4Aug16Sem1_Lesson4_student精编版.pptx

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1、Lesson 4-CONSUMERBEHAVIOUR-PRINCIPLESOFMARKETINGMKT1003,WEEK4-BYJANETLIAU5-2Learning ObjectivesDescribethestagesintheconsumerpurchasedecisionprocess.Distinguishamongthreevariationsoftheconsumerpurchasedecisionprocess:routine,limited,andextendedproblemsolving.UnderstandthePsychological,Socio-cultural

2、andSituationinfluencesonconsumerpurchasedecisionprocess.5-3The Purchase Decision Process5-4Problem RecognitionDesiredExistingStatePerceiveaneedTriggerpurchaseInformation SearchInternalSearchExternalSearchPersonalSourcesPublicSourcesMarket-DominatedSources5-6Alternative EvaluationEvaluativeCriteriaCo

3、nsiderationSet5-7Purchase DecisionDecidefromWhomtoBuyDecideWhentoBuy5-8Postpurchase BehaviourCognitiveDissonanceMarketingMatters:TheValueofaSatisfiedCustomer5-9Consumer InvolvementInvolvementExtendedProblemSolvingLimitedProblemSolvingRoutineProblemSolving5-10Consumer Involvement5-11Consumer Involvem

4、entLowInvolvementforMarketLeaderMaintainProductQualityAvoidStockoutsRepetitivereminderadvertisingLowInvolvementforChallengerBreakhabitGettingbrandintoconsiderationsetConsumer InvolvementHighInvolvement:Providemoreinformationthroughads,personalselling,socialmedia,PRGenerateconsumerengagementandexperi

5、enceManagepostpurchasedissonanceConsumer InvolvementWhataboutmobilephones?Mobile Phone Buying ProcessThinkcarefullyaboutyourexperiencesinthepurchaseofthemobileorsmartphoneyouarecurrentlyusing.Trytorecallyourpersonalencountersandreconstructtheprocessyouwentthroughandtheinfluenceswhichaffectedtheproce

6、ss.Whatconceptscoveredinthislessonareapplicableandwhatarenot?Doputinsometimetothinkthroughandrecallyourbuyingexperiencescarefully.Whatisthebuyingprocessyougothroughinthispurchase?Whatarethestepsorphasesandwhathappenedateachstage?Drawaflowcharttodepictthisprocessandbereadytoshowtheclassthroughthevisu

7、alizerwhencalleduponbyyourinstructor.5-15Influences on the Consumer5-16Buying Situational InfluencePurchaseTaskSocialSurroundingsPhysicalSurroundingsTemporalEffectsAntecedentStatesQuestion:Explain each and give example.5-17Psychological InfluencesMotivationStimulatesconsumertosatisfyneedsMaslowsHier

8、archyofNeeds5-18Hierarchy of needs 5-19Psychological InfluencesPersonalityGuidesanddirectsbehaviorPersonalityTraitsandNationalCharacterSelf-ConceptHowIseemyselfWhatIbelieveothersseemeActualvsIdealPersonality/Self-Concept5-21Psychological InfluencesPerceptionSelectivePerceptionSelectiveExposureSelect

9、iveComprehensionSelectiveRetention5-22Psychological InfluencesAbsoluteandRelativeThresholdAbsoluteThresholdisthelowestlevelofintensityatwhichastimuluscanbedetectede.g.sizeoftextandimpactofvisualRelativeThresholdistheamountthatastimulusofastandardintensitythatmustbechangedinorderforadifferencetobedet

10、ectede.gisapricechangebigenoughtogainnoticedandgetreaction?SubliminalPerception5-23Psychological InfluencesPerceivedRiskFinancialPerformancePsychologicalStrategiestoReducePerceivedRiskObtainSealsofApprovalSecureEndorsementsProvideFreeTrials/SamplesGiveExtensiveInstructionsProvideWarrantiesCueRespons

