1、a1ConsumerMarketsandConsumerMarketsandConsumerBuyersConsumerBuyersBehaviorBehaviorTypesofBuyingDecisionBehavior购买决策行为的种类TheBuyerDecisionProcess购买者决策过程TheBuyerDecisionProcessforNewProduct新产品的购买决策过程市场营销市场营销13021302班班谢谢怡怡201330102063201330102063Chapter5第第五五章章a2Complex
2、BuyingBehaviorComplexBuyingBehaviorDissonance-ReducingDissonance-ReducingBuyingBehaviorBuyingBehaviorHabitualBuyingBehaviorHabitualBuyingBehaviorVariety-SeekingVariety-SeekingBuyingBehaviorBuyingBehavior牙膏、iPod、金融服务或新汽车的购买行为存在着很大的不同。更为复杂的购买决策通常会涉及到更多的购买参与者,并且他们会更加深思熟虑。图(12版P138FIGURE5.6，
3、13版P176FIGURE5.5)在购买活动参与的程度和品牌差异的程度这两者基础上,展示了消费者购买行为的种类。a3营销目标制定参与程度高参与程度高参与程度低参与程度低品牌间差异很大品牌间差异很小复杂的购买行为寻求变化的购买行为寻求平衡（减少不和谐）的购买行为习惯性购买行为a4HighinvolvementHighinvolvementSignificantdifferencesbetweenSignificantdifferencesbetweenbrandsbrandspWhentheproductisexpensive,risky,purchase
4、dinfrequently,andhighlyself-expressive.pMarketersofhigh-involvementproductsmustunderstandtheinformation-gatheringandevaluationbehaviorofhigh-involvementconsumers.ComplexBuyingBehaviorComplexBuyingBehavior当所购之物比较贵重、购买有风险又不常购买,或是产品属于表现自我的产品时,人们会出现一个较高的参与度。典型情况是关于产品种类，消费者有很多要知
5、道的。经营“高参与度”产品的营销人员,必须了解人们收集信息的方法以及参与人的评估行为。a5HighinvolvementHighinvolvementFewdifferencesbetweenbrandsFewdifferencesbetweenbrandspWhenconsumersarehighlyinvolvedwithanexpensive,infrequent,orriskypurchase,butseelittledifferenceamongbrands.pTocountersuchdissonance,mark
6、etersafter-salecommunicationsshouldprovideevidenceandsupporttohelpconsumersfeelgoodabouttheirbrandchoices.Dissonance-ReducingBuyingBehaviorDissonance-ReducingBuyingBehavior发生在消费者高程度参与的购买贵重的、不常买的或是存在风险的物品时,但这些产品从品牌上讲,并没有太大差别。为了调节这种失调现象，营销人员的售后交流应该证明并支持消费者，帮助他们让他们感到自己的选择是正确的。a6L
7、owinvolvementLowinvolvementFewdifferencesbetweenbrandsFewdifferencesbetweenbrandspOccursunderconditionsoflow-consumerinvolvementandlittlesignificantbranddifferencepMarketersoflow-involvementproductswithfewbranddifferencesoftenusepriceandsalepromotionstostimulate
8、producttrial.HabitualBuyingBehaviorHabitualBuyingBehavior发生在“低参与度”的情况下,同时产品品牌差异很小。“低参与度”且没有什么品牌差异的产品的营销人员常用价格和销售促进的方法刺激产品的试用。a7LowinvolvementLowinvolvementSignificantdifferencesbetweenSignificantdifferencesbetweenbrandsbrandspInsituationscharacterizedbylowconsumerinvolvementbutsignificantperceivedbranddifferencespThemarketleaderwilltrytoencouragehabitualbuyingbehaviorbydominatingshelfspace,keepingshelvesfullystocked,andrunningfrequentreminderadnew（12版P139，13版P177）Variety-SeekingBuyingBehaviorVariety-SeekingBuyingBehavi