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Chapter2ConsumerBehavior

[本章学时]：2学时
[本章内容概要]：2.1TheBuyerDecisionProcess
2.2FactorsInfluencingConsumerBehavior
2.3ModelsofConsumerBehavior
[本章教学目的与要求]：StagesintheBuyerDecisionProcess；Typesofconsumerbuyingdecisionsandconsumerinvolvement；FactorsDeterminingtheLevelofConsumerInvolvement；CulturalFactors；SocialFactors；PersonalFactors；PsychologicalFactors；ModelsofConsumerBehavior；TheBuyerDecisionProcessforNewProducts
[本章重点与难点]：FactorsDeterminingtheLevelofConsumerInvolvement；ModelsofConsumerBehavior

2.1TheBuyerDecisionProcess
1StagesintheBuyerDecisionProcess
Behindthevisibleactofmakingapurchaseliesanimportantdecisionprocessthatmustbeinvestigated.Thestagesabuyerpassesthroughinmakingchoicesaboutwhichproductsandservicestobuyarethepurchasedecisionprocess.Thisprocesshasthefivestagesshownasbelow:
(1)problemrecognition,(2)informationsearch,(3)alternativeevaluation,(4)purchasedecision,and(5)postpurchasebehavior.

2Typesofconsumerbuyingdecisionsandconsumerinvolvement
Allconsumer-buyingdecisionsgenerallyfallalongacontinuumofthreebroadcategories:routineresponsebehavior,limiteddecisionmaking,andextensivedecisionmaking
3FactorsDeterminingtheLevelofConsumerInvolvement
Thelevelofinvolvementinthepurchasedependsonfivefactors:
previousexperience
interest
perceivedrisk
situation
socialvisibility

2.2FactorsInfluencingConsumerBehavior
1CulturalFactors
Culture
Subculture
SocialClass

2SocialFactors
Mostconsumersarelikelytoseekouttheopinionsofotherstoreducetheirsearchandevaluationeffortoruncertainty,especiallyastheperceivedriskofthedecisionincreases.Consumersmayalsoseekoutothers’opinionsforguidanceonnewproductsorservices,productswithimage-relatedattributes,orbecauseattributeinformationislackingoruninformative.Specifically,consumersinteractsociallywithreferencegroups,opinionleaders,andfamilymemberstoobtainproductinformationanddecisionapproval.
ReferenceGroups
OpinionLeaders
WordofMouth
Familyinfluences
ConsumerSocialization
FamilyLifeCycle
FamilyDecisionMaking

3PersonalFactors
Gender
Agea