ProductPricePlacePromotionEconomicTechnologicalPoliticalCulturalCh

2、aracteristics Affecting Consumer BehaviorBuyers Decision ProcessProduct ChoiceBrand ChoiceDealer ChoicePurchase TimingPurchase Amount影響消費者行為的要素BuyerPsychologicalPersonalSocialCulture影響消費者行為的要素: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影響消費者行為的要素:社會GroupsMembershipReferenceFamilyHus

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

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

6、uyingBehaviorHighInvolvementSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsLowInvolvement購買決議過程Need RecognitionInformation SearchEvaluation of AlternativesPurchase Decision Postpurchase Behavior購買決議過程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購買決議過程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購買決議過程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.購買決議過程Step 4. Purchase DecisionPurchase IntentionDesire to buy the most preferred brandPurchase DecisionAttitudes of othersUnexpected situational factors購買決議過程Step 5. Postpurc