第四章消费者购买行为58.pptVIP

Chapter4 第四章 消费者购买行为分析 Consumer Behavior Learning Objectives学习目标: 1 understand consumer behavior and the decision making procedure 了解消费者行为和决策过程 2 understand the factors that affect consumer behavior理解影响消费者行为的因素 Consumer Behavior The field of Consumer Behavior: “studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.” 消费者购买行为分析（consumer behavior) Consumer Buying Behavior refers to the buying behavior of final consumers -individuals households who buy goods and services for personal consumption.消费者购买行为研究的对象为终端客户：为个人消费目的购买的个人和家庭 All these consumers make up the consumer market.构成消费者市场 1Model of Buyer Behavior How And Why Consumers Buy 2 Consumer Buying Decision Process Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Initiator Influencer Decider Buyer User Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Five stages in the consumer buying process The amount of time spent in each stage varies according to several factors 2.3stages of Buyer Decision Process Problem Recognition - Difference between actual state and desired state Step 1. Need/Problem Recognition Step 2. Information Search Information Search - Both internal and external sources Step 2. Information Search Step 3. Evaluation Evaluation of Alternatives - Different process for every consumer, involves weighing product attributes and their ability to deliver benefits Step 3. Evaluation of Alternatives Step 4. Purchase Decision Purchase Decision - Form a preference and intention to buy. Actual purchase can be influenced further by attitudes of others and unanticipated situational factor