重庆工商大学：《市场营销》（双语版）PPT课件 5-1 Consumer Buying Behavior

Consumer Buying Behavior 5-1 消费者行为是指消费者为获取、使用、处置消费物 品或服务所采取的各种行动,包括先于且决定这些 行动的决策过程 影响消费者行为的个体与心理因素是:需要与动机 ;知觉;学习与记忆;态度;个性、自我概念与生 活方式。这些因素不仅影响和在某种程度上决定消 费者的决策行为,而且它们对外部环境与营销刺激 的影响起放大或抑制作用 影响消费者行为的环境因素主要有:文化;社会阶 层;社会群体;家庭等 商务策划学院2002

商务策划学院 2002 5-1 Consumer Buying Behavior • 消费者行为是指消费者为获取、使用、处置消费物 品或服务所采取的各种行动，包括先于且决定这些 行动的决策过程 . • 影响消费者行为的个体与心理因素是：需要与动机 ；知觉；学习与记忆；态度；个性、自我概念与生 活方式。这些因素不仅影响和在某种程度上决定消 费者的决策行为，而且它们对外部环境与营销刺激 的影响起放大或抑制作用 影响消费者行为的环境因素主要有：文化；社会阶 层；社会群体；家庭等

消费者行为模型 5-2 Product 营销和其他刺激 Economic Price Technological Place Political Promotion Cultural Buver's Characteristics Decision 购买者黑箱 Affecting Process Consumer Behavior Product Choice Purchase 购买者反应 Brand Choice Timing Purchase Dealer Choice Amount 商务策划学院2002

商务策划学院 2002 消费者行为模型 5-2 营销和其他刺激 购买者黑箱 购买者反应 Product Price Place Promotion Economic Technological Political Cultural Characteristics Affecting Consumer Behavior Buyer’s Decision Process Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount

影响消费者行为的因素 5-3 Culture Social Personal Psychological Buyer 商务策划学院2002

商务策划学院 2002 影响消费者行为的因素 5-3 Buyer Psychological Personal Social Culture

影购消费者行为的因素 5-4 文化 Most basic cause of a persons wants and behavior Values Perceptions Subculture Social class Groups of people with shared People within a social class value systems based on tend to exhibit similar buying common life experiences. behavior Hispanic Consumers Occupation African American Consumers Income Asian American Consumers Education Mature Consumers Wealth 商务策划学院2002

商务策划学院 2002 影响消费者行为的因素 5-4 : 文化 Social Class • People within a social class tend to exhibit similar buying behavior. • Occupation • Income • Education • Wealth • Most basic cause of a person's wants and behavior. • Values • Perceptions Subculture • Groups of people with shared value systems based on common life experiences. • Hispanic Consumers • African American Consumers • Asian American Consumers • Mature Consumers

影啊消费者行为的因素 5-5 社会 Groups . Membership Reference Family Husband, wife, kids Social Factors .Influencer, buyer, user Roles and Status 商务策划学院2002

商务策划学院 2002 影响消费者行为的因素 5-5 : 社会 Groups •Membership •Reference Family •Husband, wife, kids •Influencer, buyer, user Roles and Status Social Factors

影啊消费者行为的因素 5-6 个人 Personal Influences Age and Family Life Cycle Stage Occupation Economic Situation Personality Self-Concept Lifestyle Identification Activities Opinions Interests 商务策划学院2002

商务策划学院 2002 影响消费者行为的因素 5-6 : 个人 Personal Influences Age and Family Life Cycle Stage Occupation Economic Situation Lifestyle Identification Activities Opinions Interests Personality & Self-Concept

影购消费者行为的因素 5-7 心理 Motivation Beliefs and Psychological Factors Perception Attitudes Learning 商务策划学院2002

商务策划学院 2002 影响消费者行为的因素 5-7 : 心理 Psychological Factors Motivation Perception Learning Beliefs and Attitudes

马斯洛的需求层次理论 5-8 Self Actualization MSelf-development) Esteem Needs self-esteem status Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst) 商务策划学院2002

商务策划学院 2002 马斯洛的需求层次理论 5-8 Esteem Needs (self-esteem, status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst) Self Actualization (Self-development)

购买决定的类型 5-9 High Low Involvement Involvement Significant Complex Variety differences Buying Seeking between brands Behavior Behavior Few Dissonance Habitual differences between Reducing Buying Buying brands Behavior Behavior 商务策划学院2002

商务策划学院 2002 购买决定的类型 5-9 Complex Buying Behavior Dissonance￾Reducing Buying Behavior Variety￾Seeking Behavior Habitual Buying Behavior High Involvement Significant differences between brands Few differences between brands Low Involvement

购买决定过程 5-10 Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior 商务策划学院2002

商务策划学院 2002 购买决定过程 5-10 Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior