[管理学]chapter5ConsumerMarketsandConsumerBuyerBehavior.pptVIP

Objectives The consumer market and construct a simple model of consumer buyer behavior 消费者市场并建立消费者购买行为的简单模式 The four major factors that influence consumer buyer behavior 影响消费者行为的四个主要因素 The major types of buying decision behavior and the stages in the buyer decision process 购买决策行为的主要类型及购买决策的阶段 The opening case: Harley-Davidson “I’d rather push a Harley than drive a Honda.” “A Harley renews your spirits and announces your independence.” 上海沃尔玛开业 上海开业当天客流量达到12万 停车场80%以上的上座率，却没有出现整堆整堆的购物，一般只有1、2个袋子 乘4元的公交车却仅仅只买了几十元的物品 Consumer buyer behavior refers to the buying behavior o