05Consumer Buying Behavior
ch05消费者市场和购买行为分析2
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3） 消费者购买决策过程的主要步骤
确认 问题
收集 信息
他人态度
备选产 品评估
购买 决策
意外因素
购后 行为
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谢 谢！
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知觉
知觉指个人选择、组织并解释信息的投 入，以便创造一个有意义的外界事物图 像的过程。
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知觉的选择性
不同的人对同一刺激物会产生不同的知 觉，因为知觉会经历三种过程：
1. 选择性注意；
影响注意的因素：刺激物因素；个体因素；情景因素
2. 选择性扭曲； 3. 选择性保留。
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需要与动机（Motive）
1. 需要层次论； 2. 精神分析论； 3. 双因素理论。
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马斯洛的需要层次论
自我实现需要
5
4 3. 社会需要
尊重需要
2. 安全需要
1.生理需要
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显性动机与隐性动机
显性动机：消费者通常能意识到并且愿意承认导致他们行 为的一些动机
营销策略： 市场领导者：占有货架、避免脱销和提醒购买的广
告等鼓励消费者形成习惯性购买行为； 市场挑战者：以较低的价格、折扣、赠券等促销活
动来鼓励消费者改变原习惯性购买行为。
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减少失调感的购买行为
特点： 消费者的购买过程迅速而简单，购后较易产
生失调感。 例子：家用电器等。
营销策略： 提供完善的售后服务，通过各种途径
生理因素决定着对产品款式、构造和 功能有不同需求。
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市场营销-消费者及其购买行为分析
《市场营销》教学大纲第二讲：市场分析第五章：消费者市场和购买行为分析第一节：消费者市场与消费者行为影响因素第二节：消费者购买决策过程第三节：影响消费者购买行为的个体因素第四节：影响消费者购买行为的环境因素第五节：消费者决策的其它理论三、消费者行为影响因素综述四、消费者行为影响因素的四个层面第二讲：市场分析第五章：消费者市场和购买行为分析第一节：消费者市场与消费者行为影响因素第二节：消费者购买决策过程第三节：影响消费者购买行为的个体因素第四节：影响消费者购买行为的环境因素第五节：消费者决策的其它理论六、消费者购买决策的一般过程消费者购买决策的一般过程第二讲：市场分析第五章：消费者市场和购买行为分析第一节：消费者市场与消费者行为影响因素第二节：消费者购买决策过程第三节：影响消费者购买行为的个体因素第四节：影响消费者购买行为的环境因素第五节：消费者决策的其它理论第二讲：市场分析第五章：消费者市场和购买行为分析第一节：消费者市场与消费者行为影响因素第二节：消费者购买决策过程第三节：影响消费者购买行为的个体因素第四节：影响消费者购买行为的环境因素第五节：消费者决策的其它理论消费者行为影响因素的四个层面中国社会阶层的划分对从众心理的关注和思考？对策需要和动机需要（马斯洛）动机：个体产生购买行为的原因马斯诺需要层次论消费者行为影响因素的四个层面第二讲：市场分析第五章：消费者市场和购买行为分析第一节：消费者市场与消费者行为影响因素第二节：消费者购买决策过程第三节：影响消费者购买行为的个体因素第四节：影响消费者购买行为的环境因素第五节：消费者决策的其它理论一、消费者的参与 1.消费者参与 2.消费者参与的类型（1）无参与和有参与（2）低参与和高参与 3.消费者参与和消费者心理过程 4.消费者“参与”因素二、消费者购买行为类型二、消费者购买行为类型 1.复杂的购买行为/Complex buying behavior ――指消费者购买决策过程完整，要经历大量的信息收集、全面的产品评估、慎重的购买决策和认真的购后评价等各个阶段营销对策营销者应制定策略帮助购买者掌握产品知识，运用各种途径宣传本品牌的优点，影响最终购买决定，简化购买决策过程二、消费者购买行为类型 2.减少失调感的购买行为/ Dissonance-reducing buying behavior ――指消费者并不广泛收集产品信息，并不精心挑选品牌，购买决策过程迅速而简单，但在购买后会以为自己所买产品具有某些缺陷或其它同类产品有更多的优点，进而产生失调感，怀疑原先购买决策的正确性营销对策营销者要提供完善的售后服务，通过各种途径经常提供有利于本企业和产品的信息，使顾客相信自己的购买决定是正确的二、消费者购买行为类型 3.寻求多样化的购买行为/ Variety-seeking buying behavior ――指消费者购买产品有很大的随意性，并不深入收集信息和评估比较就决定购买某一品牌，在消费时才加以评估，但在下次购买时又转换其他品牌原因厌倦原口味想尝试新口味营销对策市场领导者市场挑战者二、消费者购买行为类型 4.习惯性购买行为/Habitual buying behavior ――指消费者并未深入收集信息和评估品牌，只是习惯于购买自己熟悉的品牌，在购买后可能评价也可能不评价产品原因减少购买风险简化决策过程营销对策利用价格与销售促进吸引消费者试用开展大量重复性广告，加深消费者印象增加购买参与程度和品牌差异三、情境含义：情境指独立于单个消费者和单个刺激客体（如一种产品、一类广告）之外，在特定场景和特定时点影响消费者购买行为的微观因素的总和。
