消费者行为16.消费者决策过程优质PPT.ppt

消费者行为16.消费者决策过程优质PPT.ppt

《消费者行为16.消费者决策过程优质PPT.ppt》由会员分享，可在线阅读，更多相关《消费者行为16.消费者决策过程优质PPT.ppt（44页珍藏版）》请在冰豆网上搜索。

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