Consumer Behavior Shopping消费者行为与购物.ppt

Consumer Behavior Shopping The Buying Process Retail Selection Decision Need Recognition Search for information Evaluate retailers Select a retailer Visit store, browse internet or catalog, respond to TV advertisement Merchandise/Service Selection Decision Search for information Evaluate merchandise/service Select merchandise/service Purchase Postpurchase evaluation Factors Affecting Buying Process Buyer/Household Characteristics Internal Variables Needs Personality Lifestyle Attitudes External Variables Family and family life cycle Reference Groups Social Class Culture and sub-culture Factors continued Shopping/Search Strategies Functional Experiential/Hedonic Situational Influences Physical surroundings Social surroundings Temporal (time) Task Definition Antecedent states (e.g. mood, discretionary income, etc.) Trip composition (single/multi-purpose) Current Trends Affect the Way the Consumer Behaves Population Trends 1. Population Growth 2. Age Distribution 3. Geographic Trends Number of Births by Year Age Distribution Social Trends 1. Education 2. State of Marriage and Divorce 3. Makeup of the American Household 4. Changing Nature of Work U.S. Education Levels Makeup of American Households Economic Trends 1. Income Growth 2. Personal Savings 3. Women in the Labor Force 4. Widespread Use of Credit Changing Purchasing Habits of American Households Spenders and Savers as a Percentage of Total Population 1965 to 2025 Dual Wage Earners and Their Effect on Hours Spent Shopping Growth in Consumer Credit Square Feet of Retail Space Per Capita Consumer Decision Model Consumer Behavior Model Consumer Behavior Model Buying Process Stages Problem recognition Occurs when a consumer’s ideal state differs from actual state resulting in unmet needs Triggered by: lack of satisfaction change in income advertising/store displays need to replenish items Needs may be both transactional and/or experiential Consumer Behavior Model Consumer Behavior Model:Problem Solving