(精品)市场营销学PPT.ppt

《(精品)市场营销学PPT.ppt》由会员分享，可在线阅读，更多相关《(精品)市场营销学PPT.ppt（25页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、东华大学旭日工商管理学院MARKETING An IntroductionChapter 5CONSUMER MARKETS AND CONSUMER BUYER BEHAVIORConsumer buying behavior:The buying behavior of final consumers-individuals and households who buy goods and services for personal consumption.Consumer market:All the individuals and households who buy or acqui

2、re goods and services for personal consumption.东华大学旭日工商管理学院MARKETING An IntroductionContentsModel of Consumer BehaviorCharacteristics Affecting Consumer BehaviorThe Buyer Decision ProcessThe Buyer Decision Process for New ProductsConsumer Behavior Across International Borders东华大学旭日工商管理学院MARKETING An

3、 IntroductionModel of Consumer BehaviorProductPricePlacePromotionMarketing and other stimuliEconomicTechnologicalPoliticalCulturalBuyer characteristicsBuyers black boxBuying decision processBuyers responsesProduct choiceBrand choiceDealer choicePurchase timingPurchase amountFigure 5-1 Model of buyer

4、 behavior东华大学旭日工商管理学院MARKETING An IntroductionCross-national Product Acceptance ModelIntrinsicAttributesBrandNamePricePerception of Brand NamePerception of Intrinsic AttributesPerception of PricePerceivedQualityPerceivedValueWillingness to Buy东华大学旭日工商管理学院MARKETING An IntroductionCharacteristics Affe

5、cting Consumer BehaviorCulturalCultureSubcultureSocial classSocialReference groups FamilyRoles and statusPersonalAge and life-cycle stage OccupationEconomic situationLifestylePersonality and self-conceptPsychologicalMotivationPerceptionLearningBeliefs and attitudesBuyerFigure 5-2 Factors influencing

6、 consumer behavior东华大学旭日工商管理学院MARKETING An IntroductionCultural factorsCultural:The set of basic values,perceptions,wants,and behaviors learned by a member of society from family and other important institutions.Subculture:A group of people with shared value systems based on common life experiences

7、and situations.-Hispanic consumers -African American consumers -Asian American consumers -Mature consumersSocial class:Relatively permanent and ordered divisions in a society whose members share similar values,interests,and behaviors.东华大学旭日工商管理学院MARKETING An IntroductionSocial FactorsReference Group

8、:Two or more people who interact to accomplish individual or mutual goals.Opinion leaders:People within a reference group who,because of special skills,knowledge,personality traits,or other characteristics,exert influence on others.Roles and status东华大学旭日工商管理学院MARKETING An IntroductionPersonal Factor

9、s(1)Age and life-cycle stage OccupationEconomic situationLifestyle:A persons pattern of living as expressed in his or her activities,interests,and opinions.Psychographics:The technique of measuring lifestyles and developing lifestyle classifications;it involves measuring the major AIO dimensions(act

10、ivities,interests,opinions).东华大学旭日工商管理学院MARKETING An IntroductionLife-Style DimensionsACTIVITIESINTERESTSOPINIONSDEMOGRAPHICSWork Family Themselves AgeHobbies HomeSocial issuesEducationSocial eventsJob PoliticsIncomeVocation CommunityBusinessOccupationEntertainmentRecreation EconomicsFamily sizeClub

11、 membershipFashion EducationDwellingCommunity Food ProductsGeographyShopping Media FutureCity sizeSports AchievementsCultureStage in life cycleSource:Joseph T.Plummer,“The Concept and Application of Life-Style Segmentation,”Journal of Marketing,January 1974,p.34.东华大学旭日工商管理学院MARKETING An Introduction

12、表：表：2004-20052004-2005十城市消费者社会、生活形态十城市消费者社会、生活形态(5：非常同意，1：非常不同意)资料来源：2004-2005 IMI消费行为与生活形态年鉴 东华大学旭日工商管理学院MARKETING An IntroductionPersonal Factors(2)Personality and self-concept personality:A persons distinguishing psychological characteristics that lead to relatively consistent and lasting respons

13、es to his or her own environmentSelf-confidenceAscendancyEmotional stabilityDominanceSociabilityAchievementAutonomyDefensiveness OrderChangeAffiliation AdaptabilityDeferenceAggressiveness 东华大学旭日工商管理学院MARKETING An IntroductionPersonal Factors(3)Young Middle-agedOlder SingleMarried without childrenMar

14、ried with childrenDivorced with childrenSingleMarried without childrenMarried with childrenMarried without dependent childrenDivorced without childrenDivorced with children Divorced without dependent childrenOlder marriedOlder unmarriedSources:Adapted from Patrick E.Murphy and William A.Staples,“A M

