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1、Analyzing Consumer MarketsChapter 6The Buying Decision ProcessThe consumer typically passes through five stagesProblem recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorThe Buying Decision ProcessProblem recognitionThe buyer recognizes a problem/need trigge
2、red by internal/external stimuliThe Buying Decision ProcessInformation search Personal sources Commercial sources Public sources Experiential sourcesFigure 6.5Sets Involved In Decision MakingThe Buying Decision ProcessEvaluation of alternativesExpectancy-value modelThe Buying Decision ProcessPurchas
3、e decisionCompensatory vs.noncompensatory modelsConjunctive heuristicLexicographic heuristicElimination-by-aspects heuristicIntervening factorsTypes of perceived riskFunctional riskPhysical riskFinancial riskSocial riskPsychological riskTime riskThe Buying Decision ProcessPostpurchase behaviorPostpu
4、rchase satisfactionPostpurchase actionsPostpurchase uses and disposalFigure 6.7Customer Product Use/Disposal Moderating Effects on Consumer Decision MakingLow-involvement Consumer Decision MakingVariety-Seeking Buying BehaviorBehavioral EconomicsDecision HeuristicsAvailability heuristicRepresentativeness heuristicAnchoring and adjustment heuristicFramingMental accounting