商务策划学院 2002
5-1Consumer Buying Behavior
? 消费者行为是指消费者为获取、使用、处置消费物
品或服务所采取的各种行动，包括先于且决定这些
行动的决策过程,
? 影响消费者行为的个体与心理因素是：需要与动机；知觉；学习与记忆；态度；个性、自我概念与生
活方式。这些因素不仅影响和在某种程度上决定消
费者的决策行为，而且它们对外部环境与营销刺激
的影响起放大或抑制作用
影响消费者行为的环境因素主要有：文化；社会阶
层；社会群体；家庭等
商务策划学院 2002
5-2消费者行为模型
营销和其他刺激
购买者黑箱
购买者反应
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Characteristics
Affecting
Consumer
Behavior
Buyer’s
Decision
Process
Product Choice
Brand Choice
Dealer Choice
Purchase
Timing
Purchase
Amount
商务策划学院 2002
5-3影响消费者行为的因素
Buyer
Psychological
Personal
Social
Culture
商务策划学院 2002
5-4影响消费者行为的因素,
文化
Social Class
? People within a social class
tend to exhibit similar buying
behavior.
? Occupation
? Income
? Education
? Wealth
? Most basic cause of a person's wants and
behavior.
? Values
? Perceptions
Subculture
? Groups of people with shared
value systems based on
common life experiences.
? Hispanic Consumers
? African American Consumers
? Asian American Consumers
? Mature Consumers
商务策划学院 2002
5-5影响消费者行为的因素,
社会
Groups
?Membership
?Reference
Family
?Husband,wife,kids
?Influencer,buyer,user
Roles and Status
Social Factors
商务策划学院 2002
5-6影响消费者行为的因素,
个人
Personal Influences
Age and Family Life Cycle
Stage Occupation
Economic Situation
Lifestyle Identification
Activities Opinions
Interests
Personality & Self-Concept
商务策划学院 2002
5-7影响消费者行为的因素,
心理
Psychological
Factors
Motivation
Perception
Learning
Beliefs and
Attitudes
商务策划学院 2002
5-8马斯洛的需求层次理论
Esteem Needs
(self-esteem,status)
Social Needs
(sense of belonging,love)
Safety Needs
(security,protection)
Physiological Needs
(hunger,thirst)
Self
Actualization
(Self-development)
商务策划学院 2002
5-9购买决定的类型
Complex
Buying
Behavior
Dissonance-
Reducing Buying
Behavior
Variety-
Seeking
Behavior
Habitual
Buying
Behavior
High
Involvement
Significant
differences
between
brands
Few
differences
between
brands
Low
Involvement
商务策划学院 2002
5-10购买决定过程
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
商务策划学院 2002
5-11购买决定过程
Step 1,Need Recognition
External Stimuli
? TV advertising
? Magazine ad
? Radio slogan
?Stimuli in the
environment
Internal Stimuli
? Hunger
? Thirst
? A person’s normal
needs
Need Recognition
Difference between an actual state and a desired state
商务策划学院 2002
5-12购买决定过程
Step 2,Information Search
?Family,friends,neighbors
?Most influential source of
information
?Advertising,salespeople
?Receives most information
from these sources
?Mass Media
?Consumer-rating groups
?Handling the product
?Examining the product
?Using the product
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
商务策划学院 2002
5-13购买决定过程
Step 3,Evaluation of Alternatives
Product Attributes
Evaluation of Quality,Price,& Features
Degree of Importance
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for,how satisfied
would I be with each product?
Evaluation Procedures
Choosing a product (and brand) based on one
or more attributes.
商务策划学院 2002
5-14购买决定过程
Step 4,Purchase Decision
Purchase Intention
Desire to buy the most preferred brand
Purchase Decision
Attitudes
of others
Unexpected
situational
factors
商务策划学院 2002
5-15购买决定过程
Step 5,Postpurchase Behavior
Consumer’s Expectations of
Product’s Performance
Dissatisfied
Customer
Satisfied
Customer!
Product’s Perceived
Performance
Cognitive Dissonance