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.。
05Consumer Buying Behavior
市场营销学（Marketing）Chapter 4消费者购买行为分析（Consumer Buying Behavior）Objectives⏹Categories of Markets⏹Model of Consumer Buying Behavior⏹Participants in Consumer Buying Process⏹Major Influences on Consumer Buying Behavior ⏹Consumer Buying Process⏹Customers Use or Dispose of ProductsMARKETING1. Categories of MarketsCategories of MarketsMarkets Consumer Markets Business Markets Institutional Markets Governmental MarketsIntermediary Markets IndustrialMarkets Purposes MotivesWhat is consumer market?消费者市场，又称消费品市场或最终产品市场。
它是指个人或家庭为满足自身的生活消费而购买商品与服务的市场。
消费者市场的分类根据消费者的购买习性便利品。
指那些生活中必需的，经常或随时可买的商品。
选购品：指那些价格较高，使用时间较长，购买过程中需要花些时间，多比较几家商店从而挑选的商品。
特殊品：指那些价格高、使用时间长和购买过程中要花很大力气才能买到的具有独特质量或品牌的商品。
非渴求品：与特殊品相反，经常受到人们的冷遇，人们很少问津的产品。
根据消费者的不同情况划分年龄特征：老年、中年、青年、少年儿童市场性别：男性、女性市场收入高低：高、中低收入者市场等。
根据产品耐用程度划分耐用品：连续使用多年，寿命长，其有形损耗和基本功能丧失较慢。
非耐用品：只能使用一次或几次，寿命较短，其有形损耗和基本功能丧失较快。
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.。
服装消费者购买行为分析
影响消费者行为的因素
Factors Influencing Consumer Behavior
文化 Cultural
文化 亚文化 社会阶层
社会 Social
相群体 家庭
角色与地位
个人 Personal
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 Psychological
1、产品（色彩、款式、面料、做工、版型、搭配性、 实用性），这是构成服装消费的非常主要的因素，也是 满足顾客对服装功能的基本需求，更是实现消费交易的 载体。 2、 产品的包装广告（卖场形象、商标、吊牌、包装袋 、广告宣传），这是服装产品表现附加值的关键，更是 文化内涵的主要载体。 3、 价格，从理论上讲是商品价值的货币表现。 4、卖场服务，主要包括：卖场环境、人员服务。
Situation
Per个so性na和lity & S自elf我-C概on念cept
Li生fes活ty方le 式Id（en识tif别ica）tion
A活ctiv动ities
In兴te趣rests
O看pin法ions
13
Factors Affecting Consumer Behavior: Psychological 心理因素
较少失调感的购买行为 习惯性购买行为
Dissonance-reducing
Habitual
buying behavior
buying behavior
5
购买决策过程的阶段 The stages of the buying decision process
购买决策 Purchase Decision
的产生，人们开始意识
到他们需要购买衣服。
5.consumer buying behavior
Maslow’s hierarchy of needs
Self Actualization
自我实现需要
Esteem needs 尊重需要 Love/social needs 社会需要 Safety needs 安全需要 Physiological needs 生理需要
• 根据马斯洛的需求层次理论，消费 者的需求一般由底层向高层转行， 主导需求决定行为动机。
消费者购买产品后，会感到满意或不满意， 评估营销者的购后行为
The product expectations & the product’s perceived performance消费者 的期望和产品所表现的性能之间的关系
Cont.
• 如果产品没有达到期望，消费者会感到 失望的；如果达到期望，消费者会得到 满意的；如果超过消费者的期望，消费 者会大喜。
Social factors 社会因素 • Reference groups 参照群体: 所有影响个人 购买行为的正式或非正式群体都是人们的 参照群体. a) Primary membership groups 主要成员群体, e.g. family, friends or colleagues.
