ConsumerMarketsandConsumerBuyersBehaviorTypesofBuyingDecisionBehavior購(gòu)買決策行為的種類TheBuyerDecisionProcess購(gòu)買者決策過程TheBuyerDecisionProcessforNewProduct新產(chǎn)品的購(gòu)買決策過程市場(chǎng)營(yíng)銷1302班謝怡201330102063Chapter5第五章TypesofBuyingDecisionBehaviorComplexBuyingBehaviorDissonance-ReducingBuyingBehaviorHabitualBuyingBehaviorVariety-SeekingBuyingBehavior牙膏、iPod、金融服務(wù)或新汽車的購(gòu)買行為存在著很大的不同。更為復(fù)雜的購(gòu)買決策通常會(huì)涉及到更多的購(gòu)買參與者,并且他們會(huì)更加深思熟慮。圖(12版P138FIGURE5.6，13版P176FIGURE5.5)在購(gòu)買活動(dòng)參與的程度和品牌差異的程度這兩者基礎(chǔ)上,展示了消費(fèi)者購(gòu)買行為的種類。營(yíng)銷目標(biāo)制定

參與程度高

參與程度低品牌間差異很大品牌間差異很小復(fù)雜的購(gòu)買行為尋求變化的購(gòu)買行為尋求平衡（減少不和諧）的購(gòu)買行為習(xí)慣性購(gòu)買行為HighinvolvementSignificantdifferencesbetweenbrandsWhentheproductisexpensive,risky,purchasedinfrequently,andhighlyself-expressive.Marketersofhigh-involvementproductsmustunderstandtheinformation-gatheringandevaluationbehaviorofhigh-involvementconsumers.ComplexBuyingBehavior當(dāng)所購(gòu)之物比較貴重、購(gòu)買有風(fēng)險(xiǎn)又不常購(gòu)買,或是產(chǎn)品屬于表現(xiàn)自我的產(chǎn)品時(shí),人們會(huì)出現(xiàn)一個(gè)較高的參與度。典型情況是關(guān)于產(chǎn)品種類，消費(fèi)者有很多要知道的。經(jīng)營(yíng)“高參與度”產(chǎn)品的營(yíng)銷人員,必須了解人們收集信息的方法以及參與人的評(píng)估行為。HighinvolvementFewdifferencesbetweenbrandsWhenconsumersarehighlyinvolvedwithanexpensive,infrequent,orriskypurchase,butseelittledifferenceamongbrands.Tocountersuchdissonance,marketer’safter-salecommunicationsshouldprovideevidenceandsupporttohelpconsumersfeelgoodabouttheirbrandchoices.Dissonance-ReducingBuyingBehavior發(fā)生在消費(fèi)者高程度參與的購(gòu)買貴重的、不常買的或是存在風(fēng)險(xiǎn)的物品時(shí),但這些產(chǎn)品從品牌上講,并沒有太大差別。為了調(diào)節(jié)這種失調(diào)現(xiàn)象，營(yíng)銷人員的售后交流應(yīng)該證明并支持消費(fèi)者，幫助他們讓他們感到自己的選擇是正確的。LowinvolvementFewdifferencesbetweenbrandsOccursunderconditionsoflow-consumerinvolvementandlittlesignificantbranddifferenceMarketersoflow-involvementproductswithfewbranddifferencesoftenusepriceandsalepromotionstostimulateproducttrial.Habitual

BuyingBehavior發(fā)生在“低參與度”的情況下,同時(shí)產(chǎn)品品牌差異很小?！暗蛥⑴c度”且沒有什么品牌差異的產(chǎn)品的營(yíng)銷人員常用價(jià)格和銷售促進(jìn)的方法刺激產(chǎn)品的試用。LowinvolvementSignificantdifferencesbetweenbrandsInsituationscharacterizedbylowconsumerinvolvementbutsignificantperceivedbranddifferencesThemarketleaderwilltrytoencouragehabitualbuyingbehaviorbydominatingshelfspace,keepingshelvesfullystocked,andrunningfrequentreminderad……new（12版P139，13版P177）Variety-SeekingBuyingBehavior“低參與度”狀態(tài),非常注意品牌的差異