Алешина И.В. Поведение потребителей

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16.1.  389

,    (generally planed

purchase) — , 

,      . ,

    ,  

 —   .    

  ,      

 .    

    —  — 

     

. ,

   . 

 — 

,      

.

 (substitute) —  

,    

. , 

     , 

. ,

   

 —     

.

 (unplanned purchase) — 

,       

. . 

  ,  

  , 

.

 (in-store decision) — ,

  , 

 . ,  

  ,     

,     , 

. 

.

    

     [Engel et ai, 1995, p. 238]:

  (fully planed purchase); 

  (partially planed purchase);

 (unplanned purchase).

  Hawkins (1995, p. 497),   

      ,

. , 

     

.

390  16. 

16.2. 

    

 ,    .

     

    (,

)  — 

.

    

      

, , ,

, ); ; 

; 

  .    

  ,  

.

     

  ,       

   , 

. 

 (

 ),   (, 

, )   .  



,     :

   (     

), 

   (,   

) .

 ,   

     

 :   

),  — ;  

,  — ; 

. 

   

 (. 16.1)

[Hawkins et a/., 1995, p. 489].

 16.1. , 



-











1 — 



2 — 



-

, 









, 



-

. 



 : PRESSI ( HERSON )

16.2.  391

. 16.1

-

 









1 — 

2 — 



-







-

-



-











-



-



, 

-









      

     ,  

. 

      ,  

  .    ,

, 

.



   —   

), , .

 , -

, — , , 

.

;

  

 (Engel et al., 1995, p. 241). 

   ,   —   .

       :

•   (role playing). 

     , 

  , , , 

, ;

•  (diversion). 

;

392  16. 

  (self-gratification).    ,

      

 ,  , 

;

     (learning about new trends).

   ,   ,

,

;

   (physical activity).  

, 

 ,      

;

   (sensor stimulation). 

     ,

     ,

 ,      ; 

 ,       

.

                 :

     (social experience outside

the home).  ,   

   ,     

   .    

   —     

;

    (communications with

others having a similar interest).  , - 

 ,   

     

, 

;

   ,  (peer

group attraction).   

, ,  ) 

     

 —  ,  ,

);

  (status and authority). 

       

 ,     

      

.  «»   

, , 

;

    (pleasure of bargaining). 

       (

) 

.

 : PRESSI ( HERSON )

16.2.  393

      

 —  (. shopper).

                

:

•  .     

 .       —

      . 

    ,   

, , ;

•  .   . 

      . 

     , ,   

;

• . 

.      

 .    

;

• .  (

, , ,      ),  

.  

;

•  . ,   

.     , 

.

, , 

  ,   ,  ,

.

      

  .     

 , .  ,    .

       

,  )     ,

  ).   

  (, )  

,  (, ). 

     (  

),    . 

,  — 

.       

, 

, .

394  16. 

    -

   .  

 (    

 ) . 

 — , 

     

, .

    -

. , , -

.



. -

,  ,   

     ,  

.

, -

,    ,   -

.      

   ,    

      .



    

 . , , 

Microsoft      

    .

     

      

.    

 ;     

CompUSA,  Canon,   — 

 Phoenics.

    

     

. 

    .  

, ,    

, .    

    «  

»,   

.

, , -

        

  ,    .  

, ,    , 



 : PRESSI ( HERSON )

16.2.  395

    — Potomac Mall.   

 Levi Strauss  .

     

       

  .     

  .     

  . ,  

,  )  — 

.  —  — 

   .   

 (, 

).



, . 

      

.



, ,

, , .

   —     

  ,    .   16.2

 () , .

 16.2. 







* 

, , , 

• 

, ,

, 

• 



• 

/ 

, -



* 



• 



• 

, , , -



• 





396  16. 

    

    . , 

     —  

.      

 —    Web-, -

.     ,  

.

      -

      . 

     ,

 ,       

 . ,  ,  

   ,  

. ,    ,  

      ,  

. 

,     ,  

 —     , 

, .

      

 .  ,      

.

       

 .      

 ,       . 

  ,   -

 ,    (spillover

sales) [Hawkins et al., 1995, p. 492]. 

  .  ,   

)    (),

.

.

     ,    

.

 — -

. -

. 

 — 

. , 

, -

 : PRESSI ( HERSON )

16.3.  397

         

:

 MS, —  /; S, —  /; T

— 

  i; X —   

.

 

, ,   .  

, ,

. 

  X     

,  . ,   

      

.    ,   

      

.

 —

  . www.amazon.com  

 ,   . 

,  www.ozon.ru, www.biblion.ru, 

      

, .

, -

. -

 1  1,7 .

(www. axcessnews.com/technology_l 00604).

16.3. 

   -

. 

  .   ,   

.

  —   

 ,   -

.

      

 :    ,



 

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398  16. 

, , .

      

  : , , ,

.      

    .  

     

   —  , ,   

.

    (point of purchase display) 

   .  

 — 

  , , —   .

        

.     

.

      (price reduction and

promotional deals)     .  

 (rebate), ,     , -

,   .   

, 

    .  

       : 

; 

, ;

,    ,  , 

; , 

,   ,  ,  

.

,

    .   -

      

.

      

 .      

» .

      , 

 .     

»        , 

     .  -

     

.

 : PRESSI ( HERSON )