消费者购买行为.pptx

Chapter4第四章消费者购买行为分析ConsumerBehavior

LearningObjectives学习目标:understandconsumerbehaviorandthedecisionmakingprocedure了解消费者行为和决策过程understandthefactorsthataffectconsumerbehavior理解影响消费者行为的因素

ConsumerBehaviorThefieldofConsumerBehavior:“studieshowindividuals,groups,andorganizationsselect,buy,use,anddisposeofgoods,services,ideas,orexperiencestosatisfytheirneedsanddesires.”

消费者购买行为分析（consumerbehavior)ConsumerBuyingBehaviorreferstothebuyingbehavioroffinalconsumers-individualshouseholdswhobuygoodsandservicesforpersonalconsumption.消费者购买行为研究的对象为终端客户：为个人消费目的购买的个人和家庭Alltheseconsumersmakeuptheconsumermarket.构成消费者市场

1ModelofBuyerBehaviorMarketingandOtherStimuli刺激因素MarketingProductPricePlacePromotionOtherEconomicTechnologicalPoliticalCulturalBuyer’sBlackBox黑箱效应BuyerCharacteristicsBuyerDecisionProcessBuyerResponsesProductChoice产品BrandChoice品牌DealerChoice经销商PurchaseTiming购买时机PurchaseAmount购买数量

HowAndWhyConsumersBuyModelofCustomerBuyerBehavior

2ConsumerBuyingDecisionProcessMarketersMustIdentifyandUnderstand:3124WhoMakestheBuyingDecisionTypesofBuyingDecisionsStagesintheBuyingProcess

Buyingroles01Buyingbehavior02Buyingdecisionprocess03Initiator04Influencer05Decider06Buyer07User08ConsumerBuyingDecisionProcessUnderstand

Buyingroles1Buyingbehavior2Buyingdecisionprocess3Complexbuyingbehavior4Dissonance-reducingbuyingbehavior5Habitualbuyingbehavior6Variety-seekingbuyingbehavior7ConsumerBuyingDecisionProcessUnderstand

FivestagesintheconsumerbuyingprocessBuyingrolesBuyingdecisionprocessBuyingbehaviorTheamountoftimespentineachstagevariesaccordingtoseveralfactorsConsumerBuyingDecisionProcessUnderstand

2.3stagesofBuyerDecisionProcess添加标题Postpurchase添加标题Decision添加标题Behavior添加标题Information添加标题Purchase添加标题Search添加标题Need/problemRecognition添加标题Evaluation添加标题ofAlternatives

ProblemRecognition-Differencebetweenactualstateanddesire