消费者行为学第13章.ppt

1、第十三章 消费者决策过程与问题认知CHAPTER13CONSUMER DECISION PROCESS AND PROBLEM RECOGNITIONConsumer Behavior In The NewsOne persons problem is another personsOne persons problem is another personsMany people would pay to Many people would pay to NOTNOT have snow.have snow.Indeed snow Indeed snow REMOVALREMOVAL is a

2、 major industry in is a major industry in colder climates.colder climates.But would people pay to But would people pay to HAVE snowHAVE snow?Consumer Behavior In The NewsOne persons problem is another personsOne persons problem is another personsWould people pay to Would people pay to HAVE snowHAVE

3、snow?Turns out yes!Turns out yes!People in warmer climates such as Texas,People in warmer climates such as Texas,Arizona,Florida,Georgia.Arizona,Florida,Georgia.Often want snow for Christmas season but Often want snow for Christmas season but rarely get it naturally.rarely get it naturally.So,they b

4、uy it!So,they buy it!现在，98%的美国男性在使用香皂洗脸，而香皂可能会使他们的干性皮肤更加干燥。对beiersdorf来说，目前是一个大好时机，美国的男性化妆品市场已经具备了进入的条件。职场激烈的竞争、男性和女性之间不断变化的力量对比以及年轻一代蓬勃发展的势头。各年龄段的美国男性都认识到了拥有好的外表不但能够改善个人生活，还能给自己的职业发展增添优势。妮维雅男性护肤品要想在市场获得成功，beiersdorf公司必须首先唤起男性认识到他们当前面部护理存在的问题。一旦公司能够激起问题认知，男性消费者就会进入产品评价、购买和试用阶段。13.113.1消费者决策类型消费者决策类型

5、消费者决策类型消费者决策类型Types of Consumer DecisionsTypes of Consumer DecisionsPurchase involvementPurchase involvement is the level of concern for,or interest in,the purchase process.购买介入程度是消费者因为某一特定购买需要而产生的对决策过程关心或感兴趣的程度。Triggered by need to consider a particular purchase.A temporary state influenced by the

6、interaction of individual,product,and situational characteristics.购买介入是某个人、某个家庭或购买单位的一种暂时状态，受个人、产品、情境特征的相互作用和影响。A consumer may be very involved with a brand (e.g.,Starbucks)or a product category,BUThave low purchase involvement due to brand loyalty,time pressures,etc.Product involvementProduct invol

7、vement or enduring involvementenduring involvement is very different from purchase involvement.Types of Decision Making1.1.Nominal Decision MakingNominal Decision Making名名名名义义型决策型决策型决策型决策Brand Loyal Purchases品牌忠诚度型购买Repeat Purchases习惯性购买2.2.Limited Decision MakingLimited Decision Making有限型决策有限型决策有限型

8、决策有限型决策3.3.Extended Decision MakingExtended Decision Making扩扩展性决策展性决策展性决策展性决策Nominal decisions occur when there is very low involvement with the purchase.名义型决策往往发生在对购买的介入程度很低的情况下。A completely nominal decision does not even include consideration of the“do not purchase”alternative.一个纯粹的名义型决策甚至丝毫不考虑选择其

9、他品牌的可能性。Consumer buys Campbells without considering other brands,its price,etc.Nominal decision makingNominal decision making,a.k.a.,habitual decision makinghabitual decision making,in effect involves no decision per se.名义型决策，有时也称习惯性购买决策，实际上就其本身而言并未涉及决策。13.1.1名义型决策名义型决策Nominal Decision MakingNominal

10、 decision can be broken into two categories:Nominal decision can be broken into two categories:1.1.Brand Loyal PurchasesBrand Loyal Purchases品牌忠品牌忠品牌忠品牌忠诚诚型型型型购买购买High commitment to brandHigh commitment to brand对对品牌高承品牌高承品牌高承品牌高承诺诺一旦形成了情感上的依一旦形成了情感上的依一旦形成了情感上的依一旦形成了情感上的依赖赖（你喜（你喜（你喜（你喜欢这欢这个牌子），你就成了个牌

11、子），你就成了个牌子），你就成了个牌子），你就成了某牌的忠某牌的忠某牌的忠某牌的忠诚顾诚顾客，其他客，其他客，其他客，其他竞竞争者很争者很争者很争者很难赢难赢得你的青得你的青得你的青得你的青睐睐2.2.Repeat PurchasesRepeat Purchases习惯习惯性性性性购买购买Low commitment to brandLow commitment to brand对对品牌低承品牌低承品牌低承品牌低承诺诺你成了某品牌的重复你成了某品牌的重复你成了某品牌的重复你成了某品牌的重复购买购买者，但你并不忠者，但你并不忠者，但你并不忠者，但你并不忠诚诚于于于于该该品牌品牌品牌品牌Middl

12、e ground between nominal and extended decision making.是介于名义型决策和扩展型决策之间的一种决策类型。Involves recognizing a problem for which there are several possible solutions.有限型决策涉及对一个有着几种 选择方案的问题的认知。Decision based only on buying the cheapest rolls.Limited decision making Limited decision making involves internal and

13、 limited external search,few alternatives,simple decision rules on a few attributes,and little postpurchase evaluation.有限型决策包括内部信息搜集或有限的外部信息搜集，存在很少的备选方案，基于较少属性的简单决策规则和很少的购后评价。13.1.2有限性决策有限性决策Limited Decision MakingIt is a response to the high level of purchase involvement.扩展型决策发生在购买介入程度很高的情况下。During

14、 post-purchase evaluation,doubts are likely and a thorough evaluation takes place.消费者在购买产品之后，很容易对购买决策的正确性产生怀疑，从而引发对购买的全面评价。Emotional decisions may involve Emotional decisions may involve substantial cognitive effort.substantial cognitive effort.Extended decision makingExtended decision making involv

15、es extensive internal and external search followed by a complex evaluation of multiple alternatives.扩展型决策包括大量的内部信息和广泛的外部信息收集，对多种备选方案的复杂评价。13.1.3扩展性决策扩展性决策Extended Decision Making13.213.2问题认知过程问题认知过程问题认知过程问题认知过程The Process of Problem RecognitionThe Process of Problem Recognition日常性的购买意料之外的问题其他问题情绪Pro

16、blem recognitionProblem recognition is the result of a gap between a desired state and an actual state sufficient to arouse and activate the decision process.问题认知是消费者决策过程的第一步，是消费者的理想状态与实际状态之间的差距达到一定程度并足以激发消费者决策过程的结果。An actual stateactual state is the way an individual perceives his/her feelings and situation to be at the present time.实际状态是指消费者对其当前的感受及处境的认知。A desired statedesired state is the way an individual wants to feel or be at the present time.理想状态是指消费者当前想达到或感受的状态。13.2.113.2.1问题认知的性质问题认知的性质