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Behavioral
Dimensions of the
Consumer Market
Psychological
Variables
Social
Influence
Purchase
Situation
Motivation
Perception
Learning
Attitude
Personality/Lifestyle
Family
Social Class
Reference Groups
Culture
Purchase Reason
Time
Surroundings
Person
Making
Decision
Problem-Solving Process
Exhibit 6-1
6-3
to reduce a need
Social Needs
Safety Needs
Physiological Needs
6-4
Cues
Reinforcement
Response
6-5
Social Influences
Family
Must distinguish between purchaser and decision maker
or influencer.
1.5%
Upper-middle class
12.5%
32%
38%
16%
Lower-middle class
Upper-lower
(working) class
Lower-lower class
Exhibit 6-6
6-7
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6-8
Purchase
Purchase Reason
Reason
Time
Time
Surroundings
Surroundings
Psychological
Variables
Person making
decision
Social Influences
Purchase
Situation
Need-want Awareness
Routinized Response
Information Search
Set Criteria
Feedback of
information
as attitudes
Decide on Solution
Postpone
Decision
Exhibit 6-7
6-9
Purchase Product
Response
Postpurchase
Evaluation
For use only with Perreault and McCarthy texts.
The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Low involvement
Frequently purchased
Inexpensive
Little risk
Little information needed
Routinized
Response
Behavior
Limited
Problem
Solving
Low Involvement
Extensive
Problem
Solving
High Involvement
Involvement Continuum
Exhibit 6-9
6-10
2. Gathering
information about
possible solutions
Drive
Decision
5. Evaluating the
decision
Confirmation
6-12
Learning steps
Cues
Reinforcement
Response