Consumer Buying Behavior and Decision MakingWord格式文档下载.docx

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Consumer Buying Behavior and Decision MakingWord格式文档下载.docx

Marketersusetheirunderstandingofcurrentconsumerconsumptionpatternsandemerging

trendstoidentifytargetmarketsegmentsandidentifyopportunitiesforgainingcompetitive

advantage.

Consumerdecision-makingprocess

Theconsumerdecision-makingprocesshasthefollowingfourmainphases:

a.Recognitionofneedorproblem:

Theawarenessofawantordeprivationcreatedbyan

internaldesire,theabsenceorfailureofaproduct,orsomeexternalinfluencesuchas

advertising.

b.Searchforinformation:

Theseeking(internaland/orexternal)ofinformationrelatedto

resolvingneedorproblem.

c.Evaluationofalternatives:

Theappraisalofproductsorservicesidentifiedascapableof

(atleasttosomedegree)resolvingtheneedorsolvingtheproblem.

d.Purchase:

Theactofacquiringtheproductorserviceselectedintheevaluationof

alternativesphase.

Consumersengaginginroutinizedresponsebehaviortypicallymovefromrecognitionof

needorproblemtopurchasewithverylittleneedforinformationsearchorevaluationof

alternatives.Incontrast,consumersengaginginlimitedproblemsolvingspendmoretimein

thesearchforinformationandevaluationofalternativesphases.Typically,thecriteriafor

evaluatingbrandsinacategoryareknownunderlimitedproblemsolving.

Low-involvementconsumerbehavior

Low-involvementconsumerbehaviorreferstoconsumptionbehaviorcharacterizedby

relativelylittlepersonalinterest,relevance,importance,orinformationprocessingrelatedto

thepurchase.

Consumerattitudes

Consumerattitudesareimportantbecausetheyareprimarycausesofbehavior.Consumer

beliefsaboutproductattributesformthebasisforconsumers'

attitudestowardthose

products.Therefore,consumerbeliefsaboutaproduct'

sattributesformthebasisfor

purchasebehaviortowardthatproduct.

Interpersonalinfluence

Informationalinfluence:

Atypeofinterpersonalinfluencebasedontheconsumer'

sdesireto

makeinformedchoicesandreduceuncertainty.Informationalinfluencesaffectpurchase

behaviorbyreducingperceivedriskandprovidingalogicalframeworkwithwhichtomake

purchasedecision.

Utilitarianinfluence:

complywiththeexpectations,realorimagined,ofothers.Utilitarianinfluenceaffects

purchasebehaviorbygeneratingperceptionsofhowaproductwillaffectaconsumer'

ssocial

acceptanceandpeerapproval.

Value-expressiveinfluence:

sdesire

toenhancehis/herself-conceptthroughidentificationwithothers.Value-expressive

influenceaffectspurchasebehaviorbygeneratingperceptionsofhowaproductwillsupport

consumer'

srealordesiredimage.

Socialclassandthefamilylifecycle

Bothsocialclassandstagesofthefamilylifecycleinfluencethetypesofpurchases

consumersmakeandtheactivitiestheypursue.Understandinghowsocialclassandfamily

lifecycleaffectconsumerbehaviorhelpsmarketersidentifytargetmarketsanddevelop

successfulstrategiesformarketingtheirproducts.

Culturalaffectonconsumerbehavior

Cultureaffectsconsumerbehaviorbyhelpingconsumerstoformthevalues,ideas,attitudes,

andsymbolsthattheyadopttocommunicate,interpret,andinteractasamembersofsociety.

Theconceptofculturehastwoprimaryimplicationsformarketing:

itdeterminesthemost

basicvaluesthatinfluenceconsumerbehaviorpatterns,anditcanbeusedtodistinguish

subculturesthatrepresentsubstantialmarketsegmentsandopportunities.

Ethicalresponsibilitiesofconsumers

Consumershavetheobligationtobehonestwithretailersandproductmanufacturers.Some

customersseektocashinmanufacturer’scouponswithoutbuyingtheproduct.Consumers

oftenreturnmerchandisethattheyhaveusedorabusedandwantafullrefund.Itisagainst

thelawtocopyprintorelectronicmediaforresale.Blackmarketandgraymarket

operationsdivertlegitimateprofitsfrommanufacturers.Ingeneral,consumersshouldbe

heldtothesamelevelofethicalresponsibilitythattheyexpectfromprovidersofgoodsand

services.

Cognitivedissonanceandfeelingsofsatisfactionanddissatisfaction

Cognitivedissonanceandconsumerdissatisfactionarebothpost-purchaseoutcomes.

Consumerdissatisfactioncanoccurwithanypurchase,whilecognitivedi

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