【市场营销英文版】06Consumer Analysis
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The Buying Decision Process, the Five Stage Model:
1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase behavior
Adoption: consumer decides to make full and regular use of the product.
Consumer Behavior
Five characteristics that influence the adoption rate:
1. Relative advantage 2. Compatibility 3. Complexity 4. Divisibility 5. Communicability
【市场营销英文版】06Consumer Analysis
Consumer Behavior
Culture is the most important, because it has the broadest and deepest influence.
Within Culture, many sub-groups exist and are called Sub-Cultures.
Consumer Behavior
Descriptions of the five characteristics: Relative advantage: the degree to which the
product appears superior to others. Compatibility: the degree to which the product
Interest: consumer is stimulated to 来自百度文库eek information.
Evaluation: consumer considers whether to try the product.
Trial: consumer tries the product and estimates its value.
Adopters of new products move through five stages:
1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption
Consumer Behavior
Description of each stage: Awareness: consumer becomes aware of the product, but has no information about it.
Consumer Behavior
Key psychological processes that influence consumer responses to marketing activities:
• Motivation • Perception • Learning • Memory
Consumer Behavior
Consumer Behavior
The Consumer Adoption Process:
Adoption is an individual’s decision to become a regular user of the product or service.
Consumer Behavior
matches the consumer’s values and experiences. Complexity: the degree to which the product is
Consumer Behavior
Profiling the Customer buying decision process, methodology:
How can marketers learn about the stages in the buying process for their product?
Consumer Behavior
Social factors: • Reference Groups • Family • Roles and Statuses
Consumer Behavior
Personal Factors: • Age and Stage in the Lifecycle • Occupation and Economic Circumstances • Personality and Self-Concept • Lifestyle and Values
1. Introspective method 2. Retrospective method 3. Prospective method 4. Prescriptive method
Consumer Behavior
Introspective method: think about how they themselves would act Retrospective method: interview a small number of recent buyers, asking them to recall the events leading to the purchase Prospective method: locate consumers who plan to buy the product and ask them to think out loud about going through the buying process Prescriptive method: ask consumers to describe the ideal way to buy the product
1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase behavior
Adoption: consumer decides to make full and regular use of the product.
Consumer Behavior
Five characteristics that influence the adoption rate:
1. Relative advantage 2. Compatibility 3. Complexity 4. Divisibility 5. Communicability
【市场营销英文版】06Consumer Analysis
Consumer Behavior
Culture is the most important, because it has the broadest and deepest influence.
Within Culture, many sub-groups exist and are called Sub-Cultures.
Consumer Behavior
Descriptions of the five characteristics: Relative advantage: the degree to which the
product appears superior to others. Compatibility: the degree to which the product
Interest: consumer is stimulated to 来自百度文库eek information.
Evaluation: consumer considers whether to try the product.
Trial: consumer tries the product and estimates its value.
Adopters of new products move through five stages:
1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption
Consumer Behavior
Description of each stage: Awareness: consumer becomes aware of the product, but has no information about it.
Consumer Behavior
Key psychological processes that influence consumer responses to marketing activities:
• Motivation • Perception • Learning • Memory
Consumer Behavior
Consumer Behavior
The Consumer Adoption Process:
Adoption is an individual’s decision to become a regular user of the product or service.
Consumer Behavior
matches the consumer’s values and experiences. Complexity: the degree to which the product is
Consumer Behavior
Profiling the Customer buying decision process, methodology:
How can marketers learn about the stages in the buying process for their product?
Consumer Behavior
Social factors: • Reference Groups • Family • Roles and Statuses
Consumer Behavior
Personal Factors: • Age and Stage in the Lifecycle • Occupation and Economic Circumstances • Personality and Self-Concept • Lifestyle and Values
1. Introspective method 2. Retrospective method 3. Prospective method 4. Prescriptive method
Consumer Behavior
Introspective method: think about how they themselves would act Retrospective method: interview a small number of recent buyers, asking them to recall the events leading to the purchase Prospective method: locate consumers who plan to buy the product and ask them to think out loud about going through the buying process Prescriptive method: ask consumers to describe the ideal way to buy the product