ProjectsforAssignmentOTC购买行为分析及营销策略.ppt

Chapter 4Consumer Buying Behavior Consumer Buying Behavior Four Types of Buying Decision Behavior Complex Buying Behavior Type: Implications Suggestions Dissonance-Reducing Buying Behavior Habitual Buying Behavior Variety-seeking Buying Behavior Projects for Assignment 2 Projects for Assignment 3 With the improvement of medical system,consumers can buy OTC (Over The Counter 非处方药）drugs from open channel more easily.However, there is an enormous variety of OTC drugs in the market.In this case,how do consumers normally choose OTC drugs? 1. The decision-making process of OTC  The consumer may recognize a need for buying OTC under the following situations: The diseases attacks them or they are feeling sick.（eg. I have a headache） The season that diseases are more likely to spread(疾病多发季节）is coming. Buying OTC in advance in order to prevent some kinds of small illness. (eg.In summer, consumers are likely to buy certain OTC to prevent from being bitten by mosquitoes) A customer can obtain OTC information from several sources: Personal sources: family, friends, neighbours etc Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displays Public sources: newspapers, radio, television, consumer organisations; specialist magazines Experiential sources: handling, examining, using the product Consumers evaluate the OTC brands mainly according to the following factors: function, safety, whether it is convenient to take, price, packages,brands,the reputation of the manufacturer...Generally, consumers are likely to choose the brand whose comprehensive assessment is good. Generally,the consumers will form a purchase intention during the evaluation period and they will likely to buy the most preferred brand, but two factors come before they make decision: OTC will have detailed instructions for the consumers, it is very convenient for them to take the medicine accordingly. Whether the consumers will be satis