国外商学院原版教材（英文版）6（PPT 17）.ppt

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1、Chapter6AnalyzingConsumerMarketsandBuyingBehaviorMarketingManagementTenthEditionPhilipKotlerObjectivesInfluencesonBuyingBehaviorBuyerDecisionMakingSimpleResponseModelStimulusOrganismResponseModelofBuyingBehaviorBuyer’sdecisionprocessProblemrecognitionInformationsearchEvaluationDecisionPostpurc

2、hasebehaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyer’scharacteristicsCulturalSocialPersonalPsychologicalBuyer’sdecisionsProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamountMarketingstimuliProductPricePlacePromotionCultureCulturalFactorsSubcultureSocialClassBuyerSocia

3、lFactorsReferenceGroupsRoles&StatusesFamilyInfluencesonConsumerBehaviorPersonalInfluencesAgeandFamilyLifeCycleStageLifestyleOccupation&EconomicCircumstancesPersonality&Self-ConceptPsychologicalFactorsPerceptionLearningBeliefs&AttitudesMotivationMaslow’sHierarchyofNeedsPsychologicalneeds(food,

4、water,shelter)1Safetyneeds(security,protection)2Socialneeds(senseofbelonging,love)3Esteemneeds(self-esteem,recognition)4Self-actualization(self-developmentandrealization)5FourTypesofBuyingBehaviorComplexBuyingBehaviorDissonance-ReducingBuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehavio

5、rSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvementConsumerBuyingProcessProblemrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehaviorTotalSetDecisionMakingSetsAware-nessSetConsid-erationSetChoiceSetDecisionStepsBetween

6、EvaluationofAlternativesandaPurchaseDecisionEvaluationofalternativesPurchasedecisionUnanticipatedsituationalfactorsAttitudeofothersPurchaseintentionHowCustomersUseorDisposeofProductsProductGetridofittemporarilyGetridofitpermanentlyKeepitLoanitRentitStoreitConverttonewpurposeUsefororiginalpurp

7、oseGiveitawayTradeitSellitThrowitawayDirecttoconsumerTointermediaryThroughmiddlemanTobeusedTobe(re)soldReviewInfluencesonBuyingBehaviorBuyerDecisionMaking