ConsumerandIndustrialBuyingBehavior
3._Consumer_and_Business_Buyer_Behavior1
• Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors. • Measured by: Occupation, Income, Education, Wealth and Other Variables.
Step 1. Need Recognition
Need Recognition
Buyer Recognizes a Problem or Need
5-12
Internal Stimuli
• Hunger
• Thirst • A person’s normal needs
External Stimuli
5-18
Stages in the Adoption Process
Awareness
5-19
Interest
Evaluation
Trial
Adoption
5-20
Stages in the Adoption Process
Consumer becomes aware of the new product, but lacks information about it. 2. Interest: Consumer seeks information about new product. 3. Evaluation: Consumer considers whether trying the new product makes sense. 4. Trial: Consumer tries new product on a small scale to improve his or her estimate of its value. Adoption: Consumer decides to make full and regular use of the new product. 意识:消费者意识的新产品,但是缺乏 相关的资讯。 兴趣:消费者寻找信息的新产品。 评价:消费者认为,是否尝试新产品是有道理的。
Consumer Markets and Consumer Buyer Behavior
Consumer market
All individuals / households who buy products for personal consumption
The central question for marketers is:
“How do consumers respond to various marketing efforts the company might use?”
7
Characteristics Affecting Consumer Behavior
Brand Personality Dimensions
Sincerity Ruggedness Excitement Competence
Sophistication
8
Characteristics Affecting Consumer Behavior
Key Factors
Cultural Social Personal Psychological
Culture Forms a person’s wants and behavior Subculture Groups with shared value systems Social Class Society’s divisions who share values, interests and behaviors
Consumers exhibit heightened attention or actively search for information. Sources of information:
Personal Commercial Public Experiential
3.buying behavour
6-8
相关群体对消费行为的影响
• 示范性； • 仿效性； • 一致性； • “意见领袖”（Opinion leader）的行为 意见领袖”（Opinion leader）的行为 会引起群体内追随者、崇拜者的仿效； • 相关群体对购买行为的影响程度视产品 类别而定。
6-9
Personal 个人因素
6 - 19
Psychological Factors
• Perception
Selective Attention
Consumers are constantly bombarded with information and will screen out stimuli
Selective Distortion
6 - 11
在美国， 有人把家庭寿命周期分为七个阶段。 在美国 ， 有人把家庭寿命周期分为七个阶段 。 ⑴未婚阶段 ⑵新婚阶段 ⑶少子女阶段 ⑷多子女阶段 ⑸子女成年阶段 ⑹老年阶段 ⑺独居阶段
6 - 12
经济因素
• 经济因素指消费者可支配收入、储 蓄、资产和借贷能力。 • 经济因素是决定购买行为的首要因 素，决定着能否发生购买行为以及 发生何种规模的购买行为，决定着 购买商品的种类和档次。
活动、兴趣、意见 生活方式分类
• Personality and selfselfconcept
Brand personality
• 个性和自我观念
品牌特性
6 - 10
生理因素
• 生理因素指年龄、家庭生命周期 （Family life cycle）、性别、体征、 cycle）、性别、体征、 健康状况和嗜好等生理特征的差别。 • 生理因素决定着对产品款式、构造 和功能有不同需求。
最新市场营销课件Masters Lec 3 Consumer and Organisational
Behaviourist Stimuli Response Model – ‘Black Box’
Environment Marketing Competition
Black Box
Sales
Issues related to purchase & postpurchase activities (Solomon, 2009)
长 的 时 间 隧 道，袅
Lec 3 Consumer and Organisatio
Intended Learning Outcomes
To understand the importance of:
Consumer Behaviour Buyer Behaviour
To be able to make the link as to how consumer behaviour drives buyer behaviour
To understand the various types of consumers To understand the varying organisational buying
structures that exist, and be able to credibly critique these
• Sales Interactions
POST PURCHASE PROCESSES
• Consumer Satisfaction • Product Disposal • Alternative Markets
Consumer Behaviour - Meeting Customer Needs
Personal Characteristics:
chapter5 Consumer Markets and Consumer Buyer Behavior
•
The central q do consumers respond to various marketing efforts the company might use?”
购买者WHO
如何购买HOW
购买什么WHAT
何地购买WHERE
6W1H (7O)
Culture is the Most Basic Cause of a Person's Wants and Behavior.
Subculture
• Group of people with shared value systems based on common life experiences. • nationalities:民族 • religions:宗教 • racial groups:种族 • geographic regions:地域
是指对一个人的态度与行为有直接（面对 面）或间接影响的所有群体。
TCL手机
• 2001年7月，TCL花了一千万的“天价”请了当红的韩 国美女金喜善为产品作广告。在广告播出后的三个月
的时间里，TCL每月基本实现了3亿～4亿的销售额，
比没播广告之前上涨了3倍以上。“韩国第一美女”没 有让TCL失望，2001年TCL手机卖了30多亿元，利润超
1. Model of Consumer Behavior消费者行为模型
营销及其他刺激
购买者的黑匣子
购买者 特征： 文化 社会 个人 心理 购买者 决策过 程
购买者的反应
产品选择 品牌选择 经销商选择 购买时间 购买数量
产品 价格
经济 技术
分销
促销
政治
文化
Stimulus-response model of buyer behavior 购买者行为的“刺激—反应”模式
消费群体购买行为英语作文
消费群体购买行为英语作文Consumer Buying Behavior。
Consumer buying behavior refers to the process by which individuals search for, select, purchase, use, and dispose of goods and services. It involves understanding the needs and wants of consumers and how they make decisions about what to buy. Consumer buying behavior is influenced by a variety of factors, including cultural, social, personal, and psychological factors.Cultural factors play a significant role in consumer buying behavior. Culture refers to the set of values, beliefs, customs, and behaviors that are shared by a group of people. These factors influence the way individuals perceive and evaluate products and services. For example,in some cultures, the color red is associated with good luck and prosperity, while in others it may be associated with danger or warning. Understanding cultural factors is important for businesses looking to market their productsto different consumer groups.Social factors also play a role in consumer buying behavior. These include reference groups, family, social roles and status. Reference groups are groups that a person identifies with and uses as a basis for comparison. For example, a person may be influenced by the buying behaviorof their friends, family, or colleagues. Family also playsa significant role in consumer buying behavior, as family members often influence each other's purchasing decisions. Social roles and status can also influence consumer buying behavior, as individuals may purchase products and services to fulfill their perceived social roles or to enhance their social status.Personal factors such as age, occupation, lifestyle,and personality can also influence consumer buying behavior. For example, a person's age and life stage can affect their purchasing decisions. A young, single person may have different buying priorities than a married couple with children. Occupation can also influence consumer buying behavior, as individuals in different occupations may havedifferent needs and preferences. Lifestyle and personality are also important factors, as they can affect the types of products and services that individuals are interested in.Finally, psychological factors such as motivation, perception, learning, and beliefs and attitudes can influence consumer buying behavior. Motivation refers to the internal drive that prompts individuals to take action. For example, a person may be motivated to purchase a new car because they want to impress others or because they need reliable transportation. Perception refers to the way individuals interpret and make sense of their environment. Learning refers to the process by which individuals acquire new behaviors and knowledge. Beliefs and attitudes also play a role in consumer buying behavior, as individuals may have certain beliefs and attitudes that influence their purchasing decisions.In conclusion, consumer buying behavior is a complex process that is influenced by a variety of factors. Understanding these factors is important for businesses looking to market their products and services to differentconsumer groups. By understanding the needs and wants of consumers and how they make purchasing decisions, businesses can develop effective marketing strategies and increase their sales.。
消费者市场与消费者购买行为(中英双文PPT)
消费者市场与消费者购买行为
Objectives 目标
• Be able to define the consumer market and construct a simple model of consumer buyer behavior.
▪ Buying behavior of individuals and households that buy products for personal consumption.
• Consumer Market
▪ All individuals/households who buy products for personal consumption.
• Harley owners use their bikes to express their lifestyle and attitudes
• Advertising reflects the Harley mystique
6-3
Definitions 定义
• Consumer Buying Behavior
• Be able to describe the adoption and diffusion process for new products.
