对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 3 Consumer Buying Behavior

Principles of Marketing 3-1 Session 3 Consumer Buying Behavior Text:Chapter 5 制卧经价蜀易大考 国际商学院市场营销学系

Consumer Buying Consumer Buying Behavior Behavior 3 － 1 3 － 1 Principles of Marketing Principles of Marketing Session 3 Text: Chapter 5

Outline 3-2 I.Factors Affecting Consumer Behavior II.Types of Buying Decision Behavior III.The Buyer Decision Process IV.The Buyer Decision Process for New Products 制卧经价蜀易大考 国际商学院市场营销学系

Outline Outline I. Factors Affecting Consumer I. Factors Affecting Consumer Behavior Behavior II. Types of Buying Decision II. Types of Buying Decision Behavior Behavior III. The Buyer Decision Process III. The Buyer Decision Process IV. The Buyer Decision Process IV. The Buyer Decision Process for New Products for New Products 3－2 3－2

Model of Consumer Behavior 3-3 Marketing and Other Stimuli Buyer's Black Box Buyer's Response 制计价蜀易大孝 国际商学院市场营销学系

Marketing and Other Stimuli Marketing and Other Stimuli 3－3 Model of Consumer Behavior Model of Consumer Behavior 3－3 Buyer’s Black Box Buyer’s Response

Factors Influencing Consumer Behavior Cultural Social .Culture .Family Subculture .Reference groups .Social Class .Roles status Psychological -Motivation Consumer Buyers'responses .Product service .Perception Learning(memory） category selection BUYER DECISION PROCESS .Brand selection .Beliefs attitudes eseller selection .Personality self-concept Experiences urchase timing Lifestyle repurchase intervals .Purchase amount Personal .Age lifecycle stage Environmental influences .Occupation Marketing programs .Marketing objectives .Economic .Education .Economic situation .Marketing strategy .Technological .Marketing mix Political 制所价蜀易大学 国际商学院市场营销学系

Cultural •Culture •Subculture •Social Class Social •Family •Reference groups •Roles & status Psychological •Motivation •Perception •Learning (memory) •Beliefs & attitudes •Personality & self-concept Personal •Age & lifecycle stage •Occupation •Education •Economic situation Buyers’ responses responses •Product service & category selection •Brand selection •Reseller selection •Purchase timing & repurchase intervals •Purchase amount Marketing programs •Marketing objectives •Marketing strategy •Marketing mix Environmental influences •Economic •Technological •Political Consumer BUYER DECISION PROCESS BUYER DECISION PROCESS Lifestyle Experiences Experiences 3－4 Factors Influencing Consumer Behavior 3－4

Maslow's Hierarchy of Needs 3-5 Self Actualization Self-Esteem Belongingness Safety Physiological 制卧经价蜀易大考 国际商学院市场营销学系

Self-Esteem Belongingness Safety Physiological Self Actualization 3－5 3－5 Maslow’ s Hierarchy of Needs

Social Factors 3-6 Family Reference Groups Roles and Status 国际商学院市场营销学系

3 － 6 3 － 6 Social Factors Social Factors ¾ Family ¾ Reference Groups Reference Groups ¾ Roles and Status Roles and Status

Family Influences 3-7 Family Influences Age and Life Cycle Stage Occupation Economic Situation 制卧经价蜀易大考 国际商学院市场营销学系

Family Influences Family Influences Age and Life Cycle Stage Age and Life Cycle Stage Occupation Occupation Economic Situation Economic Situation 3－7 3－7 Family Influences Family Influences

Lifestyle Influences 3-8 Lifestyle Identification Activities Opinions Interests 制卧经价蜀易大考 国际商学院市场营销学系

Lifestyle Identification Lifestyle Identification Activities Activities Opinions Opinions Interests Interests 3 － 8 3 － 8 Lifestyle Influences

SRI Values Lifestyles (VALS2 High Resources Actualizers High Innovation Fulfilleds Achievers Experiencers Believers Strivers Makers Strugglers Low Resources Low Innovation 制卧经价蜀易大考 国际商学院市场营销学系

High Resources High Innovation Achievers Achievers Actualizers Actualizers Strugglers Strugglers Strivers Strivers Fulfilleds Fulfilleds Believers Believers Experiencers Experiencers Makers Makers SRI Values & Lifestyles (VALS2) Low Resources Low Innovation 3－9 3－9

ll.Types of Buying Decisions 3-10 High Low Involvement Involvement Significant Complex Variety- differences Buying Seeking between brands Behavior Behaviour Few Dissonance- Habitual differences Reducing Buying between Buying brands Behaviour Behaviour 国际商学院市场营销学系

Complex Complex Buying Behavior Behavior Dissonance Dissonance￾Reducing Buying Reducing Buying Behaviour Behaviour Variety Variety￾Seeking Seeking Behaviour Behaviour Habitual Habitual Buying Behaviour Behaviour High Involvement Significant differences between brands Few differences between brands Low Involvement 3－10 3－10 II. Types of Buying Decisions II. Types of Buying Decisions