会员注册 | 登录|微信快捷登录 QQ登录 微博登录 |帮助中心 文库屋 专业精品文档分享网站

消费者行为(英文版)10

收 藏 此文档一共:11页 本文档一共被下载: 本文档被收藏:

显示该文档阅读器需要flash player的版本为10.0.124或更高!

关 键 词:
消费者分析  
  文库屋所有资源均是用户自行上传分享,仅供网友学习交流,未经上传用户书面授权,请勿作他用。
文档介绍
CONSUMER BEH****IOR 1100-1-1 Fourth Edition Michael R. Solomon CChhaapptteerr The Purcha11s00e Situation, Postpurchase Evaluation, and Product Disposal Copyright 1999 Prentice Hall IIssssuueess RReellaatteedd ttoo PPuurrcchhaassee 1100-2-2 aanndd PPoossttppuurrcchhaassee AAccttiivviittiieess ANTECEDENT PURCHASE POSTPURCHASE STATES ENVIRONMENT PROCESSES •Situational Factors • The Shopping •Consumer •Usage Context Experience Satisfaction •Time Pressure •Point of Purchase •Product Disposal •Mood Stimuli •Alternative Markets •Shopping Orientation •Sales Interactions Copyright 1999 Prentice Hall SSiittuuaattiioonnaall EEffffeeccttss oonn 1100-3-3 CCoonnssuummeerr BBeehhaavviioorr SSiittuuaattiioonnaall SSeeggmmeennttaattiioonn SSoocciiaall aanndd PPhhyyssiiccaall SSuurrrroouunnddiinnggss TTeemmppoorraall FFaaccttoorrss AAnntteecceeddeenntt SSttaatteess SShhooppppiinngg EExxppeerriieennccee Copyright 1999 Prentice Hall SShhooppppiinngg 1100-4-4 EExxppeerriieennccee Social Thrill of Experiences the Chase Instant UUnnddeerrssttaannddiinngg Sharing Status SShhooppppiinngg Common MMoottiivveess Interests Interpersonal Attraction Copyright 1999 Prentice Hall SShhooppppiinngg 1100-5-5 OOrriieennttaEaEctctoioiononoonmnmsisiccSShhooppppeerr RRaattiioonnaall,,GGooaall--OOrriieenntteedd,,MMaaxxiimmiizzeeVVaalluuee ooffTThheeiirrDDoollllaarr PPeerrssoonnaalliizzeeddSShhooppppeerr FFoorrmmssSSttrroonnggAAttttaacchhmmeennttssttooSSttoorree PPeerrssoonnnneell EEtthhiiccaal l SShhooppppeerr SSuuppppoorrttssLLooccaallllyyOOwwnneeddSSttoorreessRRaatthheerr TThhaannBBiiggCChhaaiinnss AAppaatthheettiiccSShhooppppeerr DDooeessnn’’ttLLiikUkUenenptptololeeSaSahshsoaoanpnpt,t,aCaChNhNoeoercreceeessssaarryyBBuutt RReeccrreeaattiioonnaallSShhooppppeerr VViieewwssSShhooppppiinnggaassaaFFuunn,,SSoocciiaallAAccttiivviittyy Copyright 1999 Prentice Hall TThhee PPuurrcchhaassee 1100-6-6 EEnnvviirroonnmmeenntt • Retailing as Theater – Malls are becoming giant entertainment centers appealing to consumer’s social motives as well as providing access to desired goods. – Themed environments for shopping and eating. • Store I****ge – Location. – Merchandise suitability. – Knowledge and congeniality of sales staff. – Atmospherics is the conscious designing of space and its various dimensions, such as colors, scents, and sounds, to evoke certain effects in buyers. Copyright 1999 Prentice Hall TThhee PPuurrcchhaassee 1100-7-7 E•EInnn-vvSitirororoennDmmeceiesnniottn Making – Many purchases are influenced by the store environment and contribute to: » Unplanned Buying - result from time pressures or reminders. » Impulse Buying - sudden urge to purchase. – Point-of-Purchase stimuli (POP) is increasingly