chapter07-Consumer Behavior
Consumer behavior 简
Alternative evaluation: Assessing value
Purchase decision: Buying value Post-purchase behavior: Value in consumption of user
MARKETING, 6/e
BERKOWITZ KERIN HARTLEY RUDELIUS Irwin/McGraw-Hill
CHAPTER
SIX
CONSUMER BEHAVIOR
Irwin/McGraw-Hill
MARKETING, 6/e
BERKOWITZ
KERIN
HARTLEY
RUDELIUS
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 2000
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
High Characteristics of purchase decision process Number of brands examined Extended problem solving Many Consumer Involvement Limited problem solving Several Low Routine problem solving One
MARKETING, 6/e
BERKOWITZ KERIN HARTLEY RUDELIUS Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 2000
PP6-3 Comparison of problem-solving variations
消费者行为学(Consumer-Behavior)PPT优秀课件
Role Theory
Different Actors
Process Involving Exchange
Organizations or Groups
Copyright 1999 Prentice Hall
Consumers Impact on Marketing 1-3 Strategy
Express Aspects of Self or Society
Consuming as Classification
Communicate Their Association With Objects, Both to Self/ Others
Consuming as Play
Participate in a Mutual Experience and Merge Self Wห้องสมุดไป่ตู้th Group
• Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time.
Copyright 1999 Prentice Hall
Semiotics: The Symbols Around Us 1-8
Semiotics is the Study of How Consumers Interpret the Meaning of Symbols.
Copyright 1999 Prentice Hall
Consumer behavior PPT - PowerPoint Presentation
• Think of a recent important purchase– briefly draw a flowchart of the steps you recall moving through from the awareness of need to post purchase
• What influenced you at each step?
Individual differences • resources • motivation &
involvement • knowledge • attitudes • personality,
values, lifestyle
• How do you know when to shop? What are the triggers that initiate an awareness & search?
Purchase
Postpurchase Behavior
Complete model of consumer behavior
Stimuli (marketer dominated, other)
Exposure
Internal search
Attention Comprehension
Memory
superior to the one currently used
The information search stage
An internal search involves the
scanning of one's memory to recall previous experiences or knowledge concerning solutions to the problem-- often sufficient for frequently purchased products.
consumer behavior 教案
Unit 7 Consumer BehaviorWarm-up activities:Nearly everyone buys products they never actually use. Why does it happen? Is advertising and marketing the culprit? Now interview your classmates and get their answers to the following questions:1.Have you ever bought any product that you never actually use?2.When did you buy it?3.Why did you buy it?4.Why didn’t you use it?5.How did you eventually do with it?Term studyMarket SegmentationA market segment is a group of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs. A true market segment meets all of the following criteria:it is distinct from other segments (different segments have different needs);it is homogeneous within the segment (exhibits common needs);it responds similarly to a market stimulus, and it can be reached by a market intervention.The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are “most likely" to p urchase your offering. If done properly, this will help to insure the highest return for your marketing/sales expenditures.FMCG (Fast Moving Consumer Goods): the products that are sold quickly at relatively low cost.Though the absolute profit is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large;Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, glassware, light bulbs, batteries, paper products and plastic goods;FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, etc.Consumer BehaviorThe study of when, why, how, where and what people do or do not buy products. It blends elements from psychology, sociology, social, anthropology and economics.it attempts to understand the buyer decision making process, both individually and in groups;it studies characteristics of individual consumers such as demographics and behavioral variables;it also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general;it is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer.Outline and questionsI.The Five Faces of Chinese ConsumersAdventurersWorker beesValue-huntersHerdsLaggardsII. Most Wanted Brands in China and Why Were They PreferredIII. Other Brands Are Undercutting and Ignoring the Needs of ConsumersConclusion: Marketers should target different segments in different stages of the product life cycle.IV. The Myth of AdvertisementsConclusion: Spend the money effectively and target the right segments.V. A Lesson Learned About Building a Powerful BrandConclusions:Cater for what your customer wants, target the right segment and ensure a well-balanced segment mix to suit different segments;See that there are different segments, understand the city differences, find the segm ents’ differences, and target them with an all-round effort yet spend your advertising and promotions budget wisely.Language pointsDiscussion1.Why do we buy too much?2.Are you health-conscious / safety-conscious / credit-conscious / time-conscious /price-conscious / target-conscious / logo-conscious / privacy-conscious / value-conscious / budget-conscious?。
消费者行为07.Consumer attention
7 - 11
Using Celebrities to Grab Attention
7 - 12
Using Attractive People to Grab Attention
7 - 13
The entertainment factor
• Stimuli that entertain and amuse us draw our attention, even if they happen to come in the form of an ad
Chapter 7 Consumers’ Attention
Consumer Behavior, Ninth Edition Schiffman & Kanuk
Grabbing Consumers’ Attention
• Connect with consumers’ needs • Pay consumers to pay attention • Getting attention with motion • Use isolation • Make it bigger • Colors are nice • Make it more intense • Location affects attention • The surprise factor • Distinctiveness • The Human attraction • The entertainment factor • Learned attentiongetting stimuli
7-6
Location
• Products may gain more attention depending on where in the store they are located (end-of-aisle or eye-level) • More attention is given to ads appearing in the front of magazines • Upper-left corner gets most attention
消费者行为学英文版最新版教学课件第7章
she has the behavior, then try to identify the way the person has resolved dissonant elements.
