Consumer Behavior - Southern Methodist University - World 消费者的行为-南卫理公会大学-世界.pptVIP

Consumer Behavior Professor Chip Besio Cox School of Business Southern Methodist University Model of Consumer Behavior The Buyer’s Decision Process Buyer’s Decision ProcessINFORMATION SEARCH Buyer’s Decision ProcessPURCHASE DECISION Buyer’s Decision ProcessPOST-PURCHASE BEHAVIOR THE HIERARCHY OF EFFECTS Involvement The degree of importance the consumer accords to the product class or its purchase Involvement High Usually purchase is infrequent, significant perceived risk Customer actively seeks information Customized decision process Low Usually purchase is familiar and / or inexpensive Highly selective attention to information Quick decision Routine behavior Types of Buying Decisions How the Consideration Set Is Formed Factors Affecting Inclusion in Consideration Set Top-of-mind awareness - recall experience - trial, previous purchase, habitual use brand equity Distribution Shelf space and location Shelf tags, displays and other attention-getting devices Nature of the set goal-driven Taxonomic (classification of options) How Preferences are Formed Preference for a product reflects the customer’s expectation of its ability to satisfy important wants and needs * * Marketing and Other Stimuli Product Price Place Promotion Environmental Factors Buyer’s Decision Process Factors Affecting Consumer Behavior Buyer’s Decision Process Buyer’s Response Product Choice Brand Choice Store/Dealer Choice Purchase Timing Purchase Amount Source: Adapted from Prentice Hall Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchase Behavior Source: Prentice Hall Buyer’s Decision Process NEED RECOGNITION External Stimuli TV advertising Magazine ad Radio slogan Other stimuli in the environment Internal Stimuli Hunger Thirst A person’s normal needs Need Recognition Difference between current state and desired state Source: Adapted from Prentice Hall Family, friends, neighbors Most influential source of information