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Chap 3(Topic 4) Perspective(透视/了解） on Consumer Behavior (d) 5 Stages in…
Chap 3(Topic 4) Perspective(透视/了解） on Consumer Behavior
a) For Marketers...
Challenges= How to influence the purchase behavior of their customers on the product/ service they offered.
Goal= To Influence consumer's purchase behavior. Actual purchase= only part of overall process.
b) *Definitions=
Consumer Behavior:
*Process and activities people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services to satisfy their needs and desires.
Purchase Decision:
The result of long, detailed process that may include an extensive information search, brand comparisons, evaluations made by an individual.
d) 5 Stages in the Consumer Decision Making Process:
(To be Continue)
3) Alternative Evaluation
4) Purchase Decision
2) Information Search
5) Postpurchase Evaluation
1) Problem Recognition
c) Consumer Decision-Making Process:
Decision Making involves a number of internal psychological processes.
Motivation, Perception, Attitude formation, Integration and Learning= Important to promotional planners, these factors will influence customers decision-making process.
Stages of buyers go through before making a purchase of a product/ services.
e) Motivation Research in Marketing: (Under Stage 1)
Used a variety of methodologies(方法/ 研究） to gain insights（明白） into the underlying（潜在的） causes of consumer behavior.
f) Perception（观念）: (Under Stage 2)
Knowledge of how consumers acquire and use information from external sources = important to marketers in formulating/ planning communication strategies.
3 things that Marketers interested in;
2) How they select, attend to various sources of information? (Selecting Information)
Sensory inputs= Important and only one part of the perceptual process.
3) How this information is interpreted and given meaning? (Interpreting the information) *Can be 2 stages
Stage 1= Consumers selects and attends to a stimulus.
Stage 2= Their perceptual process will then focuses on organizing, then categorizing and interpreting the incoming information.
1) How consumer sense external information?( Sensation 感觉）
The immediate(直接）, direct response of the senses to a stimulus.
Sense= Taste, Smell, SIght, Hearing, Touch
Stimulus= Ads, package, brand name, point-of-purchase display, products.