【市场营销英文版】06Consumer Analysis课件.pptx
Consumer AnalysisConsumer AnalysisThe Study of Consumer Behavior,definitionThe study of how individuals,groups,and organizations select,buy,use,and dispose goods,services,ideas,or experiences to satisfy their needs and wants.Consumer BehaviorThe factors that influence buying behavior include:CulturalSocialPersonalConsumer BehaviorCulture is the most important,because it has the broadest and deepest influence.Within Culture,many sub-groups exist and are called Sub-Cultures.Consumer BehaviorSocial factors:Reference GroupsFamilyRoles and StatusesConsumer BehaviorPersonal Factors:Age and Stage in the LifecycleOccupation and Economic CircumstancesPersonality and Self-ConceptLifestyle and ValuesConsumer BehaviorKey psychological processes that influence consumer responses to marketing activities:MotivationPerceptionLearningMemoryConsumer BehaviorThe Buying Decision Process,the Five Stage Model:1.Problem recognition2.Information search3.Evaluation of alternatives4.Purchase decision5.Post-purchase behaviorConsumer BehaviorProfiling the Customer buying decision process,methodology:How can marketers learn about the stages in the buying process for their product?1.Introspective method2.Retrospective method3.Prospective method4.Prescriptive methodConsumer BehaviorIntrospective method:think about how they themselves would actRetrospective method:interview a small number of recent buyers,asking them to recall the events leading to the purchaseProspective method:locate consumers who plan to buy the product and ask them to think out loud about going through the buying processPrescriptive method:ask consumers to describe the ideal way to buy the productConsumer BehaviorThe Consumer Adoption Process:Adoption is an individuals decision to become a regular user of the product or service.Consumer BehaviorAdopters of new products move through five stages:1.Awareness2.Interest3.Evaluation4.Trial5.AdoptionConsumer BehaviorDescription of each stage:Awareness:consumer becomes aware of the product,but has no information about it.Interest:consumer is stimulated to seek information.Evaluation:consumer considers whether to try the product.Trial:consumer tries the product and estimates its value.Adoption:consumer decides to make full and regular use of the product.Consumer BehaviorFive characteristics that influence the adoption rate:1.Relative advantage2.Compatibility3.Complexity4.Divisibility5.CommunicabilityConsumer BehaviorDescriptions of the five characteristics:Relative advantage:the degree to which the product appears superior to others.Compatibility:the degree to which the product matches the consumers values and experiences.Complexity:the degree to which the product is relatively difficult to understand or use.Consumer BehaviorDescriptions of the five characteristics(continued):Divisibility:the degree to which consumers can try the product on a limited basis.Communicability:the degree to which the benefits are observable or describable to others.1、有时候读书是一种巧妙地避开思考的方法。4月-234月-23Sunday,April 23,20232、阅读一切好书如同和过去最杰出的人谈话。11:16:1511:16:1511:164/23/2023 11:16:15 AM3、越是没有本领的就越加自命不凡。4月-2311:16:1511:16Apr-2323-Apr-234、越是无能的人，越喜欢挑剔别人的错儿。11:16:1511:16:1511:16Sunday,April 23,20235、知人者智，自知者明。胜人者有力，自胜者强。4月-234月-2311:16:1511:16:15April 23,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。23四月202311:16:15上午11:16:154月-237、最具挑战性的挑战莫过于提升自我。四月2311:16上午4月-2311:16April 23,20238、业余生活要有意义，不要越轨。2023/4/2311:16:1511:16:1523 April 20239、一个人即使已登上顶峰，也仍要自强不息。11:16:15上午11:16上午11:16:154月-2310、你要做多大的事情，就该承受多大的压力。4/23/2023 11:16:15 AM11:16:1523-4月-2311、自己要先看得起自己，别人才会看得起你。4/23/2023 11:16 AM4/23/2023 11:16 AM4月-234月-2312、这一秒不放弃，下一秒就会有希望。23-Apr-2323 April 20234月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Sunday,April 23,202323-Apr-234月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。4月-2311:16:1523 April 202311:16谢谢大家谢谢大家
