计算机组成与结构.ppt

Demographic Factors
Age and stages in life cycle
Occupation
Economic circumstances
Lifestyle
Family Life Cycle
Bachelor stage: young, single people
Young married couples with no children
Full nest 1:young married couples with children
Full nest 2: old married couples still with dependent children
Empty nest: old married couples with no children living with them
Old single people, still working or retired
Psychological Influence
Motives
Perception
Learning experiences
Attitudes & beliefs
Types of buyer behavior
Complex buying behavior
Dissonance-reducing behavior
Variety seeking behavior
Habitual buying behavior
The Buying Decision Process
Recognition of a (unsatisfied) need
Identification of alternatives
Evaluate the alternatives
Decision-choice made
Post-purchase behavior
Recognition of a (unsatisfied) need
确认某种需要:购买过程是从消费者对某一问题的认识开始,内在或外在的刺激都有可能引起这种需求
Identification of alternatives
搜寻可行方案:
个人来源
商业来源
公共来源
经验来源
消费者信息搜集筛选过程
松下,日立,夏普,荣事达,水仙,小鸭,海尔,小天鹅…….
日立,夏普,荣事达,水仙,小鸭
夏普,荣事达,水仙
荣事达,水仙
?
Evaluate the alternatives
评价可行方案:消费者希望获得尽大可能的让渡价值
Decision-choice made
制定采购决策
在消费者决定进行购买以后,他还会在执行购买的问题上进行一些决策:
去哪里买
买多少
什么时候去买
买什么款式,颜色和规格
支付方式