소비자 의사결정 과정 연구 (영문)

소비자 의사결정 과정 연구 (영문)

소비자 의사결정 과정 연구 (영문).ppt

목차 1.The Consumer Decision-Making Process 2.Step.1 : Problem recognition 3.Step.2 : Information Search 4.Step.3 : Evaluation of Alternatives 5.Step.4 : Product choice 6.Step.5 : Postpurchase Evaluation 7.Involvement 8.Internal Influences on Consumers' Decisions 9.1.Perception 10.Case 1. subliminal advertising 11.2.Motivation 12.3. Learning 13.Cast 3 Brand: Beksul 14.4. Attitudes 15.Case 4 16.5. Personality and the self 17.6. Age Groups 18.7. Lifestyle 19.External Influences 본문 There is a consumer decision-making process, as you can see. The consumer decision-Making Process consists of 5 steps like this picture. For example, 은주 want her phone to change smart phone. This step is a problem recognition. So, 은주 collect information by searching Internet, listening to advices of her friends who are using them, watching advertisement, or visiting a store, or something like that.This is information search step. And Then, 은주 compares with some different products according to her important criteria. She thinks what is strength and what is weakness about each different products. This is a third step, Evaluation of alternatives. Finally, 은주 choose one of alternatives, it is best for her. It is product choice. The consumer decision making process is not finished yet. The last step is postpurchase evaluation. It means that she is finally thinking whether her decision is good or not. So, Marketers should make a strategy fitted to each step. 키워드 의사결정, 소비자, 과정, 의사, 결정