消费者行为学第13章.ppt

第十三章消费者决策过程与问题认知 CHAPTER 13 CONSUMERDECISIONPROCESSANDPROBLEMRECOGNITION 2020 2 5 1 ConsumerBehaviorInTheNews Oneperson sproblemisanotherperson s ManypeoplewouldpaytoNOThavesnow IndeedsnowREMOVALisamajorindustryincolderclimates ButwouldpeoplepaytoHAVEsnow 2020 2 5 2 ConsumerBehaviorInTheNews Oneperson sproblemisanotherperson s WouldpeoplepaytoHAVEsnow Turnsout yes PeopleinwarmerclimatessuchasTexas Arizona Florida Georgia OftenwantsnowforChristmasseasonbutrarelygetitnaturally So theybuyit 2020 2 5 3 现在 98 的美国男性在使用香皂洗脸 而香皂可能会使他们的干性皮肤更加干燥 对beiersdorf来说 目前是一个大好时机 美国的男性化妆品市场已经具备了进入的条件 职场激烈的竞争 男性和女性之间不断变化的力量对比以及年轻一代蓬勃发展的势头 各年龄段的美国男性都认识到了拥有好的外表不但能够改善个人生活 还能给自己的职业发展增添优势 2020 2 5 4 妮维雅男性护肤品要想在市场获得成功 beiersdorf公司必须首先唤起男性认识到他们当前面部护理存在的问题 一旦公司能够激起问题认知 男性消费者就会进入产品评价 购买和试用阶段 2020 2 5 5 13 1消费者决策类型TypesofConsumerDecisions Purchaseinvolvementisthelevelofconcernfor orinterestin thepurchaseprocess 购买介入程度是消费者因为某一特定购买需要而产生的对决策过程关心或感兴趣的程度 Triggeredbyneedtoconsideraparticularpurchase Atemporarystateinfluencedbytheinteractionofindividual product andsituationalcharacteristics 购买介入是某个人 某个家庭或购买单位的一种暂时状态 受个人 产品 情境特征的相互作用和影响 2020 2 5 6 Aconsumermaybeveryinvolvedwithabrand e g Starbucks oraproductcategory BUT havelowpurchaseinvolvementduetobrandloyalty timepressures etc Productinvolvementorenduringinvolvementisverydifferentfrompurchaseinvolvement 2020 2 5 7 TypesofDecisionMaking NominalDecisionMaking名义型决策BrandLoyalPurchases品牌忠诚度型购买RepeatPurchases习惯性购买LimitedDecisionMaking有限型决策ExtendedDecisionMaking扩展性决策 2020 2 5 8 Nominaldecisionsoccurwhenthereisverylowinvolvementwiththepurchase 名义型决策往往发生在对购买的介入程度很低的情况下 Acompletelynominaldecisiondoesnotevenincludeconsiderationofthe donotpurchase alternative 一个纯粹的名义型决策甚至丝毫不考虑选择其他品牌的可能性 ConsumerbuysCampbell swithoutconsideringotherbrands itsprice etc Nominaldecisionmaking a k a habitualdecisionmaking ineffectinvolvesnodecisionperse 名义型决策 有时也称习惯性购买决策 实际上就其本身而言并未涉及决策 13 1 1名义型决策NominalDecisionMaking 2020 2 5 9 Nominaldecisioncanbebrokenintotwocategories BrandLoyalPurchases品牌忠诚型购买Highcommitmenttobrand对品牌高承诺一旦形成了情感上的依赖 你喜欢这个牌子 你就成了某牌的忠诚顾客 其他竞争者很难赢得你的青睐RepeatPurchases习惯性购买Lowcommitmenttobrand对品牌低承诺你成了某品牌的重复购买者 但你并不忠诚于该品牌 2020 2 5 10 Middlegroundbetweennominalandextendeddecisionmaking 是介于名义型决策和扩展型决策之间的一种决策类型 Involvesrecognizingaproblemforwhichthereareseveralpossiblesolutions 有限型决策涉及对一个有着几种选择方案的问题的认知 Decisionbasedonlyonbuyingthecheapestrolls Limiteddecisionmakinginvolvesinternalandlimitedexternalsearch fewalternatives simpledecisionrulesonafewattributes andlittlepostpurchaseevaluation 有限型决策包括内部信息搜集或有限的外部信息搜集 存在很少的备选方案 基于较少属性的简单决策规则和很少的购后评价 13 1 2有限性决策LimitedDecisionMaking 2020 2 5 11 Itisaresponsetothehighlevelofpurchaseinvolvement 扩展型决策发生在购买介入程度很高的情况下 Duringpost purchaseevaluation doubtsarelikelyandathoroughevaluationtakesplace 消费者在购买产品之后 很容易对购买决策的正确性产生怀疑 从而引发对购买的全面评价 Emotionaldecisionsmayinvolvesubstantialcognitiveeffort Extendeddecisionmakinginvolvesextensiveinternalandexternalsearchfollowedbyacomplexevaluationofmultiplealternatives 扩展型决策包括大量的内部信息和广泛的外部信息收集 对多种备选方案的复杂评价 13 1 3扩展性决策ExtendedDecisionMaking 2020 2 5 12 2020 2 5 13 13 2问题认知过程TheProcessofProblemRecognition 日常性的购买 意料之外的问题 其他问题 情绪 2020 2 5 14 Problemrecognitionistheresultofagapbetweenadesiredstateandanactualstatesufficienttoarouseandactivatethedecisionprocess 问题认知是消费者决策过程的第一步 