市场营销学双语课件4（PPT 15）--购买决定过程.pptxVIP

消费者行为是指消费者为获取、使用、处置消费物品或服务所采取的各种行动，包括先于且决定这些行动的决策过程 .影响消费者行为的个体与心理因素是：需要与动机；知觉；学习与记忆；态度；个性、自我概念与生活方式。这些因素不仅影响和在某种程度上决定消费者的决策行为，而且它们对外部环境与营销刺激的影响起放大或抑制作用 影响消费者行为的环境因素主要有：文化；社会阶层；社会群体；家庭等 Consumer Buying BehaviorProductPricePlacePromotionEconomicTechnologicalPoliticalCultural购买者黑箱Characteristics Affecting Consumer BehaviorBuyer’s Decision Process购买者反应Purchase TimingPurchase AmountProduct ChoiceBrand ChoiceDealer Choice营销和其他刺激消费者行为模型CultureSocialPersonalPsychologicalBuyer影响消费者行为的因素影响消费者行为的因素:文化Most basic cause of a persons wants and behavior.ValuesPerceptionsSubculture Groups of people with shared value systems based on common life experiences. Hispanic Consumers African American Consumers Asian American Consumers Mature ConsumersSocial Class People within a social class tend to exhibit similar buying behavior. Occupation Income Education Wealth影响消费者行为的因素:社会GroupsMembershipReferenceFamilyHusband, wife, kidsInfluencer, buyer, userSocial FactorsRoles and Status影响消费者行为的因素:个人Lifestyle IdentificationAge and Family Life CycleStageOccupationPersonality Self-ConceptEconomic SituationActivitiesOpinionsInterestsPersonal Influences影响消费者行为的因素:心理MotivationPsychological FactorsPerceptionBeliefs and AttitudesLearningSelf Actualization(Self-development)Esteem Needs(self-esteem, status)Social Needs(sense of belonging, love)Safety Needs(security, protection)Physiological Needs(hunger, thirst) 马斯洛的需求层次理论购买决定的类型ComplexBuyingBehaviorVariety-SeekingBehaviorHighInvolvementLowInvolvementDissonance-Reducing BuyingBehaviorSignificantdifferencesbetweenbrandsHabitualBuyingBehaviorFewdifferencesbetweenbrands购买决定过程Evaluation of AlternativesPurchase DecisionPostpurchase Behavior Need RecognitionInformation Search购买决定过程Step 1. Need RecognitionNeed RecognitionDifference between an actual state and a desired stateInternal Stimuli Hunger Thirst A person’s normal needsExternal Stimuli TV advertising Magazine ad Radio sloganStimuli in the environmentCommercial SourcesFamily, friends, neighborsM