消费者行为与心理复习大纲1
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behavior. • Research methods include experiments,
survey techniques, and observation. • Findings are descriptive, empirical and
generalizable.
Qualitative Research
Combining Qualitative and Quantitative Research Findings
• The research paradigms are complementary in nature.
• Produce a richer and more robust profile of consumer behavior than either research approach used alone.
Discussion topic
Identify two recent purchases of your group members: one considered to be a typical high involvement purchase and the other a low involvement purchase. Using your knowledge of consumer behavior, discuss the decision making process that appears to be associated with each type of decision (include in your discussion the factors that seemed to influence the discussion).
Prepurchase Search
Evaluation of Alternatives
Purchase 1. Trial 2. Repeat purchase
Postpurchase Evaluation
Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial
Consumer Research Paradigms
Quantitative Research
Qualitative Research
Quantitative Research
• Descriptive in nature. • ຫໍສະໝຸດ Baidunables marketers to “predict” consumer
Metaphor Analysis
sources 4. Social class 5. Subculture and culture
Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes
Experience
A Simple Model of Consumer Decision Making
Chapter 1
Introduction to Consumer Behavior
Consumer Behavior
The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
• Consists of depth interviews, focus groups, and projective techniques.
• Administered by highly trained interviewer-analysts.
• Findings tend to be subjective. • Findings not usually generalizable. • Small sample sizes.
The Marketing Concept
• To be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition.
Types of Exam
• Multiple choice (1*20) 单项选择 • True or False (1*10) • Fill in the blanks (10) • Essay questions (3 questions, 30%)
Key points: 不要答成填空题。若10分，根据要求，尽 量答7-10个要点。 • Case analysis ((3 questions, 30%) Key points：先把相关理论找出、解释，并用理论解 释案例。若10分，根据要求，尽量答7-10个要点。
Quantitative Data Collection Methods Observation Experimentation Surveys
Qualitative Data Collection Methods
Depth Interviews
Focus Groups
Projective Techniques
Input Process Output
Postdecision Behavior
External Influence
Firm’s Marketing Efforts 1. Product 2. Promotion 3. Price 4. Channels of distribution
Need Recognition
survey techniques, and observation. • Findings are descriptive, empirical and
generalizable.
Qualitative Research
Combining Qualitative and Quantitative Research Findings
• The research paradigms are complementary in nature.
• Produce a richer and more robust profile of consumer behavior than either research approach used alone.
Discussion topic
Identify two recent purchases of your group members: one considered to be a typical high involvement purchase and the other a low involvement purchase. Using your knowledge of consumer behavior, discuss the decision making process that appears to be associated with each type of decision (include in your discussion the factors that seemed to influence the discussion).
Prepurchase Search
Evaluation of Alternatives
Purchase 1. Trial 2. Repeat purchase
Postpurchase Evaluation
Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial
Consumer Research Paradigms
Quantitative Research
Qualitative Research
Quantitative Research
• Descriptive in nature. • ຫໍສະໝຸດ Baidunables marketers to “predict” consumer
Metaphor Analysis
sources 4. Social class 5. Subculture and culture
Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes
Experience
A Simple Model of Consumer Decision Making
Chapter 1
Introduction to Consumer Behavior
Consumer Behavior
The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
• Consists of depth interviews, focus groups, and projective techniques.
• Administered by highly trained interviewer-analysts.
• Findings tend to be subjective. • Findings not usually generalizable. • Small sample sizes.
The Marketing Concept
• To be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition.
Types of Exam
• Multiple choice (1*20) 单项选择 • True or False (1*10) • Fill in the blanks (10) • Essay questions (3 questions, 30%)
Key points: 不要答成填空题。若10分，根据要求，尽 量答7-10个要点。 • Case analysis ((3 questions, 30%) Key points：先把相关理论找出、解释，并用理论解 释案例。若10分，根据要求，尽量答7-10个要点。
Quantitative Data Collection Methods Observation Experimentation Surveys
Qualitative Data Collection Methods
Depth Interviews
Focus Groups
Projective Techniques
Input Process Output
Postdecision Behavior
External Influence
Firm’s Marketing Efforts 1. Product 2. Promotion 3. Price 4. Channels of distribution
Need Recognition