消费者市场与消费者购买行为_8416589
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Consumer Markets and Consumer Buyer Behavior
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.
一百万消费者购买了 价值两千二百九十亿 的产品和服务
Fastest growing, most affluent subculture.
Buying behavior of individuals and households that buy products for personal consumption.
• Consumer Market
All individuals/households who buy products for personal consumption.
• 社会阶层
6-6
Characteristics Affecting
Consumer Behavior
消费者行为的影响因素
• Hispanics
35 million consumers purchase $425 billion worth of goods and services.
Expected to grow 64% in 20 years.
有特定媒体定位于些 组织
6-8
Characteristics Affecting
Consumer Behavior
消费者行为的影响因素
• Asian Americans
• 亚洲人
10 million consumers purchase $229 billion worth of goods and services.
Consumer Behavior
消费者行为的影响因素
• African Americans
• 拉美人
35 million consumers purchase $527 billion worth of goods and services.
Growing more affluent / sophisticated.
Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses.
• 激励反应模型
营销和其他刺激 因素进入“购买者 黑箱”产生特定的 购买者反应
营销者需要了解 在这“黑箱”中， 刺激因素如何转 化成为消费者反 应
6-5
Cultural Cultural 文化因素
• Culture
• Subculture
Hispanic consumers African Americans Asian Americans Mature consumers
• Social Class
• 文化 • 亚文化
西班百度文库消费者 拉美人 亚洲人 老年人
Spanish media makes group easy to reach.
Brand loyal group.
• 西班牙人
三千五百万消费者购 买了价值四千二百五 十亿的商品和服务 预订在20内要增长 64%
西班牙媒体的存在使 得组织容易接近
品牌忠诚组织
6-7
Characteristics Affecting
• Harley owners use their bikes to express their lifestyle and attitudes
• Advertising reflects the Harley mystique
6-3
Definitions 定义
• Consumer Buying Behavior
• 消费者购买行为
以消费为目的的 个人或家庭的购 买行为
• 消费者市场
以消费为目的购 买的所有个人或 家庭
6-4
Model of Consumer Behavior 消费者行为模式
• Stimulus Response Model
Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses.
• Know the four major factors that influence consumer buyer behavior.
• 定义消费者市场 并建立消费者购 买行为的简单模 式
• 指出影响消费者 行为的四个主要 因素
6-1
Objectives 目标
• Understand the major types of buying decision behavior and the stages in the buyer decision process.
Price and brand name conscious; quality and selection are important.
Certain media target this group.
三千五百万消费者购 买了价值五千二百七 十亿的商品和服务
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。
• 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
• Harley “Hogs” account for 1/5 of U.S. cycle sales
• Sales have exceeded supply for years
• 1986-2000: Four stock splits, increase of 7,100%
• Fiercely loyal clientele revolves around 7 core customer types
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.
一百万消费者购买了 价值两千二百九十亿 的产品和服务
Fastest growing, most affluent subculture.
Buying behavior of individuals and households that buy products for personal consumption.
• Consumer Market
All individuals/households who buy products for personal consumption.
• 社会阶层
6-6
Characteristics Affecting
Consumer Behavior
消费者行为的影响因素
• Hispanics
35 million consumers purchase $425 billion worth of goods and services.
Expected to grow 64% in 20 years.
有特定媒体定位于些 组织
6-8
Characteristics Affecting
Consumer Behavior
消费者行为的影响因素
• Asian Americans
• 亚洲人
10 million consumers purchase $229 billion worth of goods and services.
Consumer Behavior
消费者行为的影响因素
• African Americans
• 拉美人
35 million consumers purchase $527 billion worth of goods and services.
Growing more affluent / sophisticated.
Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses.
• 激励反应模型
营销和其他刺激 因素进入“购买者 黑箱”产生特定的 购买者反应
营销者需要了解 在这“黑箱”中， 刺激因素如何转 化成为消费者反 应
6-5
Cultural Cultural 文化因素
• Culture
• Subculture
Hispanic consumers African Americans Asian Americans Mature consumers
• Social Class
• 文化 • 亚文化
西班百度文库消费者 拉美人 亚洲人 老年人
Spanish media makes group easy to reach.
Brand loyal group.
• 西班牙人
三千五百万消费者购 买了价值四千二百五 十亿的商品和服务 预订在20内要增长 64%
西班牙媒体的存在使 得组织容易接近
品牌忠诚组织
6-7
Characteristics Affecting
• Harley owners use their bikes to express their lifestyle and attitudes
• Advertising reflects the Harley mystique
6-3
Definitions 定义
• Consumer Buying Behavior
• 消费者购买行为
以消费为目的的 个人或家庭的购 买行为
• 消费者市场
以消费为目的购 买的所有个人或 家庭
6-4
Model of Consumer Behavior 消费者行为模式
• Stimulus Response Model
Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses.
• Know the four major factors that influence consumer buyer behavior.
• 定义消费者市场 并建立消费者购 买行为的简单模 式
• 指出影响消费者 行为的四个主要 因素
6-1
Objectives 目标
• Understand the major types of buying decision behavior and the stages in the buyer decision process.
Price and brand name conscious; quality and selection are important.
Certain media target this group.
三千五百万消费者购 买了价值五千二百七 十亿的商品和服务
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。
• 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
• Harley “Hogs” account for 1/5 of U.S. cycle sales
• Sales have exceeded supply for years
• 1986-2000: Four stock splits, increase of 7,100%
• Fiercely loyal clientele revolves around 7 core customer types