消费者购买行为概述.pptVIP

评价标准和排序 可能的评价标准 价格、质量、品牌、渠道、颜色、款式、行程时间等 排序 因人而定 因时而定 案例 指标 重要性权重 A B C 款式 0.5 3 7 4 运行经济型 0.2 6 5 7 安全性 0.1 5 5 6 价格 0.2 8 7 8 消费者仔细计算Consumer May Use Careful Calculations Logical Thinking 消费者冲动购买Consumers May Buy on Impulse and Rely on Intuition 自己决定Consumers May Make Buying Decisions on Their Own. 寻求建议Consumers May Make Buying Decisions Only After Consulting Others. Marketers Must Study Buyers to Find Out How They Evaluate Brand Alternatives  典型评估示例 衡量选择Evaluation of alternatives Purchase Decision - Form a preference and intention to buy. Actual purchase can be influenced further by at