个人决策制订.pptVIP

個人決策制訂 Individual Decision Making 消費者決策制訂步驟 Problem Recognition Information Search Evaluation of Alternatives Product Choice Outcomes Outlet Selection 決策制訂觀點 ? 理性觀點（高度涉入） ? 感性觀點（低度涉入） ? 消費者可能高度涉入某項決策，但 是最後決定仍無法全以理性觀點詮 釋。 購買決策行為連續圖 Habitual Decision Making Limited Problem Solving Extensive Problem Solving Low-Cost Products Frequent Purchasing Low Consumer Involvement Familiar Product Class and Brands More Expensive Products Infrequent Purchasing High Consumer Involvement Unfamiliar Product Class and Brands Little Thought, Search, or Time Given to Purchase Extensive Thought, Search, and Time Given to Purchase 問題確認 當實際狀態與理想狀態 發生重大差異時 資訊蒐集 搜尋方式 購買前 持續 資訊蒐集 刻意 非刻意 資訊來源 內部搜尋 外部搜尋 How Much Search Occurs? Purchase is Important Women Shop Than Men Need to Learn More About Purchase Consumers Are Younger, Better-Educated Information is Easily Obtained Search Activity is Greater When: Value Style and Image 消費者產品知識對資訊蒐集之影響 產品知識 搜 尋 量 影響資訊蒐集之風險類別 影響資訊蒐集之風險類別 Functional Social Monetary Psychological Physical 替代方案評估 喚起子集 - 最可能考慮 呆滯（無差 異）子集 - 有可能考慮 不當子集 - 不考慮 察覺子集 Basic Levels Have Much More in Common, But a Number of Alternatives Exist. 產品分類階層 Dessert Fattening Dessert Nonfattening Dessert Ice Cream Pie Cake Diet Ice Cream Fruit Yogurt Subordinate Levels Includes Individual Brands. Superordinate Levels 產品分類之策略性意涵 Identifying Competitors Are Different Products Substitutes? Locating Products Consumers Expectations Regarding the Places to Locate a Desired Product. Product Positioning Conception of the Product Relative to Other Products in the Consumers Mind Exemplar Products Most Known, Accepted Product or Brand Heuristics （經驗或實務法則） Common Heuristics Price/Quality Relationship Brand Loyalty Product Signal Country of Origin Market Beliefs Brand Names Retail Outlets