消费者行为16.消费者决策过程

ConsumerBehavior,NinthEditionSchiffman&KanukCopyright2007byPrenticeHallChapter16ConsumerDecisionMakingandBeyond16-2Copyright2007byPrenticeHallChapterOutline•LevelsofConsumerDecisionMaking•ModelsofConsumerDecisionMaking•ConsumerGiftingBehavior•RelationshipMarketing16-3Copyright2007byPrenticeHallLevelsofConsumerDecisionMaking•ExtensiveProblemSolving–Alotofinformationneeded–Mustestablishasetofcriteriaforevaluation•LimitedProblemSolving–Criteriaforevaluationestablished–Finetuningwithadditionalinformation•RoutinizedResponseBehavior–Usuallyreviewwhattheyalreadyknow16-5Copyright2007byPrenticeHallAdsoftenappealtoconsumerswhoarelookingforinformationtohelpthemevaluateproducts.16-6Copyright2007byPrenticeHallModelsofConsumers:FourViewsofConsumerDecisionMaking•AnEconomicView•APassiveView•ACognitiveView•AnEmotionalView16-9Copyright2007byPrenticeHallASimpleModelofConsumerDecisionMakingFigure16-216-11Copyright2007byPrenticeHallTheProcessofConsumerDecisionMaking•NeedRecognition•PrepurchaseSearch•EvaluationofAlternatives16-12Copyright2007byPrenticeHallNeedRecognition•Usuallyoccurswhenconsumerhasa“problem”•Needrecognitionstyles–Actualstate–Desiredstate16-13Copyright2007byPrenticeHallPrepurchaseSearch•Beginswithinternalsearchandthenmovestoexternalsearch•TheimpactoftheInternet•Searchmaybepersonalorimpersonal16-14Copyright2007byPrenticeHallIssuesinAlternativeEvaluation•Evokedset•Criteriausedforevaluatingbrands•Consumerdecisionrulesandtheirapplication•Decisionsbyfunctionallyilliteratepopulation•Goingonlinefordecision-makingassistance•Lifestylesasaconsumerdecisionstrategy•Incompleteinformation•Seriesofdecisions•Decisionrulesandmarketingstrategy16-15Copyright2007byPrenticeHallTheEvokedSetFigure16-316-16Copyright2007byPrenticeHallIssuesinAlternativeEvaluation•EvokedSet•Criteriausedforevaluatingbrands•Consumerdecisionrulesandtheirapplication•Decisionsbyfunctionallyilliteratepopulation•Goingonlinefordecision-makingassistance•Lifestylesasaconsumerdecisionstrategy•Incompleteinformation•Seriesofdecisions•Decisionrulesandmarketingstrategy16-17Copyright2007byPrenticeHallConsumerDecisionRules•Compensatory•Noncompensatory–ConjunctiveDecisionRule–DisjunctiveDecisionRule–LexicographicRule16-18Copyright2007byPrenticeHallCompensatoryDecisionRulesAtypeofdecisionruleinwhichaconsumerevaluateseachbrandintermsofeachrelevantattributeandthenselectsthebrandwiththehighestweightedscore.16-19Copyright2007byPrenticeHallNon-compensatoryDecisionRulesAtypeofconsumerdecisionrulebywhichpositiveevaluationofabrandattributedoesnotcompensateforanegativeevaluationofthesamebrandonsomeotherattribute.16-20Copyright2007byPrenticeHallConjunctiveDecisionRuleAnoncompensatorydecisionruleinwhichconsumersestablishaminimallyacceptablecutoffpointforeachattributeevaluated.Brandsthatfallbelowthecutoffpointonanyoneattributeareeliminatedfromfurtherconsideration.16-21Copyright2007byPrenticeHallDisjunctiveRuleAnoncompensatorydecisionruleinwhichconsumersestablishaminimallyacceptablecutoffpointforeachrelevantproductattribute.16-22Copyright2007byPrenticeHallLexicographicRuleAnoncompensatorydecisionrule-consumersfirstrankproductattributesintermsofimportance,thencomparebrandsintermsoftheattributeconsideredmostimportant.16-23Copyright2007byPrenticeHallAffectReferralDecisionRuleAsimplifieddecisionrulebywhichconsumersmakeaproductchoiceonthebasisoftheirpreviouslyestablishedoverallratingsofthebrandsconsidered,ratherthanonspecificattributes.16-24Copyright2007byPrenticeHallIssuesinAlternativeEvaluation•EvokedSet•Criteriausedforevaluatingbrands•Consumerdecisionrulesandtheirapplication•Decisionsbyfunctionallyilliteratepopulation•Goingonlinefordecision-makingassistance•Lifestylesasaconsumerdecisionstrategy•Incompleteinformation•Seriesofdecisions•Decisionrulesandmarketingstrategy16-25Copyright2007byPrenticeHallTheDecisionProcessforFunctionallyIlliterateConsumersFigure16-416-28Copyright2007byPrenticeHallIssuesinAlternativeEvaluation•EvokedSet•Criteriausedforevaluatingbrands•Consumerdecisionrulesandtheirapplication•Decisionsbyfunctionallyilliteratepopulation•Goingonlinefordecision-makingassistance•Lifestylesasaconsumerdecisionstrategy•Incompleteinformation•Seriesofdecisions•Decisionrulesandmarketingstrategy16-29Copyright2007byPrenticeHallCopingwithMissingInformation•Delaydecisionuntilmissinginformationisobtained•Ignoremissinginformationanduseavailableinformation•Changethedecisionstrategytoonethatbetteraccommodatesforthemissinginformation•Inferthemissinginformation16-32Copyright2007byPrenticeHallOutputofConsumerDecisionMaking•Purchasebehavior•Postpurchaseevaluation16-33Copyright2007byPrenticeHallPurchaseBehavior•Threetypesofbehavior–Trialpurchases–Repeatpurchases–Long-termcommitment16-34Copyright2007byPrenticeHallPostpurchaseEvaluation•ActualPerformanceMatchesExpectations–NeutralFeeling•ActualPerformanceExceedsExpectations–PositiveDisconfirmationofExpectations•PerformanceIsBelowExpectations–NegativeDisconfirmationofExpectations16-37Copyright2007byPrenticeHallGiftingBehaviorGiftingisanactofsymboliccommun