市场营销Marketing-consumer behavior - ch 6.pptVIP

Why People Buy: Consumer Behavior Consumer Behavior The process individuals and groups go through to select, purchase, or use goods, services, ideas, or experiences The Consumer Decision Process Problem Recognition Occurs whenever a consumer recognizes a difference between the current state and the ideal or desired state Internal cues - consumers recognize state of discomfort External cues - marketers may stimulate consumers to recognize problem Information Search Consumer checks memory and surveys environment to identify what options are available Sources might include personal experience and knowledge, friends, advertising, web sites, and magazines. Evaluation of Alternatives Identify consideration set Narrow list and compare pros and cons Use evaluative criteria to decide among remaining choices Product Choice People may ultimately make the choice based on heuristics Heuristics represent rules of thumb brand loyalty country of origin liking Post purchase Evaluation How good a choice was it? Customer satisfaction/dissatisfaction – “buyer’s remorse” Ultimately affects future decisions and word of mouth communication Consumer Decision Making Influences Internal Influences Perception Motivation Learning Attitudes Personality Age Lifestyle Perception Process by which people select, organize, and interpret information Exposure: stimulus must be within sensory receptors to be noticed Perceptual Selection: consumers will pay attention to some stimuli and not to others Interpretation: consumers assign meaning to stimuli Motivation An internal state that drives us to satisfy needs Once we activate a need, a state of tension exists that drives the consumer to some goal that will reduce this tension and eliminate the need Consequently, only unmet needs motivate Maslow’s Hierarchy of Needs Learning A change in behavior caused by information or experience Behavior learning theories assume learning takes place as the result of connections formed between events Cognitive learni