第05章消费者市场与消费者购买行为 .ppt

Note to Instructor Discussion Question If you watched television last night, what ads do you remember seeing? Probe to find out why they remember certain ads—was it that they broke through the clutter, that they saw them many times, or that they are in the market for that certain product? * * * * * * * * * * Note to Instructor This Web link brings you to PriceGrabber—an online comparison shopping site. What is interesting on this site is on the left hand side, you can search by features. These features help a consumer know how to evaluate a product. For instance, this example is laptop computers and one can search by processing speed, processor type, screen size, etc. * * * * * * 购买决策行为类型 四种购买行为类型 影响消费者行为的因素 复杂 的购买行为 习惯性 的购买行为 降低失调 的购买行为 寻求多样性 的购买行为 高介入度 低介入度 品牌间差异显著 品牌间差异小 购买决策过程 影响消费者行为的因素 确认需要 购后行为 购买决策 评估方案 搜索信息 购买决策过程 当购买者确认某一个问题或某种需要开始： 内部刺激 外部刺激 确认需要 个人来源——家人和朋友 商业来源——广告和网站 公共来源——大众传媒和消费者组织 经验来源——操作、检查和使用 购买决策过程 搜索信息 信息源 消费者如何处理品牌选择时的信息？ 购买决策过程 评价备选方案 消费者购买最喜爱的品牌的行为 购买决策受下列因素的影响： 他人的态度 意想不到的环境因素 购买决策过程 购买决策 消费者感觉购买的满意或不满意 两者之间的关系： 消费者期望 产品的感知性能 期望和性能间差距越大，不满意感越强 认知失调是购后矛盾所导致的不安 购买决策过程 购后行为 顾客满意是与消费者建立盈利性关系的关键，它能吸引和保留顾客，获得顾客终身价值。 购买决策过程 购后行为 新产品购买决策过程 采用过程指个人初次知晓一项创新到最终采用的心理过程。 该过程包括如下几个阶段： 产品特征对采用率的影响 新产品购买决策过程 * Note to Instructor Discussion Question What have you recently purchased that cost over $100? Write down all the reasons you purchased this particular item. Because students are all consumers—it is interesting to start the class with a discussion of products they have recently purchased. When you ask them why they purchased a particular item or product, you can bring them through many topics in this chapter including the characteristics that affect consumer behavior (cultural, social, personal, and psychological). You can also try to determine the process they went through including how and where they searched for information and how they evaluated their alternatives. Finally, ask them how they feel about their purchase (postpurchase behavior)