《菲利普.科特勒的“市场营销”讲义》06.ppt

Objectives Influences on Buying Behavior Buyer Decision Making Simple Response Model Model of Buying Behavior Cultural Factors Social Factors Influences on Consumer Behavior Psychological Factors Maslow’s Hierarchyof Needs Four Types of Buying Behavior Consumer BuyingProcess Decision Making Sets Steps Between Evaluation of Alternatives and a Purchase Decision How Customers Use orDispose of Products Review Influences on Buying Behavior Buyer Decision Making * ?2000 Prentice Hall * Stimulus Organism Response Buyer’s decision process Problem recognition Information search Evaluation Decision Postpurchase behavior Other stimuli Economic Technological Political Cultural Buyer’s characteristics Cultural Social Personal Psychological Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount Marketing stimuli Product Price Place Promotion Culture Subculture Social Class Buyer Reference Groups Roles Statuses Family Personal Influences Age and Family Life Cycle Stage Lifestyle Occupation Economic Circumstances Personality Self-Concept Perception Learning Beliefs Attitudes Motivation Psychological needs (food, water, shelter) 1 Safety needs (security, protection) 2 Social needs (sense of belonging, love) 3 Esteem needs (self-esteem, recognition) 4 Self- actualization (self-development and realization) 5 Complex Buying Behavior Dissonance- Reducing Buying Behavior Variety- Seeking Behavior Habitual Buying Behavior Significant differences between brands Few differences between brands High Involvement Low Involvement Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Total Set Aware- ness Set Consid- eration Set Choice Set Decision Evaluation of alternatives Purchase decision Unanticipated situational factors Attitude of others Purchase intention Product Get rid of it temporarily Get rid of it permanently Keep it Loan it Rent it Store it Convert to new purpo