pm--chapter04onsumer markets and buying behavior(营销原理)pm--chapter04consumer markets and buying behavior(营销原理)pm--chapter04consumer markets and buying behavior(营销原理)pm--chapter04consumer markets and buying behavior(营销原理).ppt

Ch.4 Consumer Markets and Buying Behavior Chapter 4 Skip: Details of Geographic Distribution (p. 90-92) Nine life-cycle stages (p. 93) The Consumer Market Consists of Ultimate consumers (End users) who buy goods and services for their own personal or household use. Consumer Demographics Demographics describes the characteristics of population: Age Family Life Cycle Education and Income Race and Ethnicity: e.g., Thai, Chinese, Thai-Chinese, Indian, etc. Consumer’s Buying Process Consumer Decision Making Consumer Buying-Decision Process 1. Need recognition *A buyer must sense a difference between his or her actual state and a desire need. *The need can be aroused by internal or external stimuli. 2. Identification of alternatives The search for alternatives is influenced by: *How much information the consumer already has *The consumer’s confidence in that information *The expected value of additional information Consumer Decision Making 3. Evaluation of alternatives: looking at the pros and cons of the alternatives 4. Purchase and Related Decision Selecting a source from which to buy is one of buying decision: Patronage buying motives are reasons why a consumer chooses to shop at a particular retailer: *Location convenience *Merchandise assortment *Service speed *Services offered *Store appearance *Crowding *Sales personnel *Prices *Mix of other shoppers *Merchandise accessibility Consumer Decision Making 5. Post-purchase behavior: Postpurchase Coginitive Dissonance is a state of anxiety brought on by difficulty of choosing from among several alternatives. Dissonance typically increases: The greater the importance of purchase decision The greater the similarity between the item selected and item(s) rejected Company can help custs reduce dissonance by offering: Guarantees, Return policies, High-quality postsale service programs, and Reassuring communications Level of Involvement The amount of effort that is spent in satisfying a n