营销管理ch09-消费者行为.ppt

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 processes To recognize the stages of the consumer buying decision process To explore how situational influences may affect the consumer buying decision process To understand the psychological influences that may affect the consumer buying decision process To examine the social influences that affect the consumer buying decision process,Copyright Houghton Mifflin Company. All rights reserved.,9 | 3,Chapter Outline,Level of Involvement and Consumer Problem-Solving Processes Consumer Buying Decision Process Situational Influences on the Buying Decision Process Psychological Influences on the Buying Decision Process Social Influences on the Buying Decision Process,Copyright Houghton Mifflin Company. All rights reserved.,9 | 4,Introduction: Key Terms,Buying Behavior The decision processes and acts of people involved in buying and using products Consumer Buying Behavior Buying behavior of people who purchase products for personal use and not for business purposes,Copyright Houghton Mifflin Company. All rights reserved.,9 | 5,Level of Involvement and Consumer Problem-Solving Processes,Level of Involvement An individuals intensity of interest in a product and the importance of the product for that person Enduring involvement Situational involvement Routinized Response Behavior The process used when buying frequently 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 Solving The process that buyers use when purchasing products occasionally or when they need information about an unfamiliar brand in a familiar product category Extended Problem Solving The process employed when purchasing unfamiliar, expensive, or infrequently bought products Impulse Buying An unplanned buying behavior resulting from a powerful urge to buy something immediately,Copyright 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 Recognition Occurs when a buyer becomes aware of a difference between a desired state and an actual condition May occur rapidly or slowly Information Search Internal search Buyers search their memories for information about products that might solve their problem External search Buyers seek information from outside sources,Copyright Houghton Mifflin Company. All rights reserved.,9 | 9,Consumer Buying Decision Process (contd),Evaluation of Alternatives Consideration set A group of brands that the buyer views as alternatives for possible purchase Evaluative criteria Objective and subjective characteristics that are important to a buyer Framing the alternatives Describing the 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),Purchase Choosing the product or brand to be bought based on the outcome of the evaluation stage The 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),Postpurchase Evaluation Cognitive dissonance A buyers doubts shortly after a purchase about whether the decision was the right one Buyers 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 Influences on the Buying Decision Process,Situational Influences Factors that can influence a buyers purchase decision and may cause the buyer to shorten, lengthen, or terminate the process. Situational Factors Physical surroundings Social surroundings Time perspective Reason for purchase Buyers momentary mood and condition,Copyright Houghton Mifflin Company. All rights reserved.,9 | 13,Psychological Influences on the Buying Decision Process,Psychological Influences Factors that in part determine peoples general behavior, thus influencing their behavior as consumers Perception The process of selecting, organizing, and interpreting information inputs to produce meaning,Copyright Houghton Mifflin Company. All rights reserved.,9 | 14,Psychological Influences on the Buying Decision Process (contd),Selective Exposure The process of selecting inputs to be exposed to our awareness while ignoring others Selective Distortion An individuals changing or twisting of information when it is inconsistent with personal feelings or beliefs Selective Retention Remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not,Copyright Houghton Mifflin Company. All rights reserved.,9 | 15,Psychological Influences on the Buying Decision Process (contd),Perceptual Organization Organizing 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 reserved.,9 | 16,Psychological Influences on the Buying Decision Process (contd),Interpretation The assignment of meaning to what has been organized based on what is expected or what is familiar Attempts by marketers to influence interpretation can fail because consumers block out sellers information. consumers 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),Motives An internal energizing force that directs a persons behavior toward satisfying needs or achieving goals Maslows Hierarchy of Needs The five levels of needs that humans are motivated to seek and satisfy, from least to most important are Physiological needsfood, water, sex, clothing, shelter Safety needssecurity, freedom Social needslove, affection, belonging Esteem needsrespect, recognition, self-worth Self-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. All rights reserved.,9 | 19,Psychological Influences on the Buying Decision Process (contd),Learning Changes in an individuals thought processes and behavior caused by information and experience Behaviors that produce satisfying consequences are likely to be repeated. Consumers learn about products by experiencing 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),Attitudes An individuals enduring evaluation of, feelings about, and behavioral tendencies toward an object or idea Attitudinal Components Cognitive Knowledge and information about the object or idea Affective Feelings and emotions toward the object or idea Behavioral Individuals action regarding the object or idea,Copyright Houghton Mifflin Company. All rights reserved.,9 | 21,Psychological Influences on the Buying Decision Process (contd),Attitude Scale A means of measuring consumer attitudes by gauging the intensity of individuals reactions to adjectives, phrases, or sentences about an object,Copyright Houghton Mifflin Company. All rights reserved.,9 | 22,Psychological Influences on the Buying Decision Process (contd),Personality and Self-Concept Personality A set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations Self-concept (self-image) Perception or view of oneself Lifestyles Lifestyle An 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 Influences The forces other people exert on ones buying behavior Role Actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons Multiple role-expectation sets affect behavior. Roles influence both general and buying behaviors.,Copyright Houghton Mifflin Company. All rights reserved.,9 | 24,Social Influences on the Buying Decision Process (contd),Family Influences Consumer socialization The process through which a person acquires the knowledge and skills to function as a consumer Family decision-making processes Autonomicequally shared decision-making Husband-dominanthusband makes decisions Wife-dominantwife makes decisions Syncraticdecisions made jointly,Copyright Houghton Mifflin Company. All rights reserved.,9 | 25,Social Influences on the Buying Decision Process (contd),Reference Groups Any group that positively or negatively affects a persons values, attitudes, or behavior Membership Aspirational Disassociative Opinion Leader A 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 Class An open group of individuals with similar social rank Individuals in the same social class develop and assume common behavioral patterns. have similar attitudes, values, language patterns, and possessions. Influences many major life decisions Influences shopping patterns and spending habits,Copyright Houghton Mifflin Comp