• 列举并理解购 买决策的四个 阶段
• 描述新产品被 采用和推广的 过程
6-2
Case Study 案例研究
Harley-Davidson 哈雷-戴维森
▪ 正在变得更丰富和富 有经验
▪ 关注价格和品牌名称； 质量和选择很重要。
▪ 有特定媒体定位于些 组织
影响消费者购买行为的因素英语作文
影响消费者购买行为的因素英语作文Factors Influencing Consumer Buying BehaviorConsumer buying behavior is influenced by a variety of factors that marketers need to take into consideration when developing marketing strategies. Understanding these factors is crucial for businesses to attract and retain customers. In this article, we will discuss some of the key factors that influence consumer buying behavior.1. Psychological FactorsPsychological factors play a significant role in consumer buying behavior. These factors include perceptions, attitudes, beliefs, and motivations. Consumers make purchasing decisions based on their emotions, needs, and desires. For example, a consumer may purchase a luxury item to fulfill their desire for status and prestige.2. Social FactorsSocial factors also play a critical role in influencing consumer buying behavior. These factors include culture, social class, reference groups, and family. Consumers are often influenced by their social environment and the opinions of others. For instance,a consumer may purchase a product because it is popular among their friends or family members.3. Personal FactorsPersonal factors such as age, gender, income, occupation, and lifestyle can also influence consumer buying behavior. These factors can impact the types of products and services that consumers purchase. For example, a young professional may prefer trendy and fashionable products, while an elderly retiree may prefer practical and comfortable products.4. Economic FactorsEconomic factors such as income, price, and economic conditions can also affect consumer buying behavior. Consumers often make purchasing decisions based on their financial situation and the availability of disposable income. For example, during times of economic uncertainty, consumers may become more price-sensitive and choose to purchase cheaper alternatives.5. Marketing FactorsMarketing factors such as advertising, branding, product quality, and promotions can also influence consumer buying behavior. Marketers can create awareness and interest in aproduct or service through advertising and promotions. Brand loyalty can also influence consumer purchasing decisions, as consumers may choose to purchase products from a brand they trust and recognize.In conclusion, consumer buying behavior is influenced by a variety of factors including psychological, social, personal, economic, and marketing factors. By understanding and considering these factors, businesses can develop effective marketing strategies to attract and retain customers. It is important for businesses to continuously analyze and adjust their strategies to meet the evolving needs and preferences of consumers.。
Masters Lec 3 Consumer and Organisational Buying Behaviour
Hunger, thirst, warmth, sex/reproduction, sleep, exercise (Maslow)
Higher order needs (Baynton, 1958):
Affection needs (to form emotional bonds) Ego bolstering needs (to gain prestige/recognition) Ego defensive needs (to protect oneself from ridicule and anxiety)
Consumer Behaviour - Meeting Customer Needs
The 3 roles of the Customer (Sheth et al, 1999)
User
Buyer
Payer
Think STP!
When it comes to understanding consumer behaviour, it’s as easy as: Segmentation
(Baron et al, 1991)
An Overview of Consumer Buying Behaviour - Meeting Customer Needs
The Psychology of Consumer Behavior
The Psychology of Consumer BehaviorConsumer behavior is a fascinating field that delves into the complex and multifaceted ways in which individuals make decisions about purchasing goods and services. As a writer tasked with exploring the psychology of consumer behavior, it's important to recognize the intricate interplay of psychological, social, and emotional factors that influence consumer choices. From the impact of marketing strategies to the role of cultural influences, understanding consumer behavior requires a nuanced approach that takes into account a wide range of variables. One of the key aspects of consumer behavior is the role of perception and cognition in shaping purchasing decisions. Individuals often rely on their perceptions of a product or brand, as well as their cognitive processes, to evaluate the value and utility of a particular offering. This can be influenced by a variety of factors, including past experiences, personal beliefs, and external influences such as advertising and word-of-mouth recommendations. Understanding how these cognitive processes operate can provide valuable insights into consumer decision-making and offer opportunities for businesses to tailor their marketing strategies accordingly. Moreover, emotions play a significant role in consumer behavior, often exerting a powerful influence on purchasing decisions. Research has shown that emotions can heavily impact consumer choices, with individuals often making decisions based on how a product or service makes them feel. Whether it's the thrill of acquiring a luxury item or the comfort of purchasing a familiar brand, emotions can significantly shape consumer behavior. As a writer exploring the psychology of consumer behavior, it's important to delve into the emotional underpinnings of consumer choices and consider how businesses can leverage these emotional triggers to connect with their target audience. Another crucial aspect to consider is the social and cultural influences that impact consumer behavior. From the impact of social media and peer recommendations to the influence of cultural norms and values, consumer behavior is undeniably shaped by the broader social context in which individuals operate. Understanding these social and cultural dynamics is essential for businesses seeking to effectively target and engage with their consumer base. By recognizing the power of social and cultural influences, businesses can develop more tailored marketing strategies thatresonate with their target audience on a deeper level. In addition to individual and social factors, the role of marketing and advertising in shaping consumer behavior cannot be overlooked. Businesses invest significant resources in crafting marketing campaigns that aim to influence consumer perceptions and choices. From the use of persuasive messaging to the strategic placement of products, marketing strategies play a pivotal role in shaping consumer behavior. As a writer exploring the psychology of consumer behavior, it's important to critically examine the impact of marketing and advertising on consumer decision-making, and consider the ethical implications of these practices. Furthermore, the advent of e-commerce and digital platforms has revolutionized consumer behavior, presenting new opportunities and challenges for businesses. The ease of online shopping, the abundance of product information, and the influence of online reviews have transformed the way consumers make purchasing decisions. Understanding the unique dynamics of online consumer behavior is essential for businesses looking to thrive in the digital marketplace. As a writer, it's important to consider the impact of digital platforms on consumer behavior and explore the ways in which businesses can adapt their strategies to effectively engage with online consumers. In conclusion, the psychology of consumer behavior is a rich and multifaceted field that encompasses a wide array of psychological, social, and cultural factors. By delving into the cognitive processes, emotional triggers, social influences, marketing strategies, and digital dynamics that shape consumer behavior, businesses can gain valuable insights into the motivations and preferences oftheir target audience. As a writer tasked with exploring this complex field, it's essential to adopt a holistic and empathetic approach that considers the diverse array of factors that influence consumer behavior. By doing so, businesses can develop more effective strategies for engaging with consumers and fostering meaningful connections that drive long-term success.。
第六章消费者购买行为与决策PPT课件
描述购买前的情况、购买过程以及购买后的情况。
•
消费者决策不是一个简单的过程，买车和买
牙膏是不同的两个过程。反映了两个层面：
•
1、决策程度
•
2、参与购买活动的程度
• 第一 层面表示从决策到习惯的一个连续集合；
• 第二层面描述了从高度到低度参与购买活动的
集合。
㈠根据消费者购买行为的复杂程度和所购产品 的差异程度划分
⒉和谐型
消费者购买差异性不大的商品时所发生的一种购买行为。
由于各个品牌之间没有显著差异，消费者一般不必花费很 多时间去收集并评估不同品牌的各种信息，关心的重点在 于价格是否优惠，购买时间、地点是否方便等。
如果消费者在购买以后认为自己所买产品物有所值甚至优 于其他同类产品的话，就有可能形成对该品牌的偏好；相 反，就有可能形成厌恶感。
柯达公司推出其新型照相机Advanta的后果——付出了 巨大的代价。柯达公司曾骄傲地宣传这种高科技产品，但 是，它不了解这个市场的主宰者是人过中年的婴儿潮一代 人。人到中年，新技术一般不再有魅力，他们的消费已远 离了购买的复杂性。
