大学商务英语综合教程Unit 3 Consumers1

Cultural Factors
• Culture: the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions.
最重要的事情是预测顾客的行踪，并且能够走在他们的前面。 ——Philip kotler
What is Consumer Buying Behavior?
• Buying Behavior is the decision processes and acts of people involved in buying and using products.
•
• Empty nest II -- older married couples, no children living at home, head retired
• Solitary survivor -- in labor force
• Solitary survivor -retired
• Modernized life cycle includes divorced and no children.
Social Factors (Contd.)
• Roles and Status
– Roles: the activities people are expected to perform according to the persons around them.
– Status: the general esteem given to a role by society.
购买者的决策
产品选择 品牌选择 经销商选择 购买时机 购买数量
消费者行为的影响因素 Factors Influencing Consumer Behavior
Cultural
Social
Personal
Psychological
• Culture • Subculture • Social class
Personal Factors
• Age and life-cycle stage • Occupation • Economic situation • Personality and self-concept (what kind
of person you believe yourself to be) • Lifestyle: a person’s pattern of living as
Cultural Factors
• Social Class: relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors.
– A combination of occupation, income, education, wealth, and other variables.
4.人们能够在一生中改变自己的社会阶层归属，既可以迈向 高层，也可以跌至低层。
社会因素
• 参照群体Reference group 在营销中运用如下
名人效应：celebrity charm 专家效应：expert charm “普通人效应” Ordinary People charm 经理型代言人 manager charm
– White Elephant
• Subculture: a group of people with shared value systems based on common life experiences and situations, i.e. nationalities, religions, racial groups and geographic regions.
Occupation & Economic Circumstances 职业和经济状况
Lifestyle 生活方式
Personality & Self-Concept 性格和自我观念
个人因素
• 人口因素的特性决定了一个社会的行为准 则和价值观。近年来对企业影响较大的社 会趋势包括禁烟、减少胆固醇摄入和减肥 热潮，儿童购买力的急剧攀升和消费者日 益增强的个性化。由此产生了一些针对性 极强的市场 。
– What? – When? – Where? – How?
市场”7Os”
购买者(occupants)； 买什么(objects)； 为何购买(objectives)； 谁参与(organization)； 怎样购买(operations)； 什么时间购买(occasions)； 在何处购买(outlets)
– Upper uppers, Lower uppers, Upper middles, Middle class, Working class, Upper lowers, Lower lowers (P184)
文化因素
• 文化 ：在一定的社会中经过学习获得的， 用以指导消费者行为的信念、价值观和习 惯的总和。
• Full nest III -- older married couples with dependant children
• Empty nest I -- older married couples with no children living with them, head in labor force
– Consumer Buying Behavior refers to the buying behavior of final consumers -individuals & households who buy goods and services for personal consumption.
expressed in his/her activities, interest and opinions.
个人因素
Influences on Consumer Behavior
Personal Influences 个人因素
Age and Family Life Cycle Stage 年龄和家庭生命周期
Marketing stimuli
Other stimuli
Buyer’s black box
Buyer characteristics
Buyer decision process
Buyer responses
• Product/service choice
• Brand choice • Dealer choice • Purchase timing • Purchase amount
children's future family. (can reject/alter/etc.) – Family buying decisions are a mixture of family
interactions and individual decision making. – Family acts an interpreter of social and cultural
消费者购买行为模式 Model of Buyer Behavior
Stimulus
市场营销 其它方面 的激励 的刺激产品 Fra bibliotek格 渠道 促销
经济 技术 政治 文化
Organism
购买者的 购买者的 特征 决策过程
文化特征 社会特征 个人特征 心理特征
确认需要 信息收集 方案评价 购买决策 购后评价
Response
belongs. (所属群体）
– Reference group: groups that serve as points of comparison or reference in forming a person’s attitudes or behavior （参照群体）
– Opinion leader: person within a reference group who exerts influence on others because of special skills, knowledge, personality or other
消费者行为模式
指消费者在作出购买决定后，将在何时、何地如 何购买及由谁购买等状况。
1）何时购买——取决于生活方式。 2）何地购买——取决于生活习惯和居住工作区域 3）如何购买——取决于购买习惯 4）由谁购买——取决于家庭或周围的人的影响
Model of Consumer Behavior
Marketing & other stimuli
Unit 3 Consumers
Consumerism 保护消费者权益
• The public demand for more protection of buyer’s rights is called consumerism.
• In many countries, consumer legislation includes four basic areas:
• Preference groups • Family • Roles & Status
• Age & life-cycle stage • Occupation • Economic situation • Lifestyle • Personality &
self-concept
• Motivation • Perception • Learning • Beliefs & attitudes
characteristics. （意见领袖）
Social Factors (Contd.)
• Family
– Many family decisions are made by the family unit.
– Consumer behavior starts in the family unit. – Family roles and preferences are the model for
社会阶层
• 形成的原因社会分工和财富的个人所有 社会阶层具有以下特点:
1.同一阶层的成员具有类似的价值观、兴趣和行为，在消费 行为上相互影响并趋于一致。
2.人们以自己所处的社会阶层来判断各自在社会中占有的高 低地位。
3.一个人的社会阶层归属不仅仅由某一变量决定，而是受到 职业、收入、教育、价值观和居住区域等多种因素的制约。
• 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?”
• 文化具有习得性、动态性、群体性、社会 性和无形性。
• 民族亚文化 • 宗教亚文化 • 种族亚文化 • 地理亚文化
亚文化
Social Factors
• Group
– Membership group: groups that have a direct influence on a person and to which a person
✓The right to safety ✓The right to information ✓The right to choose ✓The right to be heard
消费者购买行为
Consumer Buying Behavior
• 消费者市场是指个人或家庭为了生活消费而购买产 品和服务的市场。
values for the individual.
Family Life-Cycle
• Bachelor
• Newly married -young, no children
• Full nest I -- youngest child under 6
• Full nest II -- youngest child 6 or over