复旦大学：《营销管理》PPT课件讲义_BUYER BEHAVIOR

BUYER BEHAVIOR

BUYER BEHAVIOR

Buyer behavior topics Why study buyer behavior Types of buyers The Consumer Buying Process Types of Consumer Decision Making Social and situational influences Internal Influences: Attitudes Business vs. Consumer Markets Types of Business decisions The Buying Center

Buyer Behavior Topics Why Study Buyer Behavior Types of Buyers The Consumer Buying Process Types of Consumer Decision Making Social and Situational Influences Internal Influences: Attitudes Business vs. Consumer Markets Types of Business Decisions The Buying Center

By studying consumer behavior can answer Who buys our product? What do they buy Why do they buy? How do they buy? When? Where? How often?

By studying consumer behavior can answer Who buys our product? What do they buy? Why do they buy? How do they buy? When? Where? How often?

Types of buyers Organizational buyers Consumers 30.00 6500 Scale Models Organizational buyers Consumers

Types of Buyers Organizational buyers: Consumers: Scale Models Organizational Buyers Consumers $30.00 $65.00

Consumer decision process Need Recognition Information search Alternative Evaluation Purchase decision Post Purchase Evaluation

Consumer Decision Process Need Recognition Information Search Alternative Evaluation Purchase Decision Post Purchase Evaluation

Need recognition

Need Recognition

Information Search ·工 nterna1 Sources Group sources Marketing sources Public sources Experimental Sources

Information Search • Internal Sources • Group Sources • Marketing Sources • Public Sources • Experimental Sources

Alternative evaluation Consideration Set: Tercel Used cavalier

Alternative Evaluation Consideration Set: Tercel & Used Cavalier

Purchase stage Influenced through point-of- purchase (PoP) and sales force

Purchase Stage Influenced through point-of￾purchase (POP) and sales force

Post Purchase evaluation Did the product and purchase experience meet or exceed expectations? May experience cognitive dissonance

Post Purchase Evaluation Did the product and purchase experience meet or exceed expectations? May experience cognitive dissonance