科特勒营销管理.ppt - 360文档中心

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Objectives
Influences on Buying Behavior Buyer Decision Making
©2000 Prentice Hall
Simple Response Model
Stimulus Organism Response
©2000 Prentice Hall
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
VarietySeeking Behavior
Habitual Buying Behavior
©2000 Prentice Hall
Personal Influences
Age and Family Life Cycle Stage
Occupation & Economic Circumstances
Lifestyle
Personality & Self-Concept
©2000 Prentice Hall
Psychological Factors
Decision Making Sets
Total Set
Awareness Set
Consideration
Set
Choice Set Decision
©2000 Prentice Hall
Βιβλιοθήκη Baidu
Cultural Factors
Culture Subculture Social Class
Buyer
©2000 Prentice Hall
Social Factors
Reference Groups
Family
Roles & Statuses
©2000 Prentice Hall
Influences on Consumer Behavior
Motivation
Beliefs & Attitudes
Perception
Learning
©2000 Prentice Hall
Four Types of Buying Behavior
Significant differences
between brands
Few differences
between brands