一个课堂调查
• 一个炎热的天气里你正躺在沙滩上。你非 常想喝些冷饮，过去一个小时里你一直在 想，如果能喝上你最喜欢的品牌的可口冰 镇啤酒该是何等的享受。有一个同伴起身， 并提出能从附近唯一一处卖啤酒的地方为 你带回这样一瓶你想要的啤酒。他说，这 一瓶啤酒可能会比较贵，并问你愿意出什 么价钱来买？
消费者购买服装、首饰、家具和小家电等商品的行为 大多属于和谐型的购买行为。针对此类购买行为，营销人 员要经常通过各种有效途径客观地披露有利于本企业和产 品的信息，增加顾客购买决策的自信心。
⒊习惯型
所谓习惯性购买决策，是指消费者对所选购的产品和品牌 比较了解，已经发展起了相应的选择标准，主要依据过去 的知识和经验习惯性地作出购买决定。
Consumer Buying Behaviour消费者购买行为(英文版)
CONSUMER BUYINGBEHAVIOURConsumer Buying BehaviourPossibly the most challenging concept in marketing is to understand why buyers do what they do (or don’t do). But such knowledge is critical for marketers since having a strong understanding of buyer behaviour will help shed light on what is important to the customer and also suggest the important influences on customer decision-making. Using this information, marketers can create marketing programs that they believe will be of interest to customers.As you might guess, factors affecting how customers make decisions are extremely complex. Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful “guidelines” in how someone decides whether or not to make a purchase.Why Consumers BuyCustomers make purchases in order to satisfy needs. Some of these needs are basic and must be filled by everyone on the planet (e.g., food, shelter) while others are not required for basic survival and vary depending on the person. It probably makes more sense to classify needs that are not a necessity as wants or desires. In fact, in many countries where the standard of living is very high, a large portion of the popula tion’s income is spent on wants and desires rather than on basic needs.When we mention the consumer we are referring to the actual buyer, the person spending the money. But is should also be pointed out that the one who does the buying is not necessarily the user of what is bought and that others may be involved in the buying decision in addition to the actual buyer. While the purchasing process in the consumer market is not as complex as the business market, having multiple people involved in a purchase decision is not unusual. For example, in planning for a family vacation the mother may make the hotel reservations but others in the family may have input on the hotel choice. Similarly, a father may purchase snacks at the grocery store but his young child may be the one who selected it from the store shelf.So understanding consumer purchase behavior involves not only understanding how decisions are made but also understanding the dynamics that influence purchases.What Influences PurchasingAs we discussed the decision-making process for consumers is anything but straight forward. There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. However, marketers are well served to understand the KEY influences. By doing so they may be in a position to tailor their marketing efforts to take advantage of these influences in a way that will satisfy the consumer and the marketer (remember this is a key part of the definition of marketing).We will break these influences down into three main categories: Internal, External and Marketing. However, those interested in learning more about customer buying activity may want to consult one or more consumer behavior books where they will find additional methods for explaining consumer buying behavior.For the most part the influences are not mutually exclusive. Instead, they are all interconnected and, as we will see, work together to form who we are and how we behave.For each of the influences that are discussed we will provide a basic description and also suggest its implication to marketers. Bear in mind we only provide a few marketing implications for each influence; clearly there are many more.Internal Influences: Perceptual FilterWe start our examination of the influences on consumer purchase decisions by first looking inside ourselves to see which are the most important internal factors that affect how we make choices.Perceptual FilterPerception is how we see ourselves and the world we live in. However, what ends up being stored inside us doesn’t always get there in a direct manner. Often our mental makeup results from information that has been consciously or subconsciously filtered as we experience it, a process we refer to as a perceptual filter. To us this is our reality, though it does not mean it is an accurate reflection on what is real. Thus, perception is the way we filter stimuli (e.g., someone talking to us, reading a newspaper story) and then make sense out of it.Perception has several steps.∙Exposure – sensing a stimuli (e.g. seeing an ad)∙Attention – an effort to recognize the nature of a stimuli (e.g. recognizing it is an ad) ∙Awareness – assigning meaning to a stimuli (e.g., humorous ad for particular product) ∙Retention –adding the meaning to one’s internal makeup (i.e., product has fun ads)How these steps are eventually carried out depends on a person’s approach to learning. By learning we mean how someone changes what they know, which in turn may affect how they act. There are many theories of learning, a discussion of which is beyond the scope of this tutorial, however, suffice to say that people are likely to learn in different ways. For instance, one person may be able to focus very strongly on a certain advertisement and be able to retain the information after being exposed only one time while another person may need to be exposed to the same advertisement many times before he/she even recognizes what it is. Consumers are also more likely to retain information if a person has a strong interest in the stimuli. If a person is in need of new car they are more likely to pay attention to a new advertisement for a car while someone who does not need a car may need to see the advertisement many times before they recognize the brand of automobile.Marketing Implications:Marketers spend large sums of money in an attempt to get customers to have a positive impression of their products. But clearly the existence of a perceptual filter suggests that getting to this stage is not easy. Exposing consumers to a product can be very challenging considering the amount of competing product messages (ads) that are also trying to accomplish the same objective (i.e., advertising clutter). So marketers must be creative and use various means to deliver their message. Once the message reaches consumer it must be interesting enough to capture their attention (e.g., talk about the product’s benefits). But attending to the message is not enough. For marketers the mostcritical step is the one that occurs with awareness. Here marketers must continually monitor and respond if their message becomes distorted in ways that will negatively shape its meaning. This can often happen due in part to competitive activity (e.g., comparison advertisements). Finally, getting the consumer to give positive meaning to the message they have retained requires the marketer make sure that consumers accurately interpret the facts about the product.Internal Influences: KnowledgeKnowledge is the sum of all information known by a person. It is the facts of the world as he/she knows it and the depth of knowledge is a function of the breadth of worldly experiences and the strength o f an individual’s long-term memory. Obviously what exists as knowledge to an individual depends on how an individual’s perceptual filter makes sense of the information it is exposed to.Marketing Implications:Marketers may conduct research that will gauge consumers’ level of knowledge regarding their product. As we will see below, it is likely that other factors influencing consumer behaviour are in large part shaped by what is known about a product. Thus, developing methods (e.g., incentives) to encourage consumers to accept more information (or correct information) may affect other influencing factors.Internal Influences: AttitudeIn simple terms attitude refers to what a person feels or believes about something. Additionally, attitude may be reflected in how an individual acts based on his or her beliefs. Once formed, attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a particular issue it will take considerable effort to change what they believe to be true.Marketing Implications:Marketers facing consumers who have a negative attitude toward their product must work to identify the key issues shaping a consumer’s attitude then adjust marketing decisions (e.g., advertising) in an effort to change the attitude. For companies competing