消费者行为16.消费者决策过程.pptVIP

Chapter 16 Consumer Decision Making and Beyond Chapter Outline Levels of Consumer Decision Making Models of Consumer Decision Making Consumer Gifting Behavior Relationship Marketing Levels of Consumer Decision Making Extensive Problem Solving A lot of information needed Must establish a set of criteria for evaluation Limited Problem Solving Criteria for evaluation established Fine tuning with additional information Routinized Response Behavior Usually review what they already know This Site Helps You Search and Establish Criteria for Choosing a Doctor Ads often appeal to consumers who are looking for information to help them evaluate products. Models of Consumers: Four Views of Consumer Decision Making An Economic View A Passive View A Cognitive View An Emotional View Discussion Questions How are the four models of consumer decision making similar? How do they differ Goal Setting and Pursuit Figure 16.1 A Simple Model of Consumer Decision MakingFigure 16-2 Discussion Question What types of sociocultural inputs would influence the purchase of a: Plasma TV Hybrid vehicle Sugar-free ice cream The Process of Consumer Decision Making Need Recognition Prepurchase Search Evaluation of Alternatives Need Recognition Usually occurs when consumer has a “problem” Need recognition styles Actual state Desired state Prepurchase Search Begins with internal search and then moves to external search The impact of the Internet Search may be personal or impersonal Issues in Alternative Evaluation Evoked set Criteria used for evaluating brands Consumer decision rules and their application Decisions by functionally illiterate population Going online for decision-making assistance Lifestyles as a consumer decision strategy Incomplete information Series of decisions Decision rules and marketing strategy The Evoked Set Figure 16-3 Issues in Alternative Evaluation Evoked Set Criteria used for evaluating brands Consumer decision rules and their application Decisions by functionally