消费者行为16.消费者决策过程.ppt
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消费者行为16.消费者决策过程.ppt
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ConsumerBehavior,NinthEditionSchiffman&KanukChapter16ConsumerDecisionMakingandBeyondCopyright2007byPrenticeHall16-2ChapterOutlineLevelsofConsumerDecisionMakingModelsofConsumerDecisionMakingConsumerGiftingBehaviorRelationshipMarketingCopyright2007byPrenticeHall16-3LevelsofConsumerDecisionMakingExtensiveProblemSolvingAlotofinformationneededMustestablishasetofcriteriaforevaluationLimitedProblemSolvingCriteriaforevaluationestablishedFinetuningwithadditionalinformationRoutinizedResponseBehaviorUsuallyreviewwhattheyalreadyknowCopyright2007byPrenticeHall16-5Adsoftenappealtoconsumerswhoarelookingforinformationtohelpthemevaluateproducts.Copyright2007byPrenticeHall16-6ModelsofConsumers:
FourViewsofConsumerDecisionMakingAnEconomicViewAPassiveViewACognitiveViewAnEmotionalViewCopyright2007byPrenticeHall16-9ASimpleModelofConsumerDecisionMakingFigure16-2Copyright2007byPrenticeHall16-11TheProcessofConsumerDecisionMakingNeedRecognitionPrepurchaseSearchEvaluationofAlternativesCopyright2007byPrenticeHall16-12NeedRecognitionUsuallyoccurswhenconsumerhasa“problem”NeedrecognitionstylesActualstateDesiredstateCopyright2007byPrenticeHall16-13PrepurchaseSearchBeginswithinternalsearchandthenmovestoexternalsearchTheimpactoftheInternetSearchmaybepersonalorimpersonalCopyright2007byPrenticeHall16-14IssuesinAlternativeEvaluationEvokedsetCriteriausedforevaluatingbrandsConsumerdecisionrulesandtheirapplicationDecisionsbyfunctionallyilliteratepopulationGoingonlinefordecision-makingassistanceLifestylesasaconsumerdecisionstrategyIncompleteinformationSeriesofdecisionsDecisionrulesandmarketingstrategyCopyright2007byPrenticeHall16-15TheEvokedSetFigure16-3Copyright2007byPrenticeHall16-16IssuesinAlternativeEvaluationEvokedSetCriteriausedforevaluatingbrandsConsumerdecisionrulesandtheirapplicationDecisionsbyfunctionallyilliteratepopulationGoingonlinefordecision-makingassistanceLifestylesasaconsumerdecisionstrategyIncompleteinformationSeriesofdecisionsDecisionrulesandmarketingstrategyCopyright2007byPrenticeHall16-17ConsumerDecisionRulesCompensatoryNoncompensatoryConjunctiveDecisionRuleDisjunctiveDecisionRuleLexicographicRuleCopyright2007byPrenticeHall16-18CompensatoryDecisionRulesAtypeofdecisionruleinwhichaconsumerevaluateseachbrandintermsofeachrelevantattributeandthenselectsthebrandwiththehighestweightedscore.Copyright2007byPrenticeHall16-19Non-compensatoryDecisionRulesAtypeofconsumerdecisionrulebywhichpositiveevaluationofabrandattributedoesnotcompensateforanegativeevaluationofthesamebrandonsomeotherattribute.Copyright2007byPrenticeHall16-20ConjunctiveDecisionRuleAnoncompensatorydecisionruleinwhichconsumersestablishaminimallyacceptablecutoffpointforeachattributeevaluated.Brandsthatfallbelowthecutoffpointonanyoneattributeareeliminatedfromfurtherconsideration.Copyright2007byPrenticeHall16-21DisjunctiveRuleAnoncompensatorydecisionruleinwhichconsumersestablishaminimallyacceptablecutoffpointforeachrelevantproductattribute.Copyright2007byPrenticeHall16-22LexicographicRuleAnoncompensatorydecisionrule-consumersfirstrankproductattributesintermsofimportance,thencomparebrandsintermsoftheattributeconsideredmostimportant.Copyright2007byPrenticeHall16-23AffectReferralDecisionRuleAsimplifieddecisionrulebywhichconsumersmakeaproductchoiceonthebasisoftheirpreviouslyestablishedoverallratingsofthebrandsconsidered,ratherthanonspecificattributes.Copyright2007byPrenticeHall16-24IssuesinAlternativeEvaluationEvokedSetCriteriausedforevaluatingbrandsConsumerdecisionrulesandtheirapplicationDecisionsbyfunctionallyilliteratepopulationGoingonlinefordecision-makingassistanceLifestylesasaconsumerdecisionstrategyIncompleteinformationSeriesofdecisionsDecisionrulesandmarketingstrategyCopyright2007byPrenticeHall16-25TheDecisionProcessforFunctionallyIlliterateConsumersFigure16-4Copyright2007byPrenticeHall16-28IssuesinAlternativeEvaluationEvokedSetCriteriausedforevaluatingbrandsConsumerdecisionrulesandtheirapplicationDecisionsbyfunctionallyilliteratepopulationGoingonlinefordecision-makingassistanceLifestylesasaconsumerdecisionstrategyIncompleteinformationSeriesofdecisionsDecisionrulesandmarketingstrategyCopyright2007byPrenticeHall16-29CopingwithMissingInformationDelaydecisionuntilmissinginformationisobtainedIgnoremissinginformationanduseavailableinformationChangethedecisionstrategytoonethatbetteraccommodatesforthemissinginformationInferthemissinginformationCopyright2007byPrenticeHall16-32OutputofConsumerDecisionMakingPurchasebehavio
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