第四章消费者购买行为.pptVIP

第四章消费者购买行为;Learning Objectives学习目标:;Consumer Behavior;消费者购买行为分析（consumer behavior);1Model of Buyer Behavior;How And Why Consumers Buy;2 Consumer Buying Decision Process;Consumer Buying Decision Process;Consumer Buying Decision Process;Consumer Buying Decision Process;2.3stages of Buyer Decision Process ;Problem Recognition - Difference between actual state and desired state ;Step 1. Need/Problem Recognition;Step 2. Information Search;;Evaluation of Alternatives - Different process for every consumer, involves weighing product attributes and their ability to deliver benefits ;;Purchase Decision - Form a preference and intention to buy. Actual purchase can be influenced further by attitudes of others and unanticipated situational factors. ;Step 5. Post Purchase;Marketers should attempt to influence and monitor post-purchase behavior Post-purchase communications reduce dissonance（购后不协调）, returns, and order cancellations Talk with customers to discover new uses for existing products Investigate methods of product disposal;Consumer Buying Decision Process;Review quiz;Review quiz;Review quiz;3 Buyer Characteristics (Factors or stimuli Influencing Consumer Behavior);Cultural factors Culture is the Set of Values, Perceptions, Wants Behavior Learned by a Member of Society from Family. Subcultures - Nationalities, religions, racial groups, and geographical regions. 美国的价值观:个人成就,自由,人道主义,物质满足,高效性与实效性,诚信,年轻 中国的价值观:?;Social Class - Hierarchically ordered divisions in a society; members share similar values, interests, and behavior. (P113) 社会阶层是指一个社会相对稳定和有序的分类。每类成员都有类似的价值观，兴趣及行为。;根据地位和声望、价值观和生活方式划分的稳定团体。同一阶层人的购买行为大致相同，倾向于选择同种产品和品牌。 ;中国社会科学院研究人员在中国当代社会阶层的研究中指出： 当代中国社会阶层结构的基本形态，它由十个社会阶层和五种社会地位等级组成（参见图1）。这十个社会阶层是：国家与社会管理者阶层、经理人员阶层、私营企业主阶层、专业技术人员阶层、办事人员阶层、个体工商户阶层、商业服务业员工阶层、产业工人阶层、农业劳动者阶层和城乡无业失业半失业者阶层。 ;第三十页，共五十页，2022年，8月28日;; Groups Membership Reference ;3.2.1 Reference groups;3.2.2 Family;3.2.3 Roles and Status;3.3 personal ; 3.3.1Age and Life Cycle;3.3.1Age and Life Cy