銷(xiāo)售：管理有利潤(rùn)的客戶關(guān)系6-wenkub
2023-03-24 05:12:46 本頁(yè)面
【正文】 fecting Consumer Behavior ? Cultural ? Social ? Personal ? Psychological ? Motivation ? Needs provide motives for consumer behavior ? Motivation research ? Maslow’s hierarchy of needs ? Perception ? Selective attention, selective distortion, selective retention ? Learning ? Drives, stimuli, cues, responses and reinforcement ? Beliefs and attitudes Key Factors 14 Maslow’s Hierarchy of Needs Characteristics Affecting Consumer Behavior Selfactualization Esteem Needs Social Needs Safety Needs Physiological Needs 15 Types of BuyingDecision Behavior Difference between brands Significant Differences Complex buying behavior Low Few Differences Dissonancereducing buying behavior Habitual buying behavior Varietyseeking buying behavior High Involvement Level 16 ? Five Stages: ? Need recognition ? Information search ? Evaluation of alternatives ? Purchase decision ? Postpurchase behavior The Buyer Decision Process 17 The Buyer Decision Process ? Need recognition ? Information search ? Evaluation of alternatives ? Purchase decision ? Postpurchase behavior ? Needs can be triggered by: ? Internal stimuli ? Normal needs bee strong enough to drive behavior ? External stimuli ? Advertisements ? Friends of friends Process Stages 18 The Buyer Decision Process ? Need recognition ? Information search ? Evaluation of alternatives ? Purchase decision ? Postpurchase behavior ? Consumers exhibit heightened attention or actively search for information. ? Sources of information: ? Personal ? Commercial ? Public ? Experiential ? Wordofmouth Process Stages 19 The Buyer Decision Process ? Need recognition ? Information search ? Evaluation of alternatives ? Purchase decision ? Postpurchase behavior ? Evaluation procedure depe
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