市场营销专业英语 topic 2精选.ppt

Chapter 2 Consumer behavior Contents 2.1 The Buyer Decision Process 2.1.1 Stages in the Buyer Decision Process 2.1.2 Types of consumer buying decisions and consumer involvement 2.1.3 Factors Determining the Level of Consumer Involvement 2.2 Factors Influencing Consumer Behavior 2.2.1 Cultural Factors 2.2.2 Social Factors 2.2.3 Personal Factors 2.2.4 Psychological Factors 2.3 Models of Consumer Behavior 2.3.1 Models of Consumer Behavior 2.3.2 The Buyer Decision Process for New Products 2.1 The Buyer Decision Process 2.1.1 Stages in the Buyer Decision Process Behind the visible act of making a purchase lies an important decision process that must be investigated. The stages a buyer passes through in making choices about which products and services to buy are the purchase decision process. This process has the five stages shown in Figure 2.1: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) post purchase behavior. Figure 2.1 Purchase Decision Process 2.1.2 Types of consumer buying decisions and consumer involvement All consumer-buying decisions generally fall along a continuum of three broad categories: routine response behavior, limited decision making, and extensive decision making (see Table 2.1). Table 2.1 Types of Consumer Buying Decision 2.1.3 Factors Determining the Level of Consumer Involvement The level of involvement in the purchase depends on five factors: previous experience interest perceived risk situation social visibility 2.2 Factors Influencing Consumer Behavior 2.2.1 Cultural Factors Culture Subculture Social Class Table2.2 the Continuing Significance of Social Class in Canada and United States 2.2.2 Social Factors Most consumers are likely to seek out the opinions of others to reduce their search and evaluation effort or uncertainty, especially as the perceived risk of the decision increase