消费者购买行为种类课件.ppt

优选 优选 优选 优选 优选 优选 优选 优选 优选 Consumer Markets and Consumer Buyers Behavior Types of Buying Decision Behavior 购买决策行为的种类 The Buyer Decision Process 购买者决策过程 The Buyer Decision Process for New Product 新产品的购买决策过程 市场营销1302班 谢 怡 2013 3010 2063 Chapter 5 第 五 章 优选 * Types of Buying Decision Behavior Complex Buying Behavior Dissonance-Reducing Buying Behavior Habitual Buying Behavior Variety-Seeking Buying Behavior 牙膏、iPod、金融服务或新汽车的购买行为存在着很大的不同。 更为复杂的购买决策通常会涉及到更多的购买参与者, 并且他们会更加深思熟虑。 图(12版P138FIGURE5.6，13版P176FIGURE5.5)在购买活动参与的程度和品牌差异的程度这两者基础上, 展示了消费者购买行为的种类。 优选 * 营销目标制定 参与程度高 参与程度低 品牌间差异很大 品牌间差异很小 复杂的 购买行为 寻求变化的 购买行为 寻求平衡（减少不和谐）的 购买行为 习惯性 购买行为 优选 * High involvement Significant differences between brands When the product is expensive, risky, purchased infrequently, and highly self-expressive. Marketers of high-involvement products must understand the information-gathering and evaluation behavior of high-involvement consumers. Complex Buying Behavior 当所购之物比较贵重、购买有风险又不常购买, 或是产品属于表现自我的产品时, 人们会出现一个较高的参与度。典型情况是关于产品种类，消费者有很多要知道的。 经营“高参与度”产品的营销人员, 必须了解人们收集信息的方法以及参与人的评估行为。 优选 * High involvement Few differences between brands When consumers are highly involved with an expensive, infrequent, or risky purchase, but see little difference among brands. To counter such dissonance, marketer’s after-sale communications should provide evidence and support to help consumers feel good about their brand choices. Dissonance-Reducing Buying Behavior 发生在消费者高程度参与的购买贵重的、不常买的或是存在风险的物品时, 但这些产品从品牌上讲, 并没有太大差别。 为了调节这种失调现象，营销人员的售后交流应该证明并支持消费者，帮助他们让他们感到自己的选择是正确的。 优选 * Low involvement Few differences between brands Occurs under conditions of low-consumer involvement and little significant brand difference Marketers of low-involvement products with few brand differences often use price and sale promotions to stimulate product trial. Habitual Buying Behavior 发生在“低参与度”的情况下, 同时产品品牌差异很小。 “低参与度”且没有什么品牌差异的产品的营销人员常用价格和销售促进的方法刺激产品