消费者购买行为种类

市场营销1302班 谢 怡 2013 3010 2063
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P138FIGURE5.6，13版P176FIGURE5.5)在购买活动参与的程度和品牌ຫໍສະໝຸດ Baidu异的程度这两者基 础上, 展示了消费者购买行为的种类。
When the product is expensive, risky, purchased infrequently, and highly self-expressive. Marketers of high-involvement products must understand the information-gathering and evaluation behavior of high-involvement consumers.
In situations characterized by low consumer involvement but significant perceived brand differences The market leader will try to encourage habitual buying behavior by dominating shelf space, keeping shelves fully stocked, and running frequent reminder ad……new（12版
Occurs under conditions of lowconsumer involvement and little significant brand difference Marketers of low-involvement products with few brand differences often use price and sale promotions to stimulate product trial.
Chapter 5 第 五 章
Consumer Markets and Consumer Buyers Behavior
• • • Types 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
When consumers are highly involved with an expensive, infrequent, or risky purchase, but see little difference among brands. To counter such dissonance, marketer’s after-sale communications should provide evidence and support to help consumers feel good about their brand choices.
“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。
P139，13版P177）
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参与程度低
复杂的 品牌间差异很大 购买行为
寻求平衡（减 品牌间差异很小 少不和谐）的 购买行为
寻求变化 的 购买行为 购买行为
习惯性 营销目标制定
Complex Buying Behavior High involvement Significant differences between brands
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。
Variety-Seeking Buying Behavior Low involvement Significant differences between brands
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。
Dissonance-Reducing Buying Behavior High involvement Few differences between brands
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。
Habitual Buying Behavior
Low involvement Few differences between brands
Complex Buying Behavior
Types of Buying Decision Behavior
Dissonance-Reducing Buying Behavior Habitual Buying Behavior Variety-Seeking Buying Behavior
参与程度高