5consumerbuyingbehavior.pptVIP

Chapter 5 Buyer behavior 1. Definitions Customer: “the person who engages in a purchase transaction with a supplier of goods.” 参与购买交易的人. Client: who seeks professional guidance or services, such as accountants, lawyers. 寻求专业产品或服务的人. Consumer: “the end user of the product.” 产品的最终使用者. Professional: “people who have special skills in purchasing.” such as media buyers. 有着专业技巧的购买者. DMU (Decision Making Unit) 决策单元: “ a group of people participate into the purchase process.” 一组参与购买过程的人. Needs 需求: an absence of something. Wants 欲望: those things which will fulfill a particular need. 顾客购买的５W+1H模型 Who：who dose the buying? 由谁购买 购买者：谁担任实际的购买 决策者：谁作出购买的决定 使用者：归谁使用 What do they buy? 购买什么？ Why do they buy? 他们为什么要购买？ When do they buy? 何时购买？ Where do they buy? 何处购买？ How do they buy? 怎样购买？ 2. Consumer Buying Behavior 2.1 Definition 2.2 the process of consumer 2.3 Influences on buying behavior 2.4 Models of buying behavior 2.1 Definition Consumer buying behavior: “ the decision processes and acts of individuals involved in buying and using products or services.” (Dibb, 2001) 参与购买以及使用产品或服务的个人的决策过程及行为。 2.2 The process of consumer buying behavior Need recognition确认需求/意识到问题 Internal stimulus 内在刺激: e.g. thirst or hungry. External stimulus 外在刺激: e.g. the design of the car or the advertisement. Information search 信息搜索 Two ways of information search stage Internal information search 内部信息搜索: 回忆记忆中 原有的信息. External information search 外部信息搜索 Personal sources: the most effective 个人来源会为购买者证明和评估商品的好坏 Commercial sources 广告、销售人员、商店、包装和展示 Public sources 大众传媒和消费者协会 Cont. 作为一个企业,要仔细地把消费者的信息来源进行分类，并确定各种来源的重要性，比如可以问消费者第一次是从哪里听到该品牌的，怎样看待其它来源的重要性，等等。 Brand choice Unawareness set Awareness set 意识组合 Implications of various awareness set 对于意识组合的应用 Evoked set记忆组合: awareness campaigns to remind consumers of key features of the brand. Inert set无意见的: to persuade consumers to buy the brand. Inept set消极的: improve? P128 Example Unawareness set: a marketing strategy to raise the brand’s prof