个人决策制订个人决策制订PPTPPT课件课件消費者決策制訂步驟Problem RecognitionInformation SearchEvaluation of AlternativesProduct ChoiceOutcomesOutlet Selection資訊蒐集搜尋方式搜尋方式購買前 持續資訊蒐集資訊蒐集 刻意非刻意資訊來源資訊來源內部搜尋外部搜尋How Much Search Occurs?Purchase isImportantWomen ShopThan MenNeed to LearnMore AboutPurchaseConsumers AreYounger, Better-EducatedInformation isEasily ObtainedSearch Activity is Greater When: Value Style and Image消費者產品知識對資訊蒐集之影響產品知識搜搜尋尋量量影響資訊蒐集之風險類別影響資訊蒐集之風險類別FunctionalSocialMonetaryPsychologicalPhysical替代方案評估喚起子集-最可能考慮呆滯（無差異）子集-有可能考慮不當子集-不考慮察覺子集Basic Levels Have Much More in Common, But a Number of Alternatives Exist.產品分類階層DessertFattening DessertNonfatteningDessertIce CreamPieCakeDiet Ice CreamFruitYogurtSubordinate Levels Includes Individual Brands.Superordinate Levels產品分類之策略性意涵Identifying CompetitorsIdentifying CompetitorsAre Different Products Substitutes?Locating ProductsConsumers Expectations Regarding the Places to Locate a Desired Product.Product PositioningProduct PositioningConception of the Product Relative to Other Products in the Consumers MindExemplar ProductsExemplar ProductsMost Known, Accepted Product or BrandHeuristics（經驗或實務法則） CommonHeuristicsPrice/QualityRelationshipBrandLoyaltyProductSignalCountryof OriginMarketBeliefsBrandNamesRetail OutletsHeuristics are Mental Rules-of-Thumb That Lead to a Speedy Decision.選擇熟悉品牌是一種忠誠度或習慣？4基於習慣因為不用花費太多時間與力氣4基於品牌忠誠持續購買相同品牌的有意識決策因為情感或客觀的理由，品牌忠誠顧客積極地涉入產品相關資訊與相關活動。決策準則LexicographicElimination-By-AspectsConjunctiveNon-compensatory Decision RulesCompensatory Decision RulesSimple AdditiveWeighted AdditiveDisjunctive非補償性決策準則4Conjunctive（綜合決策法則）設定所有屬性之最低標準，符合者才做進一步考量4Disjunctive （選擇性決策考量）針對重要屬性設立標準，符合者才做進一步考量4Elimination-by-Aspects（重要性依序刪除法）先排定各屬性之重要性順序，再依次依據門檻一一刪除不符者。非補償性決策準則（續）4Lexicographic Decision Rule（重要屬性依序挑選法）先排定各屬性之重要性順序，再依次挑選表現最佳者。尋求每一比較階段之最大績效。補償性決策準則4Simple additive4Weighted additive结束结束