against strong rivals to whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why consumers feel positive toward the competitor and then try to meet or beat the competitor on these issues. Alternatively, a company can try to locate customers who feel negatively toward the competitor and then increase awareness among this group.Internal Influences: PersonalityAn individual’s personality relates to perceived personal characteristics that are consistently exhibited, especially when one acts in the presence of others. In most, but not all, cases the behaviors one projects in a situation is similar to the behaviors a person exhibits in another situation. In this way personality is the sum of sensory experiences others get from experiencing a person (i.e., how one talks, reacts). While one’s personality is often interpreted by those we interact with, the person has their own vision of their personality, called Self Concept, which may or may not be the same has how others view us. Marketing Implications:For marketers it is important to know that consumers make purchase decisions to support their self concept. Using research techniques to identify how customers view themselves may give marketers insight into products and promotion options that are not readily apparent. For example, when examining consumers a marketer may initially build marketing strategy around more obvious clues to consumption behavior, such as consumer’s demographic indicators (e.g., age, occupation, income). However, in-depth research may yield information that shows consumers are purchasing products to fulfill self-concept objectives that have little to do with the demographic category they fall into (e.g., senior citizen may be making purchases that make them feel younger). Appealing to the consumer’s self concept needs could expand the market to which the product is targeted. Internal Influences: LifestyleThis influencing factor relates to the way we live through the activities we engage in and interests we express. In simple terms it is what we value out of life. Lifestyle is often determined by how we spend our time and money.Marketing Implications:Prod ucts and services are purchased to support consumers’ lifestyles. Marketers have worked hard researching how consumers in their target markets live their lives since this information is key to developing products, suggesting promotional strategies and even determining how best to distribute products. The fact that lifestyle is so directly tied to marketing activity will be further examined as we discuss developing target market strategies.Internal Influences: RolesRoles represent the position we feel we hold or others feel we should hold when dealing in a group environment. These positions carry certain responsibilities yet it is important to understand that some of these responsibilities may, in fact, be perceived and not spelled out or even accepted by others. In support of their roles, consumers will makeproduct choices that may vary depending on which role they are assuming. As illustration, a person who is responsible for selecting snack food for an office party his boss will attend may choose higher quality products than he would choose when selecting snacks for his family.Marketing Implications:Advertisers often show how the benefits of their products aid consumers as they perform certain roles. Typically the underlying message of this promotional approach is to suggest that using the advertiser’s product will help raise one’s status in the eyes of others while using a competitor’s product may have a negative effect on status.Internal Influences: MotivationMotivation relates to our desire to achieve a certain outcome. Many internal factors we have already discussed can affect a customer’s desire to achieve a certain outcome but there are others. For instance, when it comes to making purchase decisions custom ers’ motivation could be affected by such issues as financial position (e.g., Can I afford the purchase?), time constraints (e.g., Do I need to make the purchase quickly?), overall value (e.g., Am I getting my money’s worth?), and perceived risk (e.g., What happens if I make a bad decision?).Marketing Implications:Motivation is also closely tied to the concept of Involvement, which relates to how much effort the consumer will exert in making a decision. Highly motivated consumers will want to get mentally and physically involved in the purchase process. Not all products have a high percentage of highly involved customers (e.g., milk) but marketers who market products and services that may lead to high level of consumer involvement should prepare options that will be attractive to this group. For instance, marketers should make it easy for consumers to learn about their product (e.g., information on website, free video preview) and, for some products, allow customers to experience the product (e.g., free trial) before committing to the purchase.External Influences: CultureConsumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume. One example of this are cultural factorsCulture represents the behavior, beliefs and, in many cases, the way we act learned by interacting or observing other members of society. In this way much of what we do is shared behavior, passed along from one member of society to another. Yet culture is a broad concept that, while of interest to marketers, is not nearly as important asunderstanding what occurs within smaller groups or Sub-Cultures to which we may also belong. Sub-cultures also have shared values but this occurs within smaller groups. For instance, sub-cultures exist where groups share similar values in terms of ethnicity, religious beliefs, geographic location, special interests and many others.Marketing Implications:As part of their efforts to convince customers to purchase their products, marketers often use cultural representations, especially in promotional appeals. The objective is to connect to consumers using cultural references that are easily understood and often embraced by the consumer. By doing so the marketer hopes the consumer feels more comfortable with or can relate better to the product since it corresponds with their cultural values. Additionally, smart marketers use strong research efforts in an attempt to identify differences in how sub-culture behaves. These efforts help pave the way for spotting trends within a sub-culture, which the marketer can capitalize on through new marketing tactics (e.g., new products, new sales channels, added value, etc.).External Influences: Group MembershipIn addition to cultural influences, consumers belong to many other groups with which they share certain characteristics and which may influence purchase decisions. Often these groups contain Opinion Leaders or others who have major influence on what the customer purchases. Some of the basic groups we may belong to include:∙Social Class – represents the social standing one has within a society based on such factors as income level, education, occupation∙Family –one’s family situation can have a strong effect on how purchase d ecisions are made∙Reference groups – most consumers simultaneously belong to many other groups with which they associate or, in some cases, feel the need to disassociateMarketing Implications:Identifying and understanding the groups consumers belong to is a key strategy for marketers. Doing so helps identify target markets, develop new products, and create appealing marketing promotions to which consumers can relate. In particular, marketers seek to locate group leaders and others to whom members of the group look for advice or direction. These opinion leaders, if well respected by the group, can be used to gain insight into group behavior and if these opinion leaders accept promotional opportunities could act as effective spokespeople for the marketer’s p roducts.External Influences: Purchase SituationPurchase SituationA purchase decision can be strongly affected by the situation in which people find themselves. In general, a situation is the circumstances a person faces when making a purchase decision, such as the nature of their physical environment, their emotional state, or time constraints. Not all situations are controllable, in which case a consumer may not follow their normal process for making a purchase decision. For instance, if a person needs a product quickly and a store does not carry the brand they normally purchase, the customer may choose a