【市场营销英文版】06Consumer Analysis课件.pptx

《【市场营销英文版】06Consumer Analysis课件.pptx》由会员分享，可在线阅读，更多相关《【市场营销英文版】06Consumer Analysis课件.pptx（17页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、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:Cultura

2、lSocialPersonalConsumer 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

3、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

4、: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.Retros

5、pective 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

6、 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.Co

7、nsumer 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

8、: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.Divisi

9、bility5.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 rela

10、tively 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

11、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20231

12、1:16:15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