武汉理工大学汽车营销与策划英文课件chapter3 MODEL OF CONSUMER BEHAVIOR AND THE CONSUMER DECISION PROCESS.pptVIP

 MODEL OF CONSUMER BEHAVIOR AND THE CONSUMER DECISION PROCESS In this chapter, we focus on 4 parts. 1. The character of automobile consuming and classification of the customers 2. Framework for consumer research about the market：7Os 3. Consumers personal behavior 4. Organization buying behavior 1 The character of automobile consuming and classification of the customers The character of automobile consuming As material for production As material for consumption A kind of merchandise Classification of the customers Consumer market Business market Government market Reseller market 2 Framework for consumer research about the market：7Os 3 Consumers personal behavior 3.1 Basic characteristics of personal consuming market 3.2 Major factors influencing buying behavior 3.3 Model of buyer behavior 3.4 Types of buying decision decision behavior 3.5 The buyer decision process 3.1 Basic characteristics of personal consuming market (1)Flexibility-full. There is a higher sensitivity or elasticity in consumer’s personal demands. The needs might be actualized, suppressed, transferred, abandoned under a certain circumstance. (2)Diversity and difference. Consumers pursuit individualization. (3)Inductivity. Consumer’s personal demands can be derived from some factors. 3.1 Basic characteristics of personal consuming market (4)Progression and expansibility. Consumers ask more and more perfectly in the driving operation, the maintenance, the product function and the performance of vehicles. (5)Dispersion. Because consumers are decentralization in residential regions. (6)Substitution. Consumer’s personal demands can be met by competitive products. 3.1 Basic characteristics of personal consuming market (7)Flexibility-full. There is a higher sensitivity or elasticity in consumer’s personal demands. The needs might be actualized, suppressed, transferred, abandoned under a certain circumsta