消費(fèi)者購買行為概述(完整版)
【正文】 hods of product disposal 購后行為 購后行為 Post Purchase 某家企業(yè)以顧客投訴率作為考證服務(wù)質(zhì)量的重要標(biāo)準(zhǔn)，由于種種原因，該企業(yè)已經(jīng)連續(xù)三年沒有投訴，也就是投訴率為 0。 :10:0807:10:08March 24, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 :10:0807:10Mar2324Mar23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 , March 24, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。 2023年 3月 24日星期五 7時(shí) 10分 8秒 07:10:0824 March 2023 ? 1一個(gè)人即使已登上頂峰，也仍要自強(qiáng)不息。 :10:0807:10Mar2324Mar23 ? 1越是無能的人，越喜歡挑剔別人的錯(cuò)兒。 :10:0807:10:08March 24, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 。你會如何利用這一知識來設(shè)計(jì)一個(gè)廣告計(jì)劃 Review quiz 1_____ refers to the behavior of individuals and households who buy goods and services for personal consumption. a. Business buying behavior b. Consumer buying behavior c. Culture d. Subculture Review quiz 2. The consumer black box is made up of two parts: first, the buyer39。通過重復(fù)與強(qiáng)化刺激，加強(qiáng)消費(fèi)者的學(xué)習(xí)過程 ? 行為學(xué)習(xí)理論 ? 條件反射 ? 無條件反射 ? 孝敬爸媽腦白金 ? 認(rèn)知學(xué)習(xí)理論 ? 學(xué)習(xí)是思考的結(jié)果 ? 觀察和模仿 ? 培訓(xùn)消費(fèi)者 3 消費(fèi)者決策過程 Consumer Buying Decision Process Who Makes the Buying Decision Types of Buying Decisions Stages in the Buying Process Marketers Must Identify and Understand: Consumer Buying Decision Process Understand ? Buying roles職責(zé) ? Buying behavior行為類型 ? Buying decision process決策過程 ? Initiator發(fā)起者 ? Influencer影響 ? Decider決策者 ? Buyer購買者 ? User使用者 Consumer Buying Decision Process Understand ? Buying roles職責(zé) ? Buying behavior行為類型 ? Buying decision process決策過程 ? 復(fù)雜的購買行為 Complex buying behavior ? 減少失調(diào)的購買行為Dissonancereducing buying behavior ? 習(xí)慣性購買行為 Habitual buying behavior ? 尋求多樣性的購買行為Varietyseeking buying behavior 智能手機(jī)屬于哪種類型的購買行為？ Consumer Buying Decision Process Understand ? Buying roles職責(zé) ? Buying behavior行為類型 ? Buying decision process決策過程 ? 五個(gè)步驟 Five stages in the consumer buying process ? 不同步驟所耗費(fèi)的時(shí)間因人而定 The amount of time spent in each stage varies according to several factors stages of Buyer Decision Process Postpurchase Behavior Purchase Decision Information Search Need/problem Recognition Evaluation of Alternatives Problem Recognition – 實(shí)際狀態(tài)與期望值之間的差異 Difference between actual state and desired state 企業(yè)工作重點(diǎn)： 研究消費(fèi)者
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