营销管理ch09-消费者行为.ppt

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1、9,Consumer Buying Behavior,Copyright Houghton Mifflin Company.All rights reserved.,9|2,Objectives,To understand consumers level of involvement with a product and the types of consumer problem-solving processesTo recognize the stages of the consumer buying decision processTo explore how situational i

2、nfluences may affect the consumer buying decision processTo understand the psychological influences that may affect the consumer buying decision processTo examine the social influences that affect the consumer buying decision process,Copyright Houghton Mifflin Company.All rights reserved.,9|3,Chapte

3、r Outline,Level of Involvement and Consumer Problem-Solving ProcessesConsumer Buying Decision ProcessSituational Influences on the Buying Decision ProcessPsychological Influences on the Buying Decision ProcessSocial Influences on the Buying Decision Process,Copyright Houghton Mifflin Company.All rig

4、hts reserved.,9|4,Introduction:Key Terms,Buying BehaviorThe decision processes and acts of people involved in buying and using productsConsumer Buying BehaviorBuying behavior of people who purchase products for personal use and not for business purposes,Copyright Houghton Mifflin Company.All rights

5、reserved.,9|5,Level of Involvement and Consumer Problem-Solving Processes,Level of InvolvementAn individuals intensity of interest in a product and the importance of the product for that personEnduring involvementSituational involvementRoutinized Response BehaviorThe process used when buying frequen

6、tly purchased,low-cost items that require little search-and-decision effort,Copyright Houghton Mifflin Company.All rights reserved.,9|6,Level of Involvement and Consumer Problem-Solving Processes(contd),Limited Problem SolvingThe process that buyers use when purchasing products occasionally or when

7、they need information about an unfamiliar brand in a familiar product categoryExtended Problem SolvingThe process employed when purchasing unfamiliar,expensive,or infrequently bought productsImpulse BuyingAn unplanned buying behavior resulting from a powerful urge to buy something immediately,Copyri

8、ght Houghton Mifflin Company.All rights reserved.,9|7,Consumer Buying Decision Process and Possible Influences on the Process,FIGURE 9.1,Copyright Houghton Mifflin Company.All rights reserved.,9|8,Consumer Buying Decision Process,Problem RecognitionOccurs when a buyer becomes aware of a difference b

9、etween a desired state and an actual conditionMay occur rapidly or slowlyInformation SearchInternal searchBuyers search their memories for information about products that might solve their problemExternal searchBuyers seek information from outside sources,Copyright Houghton Mifflin Company.All right

10、s reserved.,9|9,Consumer Buying Decision Process(contd),Evaluation of AlternativesConsideration setA group of brands that the buyer views as alternatives for possible purchaseEvaluative criteriaObjective and subjective characteristics that are important to a buyerFraming the alternativesDescribing t

11、he alternatives and their attributes in a certain manner to make a particular characteristic appear more important especially to the inexperienced buyer,Copyright Houghton Mifflin Company.All rights reserved.,9|10,Consumer Buying Decision Process(contd),PurchaseChoosing the product or brand to be bo

12、ught based on the outcome of the evaluation stageThe choice of seller may affect the final product selection.Factors such as terms of sale,price,delivery,and warranties may affect the sale.,Copyright Houghton Mifflin Company.All rights reserved.,9|11,Consumer Buying Decision Process(contd),Postpurch

13、ase EvaluationCognitive dissonanceA buyers doubts shortly after a purchase about whether the decision was the right oneBuyers are most likely to seek reassurance after the purchase of an expensive,high-involvement product,Copyright Houghton Mifflin Company.All rights reserved.,9|12,Situational Influ

14、ences on the Buying Decision Process,Situational InfluencesFactors that can influence a buyers purchase decision and may cause the buyer to shorten,lengthen,or terminate the process.Situational FactorsPhysical surroundingsSocial surroundingsTime perspectiveReason for purchaseBuyers momentary mood an

15、d condition,Copyright Houghton Mifflin Company.All rights reserved.,9|13,Psychological Influences on the Buying Decision Process,Psychological InfluencesFactors that in part determine peoples general behavior,thus influencing their behavior as consumersPerceptionThe process of selecting,organizing,a

16、nd interpreting information inputs to produce meaning,Copyright Houghton Mifflin Company.All rights reserved.,9|14,Psychological Influences on the Buying Decision Process(contd),Selective ExposureThe process of selecting inputs to be exposed to our awareness while ignoring othersSelective Distortion

17、An individuals changing or twisting of information when it is inconsistent with personal feelings or beliefsSelective RetentionRemembering information inputs that support personal feelings and beliefs and forgetting inputs that do not,Copyright Houghton Mifflin Company.All rights reserved.,9|15,Psyc

18、hological Influences on the Buying Decision Process(contd),Perceptual OrganizationOrganizing and integrating new information with what is already stored in memory.Closure occurs when a person mentally fills in missing elements in a pattern or statement,Copyright Houghton Mifflin Company.All rights r

