曾经的岁月

我正在把功课笔记整理到这里，这是逼我复习功课的一个好办法，内容很乱，不会进行细致编辑，毕竟是给自己看的。

chapter6

2.list and briefly describe the major social factors that influence consumer buying behaviour.

1. family
   family members can strongly influence byuer behavior.the familiy is the most important consumer buying organization in society,and it has been researched extensively.
2. roles and status
   a person belongs to many groups-family,clubs,organizations.the person’s position in each group can be defined in terms of both role and status.a role consists of the activities people are expected to perform according to the persons around them.each role carries a status reflecting the general esteem given to it be society.
3. personal factors
   influenced by personal characteristics such as the buyer’s age and lifcycle stage,occupation,economic situation,lifestyle,and personality and self-concept
4. age and life-cycle stage

1. complex buying behavior
   consumer buying behavior in situations characterized by high consumer involvement(高度参与) in perchase and significant perceived differences among brand (by education)
2. Dissonance-reducing buying behavior(降低噪音)
   consumer buying behavior in situations characterized by high involvement but few perceived differences among brands (by differenciation)
3. habital buying behavior
   consumer buying behavior in situations characterized by low consumer involvement and few significant perceived brand differences(by promoting selling point 试用点)
4. variety-seeking buying behavior
   consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences.(by offering many different products)

1. need recognition
   the first stage of the buyer decision process ,in which the consumers recognize a product or need…the need can be triggered by internal stimuli when one fo the person’s normal needs-hunger,thirst,sex.a need can be triggered by external stimuli.
2. information search
   the stage of the buyer decision process in which the  consumer is aroused to search for more information;the consumer may simply have heightened attention or may go into active information search.
   source:commercial source -> personal source  -> public source  -> experiential source
3. alternative evaluation
   the  stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.
4. purchase decision
   the buyer’s decision about which brand to purchase.
   generally,the consumer’s purchase decision will be to buy the most preferred brand,but two factors: the attitudes of others.unexpected situational factors.
5. postpurchase
   further action after purchase,based on their satisfaction or dissatisfaction
6. cognitive dissonance
   buyer discomfort caused by postpurchase conflict