文档介绍：Lecture 2: Buyer Behaviour in Consumer anisational Markets Lecture Objectives
Buyer Behaviour
Consumer Decision Making Process
Characteristics anisational Buying
2
Understanding customers
How do they buy?
What are their choice criteria?
Customers
Who is important?
Where do they buy?
When do they buy?
The Consumer Decision-Making Process
Need
recognition/problem
awareness
9
Information
search
Evaluation
Of alternatives
Purchase
Post-purchase
evaluation of
alternatives
Choice Criteria Used When Evaluating Alternatives
5
Technical-
Reliability
Durability
Performance
Style/fort
Delivery
Convenience
Taste
Economic-
Price
Value for money
Running costs
Residual value
Life style costs
Social-
Status
Social belonging
Convention
Fashion
Personal-
Self-image
Morals
Emotions
8
Determinants of the extent of problem solving
Self-image
Perceived risk
Social factors
Hedonism
Differentiation and number of alternatives
Level of involvement
Time pressure
Extent of problem solving
The consumer decision-making process and level of purchase involvement
10
Stage
Low Involvement
High Involvement
Need recognition
problem awareness
Minor
Major personality important
Information search
Limited search
Extensive search
Evaluation of alternatives and the purchase
Few alternatives evaluated on few choice criteria
Many alternatives evaluated on many choice criteria
Post-purchase evaluation of the decision
Limited evaluation media search
Extensive evaluation including media search
Sony
The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad.
4
Orange
Marketers use colour to convey meaning in this advertisement
11
12
Ford Ka
Marketers use colour to convey meaning in this advertise-ment
Consumer anisational Products Why was the product Purchased ?
For personal or household use
For use in the operation of a business anisation.
To manufacture other products
For resale to others