04 消费者购买行为分析

1第四讲购买者行为分析2ConsumerBehaviorweek4chapter3案例分析CaseStudy白加黑的成功之道4消费者分析框架消费者购买行为消费者购买影响因素5文化影响社会影响个人影响评估可行方案采购后的行为制定采购决策确认某种需要搜寻可行方案一、消费者分析框架6ModelofConsumerBehaviorMarketingandOtherStimuliMarketingProductPricePlacePromotionOtherEconomicTechnologicalPoliticalCulturalBuyer’sBlackBoxBuyerCharacteristicsBuyerDecisionProcessBuyerResponsesProductChoiceBrandChoiceDealerChoicePurchaseTimingPurchaseAmount7消费者购买行为模型营销及环境购买者购买者刺激黑箱反应产品价格促销分销经济技术社会法律购买者特征购买者决策过程产品选择品牌选择卖者选择采购时间采购数量8二、购买过程研究ConsumerDecisionMakingTheConsumerPurchaseDecisionProcess1、确定某种需要2、搜寻可行方案3、评估可行方案4、制定采购决策5、采购后的行为9购买决策阶段引发需求收集信息评价选择决策购买买后感觉行为101、确定某种需要（1）Maslow的需要层次理论自我实现尊敬社交安全生理11（2）Maslow需要层次理论分析没有满足的需要才能影响行为需要是从低级向高级发展的各层次需要可能同时存在，其强烈程度有差别121.RecognitionofNeed(examples)•wornproducts•depletedinventories•desireforvariety•marketingefforts132、搜寻可行方案（1）五种主要的信息来源内部来源群体来源营销来源公共来源经验来源14（2）信息搜索深度的决定A、市场环境B、具体条件C、产品重要性D、知识与经验E、个人的差别152.Searchforinformation•Internal(memory)•External(outsidesource)16不购买不选择不考虑不知晓信息收集过程ABCDEFGACDFGACFACC全部信息集知晓信息集考虑信息集选择信息集购买决策173、评估可行方案产品价值货币成本服务价值时间成本人员价值体力成本+）形象价值+）精神成本预期整体价值–预期整体成本=采购前消费者预期让渡价值183.EvaluationofAlternatives•Choiceofevaluativecriteria•ofwhatisimportanttotheconsumer•Productattributes/features•Benefitssought•Formationofattitudes•Towardsthebrand,thecompany•Evokedset•Thegroupofbrandsthataconsumerwouldconsideracceptablefromamongallthebrandsintheproductclassofwhichs/heisawareof.194、制定采购决策（1）消费者趋于制定风险最小的决策（2）决策内容包括：产品种类产品型号购买数量购买时间产品品牌产品卖主购买地点付款方式204.PurchaseDecisionandActofBuying•Productselection•Branddecisions•Storedecisions•Locationdecisions•Non-stores(catalogue,TV,kiosk)215、采购后的行为满意采取行动不采取行动重复购买告诉他人22不满意不采取行动承受心理压力采取行动停止购买要求商家补偿向周围人诉说采取暴光方式采取法律方式235.Outcomes-Post-purchaseconsumptionandevaluation•Cognitivedissonance•Senseofdiscomfortthatarisesiftheconsumerfeelsthats/hehasboughtthewrongproduct/brand•Satisfaction/Dissatisfaction•Positive(negative)feelingthatoccursafterapurchase•oftenresultsfromcomparisonsofexpectedandactualperformancesoftheproduct24消费者买后行为买后行为满意不满意宣传不宣传采取行动不采取行动诉之公众媒介披露个人行为诉之法律机构投诉要求退换抵制购买告诫他人25•Complaintbehavior-overtexpressionsofdissatisfaction•Voice•Word-of-mouth(WOM)•Third-partyredress(e.g.,smallclaimscourt)Dissatisfaction•Dissatisfiedcustomerstalktomorepeoplethansatisfiedcustomers•Somecompaniesencouragecustomerstocomplain-onewayofgainingfeedbackandrectifyingproblemsbeforetheygetoutofhand,therebypreventingfurtherdamagecustomerloyaltycustomerretention26购买行为的类型对产品的熟悉程度购买决策风险高低高低复杂性购买行为简单性购买行为选择性购买行为习惯性购买行为27InvolvementInvolvement-“thelevelofperceivedpersonalimportanceand/orinterestevokedbyastimulus(orstimuli)withinaspecificsituation”-JohnH.AntilAntecedentsofInvolvement1.PersonalFactors(e.g.,tendencytoseekinformation,tendencytoputineffort)2.ProductFactors(e.g.,expensivevscheap)3.SituationalFactors(e.g.,timepressure)28HighInvolvementDecisions•Producthasahighlevelofimportance•Mediumtohighlevelofriskinvolved•Thoroughinformationprocessingofmessage•Substantialperceiveddifferencesbetweenalternatives,brandpreference•Strongrelationshipwiththeconsumer’sself-concept•Consumerislikelytoengageinextensiveproblemsolving29LowInvolvementDecisions•Relativelylittlepersonalinterest•Consumerisunlikelytoactivelyseekinformation•Involveslittlerisk•Littleimportanceassociatedwithapurchase•Consumerislikelytoengageinroutinizedresponsebehavior30WhatMarketerscando:LowInvolvementPurchaseSituations:•Avoidstockoutssituations(becauseconsumerswillendupbuyingyourcompetitors’products)•Helpconsumersrecognizethattheycansaveevenmoretimeandeffortiftheytreatitasaroutinepurchase(useadvertisingtoreinforcetheideathatit’squickandeasytomakedecisions)31HighInvolvementPurchaseSituations:•Recognizethatconsumersprobablyhavetogothrougheverystepoftheconsumerdecisionprocess•Stimulatetheneedfortheproduct•Providesufficientandusefulinformation•Communicatethepositioningoftheproductclearly•Facilitatethepurchase-workcloselywithdealers(armthemwithinformation,trainthemtobeknowledgeableaboutyourproduct)32ConsumerProblemSolving1.RoutinizedResponseBehavior(HabitualBuyingBehavior)a.quick,habitualb.limitedinformationsearch2.LimitedProblemSolvinga.intermediatesituationb.obtainsufficientinformation333.ExtensiveProblemSolving(orExtendedProblemSolvingorComplexBuyingBehavior)a.considerablementaleffortb.substantialinformationsearchc.comparisonofbrands,attributes,pricesetc.34High-InvolvementLow-InvolvementNeedmoreinfoma-tion&time...usuallyinvolving,orhigh-riskproductsNeedlessinfor-mation&time...usuallyuninvolving,orlow-riskproductsExtendedProblemSolvingLimitedProblemSolvingRoutinizedResponseBehaviorRoutinizedResponseBehaviorColaExtendedProblemSolvingLimitedProblemSolvingInvolvement&ProblemSolving35NumberofbrandsManySeveralOneexaminedNumberofsellersManySeveralFewconcernedNumberofproductManyModerateOneattributesevaluatedNumberofexternalManyFewNoneinformationsourcesusedTimespentsearchingConsiderableLittleMinimalHighLowCharacteristicsofExtendedLimitedRoutinepurchasedecisionproblemproblemproblemprocesssolvingsolvingsolvingConsumerInvolvement36三、影响因素分析Influe