popular and sophisticated and includes: » In-Store Displays that dispense products and/or coupons. » Place-Based Media targets customers in specific locations. • Salesperson – An important factor who attempts to influence the buying behavior of the customer through: » Resource Exchange, “What do I get from the salesperson?” » Sales Interaction through Identity Negotiation. Copyright 1999 Prentice Hall PPoossttppuurrcchhaassee SSaattiissffaaccttiioonn 1100-8-8 Consumer Satisfaction/ Dissatisfaction (CS/D) is Determined by the Overall Feelings, or Attitude, a Person Has About a Product After It Has Been Purchased. It is Influenced By: PPeerrcceeppttiioonnssooffPPrroodduuccttQQuuaalliittyy PPrriiccee FFoollllooww--uuppLLeetttteerrss&&CCaallllss BBrraannddNNaammee WWaarrrraannttiieess AAddvveerrttiissiinngg Copyright 1999 Prentice Hall QQuuaalliittyy iiss WWhhaatt WWee 1100-9-9 EExxppeecctt IItt TTo•oEBBxpeeectancy Disconfir****tion Model – Consumers form beliefs about product perfor****nce based on prior experience with the product and/or communications about the product that imply a certain level of quality. – If perfor****nce exceeds expectations, consumers are satisfied and pleased. – If perfor****nce falls below expectations, consumers are dissatisfied. • This illustrates the importance of Managing Expectations - customer dissatisfaction is usually due to expectations exceeding the company’s ability to deliver. Copyright 1999 Prentice Hall AAccttiinngg oonn 1100-1-100 DDiMissasrskaeatettriisssSffhaoauccldttiEionocnonurage Customers to Complain Since People Are Likely to Spread the Word About Unresolved Negative Experiences. If a Person is Not Happy With a Product or Service, What Can They Do? AAccttiinngg oonn DDiissssaattiissffaaccttiioonn VVooiiccee PPrrivivaattee TThhiirrdd--PPaarrttyy RReessppoonnssee RReessppoonnssee RReessppoonnssee Copyright 1999 Prentice Hall CCoonnssuummeerrss’’ DDiissppoossaall 1100-1-111 OOppttiioonnss PRODUCT KKeeeeppItIetemm GGeettRRididooff GGeettRRididooff ItIetemmPPeerrm****anneennttlyly ItIetemmTTeemmppoorraalllyly UUsseeItIttoto CCoonnvveerrttItIttoto SStotorree RReennt t LLooaann SSeervrveeOOrirgigininaall SSeerrvveeaa ItIt ItIt ItIt PPuurprpoossee NNeewwPPuurrppoossee TThhrrooww ItIt GGiviveeItIt TTraraddeeItIt SSeellllItIt AAwwaayy AAwwaayy TTooBBee TTooBBee DDirireecctltylyttoo TThhrroouugghh TToo (R(Ree)s)sooldld UUsseedd CCoonnssuummeerr MMididddlelem****ann MMididddlelem****ann Copyright 1999 Prentice Hall
关于本文
本文标题:消费者行为(英文版)10 链接地址:http://www.wenkuwu.com/zhuanye/xsyx/763.html
上一篇:消费者行为(英文版)09
下一篇:消费者行为(英文版)11

当前资源信息

高级会员

文档缔造共有文档877 篇

编号:WENKUWU763

类型: 销售营销

格式: ppt

大小: 0.06 MB

上传时间:2018-05-14

相关搜索

关于我们-联系我们-网站声明-文档下载-网站公告-版权申诉-网站客服

文库屋  www.wenkuwu.com (文库屋 专业精品文档分享网站)

本站部分文档来自互联网收集和整理和网友分享,如果有侵犯了您的版权,请及时联系我们.
© www.wenkuwu.com 2016-2012 文库屋 版权所有 并保留所有权  ICP备案号:  粤ICP备14083021号              

收起
展开