9+week-2011-consumer+behavior

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1、ConsumerBehavior#91KEYQUESTIONS!WhatstimulishouldI(amarketer)givetopotentialconsumersforpromotionofexpectedresponsessuchaspurchase,blooddonation,andvoting?Whatdoconsumersdoduringtheexchange(e.g.,purchase)decisionprocess?Howdoconsumersrespondtodiversestimuliinth

2、eworld?2Whattogive?Whatandhowmuchtotake?Where?Howtocommunicate?PRODUCTPRICEPLACEPROMOTIONmarketercustomer3Consumer?Individualconsumer:individualsorhouseholdswhobuyproductsforpersonalconsumption.Industrialbuyer:individualsororganizationswhobuyproductsforre-produ

3、ctionorre-distribution.4Consumerbehaviorisaprocessinwhichaconsumersearch,evaluate,purchase,consume,disposesomeproductsforsatisfyingherneedsandwants.ConsumerBehavior?5Marketer:tobeabletobuildupmoreefficientandeffectivemarketingplan…Consumer:tobeclevererconsumer…

4、Policymaker:tomakerightpolicy…WHY,ConsumerBehavior?ConsumerBehaviorModel:Stimulus-ResponseModelMarketingstimuliProductPricePlacePromotionPurchasedecisionmakingCulturalSocialPersonalfactorsProblemrecognitionSearchAlternativesevaluationChoicePost-purchasebehavior

5、Buyer’sdecisionProductchoiceStorechoiceQuantitychoiceTimingchoice…BlackboxConsumercharacteristics7Marketersshoulddeliberateonthesequestions:Whois/arethekeyconsumer(s)?Whattypeofpurchasingdecisionismade?Onwhatstagearethetargetconsumers?8Whopurchaseandwhoconsume?

6、:buyingrolesInitiator…thepersonwhofirstsuggeststheideaofbuyingtheproduct…Influencer…thepersonwhoseviewinfluencesthepurchase…Decider…thepersonwhomakesdecisionsuchaswhethertobuy,whattobuy,wheretobuy…Buyer…thepersonwhomakestheactualpurchase…User…thepersonwhoconsu

7、mesorusestheproduct…9Whattypeofpurchasedecisionmaking?:4typesofpurchasedecisionmakingDIFFERENCESBETWEENPRODUCTSHLLDissonance-reducingbehavior현미Habitual-buyingbehaviorSaltVariety-seekingbehaviorSnackHINVOLVEMENTComplexbuyingbehaviorAutomobile101.Problemrecognit

8、ion2.Search3.Alternativesevaluation4.Choice4.5Consumptionexperience5.Post-purchasebehaviorWhatstage?:5stagesofpurchasedecisionmaking11ExposurePerceptionRetentionAttentionSt