competitor’s product.Marketing Implications:Marketers can take advantage of decisions made in uncontrollable situations in at least two ways. First, marketers can use promotional methods to reinforce a specific selection of products when the consumer is confronted with a particular situation. For example, automotive services can be purchased that promise to service vehicles if the user runs into problems anywhere and at anytime. Second, marketers can use marketing methods that attempt to convince consumers that a situation is less likely to occur if the marketer’s product is used. This can also be seen with auto products, where marketers explain that using their product will prevent unexpected damage to their vehicles. Types of Consumer Purchase DecisionsConsumers are faced with purchase decisions nearly every day. But not all decisions are treated the same. Some decisions are more complex than others and thus require more effort by the consumer. Other decisions are fairly routine and require little effort. In general, consumers face four types of purchase decisions:∙Minor New Purchase – these purchases represent something new to a consumer but in the customer’s mind is not a very important purchase in terms of need, mon ey or other reason (e.g., status within a group).∙Minor Re-Purchase –these are the most routine of all purchases and often the consumer returns to purchase the same product without giving much thought to other product options (i.e., consumer is brand loyalty).∙Major New Purchase – these purchases are the most difficult of all purchases because the product being purchased is important to the consumer but the consumer has little or no previous experience making these decisions. The consumer’s lack of confide nce in making this type of decision often (but not always) requires the consumer to engage in an extensive decision-making process..∙Major Re-Purchase - these purchase decisions are also important to the consumer but the consumer feels confident in making these decisions since they have previous experience purchasing the product.For marketers it is important to understand how consumers treat the purchase decisions they face. If a company is targeting customers who feel a purchase decision is difficult (i.e., Major New Purchase), their marketing strategy may vary greatly from a company targeting customers who view the purchase decision as routine. In fact, the same company may face both situations at the same time; for some the product is new, while other customers see the purchase as routine. The implication of buying behavior for marketers is that different buying situations require different marketing efforts.How Consumers BuySo now that we have discussed the factors influencing a consumer’s decision to purchase, let’s examine the process itself. This process is presented in a sequence of 5 steps as shown below.However, whether a consumer will actually carryout each stepdepends on the type of purchase decision that is faced. For instance,for minor re-purchases the consumer may be quite loyal to the samebrand, thus the decision is a routine one (i.e., buy the same product)and little effort is involved in making a purchase decision. In cases ofroutine, brand loyal purchases consumers may skip several steps in thepurchasing process since they know exactly what they want allowingthe consumer to move quickly through the steps. But for more complexdecisions, such as Major New Purchases, the purchasing process can extend for days, weeks, months or longer. So in presenting these steps marketers should realize that, depending on the circumstances surrounding the purchase, the importance of each step may vary.Purchase Decision Steps1. Need/Want/Desire is RecognizedIn the first step the consumer has determined that for some reason he/she is not satisfied (i.e., consumer’s perceived actual condition) and want s to improve his/her situation (i.e., consumer’s perceived desired condition). For instance, internal triggers, such as hunger or thirst, may tell the consumer that food or drink is needed. External factors can also trigger consumer’s needs. Marketers are particularly good at this through advertising, in-store displays and even the intentional use of scent (e.g., perfume counters). At this stage the decision-making process may stall if the consumer is not motivated to continue (see Motivation above). However, if the consumer does have the internal drive to satisfy the need they will continue to the next step.2. Search for InformationAssuming consumers are motivated to satisfy his or her need, they will next undertake a search for information on possible solutions. The sources used to acquire this information may be as simple as remembering information from past experience (i.e., memory) or the consumer may expend considerable effort to locate information from outside sources (e.g., Internet search, talk with others, etc.). How much effort the consumer directs toward searching depends on such factors as: the importance of satisfying the need, familiarity with available solutions, and the amount of time available to search. To appeal to consumers who are at the search stage, marketers should make efforts to ensure consumers can locate information related to their product. For example, for marketers whose customers rely on the Internet for information gathering, attaining high rankings in search engines has become a critical marketing objective.3. Evaluate OptionsConsumers’ search efforts may result in a set of options from which a choice can be made. It should be noted that there may be two levels to this stage. At level one the consumer may create a set of possible solutions to their needs (i.e., product types) while at level two the consumer may be evaluating particular products (i.e., brands) within each solution. For example, a consumer who needs to replace a television has multiple solutions to choose from such as plasma, LCD and CRT televisions. Within each solution type will be multiple brands from which to choose. Marketers need to understand how consumers evaluate product options and why some products are included while others are not. Most importantly, marketers must determine which criteria consumers are using in their selection of possible options and how each criterion is evaluated. Returning to the television example, marketing tactics will be most effective when the marketer can tailor their efforts by knowing what benefits are most important to consumers when selecting options (e.g., picture quality, brand name, screen size, etc.) and then determine the order of importance of each benefit.4. PurchaseIn many cases the solution chosen by the consumer is the same as the product whose evaluation is the highest. However, this may change when it is actually time to make the purchase. The "intended" purchase may be altered at the time of purchase for many reasons such as: the product is out-of-stock, a competitor offers an incentive at the point-of-purchase (e.g., store salesperson mentions a competitor’s offer), the customer lacks the necessary funds (e.g., credit card not working), or members of the consumer’s referenc e group take a negative view of the purchase (e.g., friend is critical of purchase). Marketers whose product is most desirable to the consumer must make sure that the transaction goes smoothly. For example, Internet retailers have worked hard to prevent consumers from abandoning online purchase (i.e., online shopping carts) by streamlining the checkout process. For marketers whose product is not the consumer’s selected product, last chancemarketing efforts may be worth exploring, such as offering incentives to store personnel to "talk up" their product at the checkout line.5. After-Purchase EvaluationOnce the consumer has made the purchase they are faced with an evaluation of the decision. If the product performs below the consumer’s expectation then he/s he will re-evaluate satisfaction with the decision, which at its extreme may result in the consumer returning the product while in less extreme situations the consumer will retain the purchased item but may take a negative view of the product. Such evaluations are more likely to occur in cases of expensive or highly important purchases. To help ease the concerns consumers have with their purchase evaluation, marketers need to be receptive and even encourage consumer contact. Customer service centres and follow-up market research are useful tools in helping to address purchasers’ concerns.。
