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1、ConsumerMarketsandConsumerMarketsandConsumerBuyersConsumerBuyersBehaviorBehaviorTypes of Buying Decision Behavior购买决策行为的种类The Buyer Decision Process购买者决策过程The Buyer Decision Process for New Product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2013 3010 20632013 3010 2063Chapter5Chapter5第第 五五 章章Types of Buying Ty
2、pes of Buying Decision BehaviorDecision BehaviorComplex Buying Complex Buying BehaviorBehaviorDissonance-ReducingDissonance-ReducingBuying BehaviorBuying BehaviorHabitual Buying Habitual Buying BehaviorBehaviorVariety-SeekingVariety-SeekingBuying BehaviorBuying Behavior牙膏、iPod、金融服务或新汽车的购买行为存在着很大的不同。
3、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P138FIGURE，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。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High involvementHigh involvementSignificant differences between Significant differences between brandsbrandsp
4、When the product is expensive, risky, purchased infrequently, and highly self-expressive. pMarketers of high-involvement products must understand the information-gathering and evaluation behavior of high-involvement consumers. Complex Buying BehaviorComplex Buying Behavior当所购之物比较贵重、购买有风险又不常购买, 或是产品属
5、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。High involvementHigh involvementF Few differences between brandsew differences between brandspWhen consumers are highly involved with an expensive, infrequent, or risky purchase, but see little difference among
6、brands.pTo counter such dissonance, marketers after-sale communications should provide evidence and support to help consumers feel good about their brand choices.Dissonance-Reducing Buying Dissonance-Reducing Buying BehaviorBehavior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
7、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。Low Low involvementinvolvementFew Few differences between brandsdifferences between brandspOccurs under conditions of low-consumer involvement and little significant brand difference pMarketers of low-involvement products with few brand differences often use price
8、 and sale promotions to stimulate product trial.Habitual Buying BehaviorHabitual Buying Behavior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。Low Low involvementinvolvementSignificant differences between Significant differences between brandsbrandspIn situations characterized
9、by low consumer involvement but significant perceived brand differencespThe market leader will try to encourage habitual buying behavior by dominating shelf space, keeping shelves fully stocked, and running frequent reminder adnew（12版P139，13版P177）Variety-Seeking Buying BehaviorVariety-Seeking Buying Behavior“低参与度”状态, 非常注意品牌的差异。占主导地位的公司通过多占店中货架并保持货位饱满, 频繁地使人们回忆起广告宣传来促成习惯性购买; 其他公司则鼓励广泛挑选, 或通过低价、特别促销、优惠券、免费样品, 或在广告中提出尝试新产品的理由。THE ENDThanks
