PSSP需要阶层理论图表4.PPT

社會階級 參考群體 意見領袖 文化 廣泛性問題解決 有限的問題解決 例行性反應行為 低涉入購買 失調 採用過程 重要詞彙 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6-* Chapter Six Final Consumers and Their Buying Behavior For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts. ? 2009 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6-* At the end of this presentation, you should be able to: Describe how economic needs influence the buyer decision process. Understand how psychological variables affect an individual’s buying behavior. Understand how social influences affect an individual’s buying behavior. Explain how characteristics of the purchase situation influence consumer behavior. Explain the process by which consumers make buying decisions. This slide relates to material on p. 148. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6-* Summary Overview The text’s comprehensive model is referenced to indicate where we are, and what is covered in the following discussion Key Issues ?This chapter explores the influences on final consumers and their buying behavior. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6-* Summary Overview Specific aspects of the customers, both final consumers and organizational customers, are considered in Chapters 5, 6, and 7. ? In the last chapter, we discussed basic data on population, income, and other demographic dimensions of the final consumer market. ? This chapter focuses on the buying behavior of final consumers (CB). Key Issues ?This chapter looks at three key determinants of consumer behavior: (1) Individual consumer factors including: economic needs, psychological variables, social influences, and the purchase situation. (2) External influences on consumer behavior – like marketing mixes and other stimuli. (3) The problem-solving and decision-making processes consumers go throu