15、odernized Family Life Cycle,”Journal of consumer Research,June 1979,p.16;Journal of Consumer Research,Inc.,1979.Also see Leon G.Schiffman and Leslie Lazar Kanuk,Consumer Behavior(Englewood Cliffs,NJ:Prentice Hall,1994),pp.361-70 Table 5-2 Family life-cycle stages东华大学旭日工商管理学院MARKETING An Introduction

16、Psychological Factors(1)MotivationMotive(drive):A need that is sufficiently pressing to direct the person to seek satisfaction of the need.-Freuds Theory of Motivation -Maslows Theory of Motivation(next)Perception:The process by which people select,organize,and interpret information to form a meanin

17、gful picture of the world.Learning:Changes in an individuals behavior arising from experience.Beliefs and attitudes -Belief:A descriptive thought that a person holds about something.-Attitude:A persons consistently favorable or unfavorable evaluations,feelings,and tendencies toward an object or idea

18、.东华大学旭日工商管理学院MARKETING An IntroductionPsychological Factors(2)Figure 5-3 Maslows hierarchy of needs Self-actualization needsSelf-development and realizationEsteem needsSelf-esteem,recognition,statusSocial needsSense of belonging,loveSafety needsSecurity,protectionPhysiological needsHunger,thirst东华大学

19、旭日工商管理学院MARKETING An IntroductionThe Buyer Decision Process(1)Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorFigure 5-4 Buyer decision process东华大学旭日工商管理学院MARKETING An IntroductionThe Buyer Decision Process(2)Need Recognition:The first stage of the b

20、uyer decision process in which the consumer recognizes a problem or need.Information Search:The stage of the buyer decision process in which the consumer is aroused to search for ore information;the consumer may simply have heightened attention to information or may go into active information search

21、.Personal sources.Family,friends,neighbors,acquaintances Commercial sources.Advertising,salespeople,dealers,packaging,displays.Public sources.Mass media,consumer-rating organizations.Experiential sources.Handling,examining,using the product.东华大学旭日工商管理学院MARKETING An IntroductionThe Buyer Decision Pro

22、cess(3)Evaluation of AlternativesAlternative evaluation:The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.Brand image:The set of beliefs that consumers hold about a particular brand.Purchase Decision:The stage of the buyer

23、 decision process in which the consumer actually buys the product.Postpurchase Behavior:The stage of the buyer decision process in which consumers take further action after purchase,based on their satisfaction or dissatisfaction.Cognitive dissonance:Buyer discomfort caused by postpurchase conflict.东

24、华大学旭日工商管理学院MARKETING An IntroductionThe Buyer Decision Process for New Products Stages in the Adoption Process Individual differences in Innovativeness Influence of Product Characteristics on Rate of Adoption东华大学旭日工商管理学院MARKETING An IntroductionStages in the Adoption ProcessAwarenessInterestEvaluati

25、onTrialAdoption 东华大学旭日工商管理学院MARKETING An IntroductionIndividual differences in InnovativenessFigure 5-5 Adopter categorization on the basis of relative time of adoption of innovations2.5%Innovators13.5%Early adopters34%Early majority34%Late majority16%Laggards东华大学旭日工商管理学院MARKETING An IntroductionCon

26、ceptualization of the Fashion ProcessInvention and introductionFashion leadershipIncreasing social visibilityConformity within and across social groupSocial saturationDecline and obsolescence东华大学旭日工商管理学院MARKETING An IntroductionAlternative Behavior Science Model(1)1.Sociological ModelsThe Trickle-Do

27、wn TheoryThe Collective Behavior Model2.Communication ModelsThe Adoption and Diffusion ModelThe Symbolic Communication Model3.Psychological ModelsIndividualism-Centered ModelsConformity-Centered ModelsThe Uniqueness Motivation Model东华大学旭日工商管理学院MARKETING An IntroductionAlternative Behavior Science Mo

28、del(2)4.Economic Models The Demand Model The Scarcity-Rarity Model The“Conspicuous Consumption”Model5.Cultural Models The Subcultural Leadership Model The“Social Conflict”Model The“Culture Production Systems”6.Geographic ModelsThe Spatial Diffusion Model东华大学旭日工商管理学院MARKETING An IntroductionAlternati

29、ve Behavior Science Model(3)7.Historical ModelsThe Historical Resurrection ModelThe Historical Continuity ModelThe Art Movement ModelThe Ideals of Beauty ModelThe Aesthetic Perception and Learning Model8.Business-Marketing ModelsThe Mass-Market ModelThe Market Infrastructure Model东华大学旭日工商管理学院MARKETING An IntroductionInfluence of Product Characteristics on Rate of AdoptionRelative advantageCompatibilityComplexityDivisibilityCommunicability