add_市場(chǎng)營(yíng)銷(xiāo)學(xué)雙語(yǔ)課件4ppt15--購(gòu)買(mǎi)決定過(guò)程-在線瀏覽
2025-02-11 17:57本頁(yè)面
【正文】 vailable brand? Total Product Satisfaction Based on what I’m looking for, how satisfied would I be with each product? Evaluation Procedures Choosing a product (and brand) based on one or more attributes. 514 購(gòu)買(mǎi)決定過(guò)程 Step 4. Purchase Decision Purchase Intention Desire to buy the most preferred brand Purchase Decision Attitudes of others Unexpected situational factors 515 購(gòu)買(mǎi)決定過(guò)程 Step 5. Postpurchase Behavior Consumer’s Expectations of Product’s Performance Dissatisfied Customer Satisfied Customer! Product’s Perceived Performance Cognitive Dissonance 516 ? 靜夜四無(wú)鄰，荒居舊業(yè)貧。51 Consumer Buying Behavior ? 消費(fèi)者行為是指消費(fèi)者為獲取、使用、處置消費(fèi)物品或服務(wù)所采取的各種行動(dòng)，包括先于且決定這些行動(dòng)的決策過(guò)程 . ? 影響消費(fèi)者行為的個(gè)體與心理因素是：需要與動(dòng)機(jī)；知覺(jué)；學(xué)習(xí)與記憶；態(tài)度；個(gè)性、自我概念與生活方式。這些因素不僅影響和在某種程度上決定消費(fèi)者的決策行為，而且它們對(duì)外部環(huán)境與營(yíng)銷(xiāo)刺激的影響起放大或抑制作用 ? 影響消費(fèi)者行為的環(huán)境因素主要有：文化；社會(huì)階層；社會(huì)群體；家庭等 52 消費(fèi)者行為模型 營(yíng)銷(xiāo)和其他刺激 購(gòu)買(mǎi)者黑箱 購(gòu)買(mǎi)者反應(yīng) Product Price Place Promotion Economic Technological Political Cultural Characteristics
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