商务策划学院.pptVIP

Consumer Buying Behavior 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 影响消费者行为的因素 影响消费者行为的因素:文化 Most basic cause of a persons wants and behavior. Values Perceptions 影响消费者行为的因素:社会 影响消费者行为的因素:个人 马斯洛的需求层次理论 购买决定的类型 购买决定过程 购买决定过程Step 2. Information Search 购买决定过程Step 4. Purchase Decision 商务策划学院 2002 5-* 营销和其他刺激 购买者黑箱 购买者反应 Product Price Place Promotion Economic Technological Political Cultural Characteristics Affecting Consumer Behavior Buyer’s Decision Process Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount Buyer Psychological Personal Social Culture Social Class People within a social class tend to exhibit similar buying behavior. Occupation Income Education Wealth Subculture Groups of people with shared value systems based on common life experiences. Hispanic Consumers African American Consumers Asian American Consumers Mature Consumers Groups Membership Reference Family Husband, wife, kids Influencer, buyer, user Roles and Status Social Factors Personal Influences Age and Family Life Cycle Stage Occupation Economic Situation Lifestyle Identification Activities Opinions Interests Personality Self-Concept 影响消费者行为的因素:心理 Psychological Factors Motivation Perception Learning Beliefs and Attitudes Esteem Needs (self-esteem, status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst) Self Actualization (Self-development) Complex Buying Behavior Dissonance- Reducing Buying Behavior Variety- Seeking Behavior Habitual Buying Behavior High Involvement Significant differences between brands Few differences between brands Low Involvement Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior 购买决定过程Step 1. Need Recognition External Stimul