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1、Chapter6SocialandPsychologicalInfluencesonBuyerBehaviourCopyright©2001byMcGraw-HillRyersonLimitedSommersBarnesNinthCanadianEditionPresentationbyKarenA.BlotnickyMountSaintVincentUniversity,Halifax,NSChapterGoalsTogainanunderstandingof:Theprocessofconsu
2、merpurchasedecisionmakingTheimportanceofvariousinformationsourcesonbuyingdecisionsTheimpactonpurchasingcausedbyreferencegroups,family,household,socialclass,culture,subculture,motivation,perception,learning,personality,attitudes,andsituationalfactors2BU
3、YING-DECISIONPROCESSNeedrecognitionIdentificationofalternativesEvaluationofalternativesPurchaseandrelateddecisionsPostpurchasebehaviourINFORMATIONCommercialsourcesSocialsourcesSITUATIONALFACTORSWhenconsumersbuyWhereconsumersbuyWhyconsumersbuyConditions
4、underwhichconsumersbuyPSYCHOLOGICALFORCESMotivationPerceptionLearningPersonalityAttitudeSOCIALANDGROUPFORCESCultureSubcultureSocialclassReferencegroupsFamilyandhouseholdsCopyright©2000McGrawHillRyersonLimited3TheBuying-BuyingDecisionProcessTheconsumerg
5、oesthroughaseriesofdecision-makingstagesenroutetoadecisionandbeyond:recognitionofanunmetneedchoiceofaninvolvementlevelidentificationofalternativesevaluationofalternativespurchaseandrelateddecisionspostpurchasebehaviour4VariationsinthePurchaseProcessthe
6、consumercanwithdrawatanystagesomestagesmaybeskippedthestagesaregenerallyofvaryinglengthsomestagesmaybeperformedsubconsciously5LevelofInvolvementinfluencestheamountofefforttheconsumerwilldevotetothepurchasedecisionprocessinvolvementishigherwhenconsumerl
7、acksinformationaboutpurchaseproductorserviceisconsideredimportantriskofabaddecisionisperceivedtobehighproductorserviceissociallyimportantproductorservicehasthepotentialtoprovidesignificantbenefits6IdentificationandEvaluationofAlternativessearchforalter
8、nativesmaybelimitedtooptionscloseathandormaybemoreextensiveinfluencedbyinformationavailable,confidenceintheinformation,andexpectedbenefitorvalueofadditionalinformationevaluationofalternativesisbasedoncertaincriteria,whichvaryinimportanc