11、eReinforcementDrive(Hunger)5-24Psychological InfluencesLearningBehavioralLearningDevelopingautomaticresponsesbuiltthroughrepeatedexposure5-25Psychological InfluencesBehavioralLearningStimulusGeneralizationStimulusDiscriminationExample of Stimulus Generalization brand extensionExample of Stimulus Gen

12、eralization sales promotionVSExample of Stimulus Discrimination use of coloursExample of Stimulus Discrimination use of coloursPsychological InfluencesCognitiveLearningLearningthroughthinking,reasoningandapplyingBrandLoyaltyReinforcementleadstohabitformationPsychological InfluencesAttitudeLearnedpre

13、dispositiontorespondinaconsistentlyfavourable/unfavourablewaytoanobject3LevelsDescriptionCognitiveBrandawareness&beliefformationAffectivePositive/NegativefeelingdevelopedConativeFavorable/Unfavorablebehavioroccurs(accept/rejectbrand)Multi-attribute Attitudinal ModelMultivariateAttitudinalModel(Fishb

14、ein)kAttbrand=bieii=1Attbrand=Attitudetowardbrandbi=BeliefofbrandsperformanceonattritbuteiEi=Evaluationofattributeisk=Numberofattributesi=1,2,3.kMulti-attribute Attitudinal ModelAttitudeImportanceBankA*BankBBankCConvenience6685Interestcharged8566Interestpaid9776RangeofServices7845Friendliness3955Ove

15、rallAttitude222202182*hypothetical scores from 1 to 9 rating scale with 1 being unfavourable and 9 being favourableMulti-attribute Attitudinal ModelIntuitiveappealMultidimensionalnatureofproductsEvaluativecriteriausednotequalinimportancePoorperformanceononeattributecanbeoffsetbysuperiorperformanceon

16、othersPinpointswhatattributescanbeusedtodevelop/changemarketingstrategyLifestylePsychographics5-35Psychological InfluencesPsychological InfluencesYourVALSProfileReadp.140-141ofthetextandgototolearnabouttheVALSframework.GotoandtaketheVALSsurvey.Fromthesurveyresults,identifyandunderstandyourVALSprofil

17、e.DoyouagreewiththedescriptionsofyourVALSprofile?Ingeneral,whatareyourviewsoftheVALSframework?Your VALS ProfileReadp.136-137ofthetextandgotoStrategicBusinessInsightstolearnabouttheVALSframework.TaketheVALSsurveyandfromthesurveyresults,identifyandunderstandyourVALSprofile.ShouldToyotatargetyoubasedon

18、yourVALSprothefollowingofferings?WhatmarketingstrategyshouldToyotausetowinyourbusiness?iQelectricvehicleofferedbyToyotawithzeroCO2emissions.LexusLS460pricedat$508,000andabove.TheLSseriesisastatementinitselfandeverythingyouexpectinanultra-luxurysedan4RunnerTRDPro,anadventureandoff-the-roadvehicle.Psy

19、chological InfluencesQuestion:Howdideachofthepsychologicalinfluences,suchas1)motivation,2)perception,3)learning,4)belief,5)attitude,6)personalityand7)lifestyle,affectthebuyingprocessofamobilephone?Specificallyatwhichstageofthebuyingprocess?5-39Sociocultural InfluencesPersonalInfluenceOpinionLeadersW

20、ordofMouthBuzz5-40Sociocultural InfluencesReferenceGroupsMembershipGroupAspirationGroupDissociativeGroup5-41Sociocultural InfluencesFamilyInfluenceConsumerSocializationFamilyLifeCycleFamilyDecisionMaking5-42Modern family life cycle stages and flows 5-43Sociocultural InfluencesSocialClassUpperClassMi

21、ddleClassWorking/LowerClass5-44Sociocultural InfluencesCultureSubcultureRacial/EthnicSexualOrientationActivitiesSociocultural Influences on Buying Question:Howdideachofthesocioculturalinfluences,suchas1)referencegroups,2)family,3)socialclass,4)cultureand5)subculture,affectthebuyingprocessofamobileph

