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1、Chapter4 ConsumerBuyingBehaviorProjectsforAssignment1ConsumerBuyingBehaviorThebuyingbehavioroffinalconsumers--indicidualsandhouseholdswhobuygoodsandservicesforpersonalconsumption.Researchingthesekindsofbehaviormayhelpsthemanufacturersproducemoreproductswhichmeetconsumers'needsino
2、rdertosellmoreproducts,extendmarketshareandfinallymakemoreprofits.What&Why?FourTypesofBuyingDecisionBehaviorComplexBuyingBehavior(复杂型购买行为)Dissonance-ReducingBuyingBehavior(和谐型购买行为)HabitualBuyingBehavior(习惯型购买行为)Variety-seekingBuyingBehavior(多变型购买行为)Type:ComplexBuyingBehaviorcompu
3、terReasonsbrandspricehigh-technologymodelspurchasedinfrequentlyriskyImplications&Suggestionsdifferentiatebrandsfeatures,especiallythebenefitssetreasonableandcompetitivepricemotivatesalespeopletogiveinformationenhancetheabilitytoinnovoteDissonance-ReducingBuyingBehaviorType:Reason
4、sSuggestionscarpetingexpensiveinfrequentlybuyingexperiencepostpurchasedissonancelittledifferenceamongbrandssetreasonable&competitivepriceconstantlyenhancethequalityperfecttheafter-saleservicesconstantlyenhancethequalityHabitualBuyingBehaviorType:Reasons:littlebranddifference,atta
5、chlowinvolvementtothebrand,withlowprice,etcSuggestions:priceandsalespromotionstostimulateproducttrial,adsonTV,etc.SaltVariety-seekingBuyingBehaviorType:Reasons:lowconsumerinvolvement,lotsofbrandswitching,etc.Suggestions:offerlowerprices,specialdeals,coupons,freesamples,dominatesh
6、elfspace,keepingshelvesfullystockedandrunningfrequentreminderadvertising.cookiesConsumers'Involvement(HightoLow)DifferenceamongBrandsComplexBuyingBehaviorVariety-seekingBuyingBehaviorDissonance-reducingBuyingBehaviorHabitualBuyingBehaviorBigtoSmallConclusionProjectsforAssignment2
7、BUYITorNOT?MyOwnBuyingExperienceNeedRecognitionBuyingDecisionMakingProcessFactorsmayInfluencetheBuyingDecisionMakingProcessPersonalFactorsEconomicsituation(income,salary...)Ageandlife-cyclestage(differentkindsoffamilies..)Occupation(clothes,gold,white,bluecollar..)Lifestyle(diffe
8、rentcountries..)Personalityandself-conce
