소비자행동론 Purchase(구매행동)

소비자행동론 Purchase(구매행동) [소비자행동론] Purchase(구매행동).pptx 목차 1.INTRO 2.BODY (1) To buy or Not to buy (2) Retailing And The Purchase Process (3) Determinants of Retailer Success or Failer (4) The Changing Retail Landscape (5) Purchase behavior in thee-commerce revolution (6) Consumer Resource (7) Integrated marketing communication 3.OUTRO 본문 Role playing Diversion Self-gratification Learning about new trends Physical activity Sensory stimulation Location Nature and quality of assortment Price Advertising and promotion for Positioning of the Retail Brand Sales personnel Services offered Physical store attributes Nature of store clientele Point-of-purchase displays Consumer logistics (1) Location Cognitive maps or consumer perceptions of store locations and shopping areas are more important than actual location. Ease of parking in the area, quality of merchandise offered by area stores, checkout procedures, display and presentation of mercandise, and ease of driving to an area. (5) Sales personnel * Knowledgeable and helpful salespeople are still important when choosing a store shopping center. * What makes a salesperson effective? 1) Perceived knowledge and expertise 2) Perceived trustworthiness 3) Customer knowledge 4) Adaptability 본문내용 terminants of Retailer Success or Failer (4) The Changing Retail Landscape (5) Purchase behavior in the e-commerce revolution (6) Consumer Resource (7) Integrated marketing communication OUTRO Table of contents 2 INTRO B1 B2 B3 B4 B5 O Life is a continuation of Decision-making INTRO B6 B7 3 To buy or Not to buy Body1 B2 B3 B4 B5 How to pay When to buy Whether to buy Where to buy What to buy I