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 Situatio