销售：管理有利润的客户关系6(PPT 28页).ppt

ConsumerMarketsandConsumerBuyerBehavior Chapter6 6 1 Objectives Beabletodefinetheconsumermarketandconstructasimplemodelofconsumerbuyerbehavior Knowthefourmajorfactorsthatinfluenceconsumerbuyerbehavior 6 2 Objectives Understandthemajortypesofbuyingdecisionbehaviorandthestagesinthebuyerdecisionprocess Beabletodescribetheadoptionanddiffusionprocessfornewproducts 6 3 Harley Hogs accountfor1 5ofU S cyclesalesSaleshaveexceededsupplyforyears1986 2000 Fourstocksplits increaseof7 100 Fiercelyloyalclientelerevolvesaround7corecustomertypesHarleyownersusetheirbikestoexpresstheirlifestyleandattitudesAdvertisingreflectstheHarleymystique Harley Davidson CaseStudy 6 4 Definitions ConsumerBuyingBehaviorBuyingbehaviorofindividualsandhouseholdsthatbuyproductsforpersonalconsumption ConsumerMarketAllindividuals householdswhobuyproductsforpersonalconsumption 6 5 StimulusResponseModelMarketingandotherstimulienterthebuyer s blackbox andproducecertainchoice purchaseresponses Marketersmustfigureoutwhatisinsideofthebuyer s blackbox andhowstimuliarechangedtoresponses ModelofConsumerBehavior 6 6 CharacteristicsAffectingConsumerBehavior CulturalSocialPersonalPsychological CultureSubcultureHispanicconsumersAfricanAmericansAsianAmericansMatureconsumersSocialClass KeyFactors 6 7 Hispanics35millionconsumerspurchase 425billionworthofgoodsandservices Expectedtogrow64 in20years Spanishmediamakesgroupeasytoreach Brandloyalgroup CharacteristicsAffectingConsumerBehavior 6 8 AfricanAmericans35millionconsumerspurchase 527billionworthofgoodsandservices Growingmoreaffluent sophisticated Priceandbrandnameconscious qualityandselectionareimportant Certainmediatargetthisgroup CharacteristicsAffectingConsumerBehavior 6 9 AsianAmericans10millionconsumerspurchase 229billionworthofgoodsandservices Fastestgrowing mostaffluentsubculture Manynationalitiescomprisethisgroup Consumerpackagedgoodscompaniesnowtargetthisgroupmoreheavily CharacteristicsAffectingConsumerBehavior 6 10 MatureConsumers75millionconsumersaged50 willgrowto115millionwithin25years Matureconsumerscontrol50 ofalldiscretionaryincome Attractivemarketfortravel restaurant andcosmeticsproducts amongothers CharacteristicsAffectingConsumerBehavior 6 11 CharacteristicsAffectingConsumerBehavior CulturalSocialPersonalPsychological GroupsMembershipReferenceAspirationalgroupsOpinionleadersBuzzmarketingFamilyChildrencaninfluenceRolesandStatus KeyFactors 6 12 CharacteristicsAffectingConsumerBehavior CulturalSocialPersonalPsychological AgeandlifecycleOccupationEconomicsituationLifestyleActivities interests andopinionsLifestylesegmentationPersonalityandself conceptBrandpersonality KeyFactors 6 13 BrandPersonalityDimensions CharacteristicsAffectingConsumerBehavior SincerityRuggedness ExcitementCompetence Sophistication 6 14 CharacteristicsAffectingConsumerBehavior CulturalSocialPersonalPsychological MotivationNeedsprovidemotivesforconsumerbehaviorMotivationresearchMaslow shierarchyofneedsPerceptionSelectiveattention selectivedistortion selectiveretentionLearningDrives stimuli cues responsesandreinforcementBeliefsandattitudes KeyFactors 6 15 Maslow sHierarchyofNeeds CharacteristicsAffectingConsumerBehavior Self actualizationEsteemNeedsSocialNeedsSafetyNeedsPhysiologicalNeeds 6 16 TypesofBuying DecisionBehavior Differencebetweenbrands SignificantDifferences Complexbuyingbehavior Low FewDifferences Dissonance reducingbuyingbehavior Habitualbuyingbehavior Variety seekingbuyingbehavior High InvolvementLevel 6 17 FiveStages NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior TheBuyerDecisionProcess 6 18 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Needscanbetriggeredby InternalstimuliNormalneedsbecomestrongenoughtodrivebehaviorExternalstimuliAdvertisementsFriendsoffriends ProcessStages 6 19 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Consumersexhibitheightenedattentionoractivelysearchforinformation Sourcesofinformation PersonalCommercialPublicExperientialWord of mouth ProcessStages 6 20 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Evaluationproceduredependsontheconsumerandthebuyingsituation Mostbuyersevaluatemultipleattributes eachofwhichisweighteddifferently Attheendoftheevaluationstage purchaseintentionsareformed ProcessStages 6 21 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Twofactorsintercedebetweenpurchaseintentionsandtheactualdecision AttitudesofothersUnexpectedsituationalfactors ProcessStages 6 22 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Satisfactionisimportant Delightedconsumersengageinpositiveword of mouth Unhappycustomerstellonaverage11otherpeople Itcostsmoretoattractanewcustomerthanitdoestoretainanexistingcustomer Cognitivedissonanceiscommon ProcessStages 6 23 BuyerDecisionProcessforNewProducts NewProductsGood serviceorideathatisperceivedbycustomersasnew StagesintheAdoptionProcessMarketersshouldhelpconsumersmovethroughthesestages 6 24 StagesintheAdoptionProcess BuyerDecisionProcessforNewProducts AwarenessEvaluation InterestTrial Adoption 6 25 BuyerDecisionProcessforNewProducts IndividualDifferencesinInnovativenessConsumerscanbeclassifiedintofiveadoptercategories eachofwhichbehavesdifferentlytowardnewproducts ProductChar