7-21
Learning Objective 5
• We assimilate new information about
attitude objects in light of what we already know/feel
• Initial attitude = frame of reference • Latitudes of acceptance and rejection
several important components for marketers when they try to change consumers’ attitudes toward products and services.
7. The consumer who processes such a
consumers attitude toward an object depends on the beliefs he has about several attributes.
• Attitudes are more complex than they first
appear.
7-10
For Reflection
• Share a decision you made following the
three learning hierarchies:
• Think Feel Do • Think Do Feel • Feel Do Think
消费者行为学第八版英文版
Scope
Consumer behavior encompasses a wide range of topics, including consumer decision-making, brand management, marketing communication, cultural influence, and consumer well-being.
Psychological theory
Social Cognitive Theory
This theory posits that individuals learn behaviors by observing others and reinforcement. It emphasizes the role of social norms, role models, and self-efficacy in behavior change.
Behavioral Economics
Economic theory
Consumer Behaviorism
This theory emphasizes the role of marketing in influencing consumer behavior. It suggests that marketers can shape consumer behavior by manipulating environmental cues and designing marketing mix strategies.
Consumer decision-making process
Consumer Information Processing
Sensory Perception: Consumers receive information through their senses, such as sight, hearing, taste, touch, and smell. The processing of these sensory inputs helps consumers understand and interpret the information they receive.
消费者行为学CONSUMERBEHAVIOR
消费者行为学 CONSUMERBEHAVIOR
Multiattribute Models of Attitude
• Attitude computed as a function of multiple attributes weighted for importance:
3. Using a razor with five blades will reduce the likelihood of cutting yourself and will result in less skin irritation.
4. Dell Computers tend to be of higher quality than those made by HP and Sony.
looking for? What should I do? • Is my mechanic honest? • Which tie should I wear for a job interview? • Should I give my wife roses, chocolate, or
software?
消费者行为学 CONSUMERBEHAVIOR
Consumer Problems and Recognition
• Consumer problem:
Discrepancy between ideal and actual state--e.g., consumer: – Has insufficient hair – Is hungry – Has run out of ink in his or
商务英语阅读 consumer behavior
商务英语阅读 consumer behaviorConsumer behavior refers to the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants.Understanding consumer behavior is crucial for businesses as it helps them shape their marketing strategies and make informed decisions about product development, pricing, promotion, and distribution. By understanding how and why consumers make purchasing decisions, businesses can create more effective marketing campaigns and improve their products or services to better meet consumer needs.Consumer behavior is influenced by various factors, including psychological, social, cultural, and economic factors. Psychological factors include perception, motivation, learning, and attitudes, which all play a role in influencing consumer buying behavior. Social factors, such as family, friends, and social groups, can also have a significant impact on consumer behavior.Cultural factors are another important influence on consumer behavior, as individuals from different cultures may have different values, beliefs, and attitudes toward products and consumption. Economic factors, such as income, employment, and inflation rates, can also impact consumer behavior, as individuals may alter their purchasing decisions based on their economic situation. Consumer behavior can be studied through various research methods, such as surveys, interviews, focus groups, andobservations. Marketers can use this information to develop consumer profiles and segmentation strategies, targeting specific consumer groups with tailored marketing messages and offerings. Overall, understanding consumer behavior is essential for businesses to effectively meet consumer needs, build brand loyalty, and ultimately drive sales and growth. By understanding what drives consumers' purchasing decisions, businesses can better position themselves in the market and gain a competitive advantage.。
消费行为学第7章-品牌
• 三、品牌资产的含义
Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service
20
• 品牌资产的构成
案例4.3 宝洁的品牌战略
4
（二）品牌的整体含义
Brand represents the consumer’s perceptions and feelings about a product and its performance. It is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers
8
二、品牌战略决策
Brand strategy decisions include: • Brand positioning • Brand name selection • Brand sponsorship • Brand development
9
• 品牌定位含义
品牌定位是指建立一个与满足目标市场需要有关的独特 品牌形象的过程
Consumer Behavior
消费行为学
第六章 品牌的心理效应与策略
1
作业
• 选出与本校学生有关的一种产品、一个商 店或是一种服务。在学生中抽取一定的样 本，进行品牌形象测试。制定一个能提升 该产品现有地位的营销战略。
2
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•
• • •
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•家庭，朋友，邻居 •最有效的信息源 •广告，推销员 •从该来源接受最多的信息
•大众媒体 •消费者评级机构 •产品的操作 •检查 •使用
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
经验来源
四、 消费者购买决策过程
Initiator
User Who
Influencer
Buyer
Decider
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
二、 消费者购买行为分析
2.消费者购买模式 消费者购买模式
生理动机 Physiological M.
