【正文】 chological Buyer’ s decision process Problem recognition Information search Evaluation Decision Postpurchase behavior Fig. See Figure 65 See Figure 62 Maslow’ s Hierarchy of Needs Fig. T25 Psychological needs (food, water, shelter) Safety needs (security, protection) Social needs (sense of belonging, love) Esteem needs (selfesteem, recognition) Self actualization (selfdevelopment and realization) 1. 5. 4. 3. 2. FiveStage Consumer Buyer Decision Process T26 Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Fig. Steps Between Evaluation of Alternatives and a Purchase Decision T27 Evaluation of alternatives Fig. Purchase intention Unantici pated situational factors Attitude of others Purchase decisioin How Customers Use or Dispose of Products T28 Product Get rid of it temporarily Loan it Give it away Direct to consumer Fig. Get rid of it permanently Keep it Rent it Store it Convert to new purpose Use for original purpose Trade it Sell it Throw it away To intermediary Through middleman To be used To be (re)sold Major Influences on Industrial Buying Behavior T29 ?Level of demand ?Economic outlook ?Interest rate ?Rate of techno logical change ?Political and regulatory developments ?Competitive developments ?Social responsi bility concerns ?Objectives ?Policies ?Procedures ?Organizational structures ?Systems ?Interests ?Authority ?Status ?Empathy ?Persuasive ness ?Age ?Ine ?Education ?Job position ?Personality ?Risk attitudes ?Culture Environmental Business Buyer Interpersonal Organizational Individual Fig. Five Forces Determining Segment Structural Attractiveness T30 Fig. Potential Entrants (Threat of Mobility) Buyers (Buyer power) Suppliers (Supplier power) Industry Competitors (Segment rivalry) Substitutes (Threats of substitutes) Barriers and Profitability T31 Low, stable returns High, risky returns Low, risky returns High, stable returns Low High Low High Fig. Entry Barriers Exit barriers Product / Market Battlefield for Toothpaste T32 Fig. Topol Topol Plain toothpaste Toothpaste with fluoride Gel Smoker’ s toothpaste Striped ColgatePalmolive Procter Gamble ColgatePalmolive Procter Gamble ColgatePalmolive Procter Gamble Lever Bros. Beecham ColgatePalmolive Procter Gamble Lever Bros. ColgatePalmolive Procter Gamble ColgatePalmolive Procter Gamble ColgatePalmolive Procter Gamble ColgatePalmolive Procter Gamble ColgatePalmolive Procter Gamble Lever Bros. Beecham Product segmentation Customer segmentation Children / Teens Age 1935 Age 36+ Strategic Groups in t