美国社会阶层
资本家阶层 上等阶层 中上阶层 中产阶层 中产阶层 劳动者阶层 贫穷劳动者 下层 最底阶层
中国社会阶层
国家管理人阶层
由国家权力的实际控制者所组成的社会群体， 由中央、地方的各级官员和受托享有 政府管理权力的组织中的控制者组成 生产资料的拥有者和实际控制者， 主要由大、中资本家组成
资本家阶层
• Unawareness set: a marketing strategy to raise the brand’s profile in the mind of consumer. Internal factors 内在因素 • Personal: 个人的购买经验,所了解的知识, 兴趣等. • Social and Cultural: 价值观, 社会地位等.
【商务英语】市场营销(中英)
1.Marketing 市场营销：通过方案和执行关于产物、效劳和电子的订价、促销和分销，从而缔造交换，以实现个人和组织的目标的过程〕The process of planning and executing 〔执行、实行〕the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动)❖Deciding what products to offer❖Setting prices❖Developing sales promotions and advertising campaigns❖Making products readily available to customers2. The marketing Concepts(市场营销不雅念：企业阐发消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)❖The Production Concept 出产不雅念❖The Selling Concept 推销不雅念❖The Marketing Concept 市场营销不雅念The Production Concept 出产不雅念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销不雅念(操纵广告这种重要方式来与其顾客沟通从而获取他们的订单)The Marketing Concept市场营销不雅念Difference between Selling and Marketing发卖与营销的区别3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product〔产物：有形和无形，包罗包装、色彩、品牌、效劳，甚至发卖商的声誉〕Consumer products消费品：produced for and purchased byhouseholds for their use.Industrial products 工业产物：are sold primarily for use inproducing other products.2)Price〔价格：消费者为获得产物所必需支付的金额〕Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing(亏本出售商品〕selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透订价法---心理订价策略〕设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购置者，博得较大的市场份赖。
Kotcha05改为新书cha05
Reference groups consist of all of the groups that have a direct or indirect influence on a person’s attitudes or behavior.
What other companies use children to influence family buying decisions?
Marketers Must Study Buyers to Find Out How They Evaluate Brand Alternatives 17
(4) Purchase Decision
Purchase Intention Desire to buy the most preferred brand Attitudes of Others Unexpected Situational Factors
(4)Lifestyle Identification Lifestyle Identification Activities Activities
Interests Interests
Opinions Opinions
7
5.2.4 Psychological Factors
(1)Motivation
Cultural Social
Culture Subculture Social class Reference groups Family Roles and status
Personal
Age and life-cycle Occupation Economic situation Lifestyle
消费者购买行为种类
? In situations characterized by low consumer involvement but significant perceived brand differences
? The market leader will try to encourage habitual buying behavior by dominating shelf space, keeping shelves fully stocked, and running frequent reminder ad……new（12版
当所购之物比较贵重、购买有风险又不常购买, 或是产品属于表现自我的产品时, 人们会出现一个较高的参 与度。典型情况是关于产品种类，消费者有很多要知道的。 经营“高参与度”产品的营销人员, 必须了解人们收集信息的方法以及参与人的评估行为。
Dissonance-Reducing Buying Behavior
参与程度高 参与程度低
品牌间差异很大 复杂的
购买行为
寻求变化 的
购买行为
品牌间差异很小
营寻少购求不销买和平谐行目衡）为（的标减 制购习定买惯行性为
Complex Buying Behavior
? High involvement ? Significant differences between
? Occurs under conditions of lowconsumer involvement and little significant brand difference
? Marketers of low-involvement products with few brand differences often use price and sale promotions to stimulate product trial.
Consumer Buying Behavior 消费者行为
影响消费者行为的因素: 心理
Motivation
5-7
Beliefs and Attitudes
Psychological Factors
Perception
Learning
商务策划学院 2002
马斯洛的需求层次理论
Self Actualization
(Self-development)
5-8
Esteem Needs (self-esteem, status) Social Needs
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand?
Based on what I’m looking for, how satisfied would I be with each product?
