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Consumer Behavior - COMPLETE MBA STUDY MATERIALS 消费行为完成MBA的学习材料.ppt

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Consumer Behavior Consumer Behavior Consumer Behavior The field of Consumer Behavior: “studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.” How And Why Consumers Buy How and Why Consumers Buy Influence Factors Cultural Social Personal Psychological Exert broadest and deepest influence Culture Subculture Social classes How And Why Consumers Buy Influence Factors Cultural Social Personal Psychological Reference groups Family Social roles and statuses How And Why Consumers Buy Influence Factors Cultural Social Personal Psychological Age Stage in life cycle Occupation Economic circumstances Lifestyle Personality Self-concept How And Why Consumers Buy Influence Factors Cultural Social Personal Psychological Motivation Perception Learning Beliefs Attitudes Consumer Buying Decision Process Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Initiator Influencer Decider Buyer User Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior Four Types of Buying Behavior Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Five stages in the consumer buying process The amount of time spent in each stage varies according to several factors Consumer Buying Decision Process Consumer Buying Decision Process Post-purchase Behavior: Consumers’ expectations are compared to performance Post-purchase satisfaction influences future behavior Purchasing behavior Word-of-mouth communications Consumer Buying Decision Process Marketers should attempt to influence and monitor post-purchase behavior Post-purchase communications reduce dissonance, returns, and order cancellations Talk with customers to discover new uses for existing produ