add_市场营销学双语课件4（PPT 15）--购买决定过程

5-1来自•消费者行为是指消费者为获取、使用、处置消费物品或服务所采取的各种行动，包括先于且决定这些行动的决策过程.•影响消费者行为的个体与心理因素是：需要与动机；知觉；学习与记忆；态度；个性、自我概念与生活方式。这些因素不仅影响和在某种程度上决定消费者的决策行为，而且它们对外部环境与营销刺激的影响起放大或抑制作用影响消费者行为的环境因素主要有：文化；社会阶层；社会群体；家庭等5-2来自’sDecisionProcessProductChoiceBrandChoiceDealerChoicePurchaseTimingPurchaseAmount5-3来自中国最大的资料库下载影响消费者行为的因素:文化SocialClass•Peoplewithinasocialclasstendtoexhibitsimilarbuyingbehavior.•Occupation•Income•Education•Wealth•Mostbasiccauseofaperson'swantsandbehavior.•Values•PerceptionsSubculture•Groupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiences.•HispanicConsumers•AfricanAmericanConsumers•AsianAmericanConsumers•MatureConsumers5-5来自中国最大的资料库下载影响消费者行为的因素:社会Groups•Membership•ReferenceFamily•Husband,wife,kids•Influencer,buyer,userRolesandStatusSocialFactors5-6来自中国最大的资料库下载影响消费者行为的因素:个人PersonalInfluencesAgeandFamilyLifeCycleStageOccupationEconomicSituationLifestyleIdentificationActivitiesOpinionsInterestsPersonality&Self-Concept5-7来自中国最大的资料库下载影响消费者行为的因素:心理PsychologicalFactorsMotivationPerceptionLearningBeliefsandAttitudes5-8来自(self-esteem,status)SocialNeeds(senseofbelonging,love)SafetyNeeds(security,protection)PhysiologicalNeeds(hunger,thirst)SelfActualization(Self-development)5-9来自•TVadvertising•Magazinead•Radioslogan•StimuliintheenvironmentInternalStimuli•Hunger•Thirst•Aperson’snormalneedsNeedRecognitionDifferencebetweenanactualstateandadesiredstate5-12来自•Family,friends,neighbors•Mostinfluentialsourceofinformation•Advertising,salespeople•Receivesmostinformationfromthesesources•MassMedia•Consumer-ratinggroups•Handlingtheproduct•Examiningtheproduct•UsingtheproductPersonalSourcesCommercialSourcesPublicSourcesExperientialSources5-13来自’mlookingfor,howsatisfiedwouldIbewitheachproduct?EvaluationProceduresChoosingaproduct(andbrand)basedononeormoreattributes.5-14来自’sExpectationsofProduct’sPerformanceDissatisfiedCustomerSatisfiedCustomer!Product’sPerceivedPerformanceCognitiveDissonance