22、one?Specificallyatwhichstageofthebuyingprocess?Applying Consumer Behavior ConceptsExplainwhatconsumerbehaviourconceptsaredepictedinthefollowingscenarios.Describetheconceptsandexplainwhatmarketingmanagerscandotoimprovemarketingperformanceinthesecircumstances.SuperFairpriceCompanygave10%discountforpur

23、chasesmadeduringMayDay(orLabourDay)on1May2012,1May2013and1May2014.On1May2015,Fairpricedidnotgiveanydiscount.Consumersweredisappointed.ManyhaddelayedpurchasestobemadeinthelastweekofApril.AlfaRomeolaunchedamodelofcarwiththenumber164sincetheenginedisplacementwas1640cc.ItdidnotsellwellintheSingaporeandH

24、ongKongmarketsasthenumberwasconsideredunlucky.Applying Consumer Behavior ConceptsSusanandRogerareexpectingtheirfirstchild.Theyhavestoppedspendingmoneyondecorativeitemsfortheirlovelyhomeasmostoftheseitemsarebreakableandwillnotbesafewhentheirnewchildisabletomovearoundthehouse.Theyhave,instead,lookedat

25、babytoys,clothingandeducationalproductsandhave,infact,boughtsomebabytoysandclothingalready.SusanandRogerlovethegameofsoccer.RogerisateammemberofJurongUnited,anamateurmalesoccerteamwhileSusanisateammemberofYishunRovers,aladysoccerteam.TheyoftenwearfootballjerseysandwatchEnglishPremierLeaguesoccermatc

26、hes.Applying Consumer Behavior ConceptsKopokwasabestsellingsnackfoodbrandinTimbertown.Recently,RokokwasintroducedbyacompetitorandsomecustomershadboughtRokokbecausetheymistookRokokforKopok.ThemarketingpeopleatKopoklaunchedacampaigntoinformcustomersthattheKopokpackaginghasadistinctredstripatthetopandp

27、ackagingwithouttheredstripisnotKopok.Simonspentthreemonthstest-drivingvariousmodelsofcarsandrecentlyboughtaBMW5-seriescar.Aftertakingdeliveryofhiscaranddrivingthecararound,itdawnedonhimthatthecarwasaheavycommitment.Hecouldhaveboughtanapartmentwiththeamountofmoney.Hewasnowquiteheavilyindebtedtotheban

28、k.Hebegantohavedoubtswhetherhehadmadetherightdecision.Hebegantofeelsomediscomfortwiththedecision.Next weekSubmitNeBocaseReadNeBocaseforclassparticipationstudentswhoarenotsubmitting.1、有时候读书是一种巧妙地避开思考的方法。3月-233月-23Sunday,March5,20232、阅读一切好书如同和过去最杰出的人谈话。07:31:3407:31:3407:313/5/20237:31:34AM3、越是没有本领的就越

29、加自命不凡。3月-2307:31:3407:31Mar-2305-Mar-234、越是无能的人，越喜欢挑剔别人的错儿。07:31:3407:31:3407:31Sunday,March5,20235、知人者智，自知者明。胜人者有力，自胜者强。3月-233月-2307:31:3407:31:34March5,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。05三月20237:31:34上午07:31:343月-237、最具挑战性的挑战莫过于提升自我。三月237:31上午3月-2307:31March5,20238、业余生活要有意义，不要越轨。2023/3/57:31:3407:31:

30、3405March20239、一个人即使已登上顶峰，也仍要自强不息。7:31:34上午7:31上午07:31:343月-2310、你要做多大的事情，就该承受多大的压力。3/5/20237:31:34AM07:31:3405-3月-2311、自己要先看得起自己，别人才会看得起你。3/5/20237:31AM3/5/20237:31AM3月-233月-2312、这一秒不放弃，下一秒就会有希望。05-Mar-2305March20233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,March5,202305-Mar-233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。3月-2307:31:3405March202307:31谢谢大家谢谢大家