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消费者行为学第九章.ppt


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文档列表 文档介绍
消费者购买决策与购买行为
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Ma Guo, CEBA, Teaching Notes of Consumer Behavior
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Buying decision-making process 购买决策过程
Buying behavior 购买行为
Post-buying behavior 购后行为
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Ma Guo, CEBA, Teaching Notes of Consumer Behavior
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Ma Guo, CEBA, Teaching Notes of Consumer Behavior
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认识问题
Needs
cognition
搜寻信息
Search
information
评价备选
方案
Alternative
evaluation
购买行为
Buying
behaviors
购买后
行为
Post-buying
behaviors
消费者购买决策五阶段模型
Need cognition occurs when a discrepancy develops between an actual and a desired state. (This definition is identical to that for needs.)
当实际的状态和希望的状态出现差别时,且这一差别足够大时,需求被激活。
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Ma Guo, CEBA, Teaching Notes of Consumer Behavior
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Desired
State
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Ma Guo, CEBA, Teaching Notes of Consumer Behavior
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Actual
State
Degree of
Discrepancy
At or above
Threshold
No Need
Recognition
Below
Threshold
Need
Recognition
The need recognition process centers on the degree of discrepancy
需求激活的影响因素
The influence factors of need activation
时间 Time
周围环境条件的变化 Changing of the conditions of circumstance
商品的获得 Obtaining a product
商品的消费 Consumption of a product
市场营销的影响 Impact of marketing
个体差异 Individual differences
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Ma Guo, CEBA, Teaching Notes of Consumer Behavior
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Information searching
信息搜寻:是指对储存在记忆中的知识的主动的激活和从外部环境中获取信息的过程。
1)Internal search
内部搜寻:是指对储存在长期记忆中的与决策相关的知识记忆扫描的过程。
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Ma Guo, CEBA, Teaching Notes of Consumer Behavior
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Ma Guo, CEBA, Teaching Notes of Consumer Behavior
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Need Recognition
Internal Search
Determinants of
Internal Search
Existing Knowledge
Ability to Retrieve
Information
Internal Search
Successful?
Proceed
Decision
Undertake
External Search
YES
NO
(1) The types of internal search 内部搜寻信息的类型
Awareness set 意识域:对产品或品牌的总体映象
Unawareness set 非意识域:对品牌无意识
Consideration set 考虑域:消费者认为可以接受,并进一步考虑的品牌和产品
Inert set 惰性域:指消费者无动于衷的品牌或产品
Inept set 排出域:不能接受的产品和品牌
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Ma Guo, CEBA, Teaching Notes of Consumer Behavior
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(2)External search 外部搜寻
Consumer searching information from outs

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