第4章 消费者购买行为(中英对照).ppt

四、购买决策 只让消费者对某一品牌产生好感和购买意向是不够的，真正将购买意向转为购买行动，其间还会受到两个方面的影响：一是他人的态度，二是意外的情况。 The evaluation process 消费者购买笔记本时会考虑的因素 品牌与口碑 CPU、显卡、内存、硬盘 用途与价格 散热、防尘、抗震 售后服务 电池（使用寿命、待机时间） 屏幕（尺寸大小、色彩、对比度、清晰程度） 外观（整机重量与厚度、颜色、线条、是否方便携带） 键盘舒适度 附加的增值服务 重 要 因 素 次 要 因 素 五、购后评价 消费者对其购买活动的满意感(S--Satisfaction)是其产品期望(E--Expectation)和该产品可觉察性能(P--Perceived performance)的函数，即:S=f(E，P) 若E=P，则消费者满意 若EP，则消费者不满意 若EP，则消费者非常满意 概念性的消费者评价过程 消费者会把产品看成一系列产品属性的集合。 消费者会根据自己的需要和欲望而区别不同属性的重要性程度。 消费者会形成一系列关于各个属性种不同品牌的性能如何的品牌信念（品牌形象）。 消费者期望的产品全部满意度随不同的属性水平而变化。 消费者通过某种评价程序而形成对不同品牌的态度。 消费者的购买后行为 购买后评价 顾客满意 顾客不满意 宣传推荐 无行动 采取行动 无行动 诉诸公众 私下行为 告诫他人 抵制购买 诉诸法律 要求退换 媒体披露 机构投诉 The Buyer Decision Process Five stages in the buyer decision process Need recognition Information search Evaluation of alternatives Purchase decision Post-purchase behavior The Buyer Decision Process Need Recognition Need recognition occurs when the buyer recognizes a problem or need triggered by: Internal stimuli External stimuli The Buyer Decision Process Information Search Information search is the amount of information needed in the buying process and depends on: The strength of the drive, The amount of information you start with, The ease of obtaining the information, The value placed on the additional information, and The satisfaction from searching. The Buyer Decision Process Information Search Sources of information: Personal sources—family and friends Commercial sources—advertising, Internet Public sources—mass media, consumer organizations Experiential sources—handling, examining, using the product Sources and Role of Information The Buyer Decision Process Evaluation of Alternatives Evaluation of alternatives is how the consumer processes information to arrive at brand choices. The Buyer Decision Process Purchase Decision The purchase decision is the act by the consumer to buy the most preferred brand. The purchase decision can be affected by: Attitudes of others Unexpected situati