個(gè)人決策制訂ppt課件

1、個(gè)人決策制訂IndividualDecision Making消費(fèi)者決策制訂步驟Problem RecognitionInformation SearchEvaluation of AlternativesProduct ChoiceOutcomesOutlet Selection決策制訂觀點(diǎn)4理性觀點(diǎn)高度涉入4感性觀點(diǎn)低度涉入4消費(fèi)者能夠高度涉入某項(xiàng)決策，但是最後決定仍無法全以理性觀點(diǎn)詮釋。購買決策行為連續(xù)圖Habitual Decision MakingLimited ProblemSolvingExtensive ProblemSolvingLow-Cost ProductsFreque

2、nt PurchasingLow ConsumerInvolvementFamiliar Product Classand BrandsMore Expensive ProductsInfrequent PurchasingHigh Consumer InvolvementUnfamiliar Product Class and Brands Little Thought, Search, or Time Given to PurchaseExtensive Thought, Search, and Time Given to Purchase問題確認(rèn)當(dāng)實(shí)際狀態(tài)與理想狀態(tài)發(fā)生艱苦差異時(shí)資訊蒐集

3、How Much Search Occurs?Purchase isImportantWomen ShopThan MenNeed to LearnMore AboutPurchaseConsumers AreYounger, Better-EducatedInformation isEasily ObtainedSearch Activity is Greater When: Value Style and Image消費(fèi)者產(chǎn)品知識(shí)對(duì)資訊蒐集之影響產(chǎn)品知識(shí)影響資訊蒐集之風(fēng)險(xiǎn)類別影響資訊蒐集之風(fēng)險(xiǎn)類別FunctionalSocialMonetaryPsychologicalPhysical替代

4、方案評(píng)估喚起子集-最能夠考慮呆滯無差異子集-有能夠考慮不當(dāng)子集-不考慮察覺子集Basic Levels Have Much More in Common, But a Number of Alternatives Exist.產(chǎn)品分類階層DessertFattening DessertNonfatteningDessertIce CreamPieCakeDiet Ice CreamFruitYogurtSubordinate Levels Includes Individual Brands.Superordinate Levels產(chǎn)品分類之戰(zhàn)略性意涵Locating ProductsCons

5、umers Expectations Regarding the Places to Locate a Desired Product.Exemplar ProductsMost Known, Accepted Product or BrandHeuristics經(jīng)驗(yàn)或?qū)崉?wù)法則 CommonHeuristicsPrice/QualityRelationshipBrandLoyaltyProductSignalCountryof OriginMarketBeliefsBrandNamesRetail OutletsHeuristics are Mental Rules-of-Thumb That

6、 Lead to a Speedy Decision.選擇熟習(xí)品牌是一種忠誠度或習(xí)慣？4基於習(xí)慣4因?yàn)椴挥没ㄙM(fèi)太多時(shí)間與力氣4基於品牌忠誠4持續(xù)購買一樣品牌的有意識(shí)決策4因?yàn)榍楦谢蚩陀^的理由，品牌忠誠顧客積極地涉入產(chǎn)品相關(guān)資訊與相關(guān)活動(dòng)。決策準(zhǔn)則LexicographicElimination-By-AspectsConjunctiveNon-compensatory Decision RulesCompensatory Decision RulesSimple AdditiveWeighted AdditiveDisjunctive非補(bǔ)償性決策準(zhǔn)則4Conjunctive綜合決策法則4設(shè)定一切屬性之最低標(biāo)準(zhǔn)，符合者才做進(jìn)一步考量4Disjunctive 選擇性決策考量4針對(duì)重要屬性設(shè)立標(biāo)準(zhǔn)，符合者才做進(jìn)一步考量4Elimination-by-Aspects重要性依序刪除法4先排定各屬性之重要性順序，再依次依據(jù)門檻一一刪除不符者。非補(bǔ)償性決策準(zhǔn)則續(xù)4Lexicographic De