Groups
5-5
•Membership
•Reference Family •Husband, wife, kids •Influencer, buyer, user
Social Factors
Roles and Status
商务策划学院 2002
影响消费者行为的因素: 个人
Personal Influences
Low Involvement
Complex Buying Behavior DissonanceReducing Buying Behavior
VarietySeeking Behavior Habitual Buying Behavior
商务策划学院 2002
购买决定过程
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.。
消费者行为经典模型
展示目标： 消费者行为研究框架
基本阐释：消费者购买行为 基本阐释： 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。
消费者购买行为的基本框架（经典模型） 消费者购买行为的基本框架（经典模型）
proposition 产品吸引力 维护品牌忠诚
Promotion 广告投放与内容选择 促销宣传 消费者教育 广告与促销活动频率、 渗透率
place
产品特点与性能更接近目标群体 方便购买
消费者购买行为包含从认知到评价直至购买决策整个过程。其中消费者认 知和评价是决定购买行为的关键因素，也是消费者购买过程的最重要部分。营 销战略必须以产品目标群体的消费者行为为基础，构建合理和产品与信息通路， 积极影响消费者购买决策的每个过程，并不断强化消费者认知，从而最大化激 发并满足消费者需求，从而实现企业利益。
外部影响 内部影响 感知与认知 购买行为 不同层面的相 互影响
消费者行为总体模型
基于消费者行为的营销策略
Pricing awareness recognition learning Information acquisition evaluation Destination searching buying 价格优势、价格差异 化与区分
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Experiential Sources
Step 4. Evaluation of Alternatives
Consumer May Use Careful Calculations & Logical Thinking Consumers May Buy on Impulse and Rely on Intuition Consumers May Make Buying Decisions on Their Own. Consumers May Make Buying Decisions Only After Consulting Others.
Cultural Social
Culture Subculture Social class Reference groups Family Roles and status
Personal
Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept
Social Factors
Groups Membership Reference Family (most important) Husband, wife, kids Influencer, buyer, user
Social Factors
Roles and Status
Personal Factors
Beliefs and Attitudes
Psychological Factors Affecting Buyers Choices
Perception
Learning
麻果
Maslow's Hierarchy of Needs
Self Actualization
(Self-development)
Chapter 4 Consumer Buying Behavior
Objectives
Categories of Markets Model of Consumer Buying Behavior Participants in Consumer Buying Process Types of Consumer Buying Situations Major Influences on Consumer Buying Behavior Consumer Buying Process Customers Use or Dispose of Products
1.2 Product-Person-Situation Specific
Model of Consumer Buying Behavior
Marketing Other stimuli stimuli
Product Price Place Promotion Economic Technological Political Cultural
Psychological
Motivation Perception Learning Beliefs and attitudes
Buyer
Cultural Factors
Culture is the Most Basic Cause of a Person's Wants and Behavior.
Buyer's decisions
Product choice Brand choice Dealer choice Purchase timing Purchase amount
2. Participants in Consumer Buying
Users Ethical Five roles people may play. Roles Include
Institutional Markets
Governmental Markets
1.1 Consumer Markets
Consumer Buying Behavior refers to the buying behavior of final consumers -individuals & households who buy goods and services for personal consumption. All these consumers make up the consumer market. The central question for marketers is: "How do consumers respond to various marketing efforts the company might use?"
VarietySeeking Behavior Habitual Buying Behavior
MARKETING
2. Major Influences on Consumer Buying
Major Influences on Consumer Buying
Categories of Major Influences
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
Esteem Needs (self-esteem) Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
MARKETING
3. Consumer Buying Decision Process
MARKETING
1. Categories of Markets
1. Categories of Markets
Motives
Markets
Purposes
Consumer Markets
Business Markets
Industrial Markets
Intermediary Markets
Consumer Buying Decision Process Purchase Decision Evaluation of Alternatives Information Search Need Recognition Post purchase Behavior
Step 1. Need Recognition
Occupation Occupation
Lifestyle Identification Lifestyle Identification
Activities Activities
Interests Interests
Opinions Opinions
Psychological Factors
Motivation
Attitudes of Others Unexpected Unexpected Situational Situational Factors Factors
Influencers
Buyers
Deciders Initiator
3. To Buy What ?
Durability: durable & non-durable Buying habit: --Convenience: soap; food; toilet paper. --Shopping goods: clothes; furniture. --Speciality: TV set; Refrigerator; cosmetics. --Unsought: Cemetery Consumer personality: habitual; economical; emotional; uncertain. rational; impulse;
3.1 Four Types of Consumer Buying Behavior
High Involvement Significant differences between brands Few differences between brands Low Involvement
Complex Buying Behavior DissonanceReducing Buying Behavior
Perceived image(认知形象)
Running cost(经营成本)
Cognitive dissonance(认知差异) Routine problem(常规问题) Level of invlovement (参与程度) Hedonism(享乐主义) Dissonance-reducing (不协调的) Unconditioned stimulus(非刺激条件)
Subculture
Group of people with shared value systems based on common life experiences. Hispanic Consumers African American Consumers Asian American Consumers Mature Consumers
Buyer's characteristics
Cultural Social Personal Psychological
Buyer's decision process
Problem recognition Information search Evaluation Decision Post purchase behavior