add_市場(chǎng)營(yíng)銷學(xué)雙語(yǔ)課件4ppt15--購(gòu)買決定過(guò)程-文庫(kù)吧資料
2025-01-14 17:57本頁(yè)面
【正文】 ? Groups of people with shared value systems based on mon life experiences. ? Hispanic Consumers ? African American Consumers ? Asian American Consumers ? Mature Consumers 55 影響消費(fèi)者行為的因素 : 社會(huì) Groups ?Membership ?Reference Family ?Husband, wife, kids ?Influencer, buyer, user Roles and Status Social Factors 56 影響消費(fèi)者行為的因素 : 個(gè)人 Personal Influences Age and Family Life Cycle Stage Occupation Economic Situation Lifestyle Identification Activities Opinions Interests Personality SelfConcept 57 影響消費(fèi)者行為的因素 : 心理 Psychological Factors Motivation Perception Learning Beliefs and Attitudes 58 馬斯洛的需求層次理論 Esteem Needs (selfesteem, status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst) Self Actualization (Selfdevelopment) 59 購(gòu)買決定的類型 Complex Buying Behavior Dissonance Reducing Buying Behavior Variety Seeking Behavior Habitual Buying Behavior High Involvement Significant differences between brands Few
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