国际市场营销(双语版)4.AnalysisofMarketandBuyerBehaviour

Life Style
Lifestyle Identification
Personality & Self-Concept
Activities
Interests
Opinions
Vanessa Chen Applied Foreign Languages Department, PYP
The relationship among need, motivation and behaviour
社会阶层
不同阶层的人具有不同的 价值观念、生活习惯 和消费行为
上上层
下上层
中下层
上下层
Social Class
中上层 • Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors.
Vanessa Chen Applied Foreign Languages Department, PYP
日本大米的故事
1993年和1994年两年日本大米歉收10%后，日本政府 不得不放宽进口大米的限制，从美国加州进口大量大 米。但是进口大米的消息在老百姓中传开后，人们纷 纷花比进口大米贵10倍的价格抢购日本产大米。人们 囤积日本产大米，甚至出现出售本地大米的商店被盗 窃等社会扰乱，进口大米却无人问津。报纸和电台不 厌其烦地进行各种各样的口味测试，讨论日本大米和 廉价的美国大米味道有什么不同。政府只好命令所有 商店必须将加州大米与日本大米掺和销售，明文关闭 只销售本地产大米的商店。并请相扑明星在媒体上表 明他们非常喜欢外国大米。
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Vanessa Chen Applied Foreign Languages Department, PYP
Cars are often seen as a status symbol, and marketers choose which element to present in their advertising.
Sheer Driving Pleasure The Ultimate Driving experience
State Where the Buyer’s Needs are Fulfilled and the Buyer is Satisfied.
Buyer Recognizes
a Problem or a Need.
Needs Arising From: Internal Stimuli –
Hunger
Perception
Learning
Vanessa Chen Applied Foreign Languages Department, PYP
Maslow’s Hierarchy of Needs
Self Actualization
(Self-development)
Esteem Needs (self-esteem)
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Affecting Consumer Behavior: Personal
Age and Life Cycle Stage
Personal Influences
Economic Situation
Chapter 4 市场购买行为分析
Vanessa Chen Applied Foreign Languages Department, PYP
学习目标
Distinguish the differences between consumer market and business market 掌握消费者市场与组织市场的区别
Understand factors influencing consumer behaviour 影响消费者购买行为的主要因素
Know business market buying situations and the participants in the business buying process 了解组织市场购买类型及购买决策的参与者
Model of Buyer Behavior
Marketing and Other Stimuli
Buyer’s Black Box
Buyer Responses
Marketing
Product Price Place Promotion
Other
Economic Technological Political Cultural
VarietySeeking Behavior
Habitual Buying Behavior
Vanessa Chen Applied Foreign Languages Department, PYP
Buyer Decision Process
Evaluation of
Alternatives
Information Search
Purchase Decision
Postpurchase Behavior
Need
ReVcanoesgsa nChietnion
Applied Foreign Languages Department, PYP
Buyer Decision Process Step 1. Need Recognition
Compare this ad to the one on the next slide.
Click to continue
Groups •Membership
•Reference
Click here!
Social Factors
Social Class
Vanessa Chen Applied Foreign Languages Department, PYP
Need 需要
Motivation 动机
Behaviour 行为
满足需要 Satisfaction of need
Vanessa Chen Applied Foreign Languages Department, PYP
Personality and self-concept
What matters most is how you see yourself.
and self-concept
Psychological
Motivation Perception Learning Beliefs and attitudes
Buyer
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Affecting Consumer Behavior: Culture
Buyer Characteristics Buyer Decision Process
Product Choice Brand Choice Dealer Choice
Purchase Timing Purchase Amount
Vanessa Chen Applied Foreign Languages Department, PYP
• Measured by: Occupation, Income, Education, Wealth and Other Variables.
下下层
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Affecting Consumer Behavior: Social
Significant differences
between brands Few
differences between brands
High Involvement
Complex Buying Behavior
DissonanceReducing Buying
Behavior
Low Involvement
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Affecting Consumer Behavior: Psychological
Motivation
Beliefs and Attitudes
Psychological Factors Affecting Buyers Choices
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.
Perception
The vase actually resembles two faces looking at each other.
Vanessa Chen Applied Foreign Languages Department, PYP
Types of Buying Decision Behavior
• Hispanic Consumers
• African American Consumers
• Asian American Consumers
• Mature Consumers
Click for graphic
Vanessa Chen Applied Foreign Languages Department, PYP
Know the stimulus-response model of consumer buying behaviour 熟悉消费者市场的刺激与反应模式
Understand the consumer market’s buying decision process 熟悉消费者市场的购买力与决策过程
Vanessa Chen Applied Foreign Languages Department, PYP
Vanessa Chen Applied Foreign Languages Department, PYP
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Influencing Consumer Behavior
百度文库
Sociocultural
Culture Social Class Reference Groups
Family
Personal
Age and life-cycle
Economic situation Lifestyle Personality
Factors Affecting Consumer Behavior: Culture
Culture is the Set of Values, Perceptions, Wants & Behavior Learned by a Member of Society from Family.
Vanessa Chen Applied Foreign Languages Department, PYP
Family (most important) •Husband, wife, kids •Influencer, buyer, user
Vanessa Chen Applied Foreign Languages Department, PYP
[Case study 1] Beyoncé, Pepsi, and history’s best and worst celebrity endorsement deals
External Stimuli-
Friends
Vanessa Chen Applied Foreign Languages Department, PYP
The Buyer Decision Process Step 2. Information Search