第2章-消费者购买行为模式与购买决策
寻求多样化的购买行为
品牌之间有明显差别，但消费者并不愿在上面多花时间，而 是不断变化他们所购商品的品牌。
不是因为对产品不满意，而是为了寻求多样化。
（1）市场领导者力图通过占有货架、避免脱销 和提醒购买的广告来鼓励消费者形成习惯性购 买.
（2）挑战者则以较低的价格、折扣、赠券、免 费赠送样品和强调试用新品牌的广告来鼓励消 费者改变原习惯性购买行为。
Model of Buyer Behavior
Marketing and Other Stimuli
Marketing
Product Price Place Promotion
Other
Economic Technological Political Cultural
Buyer’s Black Box
（1）“产品满意”是指企业产品带给顾客的满足状态，包括产品的内在质量、 价格、设计、包装、时效等方面的满意。 （2）“服务满意”是指产品售前、售中、售后以及产品生命周期的不同阶段 采取的服务措施令顾客满意。 （3）“社会满意”是指顾客在对企业产品和服务的消费过程中所体验到的对 社会利益的维护，
核心产品（基本功能） 一般产品（产品的基本形式） 期望产品（期望的产品属性和条件） 附加产品（附加利益和服务） 潜在产品（产品的未来发展）
李小姐的“消费经”
李小姐在上海一家讲究仪表的公司工作，大家都很讲究穿着。有个收入相同 的同事，光是刷卡买衣一年就有12万。而李小姐穿得不比她差，一年总共不 过用1万元。算起来，一年中，李小姐有62%的时间是在办公室的，所以买上 班可以穿的衣服是利用率最高的。其他的晚装是没机会穿的，运动装，家居 服可以适当添点，但比例也不能超过38%。 1、先购基本款服装，基本色，基本款，料子要硬点，不皱可水洗。外贸货最 好。例如两件套的针织服装，黑色西装套装。直身短裙，白色衬衣。200元一 件可以买到极好的西装了。 2、再补充点艳色的时尚衣服，如T-shirt一类，50元以下。 3、便宜又有特色的小饰品多置点，如各色腰带，胸针，项链，3元一条的腰 带质地也很好喔。 4、再有看家的包和鞋子，基本款的可以买打折牌子货（反正款式多年不变）， 价格控制在200到500间。耐用的款式可以用十年呢。又可以提升整体的档次， 值得投资。 5、瑞丽伊人杂志20元一个月，看完可以将旧衣服配出N套新花样。这一方法 值得强力推介。
消费者购买倾向英语作文
消费者购买倾向英语作文题目，消费者购买倾向。
With the rapid development of technology and the ever-changing market trends, understanding consumer purchasing behavior has become a crucial aspect for businesses to thrive. Consumer purchasing behavior is influenced by various factors, including psychological, social, cultural, and economic elements. In this essay, we will delve into the factors that influence consumer purchasing behavior and explore strategies that businesses can adopt to effectively attract and retain customers.First and foremost, one of the most significant factors influencing consumer purchasing behavior is psychological. Consumers often make purchasing decisions based on their emotions, perceptions, attitudes, and motivations. For example, the perception of a product's quality or the emotional appeal of a brand can greatly influence whether a consumer decides to make a purchase. Additionally, factorssuch as convenience, trust, and familiarity also play a crucial role in shaping consumer behavior.Furthermore, social factors also heavily influence consumer purchasing behavior. People tend to be influenced by the opinions, recommendations, and behaviors of their peers, family members, and social circles. For instance, if a product receives positive reviews or endorsements from influential figures, consumers are more likely to perceive it positively and make a purchase. Moreover, societal trends and cultural norms can impact consumer preferences and choices, leading to shifts in purchasing behavior over time.Additionally, economic factors play a significant role in determining consumer purchasing behavior. Factors such as income levels, pricing, discounts, and promotions canall affect consumers' willingness and ability to make purchases. For example, consumers may be more inclined to purchase a product if it is priced affordably or if they perceive it to offer good value for money. On the other hand, economic uncertainties or fluctuations may leadconsumers to cut back on their spending or opt for cheaper alternatives.In today's digital age, technological advancements have also transformed consumer purchasing behavior. The rise of e-commerce platforms, social media influencers, and online reviews has empowered consumers with access to vast amounts of information and choices. As a result, businesses must adapt their marketing strategies to engage with consumers across various online channels and provide seamless shopping experiences.To effectively attract and retain customers in this dynamic landscape, businesses must employ strategies that resonate with consumers' needs and preferences. Firstly, understanding the target audience and conducting market research can provide valuable insights into consumer behavior and preferences. By identifying key demographic segments and understanding their motivations and pain points, businesses can tailor their products, services, and marketing messages to better meet consumer needs.Secondly, building strong brand identities and establishing emotional connections with consumers canfoster loyalty and trust. Businesses should focus on creating authentic brand stories, engaging content, and memorable experiences that resonate with their target audience. By building relationships based on trust and transparency, businesses can cultivate a loyal customer base that continues to support their brand over time.Additionally, offering personalized experiences and customization options can enhance the overall customer experience and differentiate businesses from their competitors. By leveraging data analytics and technology, businesses can gain insights into individual preferences and behavior patterns, allowing them to deliver personalized recommendations, promotions, and offers that are tailored to each customer's needs and interests.Moreover, providing exceptional customer service and post-purchase support can enhance customer satisfaction and encourage repeat purchases. Businesses should prioritize customer feedback and strive to address any issues orconcerns promptly and effectively. By demonstrating a commitment to customer satisfaction and going above and beyond to exceed expectations, businesses can build long-lasting relationships with their customers and foster positive word-of-mouth recommendations.In conclusion, consumer purchasing behavior is influenced by a myriad of factors, including psychological, social, cultural, and economic elements. By understanding these factors and adopting effective strategies to engage with consumers, businesses can attract and retain customers in today's competitive marketplace. By focusing on building strong brand identities, offering personalized experiences, and providing exceptional customer service, businesses can create lasting relationships with their customers and drive long-term success.。
公众市场与客户消费行为分析ConsumerMarkets
▪ Age and life cycle ▪ Occupation ▪ Economic situation ▪ Lifestyle
•Activities, interests and opinions •Lifestyle segmentation
▪ Personality and self-concept
Habitual
▪ Low involvement, little brand differences ▪ Example – salt
Variety-seeking
▪ Low involvement, significant perceived brand differences
▪ Example – cookies
Building Success
• Understanding the customers’ emotions and motivation
• Determining the factors of loyalty
• Translating this information to effective advertising
5 -7
Goal 2: Know the four factors that influence consumer buying behavior
Characteristics Affecting Consumer Behavior
Brand Personality Dimensions
• Sincerity • Ruggedness
Psychological Factors Beliefs and Attitudes
Belief
▪ a descriptive thought about a brand or service
消费者市场与消费者购买行为分析教材
消费者决策类型（名义型、有限型、
扩展型）
购买介入程度：购买决策中意识的努力程度
当消费者的购买介入程度由低到高变化时，其决策过 程也随之复杂化
名义型：习惯型购买决策，介入程度低（忠 诚品牌） 有限型：介于两者间（忠诚品牌价格间的比 较） 扩展型：面对差别性产品、贵重产品、耐用 产品
消费者问题与问题认知 problem recognition
内部搜寻: 消费者就会利用长期记忆中的相 关信息确定是否有现存的令人满意的解决 办法，各种潜在解决办法有什么特点，如 何对各种解决办法进行比较。 外部搜寻:如果通过内部搜寻未能找出合适 的解决办法，那么搜集过程将集中于与问 题解决有关的外部信息
消费者购买过程（信息搜集）
消费者决策中的信息搜寻
消费者购买过程（信息搜集）
基本阐释：消费者购买行为 consumer buying behavior
消费者行为学是研究个体、群体和组织 为满足其需要而如何选择、获取、使用、 处置产品、服务、体验和想法，以及由此 对消费者和社会产生的影响。
一、消费者购买行为分析：
消费者市场的特点 影响消费者购买行为的主要因素 消费者的购买决策过程
家庭
角色与地位
个人因素
年龄和生命周期阶段 职业和经济环境 生活方式 个性和自我概念
心理因素
内部影响（知觉 Perception）
消费者决策信息处理过程 展露( e x p o s u r e )： 它起码能够外在地（通过声音、 图像等）将信息传递给消费者 关注( a t t e n t i o n )： 广告须引起消费者的注意 解释( i n t e r p r e t a t i on )： 它能够正确地被消费者理解 记忆( m e m o r y )： 它能够存贮在消费者的记忆中并 在合适条件下被提取
How to understand consumer buying behavior
