消费者行为消费者决策过程PPT课件.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Copyright 2007 by Prentice Hall,16-,*,可编辑,Chapter 16,Consumer Decision Making and Beyond,可编辑,Chapter Outline,Levels of Consumer Decision Making,Models of Consumer Decision Making,Consumer Gifting Behavior,Relationship Marketing,可编辑,Levels of Consumer Decision Making,Extensive Problem Solving,A lot of information needed,Must establish a set of criteria for evaluation,Limited Problem Solving,Criteria for evaluation established,Fine tuning with additional information,Routinized Response Behavior,Usually review what they already know,可编辑,This Site Helps You Search and Establish Criteria for Choosing a Doctor,weblink,可编辑,Ads often appeal to consumers who are looking for information to help them evaluate products.,可编辑,Models of Consumers:Four Views of Consumer Decision Making,An Economic View,A Passive View,A Cognitive View,An Emotional View,可编辑,Discussion Questions,How are the four models of consumer decision making similar?,How do they differ,可编辑,Goal Setting and Pursuit Figure 16.1,可编辑,A Simple Model of Consumer Decision MakingFigure 16-2,可编辑,Discussion Question,What types of sociocultural inputs would influence the purchase of a:,Plasma TV,Hybrid vehicle,Sugar-free ice cream,可编辑,The Process of Consumer Decision Making,Need Recognition,Prepurchase Search,Evaluation of Alternatives,可编辑,Need Recognition,Usually occurs when consumer has a,“,problem,”,Need recognition styles,Actual state,Desired state,可编辑,Prepurchase Search,Begins with internal search and then moves to external search,The impact of the Internet,Search may be personal or impersonal,可编辑,Issues in Alternative Evaluation,Evoked set,Criteria used for evaluating brands,Consumer decision rules and their application,Decisions by functionally illiterate population,Going online for decision-making assistance,Lifestyles as a consumer decision strategy,Incomplete information,Series of decisions,Decision rules and marketing strategy,可编辑,The Evoked Set Figure 16-3,可编辑,Issues in Alternative Evaluation,Evoked Set,Criteria used for evaluating brands,Consumer decision rules and their application,Decisions by functionally illiterate population,Going online for decision-making assistance,Lifestyles as a consumer decision strategy,Incomplete information,Series of decisions,Decision rules and marketing strategy,可编辑,Consumer Decision Rules,Compensatory,Noncompensatory,Conjunctive Decision Rule,Disjunctive Decision Rule,Lexicographic Rule,可编辑,Compensatory Decision Rules,A type of decision rule in which a consumer evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score.,可编辑,Non-compensatory Decision,Rules,A type of consumer decision rule by which positive evaluation of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute.,可编辑,Conjunctive Decision Rule,A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each attribute evaluated.Brands that fall below the cutoff point on any one attribute are eliminated from further consideration.,可编辑,Disjunctive Rule,A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each relevant product attribute.,可编辑,Lexicographic Rule,A noncompensatory decision rule-consumers first rank product attributes in terms of importance,then compare brands in terms of the attribute considered most important.,2025/1/12 周日,23,可编辑,Affect Referral Decision Rule,A simplified decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered,rather than on specific attributes.,可编辑,Issues in Alternative Evaluation,Evoked Set,Criteria used for evaluating brands,Consumer decision rules and their application,Decisions by functionally illiterate population,Going online for decision-making assistance,Lifestyles as a consumer decision strategy,Incomplete information,Series of decisions,Decision rules and marketing strategy,可编辑,The Decision Process for Functionally Illiterate Consumers Figure 16-4,可编辑,Issues in Alternative Evaluation,Evoked Set,Criteria used for evaluating brands,Consumer decision rules and their application,Decisions by functionally illiterate population,Going online for decision-making assistance,Lifestyles as a consumer decision strategy,Incomplete information,Series of decisions,Decision rules and marketing strategy,可编辑,There Are a Growing Number of Web Sites to Help Consumers Choose Products,web link,可编辑,Issues in Alternative Evaluation,Evoked Set,Criteria used for evaluating brands,Consumer decision rules and their application,Decisions by functionally illiterate population,Going online for decision-making assistance,Lifestyles as a consumer decision strategy,Incomplete information,Series of decisions,Decision rules and marketing strategy,可编辑,Coping with Missing Information,Delay decision until missing information is obtained,Ignore missing information and use available information,Change the decision strategy to one that better accommodates for the missing information,Infer the missing information,可编辑,Issues in Alternative Evaluation,Evoked set,Criteria used for evaluating brands,Consumer decision rules and their application,Decisions by functionally illiterate population,Going online for decision making assistance,Lifestyles as a consumer decision strategy,Incomplete information,Series of decisions,Decision rules and marketing strategy,可编辑,A Purchase Can Involve a Number of Decisions.,When purchasing car,the buyer is,involved in a number of decisions,the,make,model,country of origin,the,dealer,the financing,and different,options.,可编辑,Output of Consumer Decision Making,Purchase behavior,Postpurchase evaluation,可编辑,Purchase Behavior,Three types of behavior,Trial purchases,Repeat purchases,Long-term commitment,可编辑,Postpurchase Evaluation,Actual Performance Matches Expectations,Neutral Feeling,Actual Performance Exceeds Expectations,Positive Disconfirmation of Expectations,Performance Is Below Expectations,Negative Disconfirmation of Expectations,可编辑,This article in,Cargo,is designed to help a reader reduce their postpurchase depression.,可编辑,Discussion Question,What are four ways that consumers reduce postpurchase dissonance?,How can marketers work to help consumers reduce the dissonance?,可编辑,Gifting Behavior,Gifting is an act of symbolic communication,with explicit and implicit meanings ranging from congratulations and love,to regret,obligation,and dominance.,可编辑,An Increasing Number of Gift Purchases Are Now Made Online,weblink,可编辑,Table 16.13 Reported Circumstances and Motivations for Self-Gift Behavior,CIRCUMSTANCES,Personal accomplishment,Feeling down,Holiday,Feeling stressed,Have some extra money,Need,Had not bought for self in a while,Attainment of a desired goal,Others,MOTIVATIONS,To reward oneself,To be nice to oneself,To cheer up oneself,To fulfill a need,To celebrate,To relieve stress,To maintain a good feeling,To provide an incentive toward a goal,Others,可编辑,Table 16.14 Gifting Relationships,GIFTING RELATIONSHIP,Intergroup,Intercategory,EXAMPLE,DEFINITION,A Christmas gift from one family to another family,A group giving a gift to another group,A group of friends chips in to buy a new mother a baby gift,An individual giving a gift to a group or a group giving a gift to an individual,Intragroup,Interpersonal,A family buys a VCR for itself as a Christmas gift,A group giving a gift to itself or its members,Valentines Day chocolates presented from a boyfriend to a girlfriend,An individual giving a gift to another individual,Intrapersonal,A woman buys herself jewelry to cheer herself up,Self-gift,可编辑,A Simple Model of ConsumptionFigure 16-5,可编辑,Relationship Marketing,Marketing aimed at creating strong,lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business.,可编辑,Proctor&Gamble Builds Relationships with Their Brands,Proctor&Gamble,可编辑,State Farm Insurance stresses relationship marketing in their advertising.,2025/1/12 周日,46,