Light Bulb
Car
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
一 、消费者市场特征分析 2.消费品的分类 消费品的分类
– 购买习惯
便利品 Convenience Goods 选购品 Shopping Goods 消费品 特殊品 Specialty Goods 冷门品 Unsought Goods
主要购买商品 Staple Goods
冲动性购买商品 Impulse Goods
急需购买商品 Emergency Goods
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
二、 消费者购买行为分析 1.消费者行为模式
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
Why
求实 求新
求廉 求名
心理动机 Psychological M.
求奇
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
二、 消费者购买行为分析
2.消费者购买模式 消费者购买模式
Where
Where 决定购买 和实际购买
四、 消费者购买决策过程
High involvements Products
4.购买决策 购买决策 5.购后行为
3.方案评价 2.信息搜集 1.确认需求
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
三、 影响消费者购买行为的主要因素
4.心理
动机 Motivation
信念和态度 Belief & Attitude
心理因素影响 行为选择
知觉 Perception
学习 Learning
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
三、 影响消费者购买行为的主要因素
1.文化
–
文化是社会成员从其家庭学到的价值观、观念、喜好和 行为.
社会阶层 • 在一个社会中具有相对的 同质性和稳定性的群体. • 划分标准：收入、职业、 教育、财产等.
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
二、 消费者购买行为分析
二、消费者购买模式
What
品牌优劣的评估标准 价值判断与比较
追踪消费者 考察品牌忠诚度 Brand Loyalty
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
零售商市场
公司
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
第一节 消费者市场及其购买行为分析
Section 1 The analysis of Consumer Market and the Behavior of Buyer 消费者市场特征分析 消费者购买行为分析 影响消费者购买行为的主要因素 消费者购买决策过程
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
市场的定义 1. 传统认为，市场是买 方和卖方聚集在一起 进行交换的实地场所 2. 经济学上，市场泛指 一个特定产品或某类 产品进行交易的卖方 和买方的集合。 3. 营销学上，营销者看 来，卖方构成行业 （或产业，Industry）， ）， 买方构成市场 （Market）。 Market
二、 消费者购买行为分析
2.消费者购买模式 消费者购买模式
Total Set→Awareness Set→Consideration Set→Choice Set →Decision
联想 苹果 Dell 惠普 东芝 Tandy NEC ……
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
三、 影响消费者购买行为的主要因素
个人因素
年龄和 职业和经济能力 生活方式 3.个人 生命周期阶段
个性和自我概念 Opinion 习惯型 冲动型 理智型 选价型 情感型 不定型
单身阶段 新婚夫妇 满巢一期 满巢二期 满巢三期 空巢阶段 鳏寡阶段
Activity
Hale Waihona Puke Interest山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
联想 苹果 Dell 惠普 东芝 未知集合
Dell 惠普 联想
Dell 惠普
Dell
不可行集合
放弃集合
Tandy NEC
东芝 苹果
联想
二、 消费者购买行为分析 3.消费者需求分析 消费者需求分析
消费者需求的含义及分类
自我实现需要 （自我发展） 自我发展）
尊重需要 自尊、肯定、地位） （自尊、肯定、地位） 社会需要 归属感、 （归属感、爱） 安全需要 安全、保护） （安全、保护） 生理需要 饥饿、干渴、温暖等天然需要） （饥饿、干渴、温暖等天然需要）
二、 消费者购买行为分析 4.消费者购买行为类型 消费者购买行为类型
例行反应行为 低价产品 经常购买 消费者低度介入 熟悉产品的类型 购买时很少花时间 或心思 有限度解决问题行为 广泛解决问题行为 昂贵产品 非经常购买 消费者高度介入 不熟悉产品的类型 购买时花很多时间 或心思
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
Where 使用
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
二、 消费者购买行为分析
二、消费者购买模式
Heavy User
When How often How much Medium User Light User
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
一 、消费者市场特征分析 1.消费者市场及其特征
– – – –
最终消费者——以个人消费为目的的购买商品或服务的个人或家庭。 消费者市场——所有这些最终消费者（个人和家庭单位）构成的市场 和其他市场的关系——最终、起决定作用 特征： 购买者人数众多、差异性大； 每次购买数量少、购买频率高； 消费者购买情感性较强，属“非专家购买”； 消费者购买流动性大； 消费者的耐用消费品的价格弹性较大。
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
一 、消费者市场特征分析 2.消费品的分类 消费品的分类
– 有形、耐用与否 有形、
有形商品、货物 Goods 非耐用品 Nondurable Goods 耐用品 Durable Goods 消费品 commodity 服务 Services
三、 影响消费者购买行为的主要因素
参照群体Reference Groups •成员群体 •主要群体 •次要群体 家庭（最重要的） •丈夫、妻子、 •影响者.购买者.使用者
2.社会因素
角色和地位
山东经济学院·国际贸易学院 School of International Trade, Shandong Economic University
消费者通过精确的计算及逻辑思考进行评价 消费者可能凭冲动或直觉购买 消费者可能自行决策进行购买 消费者可能咨询其他人之后购买