国际市场营销（第十三版）chapter 4Final Consumers and Their Buying Behavior.ppt

Simple Response Model Model of Buying Behavior Economic needs Psychological Factors Influences on Consumer Behavior Cultural Factors Purchase situation Purchase reason Time Surroundings Maslow’s Hierarchy of Needs Steps Between Evaluation of Alternatives and a Purchase Decision How Customers Use orDispose of Products The buyer decision process for new products Stages in the adoption process Awareness Interests Evaluation Trial Adoption Influence of product characteristics on rate of adoption Relative advantage Compatibility Complexity Divisibility Communicability Case study (Case 1) 世