【市场营销英文版】06Consumer Analysis43119.pptx

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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、l Social PersonalConsumer 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 Groups Family Roles and StatusesConsumer BehaviorPersonal Factors:Age and Stage

3、 in the Lifecycle Occupation and Economic Circumstances Personality and Self-Concept Lifestyle and ValuesConsumer BehaviorKey psychological processes that influence consumer responses to marketing activities:Motivation Perception Learning MemoryConsumer BehaviorThe Buying Decision Process,the Five S

4、tage 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 meth

5、od2.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 w

6、ho 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

7、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.

8、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.Complexi

9、ty4.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.