是消费者的理想状态与实际状态之间的差距达到一定程度并足以激发消费者决策过程的结果 Anactualstateisthewayanindividualperceiveshis herfeelingsandsituationtobeatthepresenttime 实际状态是指消费者对其当前的感受及处境的认知 Adesiredstateisthewayanindividualwantstofeelorbeatthepresenttime 理想状态是指消费者当前想达到或感受的状态 13 2 1问题认知的性质TheNatureofProblemRecognition 2020 2 5 15 TheProcessofProblemRecognition 2020 2 5 16 2020 2 5 17 Themagnitudeofthediscrepancybetweenthedesiredandactualstates and理想状态与现实状态之间差距的大小Therelativeimportanceoftheproblem该问题的相对总要性 Desiretoresolveaparticularproblemdependson 消费者解决某一特定问题的意欲水平取决于两个因素 Ingeneral importanceisdeterminedbyhowcriticaltheproblemistomaintenanceofdesiredlifestyle 总的来说 重要性取决于该问题对于保持消费者理想的生活方式是否关键 2020 2 5 18 13 2 2消费者问题的类型TypesofConsumerProblems 2020 2 5 19 13 3影响问题认知的不可控因素UncontrollableDeterminantsofProblemRecognition NonmarketingFactorsAffectingProblemRecognition 2020 2 5 20 Variety seekingisachallengetomarketersbecauseitmeansthatconsumersswitchbrandsforreasonsbeyondacompany scontrol Sensory specificsatiety 感官饱和 consumersgetbored satiated withsensoryattributesmorethanonnon sensoryattributes Offeringvarietyonkeysensoryattributescanincreaseloyaltytothebrandevenifconsumersengageinvarietyseeking VarietyWITHINbrandcandriveloyaltyinthefaceofvarietyseeking 2020 2 5 21 13 4问题认知与营销策略MarketingStrategyandProblemRecognition ADiscoveringConsumerProblems消费者问题的发现BRespondingtoConsumerProblems对消费者问题的应对CHelpingConsumersRecognizeProblems帮助消费者认识问题DSuppressingProblemRecognition压制问题认知 2020 2 5 22 Awidevarietyofapproachesareusedtodeterminetheproblemsconsumersface 13 4 1DiscoveringConsumerProblems Intuition直觉 themostcommon however theproblemidentifiedmaybeoflowimportancetomostconsumersSurvey调查 asksrelativelylargenumbersofindividualsabouttheproblemstheyarefacingFocusGroups集中访谈 composedof8to12similarindividualsbroughttogethertodiscussaparticulartopic amoderatorispresenttokeepthediscussionmovingandfocusedonthetopicbutotherwisefreeflowing 2020 2 5 23 Surveysandfocusgroupsuseoneofthefollowingapproachestoproblemidentification 2020 2 5 24 HumanFactorsResearch人体因素研究Humanfactorsresearchattemptstodeterminehumancapabilitiesinareassuchasvision strength responsetime flexibility andfatigueandtheeffectonthesecapabilitiesoflighting temperature andsound 人体因素研究试图测试人的诸多能力如视力 力量 反应时间 灵活性 疲劳程度以及影响这些能力的因素如亮度 温度 声音等 Observationaltechniquessuchasslow motionandtime lapsephotography videorecording andeventrecordersareparticularlyusefulmethods Thistypeofresearchcansometimesidentifyfunctionalproblemsthatconsumersareunawareof 2020 2 5 25 Onceaconsumerproblemisidentified themanagermaystructurethemarketingmixtosolvetheproblem Thiscaninvolve 13 4 2RespondingtoConsumerProblems DevelopinganewproductoralteringanexistingoneModifyingchannelsofdistributionChangingpricingpolicy orRevisingadvertisingstrategy 2020 2 5 26 GenericversusSelectiveProblemRecognition 13 4 3HelpingConsumersRecognizeProblems 2020 2 5 27 ApproachestoActivatingProblemRecognition激发问题认知的方法Howcanafirminfluenceproblemrecognition Recallthatproblemrecognitionisafunctionoftheimportance andthemagnitudeofadiscrepancybetweenthedesiredstateandanexistingstate 2020 2 5 28 ApproachestoActivatingProblemRecognition Manymarketingeffortsattempttoinfluencethedesiredstate oftenadvertisingthebenefitstheirproductswillprovideandhopingthatthesebenefitswillbecomedesiredbyconsumers Itisalsopossi