[精选]消费者购买行为概述.pptx

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1、review:1终端消费者行为模式图2影响消费者行为的因素影响因素BuyerCharacteristics(FactorsorstimuliInfluencingConsumerBehavior)2.2Social社会因素参照群体Referencegroups家庭Family角色与地位Rolesandstatus2.3Personal个人因素年龄Ageandlife-cycle职业Occupation经济状况Economicsituation生活方式Lifestyle个性与自我观念Personalityandself-concept2.4Psycho-Logical

2、心理因素动机Motivation感知Perception学习Learning信念与态度Beliefsandattitudes购买者Buyer文化Culture亚文化Sub-culture社会阶层Socialclass2.1Cultural文化因素2.4心理因素psychologicalfactors2.4.1动机motivation动机Motivation–需要相关Correlatedtothestrengthofaneed(Freud,Maslow,Herzberg)马斯洛需求层次Maslowhierarchytheory弗洛伊德动机理论Freud’stheory

3、赫茨伯格双因素Herzbergtwo-factorsPhysiologicalNeeds(hunger,thirst)SafetyNeeds(security,protection)SocialNeeds(senseofbelonging,love)EsteemNeeds(self-esteem)SelfActualization(Self-development)Maslow’sHierarchyofNeeds(Fig.5.4)Coach在日本和中国的成功让人消费得起的奢侈品“轻奢品牌2.4.2Perception感知感知Perception–选择性注意Sele

4、ctiveattention,选择性扭曲selectivedistortion,选择性记忆selectiveretention.2.4.3BeliefsandAttitude信念和态度信念是指一个人对某些事物所持的具体看法Abeliefisadescriptivethoughtapersonholdsaboutsomething;态度是一个人对某些事物或观念所持的相对稳定的评价、感受和倾向Anattitudeisaperson’senduringfavorableorunfavorableevaluations,emotionalfeelings,andaction

5、tendenciestowardsomeobjectoridea人们态度一旦形成，具有稳定性和一致性的特点。企业和商家工作重点不在于改变人们的态度，适应和部分引导。2.4.4学习由于经验所引起的个人行为的改变。通过重复与强化刺激，加强消费者的学习过程行为学习理论条件反射无条件反射孝敬爸妈脑白金认知学习理论学习是思考的结果观察和模仿培训消费者3消费者决策过程ConsumerBuyingDecisionProcessWhoMakestheBuyingDecisionTypesofBuyingDecisionsStagesintheBuyingProcessMarkete

6、rsMustIdentifyandUnderstand:ConsumerBuyingDecisionProcessUnderstandBuyingroles职责Buyingbehavior行为类型Buyingdecisionprocess决策过程Initiator发起者Influencer影响Decider决策者Buyer购买者User使用者ConsumerBuyingDecisionProcessUnderstandBuyingroles职责Buyingbehavior行为类型Buyingdecisionprocess决策过程复杂的购买行为Complexbuyin

7、gbehavior减少失调的购买行为Dissonance-reducingbuyingbehavior习惯性购买行为Habitualbuyingbehavior寻求多样性的购买行为Variety-seekingbuyingbehavior3.2行为类型智能手机属于哪种类型的购买行为？ConsumerBuyingDecisionProcessUnderstandBuyingroles职责Buyingbehavior行为类型Buyingdecisionprocess决策过程五个步骤Fivestagesintheconsumerbuyingprocess不同步骤所耗费