19、eserved.,9|16,Psychological Influences on the Buying Decision Process(contd),InterpretationThe assignment of meaning to what has been organized based on what is expected or what is familiarAttempts by marketers to influence interpretation can fail becauseconsumers block out sellers information.consu

20、mers interpret sellers information differently than intended.consumers discard information that is inconsistent with prior beliefs.,Copyright Houghton Mifflin Company.All rights reserved.,9|17,Psychological Influences on the Buying Decision Process(contd),MotivesAn internal energizing force that dir

21、ects a persons behavior toward satisfying needs or achieving goalsMaslows Hierarchy of NeedsThe five levels of needs that humans are motivated to seek and satisfy,from least to most important arePhysiological needsfood,water,sex,clothing,shelterSafety needssecurity,freedomSocial needslove,affection,

22、belongingEsteem needsrespect,recognition,self-worthSelf-actualization needspersonal growth needs,Copyright Houghton Mifflin Company.All rights reserved.,9|18,Maslows Hierarchy of Needs,Maslow believed that people seek to fulfill five categories of needs.,FIGURE 9.2,Copyright Houghton Mifflin Company

23、.All rights reserved.,9|19,Psychological Influences on the Buying Decision Process(contd),LearningChanges in an individuals thought processes and behavior caused by information and experienceBehaviors that produce satisfying consequences are likely to be repeated.Consumers learn about products byexp

24、eriencing the products personally.gaining additional product knowledge from seller-provided information.indirect information from other purchasers/users.,Copyright Houghton Mifflin Company.All rights reserved.,9|20,Psychological Influences on the Buying Decision Process(contd),AttitudesAn individual

25、s enduring evaluation of,feelings about,and behavioral tendencies toward an object or ideaAttitudinal ComponentsCognitiveKnowledge and information about the object or ideaAffectiveFeelings and emotions toward the object or ideaBehavioralIndividuals action regarding the object or idea,Copyright Hough

26、ton Mifflin Company.All rights reserved.,9|21,Psychological Influences on the Buying Decision Process(contd),Attitude ScaleA means of measuring consumer attitudes by gauging the intensity of individuals reactions to adjectives,phrases,or sentences about an object,Copyright Houghton Mifflin Company.A

27、ll rights reserved.,9|22,Psychological Influences on the Buying Decision Process(contd),Personality and Self-ConceptPersonalityA set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situationsSelf-concept(self-image)Perception or view of

28、 oneselfLifestylesLifestyleAn individuals pattern of living expressed through activities,interests,and opinions,Copyright Houghton Mifflin Company.All rights reserved.,9|23,Social Influences on the Buying Decision Process,Social InfluencesThe forces other people exert on ones buying behaviorRoleActi

29、ons and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding personsMultiple role-expectation sets affect behavior.Roles influence both general and buying behaviors.,Copyright Houghton Mifflin Company.All rights reserved.,9|

30、24,Social Influences on the Buying Decision Process(contd),Family InfluencesConsumer socializationThe process through which a person acquires the knowledge and skills to function as a consumerFamily decision-making processesAutonomicequally shared decision-makingHusband-dominanthusband makes decisio

31、nsWife-dominantwife makes decisionsSyncraticdecisions made jointly,Copyright Houghton Mifflin Company.All rights reserved.,9|25,Social Influences on the Buying Decision Process(contd),Reference GroupsAny group that positively or negatively affects a persons values,attitudes,or behaviorMembershipAspi

32、rationalDisassociativeOpinion LeaderA knowledgeable,accessible individual who provides information about a specific sphere of interest to followers,Copyright Houghton Mifflin Company.All rights reserved.,9|26,Social Influences on the Buying Decision Process(contd),Social ClassAn open group of indivi

33、duals with similar social rankIndividuals in the same social classdevelop and assume common behavioral patterns.have similar attitudes,values,language patterns,and possessions.Influences many major life decisionsInfluences shopping patterns and spending habits,Copyright Houghton Mifflin Company.All

34、rights reserved.,9|27,Copyright Houghton Mifflin Company.All rights reserved.,9|28,Copyright Houghton Mifflin Company.All rights reserved.,9|29,Social Influences on the Buying Decision Process(contd),CultureThe accumulated values,knowledge,beliefs,customs,objects,and concepts of a societyCulture inf

35、luences buying behavior.Cultural changes affect product development,promotion,distribution,and pricing.SubculturesGroups of individuals whose characteristic values and behavior patterns are similar and differ from those of the surrounding cultureAfrican American Hispanic Asian American,Copyright Hou

36、ghton Mifflin Company.All rights reserved.,9|30,After reviewing this chapter you should:,Understand the level of involvement and types of consumer problem-solving processesRecognize the stages of the consumer buying decision processKnow how situational influences may affect the consumer buying decision processUnderstand the psychological influences that may affect the consumer buying decision processBe familiar with social influences that affect the consumer buying decision process,