buyer-decision-process

1、ConsumerBehaviorDecision-makingProcessLecturerYueHe2008-2009Semester2TourismMarketingWhyanalyseconsumerbuyingbehavior?Byunderstandingconsumerbehavior,marketersarebetterabletopredicthowcustomerswillreacttoacertainmarketingstrategyThisdirectlyaffectscustomersatisfactionandacompany’ssuccessTypesofconsumerbuyingbehavior•Routineresponsebehavior•Limiteddecision-making•Extensivedecision-making•ImpulsebuyingDecision-makingProcessProblemrecognitionInformationsearchEvaluationofalternativesChoiceatPoint。

2、ofsalePost-purchaseevaluationProblemRecognition•Abuyerbecomesawareifadifferencebetweenadesiredstate&anactualcondition•Tourismproductiseitheranescapefromdailyreality,orameansofself-fulfillment.•Marketersusesalesperson,advertising&packagingtoaidrecognitionInformationSearch•Therearetwoaspectstoaninformationsearch:Internalsearch-buyersfirstsearchtheirmemoryExternalsearch-ismadeiftheinformationcannotbefoundfrommemoryforadecision○sources-personal,commercialInformationSourceMatrixEvaluationofAlternat。

3、ives•Theconsumerestablishesasetoftermstocomparethecharacteristicsoftheproducts.○Theymightincludequality,price,easeofuse,size,etc.•Differentconsumerswillassigndifferinglevelsofimportancetocertainfeatures○businessman&familychoosingahotelChoiceatpointofsale/purchase•Theconsumerselectstheproducttobepurchased•Twofactorscancomebetweenthepurchaseintention&purchasedecision★Attitudeofothers★Unexpectedsituationfactors(salesonsecondpreferredbrand)FactorsinfluencingthebuyingdecisionprocessCulturebackgroundS。

4、ub-cultureCultureSocialReferencegroupFamilyRolesSocialclassPersonalPsychologyAgeLifestageOccupationLifesylePerceptionMotivesLearningAttitudesPersonalityConsumerPsychologicalfactors•Factorsthatinfluencepeople’sbehaviorsasconsumers:MotivesPersonality(self-confidence,sociability,aggressive…)PersonalinfluencesApersonalfactorisonethatisuniquetoaparticularindividual.Itmaybe:DemographicGenderLifestageSocialfactorsinfluencingthebuyingdecisionprocess•Socialfactorsaretheforcesthatotherpeopleexertona。

5、nindividual’sbuyingbehaviorRoles&FamilyReferencegroup(families,workgroups,schoolfriends)SocialclassesCulturebackgroundConclusion•Marketshavetobeunderstoodbeforemarketingstrategiescanbedeveloped.•Today’sincreasinglycompetitivebusinessenvironmentmeansthatbusinesseswillhavetocontinuouslyimproveatidentifying&understandingtheconsumersthattheyaretryingtoinfluence。