《个人决策制订》ppt课件

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1、個人決策制訂IndividualDecisionMaking消費者決策制訂步驟ProblemRecognitionInformationSearchEvaluationofAlternativesProductChoiceOutcomesOutletSelection決策制訂觀點理性觀點（高度涉入）感性觀點（低度涉入）消費者可能高度涉入某項決策，但是最後決定仍無法全以理性觀點詮釋。購買決策行為連續圖HabitualDecisionMakingLimitedProblemSolvingExtensiveProblemSolvingLow-CostProductsFrequentPurcha

2、singLowConsumerInvolvementFamiliarProductClassandBrandsMoreExpensiveProductsInfrequentPurchasingHighConsumerInvolvementUnfamiliarProductClassandBrandsLittleThought,Search,orTimeGiventoPurchaseExtensiveThought,Search,andTimeGiventoPurchase問題確認當實際狀態與理想狀態發生重大差異時資訊蒐集搜尋方式購買前持續資訊蒐集刻意非刻意資訊來源內部搜尋外部搜尋HowM

3、uchSearchOccurs?PurchaseisImportantWomenShopThanMenNeedtoLearnMoreAboutPurchaseConsumersAreYounger,Better-EducatedInformationisEasilyObtainedSearchActivityisGreaterWhen:ValueStyleandImage消費者產品知識對資訊蒐集之影響產品知識搜尋量影響資訊蒐集之風險類別影響資訊蒐集之風險類別FunctionalSocialMonetaryPsychologicalPhysical替代方案評估喚起子集-最可能考慮呆滯（無差

4、異）子集-有可能考慮不當子集-不考慮察覺子集BasicLevelsHaveMuchMoreinCommon,ButaNumberofAlternativesExist.產品分類階層DessertFatteningDessertNonfatteningDessertIceCreamPieCakeDietIceCreamFruitYogurtSubordinateLevelsIncludesIndividualBrands.SuperordinateLevels產品分類之策略性意涵IdentifyingCompetitorsAreDifferentProductsSubstitutes?Lo

5、catingProductsConsumers’ExpectationsRegardingthePlacestoLocateaDesiredProduct.ProductPositioningConceptionoftheProductRelativetoOtherProductsintheConsumer’sMindExemplarProductsMostKnown,AcceptedProductorBrandHeuristics（經驗或實務法則）CommonHeuristicsPrice/QualityRelationshipBrandLoyaltyProductSignalCoun

6、tryofOriginMarketBeliefsBrandNamesRetailOutletsHeuristicsareMentalRules-of-ThumbThatLeadtoaSpeedyDecision.選擇熟悉品牌是一種忠誠度或習慣？基於習慣因為不用花費太多時間與力氣基於品牌忠誠持續購買相同品牌的有意識決策因為情感或客觀的理由，品牌忠誠顧客積極地涉入產品相關資訊與相關活動。決策準則LexicographicElimination-By-AspectsConjunctiveNon-compensatoryDecisionRulesCompensatoryDecisionRules

7、SimpleAdditiveWeightedAdditiveDisjunctive非補償性決策準則Conjunctive（綜合決策法則）設定所有屬性之最低標準，符合者才做進一步考量Disjunctive（選擇性決策考量）針對「重要」屬性設立標準，符合者才做進一步考量Elimination-by-Aspects（重要性依序刪除法）先排定各屬性之重要性順序，再依次依據門檻一一刪除不符者。非補償性決策準則（續）LexicographicD