营销管理ch09-消费者行为.pptVIP

9 Consumer Buying Behavior Objectives To understand consumers’ level of involvement with a product and the types of consumer problem-solving processes To recognize the stages of the consumer buying decision process To explore how situational influences may affect the consumer buying decision process To understand the psychological influences that may affect the consumer buying decision process To examine the social influences that affect the consumer buying decision process Chapter Outline Level of Involvement and Consumer Problem-Solving Processes Consumer Buying Decision Process Situational Influences on the Buying Decision Process Psychological Influences on the Buying Decision Process Social Influences on the Buying Decision Process Introduction: Key Terms Buying Behavior The decision processes and acts of people involved in buying and using products Consumer Buying Behavior Buying behavior of people who purchase products for personal use and not for business purposes Level of Involvement and Consumer Problem-Solving Processes Level of Involvement An individual’s intensity of interest in a product and the importance of the product for that person Enduring involvement Situational involvement Routinized Response Behavior The process used when buying frequently purchased, low-cost items that require little search-and-decision effort Level of Involvement and Consumer Problem-Solving Processes (cont’d) Limited Problem Solving The process that buyers use when purchasing products occasionally or when they need information about an unfamiliar brand in a familiar product category Extended Problem Solving The process employed when purchasing unfamiliar, expensive, or infrequently bought products Impulse Buying An unplanned buying behavior resulting from a powerful urge to buy something immediately Consumer Buying Decision Process and Possible Influences on the Process Consumer Buying Decision Process Problem Recognition Occurs when a buyer becomes aware of a differ