How to understand consumer buying behavior?Business Case Studies Posted 02 Aug 2019, Editor's DeskIntroduction•Do you understand consumer buying behavior?•Do you want to retain your customers?Consumer behavior plays an important role in the positioning of your product. So, before launching a product it is certainly inevitable to understand consumer buying behavior.Variety Seeking Buying Behavior vs. Habitual Buying BehaviorYou need to ascertain whether your c onsumer is exhibiting a ‘variety-seeking buying behavior’ or ‘habitual buying behavior’.A consumer exhibiting ‘variety-seeking buying behavior’ is always looking for buying something new or options. He can never be your permanent consumer.On the other ha nd, a consumer exhibiting ‘habitual buying behavior’ is not looking for any options. He has developed the habit of buying your products only.So, whom to focus on? Naturally, the second type of consumers.But, do you know how to convert a consumer from ‘variety seeking from buying behavior’ to ‘habitual buying behavior.Let us take some case studies to understand consumer buying behavior.#1: PepsiCoIndra Nooyi, the global CEO of PepsiCo, has earned so much esteem that she was once the part of the advisory team of the American president.But, when it comes to the products of her company, she goes to the malls and checks all the products with respect to “Shelf offtake” and understand consumer buying behavior. Shelf Off-take means “How the product is looking in the shelf and how much the customer is interested in buying it?”She is not just making product innovations, but also bringing innovations in the product designs. Why?Because: Designs have a significant effect on the consumers’ buying behavior.For ExampleIndra Nooyi once found that the size of “Sun Chips”, a product by Pepsico, was much bigger than the bite-size making it difficult for the consumers to eat it.She not only changed the size of the Sun Chips but also brought changes in its packaging, form, functions, design, and layout of the product.#2: Coca-ColaOne of the most selling products of Coca-Cola in America is Diet Coke but in India, the scenario is completely different.In America, sugar is one of the biggest health issues and regular coke contains a good quantity of sugar.So, Coca Cola came up with Diet Coke that does not contain sugar and is successful in America.However, in India, a huge population is still malnourished, so, even if they consume more sugar in the form of regular coke nothing will happen to them.So, after understanding the consumer needs and their behavior, TKK Krishnakumar, the Indian Head of Coca Cola, decided not to take the Diet Coke beyond tier 3 cities.#3: Nike and AdidasBoth these companies deal in sports gear, wear, accessories, and shoes. They faced a lot of problems when they entered India.Later, they understood the behavior of Indian consumers and promoted their products accordingly.For ExampleIn the North-western states of India, cricket is a popular sport; people here are a huge fan of Sachin Tendulkar, whereas in the South-Eastern as well as North-Eastern states football is the popular game and everybody wants to become Maradona.Based on this consumer behavior and preferences, Nike and Adidas have positioned and promoted their products in different parts of India.#4: McDonald'sWhen McDonald's entered India, it failed. Later, they studied the consumer behavior of India and found that Indians use potato as a snack in one or the other form.So, they introduced Mc Aloo Tikki, which got highly successful in India.#5: Health DrinksIn India, all the health drinks related to lactating and pregnant mothers failed but children health drinks got highly successful.Why?Because: Indian mothers are more concerned about their children's health than their health.So, they buy a drink that helps their children to grow well.#6: Johnson & JohnsonJohnson & Johnson studied the behavior of urban mothers in India. They found that the Indian urban mothers are alone at their homes. There is nobody to advise and help them with what they should do to grow their children well.After understanding this, Johnson & Johnson launched the “Best for a Baby” campaign. As part of the campaign, they provided content about everything that could help a mother to keep their babies protected and safe. They also gave many problem-solving videos on their YouTube channel.With this, they created their recall value among the Indian urban mother before positioning their product.Do not introduce any of your products before studying consumer behavior, otherwise, you may get fail. With these consumer buying behavior examples, you can ascertain the market need and integrate the requisite changes in your product.有缘学习更多＋谓ｙｇｄ３０７６考证资料。
分析企业市场与企业的购买行为(ppt 16)
Excellent
摘要 五
機構市場包括學校、醫院，護理中心、 監獄，及其他必須提供商品與服務給其 所照料者的機構。
政府機構的購買者傾向要求其供應商完 成許多的紙上作業，且較偏好採用公開 競標與選擇國內的供應商。
供應商必須努力調適其作法，以配合機 構與政府市場所要求的特殊需要與程序。
8-14
P 268
潤滑 JIT II 之輪的重要成份是 "信任"。 Bose 的第一家廠內供應商 G&F 實業公司 的物料經理 ChristLabonte說。"真是鮮事， 信任一種非傳統的協議。當人們都能相 互配合夥伴對方時，他們便開始有力量 推動滾石，這在以前是絕對做不到的， 且這也顯露出過去為何一直被視為不可 侵讀的原因。"
8-11
行銷專論
剛好及時II (JIT II)
P 268
顧客-供應商合夥的另一層次
麻薩諸塞州 Framingham 的 Bose 公司以 小型但頗具威力的立體音響系統的流暢 設計贏得無數的獎項。然而，該公司同 等地重視採購與物料規畫的流暢化，其 所使用的方法是自家所發展出來的剛好 及時 II 流程。
New Task Yes Yes Yes Yes Yes Yes
Buyclasses Modified Rebuy Maybe Maybe Yes Maybe Maybe Maybe
Straight Rebuy
No No Yes No No No
7. Order-routine specification
8-16
企業市場係由需要取得產品及服務的組 織所構成，其將取得的產品與服務當做 投資，用以生產其他的產品與服務。而 得以銷售、出租或供應其他的組織。
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消费者购买行为马克60550 - 02年2008年秋季教授:凯文·d·布拉德福德班会时间:周一和周三:三点下午4:40在LO14B房间办公时间:周二下午2点到4点办公地点:LO14B门多萨学院业务办公电话:574-631-5057家庭电话:574-340-6931电子邮件:Kevin.Bradford.11@课程材料:1。
课本:一本教科书。
在巴黎圣母院哈姆书店。
2。
支持讲座笔记:这是学生的责任。
学生支付小心注意班上将提供充足的机会来获得必要的笔记和知识获取必要的知识来实现的。
该讲座将支持案例研究的成就,被分配的任务和要学习的材料。
课程概述:本课程是介绍消费者行为的迷人的领域。
强调将欣赏它的范围,理解要点潜在消费者的决策,有关营销的理解问题。
本课程强调在社会科学的理论和实证研究。
我们将看到如何将这些理论和方法提供了基础评估行动的替代课程决策涉及产品开发、定价、广告、市场细分、产品定位以及其他营销变量。
课程将与期望学生行为管理专业。
学生也将会传达他们的想法,挑战现有的思想,导致班上主题。
这些期望是基于书面及oral-discussion作业。
学生将不断挑战他们的意见和想法关于消费者行为的话题和将被要求简洁、有效地传达他们的观点在书面和口头形式。
目的:课程的目标是:1。
通知学生的主要概念和理论用于解释消费者行为及其对营销和公共政策决策的影响。
2。
开发一个营销全面升值的使用消费者的理解在他们的商业策略。
3所示。
发展学生的能力来使用这些概念和理论发展的策略和方法来处理各种营销管理情况以应用的方式。
4所示。
协助学生的交流的发展,创造力,和解释能力,能够应用社会和认知心理概念,人口的概念,和社会学的概念。
5。
理解营销和欣赏它的力量作为社会变革的催化剂和生活水平。
1。
获得一个升值的过程营销使用影响的变化。
6。
为更广泛的考虑提供背景设置为营销决策不仅要考虑公司利润的最大化,但考虑营销决策的影响,所有的利益相关者。
课程格式/类的行为指令将提供通过商业案例分析、讨论和讲座。
类结构,以促进学生在课堂上积极参与诉讼和案例讨论。
因此,每天准备和完成类和/或作业是必需的。
学生将会了解一些关键行为,消费行为的定性和定量方面。
虽然类将从事挑战性定期定量分析,不需要基本算术和代数。
讲座和课堂讨论是基于所需的读数。
讲座可能特别重要的方面的营销和主题的文本。
此外,所有指定的阅读材料是学生的责任。
将会有充足的机会问问题在办公时间澄清或解释概念中未涉及的讲座或案例分析。
这样你将获得最大受益于这门课程,预计所有材料将之前阅读类分配。
评价在这学期有13类+期末考试时间。
在此期间您将以以下的方式评估。
%的数量等级课程组件业务案例分析四个40意见书:写一个25意见书:口服一个15课堂参与、准备和态度整个学期20总100%课程组件案例分析。
案例分析处理领域引起讨论和与消费者行为的重要主题。
相关案例研究和讨论是深刻的。
将会有四个案例研究。
说明这些作业在附件连同作业的问题。
案例研究小组作业。
案例研究的任务立场文件作业。
立场文件分配的目的是使学生基本消费行为的概念和挑战学生阐明如何使用理论知识来描述当前营销问题和问题。
任务是阅读理解的相关材料,回答相应的格式要交的一份报告中讨论问题,然后将最后两天的课。
这些立场文件编写的一个完整但简洁的方式,传达清楚。
学生应该专注于书面和口头交流的意见书,他们将单独评分。
立场文件将被评估的完整性的答案,清晰的思路,深刻的贡献,推动知识以外的必读和报道事实,和独特的贡献。
口头报告将评估完整性的基础上,如何通知表示,清晰,能够回答“问题”,教授会给你相关的话题。
这是一组任务。
这里的关键是:在学习,教这个班。
课堂参与、准备和态度。
在课堂上积极参与是一个重要的学习经历的一部分。
有意义的参与类通过阅读课文,仔细准备,包括准备写作业或讨论问题以及做出贡献我们的课堂讨论。
类是用来奖励专业的学生参与。
这意味着那些上课,准时到达,准备参与有意义的对话关于分配消费行为的话题。
缺席将指出,会影响你的成绩按照分级圣母大学的政策。
迟到和缺席将直接影响参与总成绩的一部分。
通常,教授可以检测学生是否积极影响类通过他或她的态度类。
学生可以积极影响他们的成绩通过展示一个积极的,有用的,专业的,在课堂上尊重的态度。
另一方面,学生,扰乱课堂秩序,提供一个可感知的负面影响他或她的行为或态度会负面影响他们的成绩。
评分量表成绩将被指派使用+ / -系统。
以下是本课程的评分量表:信等级分数一个97 - 10094 - 9690 - 93B + 87 - 89b 84 - 86B 80 - 83C + 77 - 79c 74 - 76C 70 - 73D + 67 - 69d 64 - 66D 60 - 63f低于60特别的住宿如果你有条件,如物理或学习障碍,这将使你很难开展工作的关系,我们列出了它或将需要学术住宿,请通知我在课程的第一次会议,我会努力适应你。
其他课程政策1。
预计所有分配材料类之前已经读过。
你将被要求回答问题,给出的例子,并解释物品在阅读作业。
2。
有时,额外的材料将被分配和/或分布在类。
3所示。
电脑不使用或在课堂上手机不响。
4所示。
只有那些学生在这门课上可以参加,除非和老师一起做一些安排。
5。
(如重要的课程公告。
,教学大纲的变化等)和各种建议和提示将发布到服务从您的电子邮件地址创建列表,所以请确认你的正确地址。
请定期检查你的电子邮件。
6。
没有后期的工作将被接受。
如果你知道你必须错过一个类,你可能总是在早期把一项任务。
7所示。
所有作业必须打印,放在硬副本,除非另有说明。
课程的细节2008年秋季日期类准备主题米,10/27教学大纲对消费者行为的定义消费者行为的研究是如何使用的介绍课程W,10/29市场营销和营销经理的工作;第一章,第1页;通过维纳,拉塞尔。
营销经理的角色营销概念以客户为中心的重要性类型的需求oTypes营销研究消费者行为的原因营销是如何变化的介绍细分、目标和定位分割过程细分的重要性如何使用分割米,11/3确定细分市场和目标;第二章,35页,科特勒和凯勒。
消费者的规则;第三章,70页;所罗门,迈克尔·R。
价值细分标准行为细分标准Profile-based分割有效分割的要求评估细分市场目标市场定位的营销战略选择目标的策略W,11/5客户亲密和其他学科的价值。
由Michael Treacy和弗雷德维尔斯马;(1992)《哈佛商业评论》文章,产品编号:93107。
1993年1月1日感知;第四章,109页;所罗门,迈克尔·R。
消费者行为是一个过程消费者使用产品来定义自己的身份互联网和消费行为消费者活动可以对个人有害如何研究消费者行为M,11/10业内高管;理查德·Yoo;麦当劳情况下作业,445页:Webvan:网上杂货;;哈佛商业评论案例研究;通过问题和戴顿知觉过程三个阶段产品和广告并不总是影响我们。
W,11/12态度;第五章,147页;所罗门,迈克尔·R。
讨论案例作业:Webvan:网上杂货;;哈佛商业评论案例研究;通过问题和戴顿个人决策;第六章,181页;所罗门,迈克尔·R。
阈下广告解释市场营销刺激符号学和符号为什么态度如此重要的消费者研究态度是如何形成的M,11/17态度继续;第五章,147页;所罗门,迈克尔·R。
个人决策继续;第六章,181页;所罗门,迈克尔·R。
案例ASSIGNMEMT:可口可乐自动售货机:定价来捕捉价值或不呢?哈佛商业评论,402页;案例研究;由国王和Naryandas动机维持一致性在所有组件的态度。
测量态度W,11/19业内高管,塔玛拉·普莱瑟;卡夫决策过程在决策阶段合理性和决策决策规则启发式M,个人决策继续11/24;第六章,181页;所罗门,迈克尔·R。
收入和社会阶层;第七章,221;所罗门,迈克尔·R。
书面作业:佛蒙特州的泰迪熊公司:花萼和花冠;亚历山大﹒车尼佛进行;哈佛商业评论案例研究;来源:凯洛格管理学院;2005年8月10日专题:问题识别和信息搜索W,11/26民族、种族和宗教亚文化;第八章,255页;所罗门,迈克尔·R。
年龄亚文化;第九章,285页;所罗门,迈克尔·R。
有目的的消费个人和社会条件对决策的影响民族、种族和宗教亚文化影响消费在美国三大种族/民族亚文化营销吸引了种族和种族身份M,12/1书面作业:李宁一切皆有可能;(2007);哈佛商学院案例研究:2007年2月26日动机和价值观;第十章,315页;所罗门,迈克尔·R。
学习和记忆,第11章,355页;所罗门,迈克尔·R。
民族、种族和宗教亚文化影响消费在美国三大种族/民族亚文化营销吸引了种族和种族身份年龄青少年婴儿潮一代老年人越来越重要社会责任目标和定位:儿童、妇女和老人 参与和消费决策文化价值观对消费价值观的影响有条件学习操作学习记忆系统是如何工作的W,12/3陈述意见书米,12/8陈述意见书Consumer Buying BehaviorMARK 60550-02Fall 2008Professor: Kevin D. BradfordClass meeting time: Monday and Wednesday: 3:00 to 4:50 in room LO14BOffice Hours: Tuesday: 2:00 to 4:00Office Location: LO14B Mendoza College of BusinessOffice Phone: 574-631-5057Home Phone: 574-340-6931Email: Kevin.Bradford.11@COURSE MATERIALS:1.Text Book: One textbook. Available at the Notre Dame Hammes Bookstore.2.Notes to support Lectures: These are the responsibility of the student. Students payingcareful attention in the class will provide ample opportunity to acquire the necessary notes and knowledge to obtain the requisite knowledge to achieve in the course. The lectures will support the accomplishment of case studies,assignments, and the material to be learned.OVERVIEW OF THE COURSE:This course is an introduction to the fascinating field of consumer behavior. Emphasis will be given to appreciating its scope, understanding the essentials underlying consumer decisions, and relating such understanding to issues in marketing. This course emphasizes theory and empirical research in social sciences. We will see how these theories and methods provide the foundation for evaluating alternative courses of action in decisions involving product development, pricing, advertising, market segmentation, product positioning, as well as other marketing variables.The course will be managed with expectations that students conduct themselves professionally. Students will also be expected to communicate their ideas, challenge existing thought, and contribute to topics in the class. These expectations are for both written and oral-discussion based assignments. Students will be challenged continuously their opinion and ideas regarding consumer behavior topics and will be asked to succinctly and effectively communicate their points of view in both written and oral formats.OBJECTIVES:The objectives of the course are:1.To inform students of the major concepts and theories used to explain consumer behavior and their implications formarketing and public policy decision making.2.To develop a comprehensive appreciation of marketing’s use of the understanding of consumers in their businessstrategies.3.To develop students’ abiliti es to use these concepts and theories in developing strategies and approaches to deal withvarious marketing management situations in an applied manner.4.To assist in the development of student’s communication, creative, and interpretation skills as it pert ains to appliedsocial and cognitive psychological concepts, demographic concepts, and sociological concepts.5.To comprehend the power of marketing and appreciate it as a catalyst for social change and standards of living.1.To gain an appreciation of the processes marketing uses to affect change.6.To provide background for a broader consideration set for marketing decisions to consider not only the maximizationof profit for the firm but to consider the effects of marketing decisions on all of the stakeholders.COURSE FORMAT/CLASS CONDUCTInstruction will be provided through a mix of business case analyses, discussions, and lectures. The class is structured to facilitate students’ active participation in class proceedings and case discussions. Thu s, daily preparation and completion of class and/or homework assignments is required. Students will be expected to understand some key behavioral, qualitative, and quantitative aspects of consumer behavior. Although the class will engage in somewhat challenging quantitative analyses periodically, no more than arithmetic and minimal algebra is required.The lectures and class discussions are predicated on the required readings. The lectures may cover particularly important aspects of marketing and may be on topics not in the text. In addition, all assigned reading material is the responsibility of the students. There will be ample opportunity to ask questions in office hours to clarify or explain concepts not covered in the lecture or in the case analyses. So that you will receive maximum benefit from this course, it is expected that all material will be read prior to class for which it is assigned.EVALUATIONThere are thirteen classes in this semester plus a final examination period. During this time you will be evaluated in the following manner.Course component Number % of gradePosition Paper: written One 25Position Paper: oral One 15Class participation, preparation, and attitude All semester 20Total 100%COURSE COMPONENTSCase Analyses. Cases analyses deal with topic areas that provoke discussion and relate to important topics in consumer behavior. Cases studies are relevant and the discussions prove to be insightful. There will be four case studies assigned. Directions for these assignments are in the attachment along with the questions for the assignment.The case studies are group assignments. Case study assignmentsPosition paper Assignments. The position paper assignment is designed expose students to fundamental consumer behavior concepts and to challenge students to articulate how theoretical knowledge can be used to describe current marketing issues and problems. The assignment is to read the related material for understanding, answer the accompanying discussion questions in a report format to be handed in and then to be presented on the last two days of class. These position papers are to be written in a complete but concise manner and to be clearly communicated. Students should focus on both the written and oral communication of the position paper in that they will be graded separately. The position papers will be evaluated on completeness of answer, clarity of thought, insightful contribution, pushing the knowledge beyond the required reading versus reporting the facts, and uniqueness of the contribution. The oral presentation will be evaluated on the bases of completeness, how informed the presentation is, clarity, and the ability to answer “the question(s)” that the profes sor will pose to you relating to your topic. This is a group assignment. The key here is: While learning, teach the class.Class participation, preparation, and attitude. Active participation in the class is an essential part of the learning experience. Meaningful participation includes careful preparation for class by reading the text, preparing written assignments or discussion questions as well as making a contribution to our class discussion.The class is designed to reward the student that professionally participates. That means those who attend class, arrive on time, and are prepared to participate in meaningful dialogue about assigned consumer behavior topics. Absences will be noted and will affect your grade in accordance with the grading policies of the University of Notre Dame. Tardiness and absence will directly affect the participation portion of your grade.Oftentimes, professors can detect whether a student positively affects a class by his or her attitude toward the class. Students can positively affect their grades by demonstrating a positive, helpful, professional, and respectful attitude in class. On the other hand, students that disrupt and present a perceivable negative effect on the class by his or her behaviors or attitudes can expect their grades to be negatively affected.GRADING SCALEGrades will be assigned using the +/- system. The following is the grading scale for this course:Letter Grade ScoreA 97-100A 94-96A- 90-93B+ 87-89B 84-86B- 80-83C+ 77-79C 74-76C- 70-73D+ 67-69D 64-66D- 60-63F Below 60SPECIAL ACCOMMODATIONSIf you have any condition, such as a physical or learning disability, which will make it difficult for you to carry out the work as we have outlined it or which will require academic accommodations, please notify me during the first meeting of the course and I will strive to accommodate you.OTHER COURSE POLICIES1.It is expected that all assigned materials have been read prior to class. You will be asked to answer questions, giveexamples, and explain items covered in the reading assignments.2.On occasion, additional material will be assigned and/or distributed in class.puters are not to be used or cell phones are not to ring in the class.4.Only those students enrolled in this class are allowed to attend unless arrangements are made with the instructor.5.Important course announcements (e.g., changes in the syllabus, etc.) and various suggestions and hints will beposted to a list serve created from your e-mail address, so please make sure we have your correct address. Pleasecheck your e-mail regularly.6.No late work will be accepted. If you know you must miss a class, you may always turn an assignment in early.7.All assignments must be typed and placed on hard copies unless otherwise specified.11COURSE DETAILFall 2008121314。