已阅读5页，还剩20页未读， 继续免费阅读
版权说明：本文档由用户提供并上传，收益归属内容提供方，若内容存在侵权，请进行举报或认领
文档简介
ConsumerMarketsandConsumerBuyerBehavior Chapter5 5 1 LearningGoals LearntheconsumermarketandconstructmodelofconsumerbuyerbehaviorKnowthefourfactorsthatinfluencebuyerbehaviorUnderstandthetypesofbuyingdecisionbehaviorandstagesintheprocessComprehendtheadoptionanddiffusionprocessfornewproducts 5 2 CaseStudyHarleyDavidson BuildingSuccessUnderstandingthecustomers emotionsandmotivationDeterminingthefactorsofloyaltyTranslatingthisinformationtoeffectiveadvertising MeasuringSuccessCurrently22 ofallU S bikesalesDemandabovesupplySalesdoubledinthepast5yearswithearningstripled 5 3 Definitions Consumerbuyerbehaviorreferstothebuyingbehavioroffinalconsumers individualsandhouseholdswhobuygoodsandservicesforpersonalconsumptionAllofthesefinalconsumerscombinetomakeuptheconsumermarket Goal1 Learntheconsumermarket constructmodelofbuyerbehavior 5 4 Stimulus ResponseModelofConsumerBehavior Stimuli4P sOthercharacteristicseconomictechnologicalpoliticalcultural BuyerResponseProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamount Buyer sBlackBoxBuyercharacteristicsBuyerdecisionprocess Goal1 Learntheconsumermarket constructmodelofbuyerbehavior 5 5 CharacteristicsAffectingConsumerBehavior CultureFormsaperson swantsandbehaviorSubcultureGroupswithsharedvaluesystemsSocialClassSociety sdivisionswhosharevalues interestsandbehaviors CulturalSocialPersonalPsychological KeyFactors Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 6 CharacteristicsAffectingConsumerBehavior GroupsMembershipReferenceAspirationalOpinionLeadersBuzzmarketingFamilyManyinfluencersRolesandStatus CulturalSocialPersonalPsychological KeyFactors Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 7 CharacteristicsAffectingConsumerBehavior AgeandlifecycleOccupationEconomicsituationLifestyleActivities interestsandopinionsLifestylesegmentationPersonalityandself concept CulturalSocialPersonalPsychological KeyFactors Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 8 BrandPersonalityDimensions CharacteristicsAffectingConsumerBehavior SincerityRuggedness ExcitementCompetence Sophistication Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 9 CharacteristicsAffectingConsumerBehavior MotivationPerceptionLearningBeliefsandattitudes CulturalSocialPersonalPsychological KeyFactors Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 10 PsychologicalFactorsMotivation AmotiveisaneedthatissufficientlypressingtodirectthepersontoseeksatisfactionMotivationresearchisbasedonFreud LooksforhiddenandsubconsciousmotivationMasloworderedneedsbasedonhowpressingtheyaretotheconsumer Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 11 PsychologicalFactorsPerception Perceptionistheprocessbywhichpeopleselect organize andinterpretinformationPerceptionIncludes SelectiveattentionConsumersscreenoutinformationSelectivedistortionPeopleinterprettosupportbeliefsSelectiveretentionPeopleretainpointstosupportattitudes Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 12 PsychologicalFactorsLearning Learningdescribeschangesinanindividual sbehaviorarisingfromexperienceLearningoccursthrough DrivesInternalstimulusthatcallsforactionStimuliObjectsthatmovedrivetomotiveCuesMinorstimulithataffectresponseReinforcementFeedbackonaction Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 13 PsychologicalFactorsBeliefsandAttitudes Beliefadescriptivethoughtaboutabrandorservicemaybebasedonrealknowledge opinion orfaithAttitudedescribesaperson sevaluations feelingsandtendenciestowardanobjectorideaTheyaredifficulttochange Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 14 TypesofBuyingDecisionBehavior ComplexHighlyinvolved significantbranddifferencesExample computerDissonance reducingHighlyinvolved littlebranddifferencesExample carpetingHabitualLowinvolvement littlebranddifferencesExample saltVariety seekingLowinvolvement significantperceivedbranddifferencesExample cookies Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 15 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Needscanbetriggeredby InternalstimuliNormalneedsbecomestrongenoughtodrivebehaviorExternalstimuliAdvertisementsFriendsoffriends ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 16 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Consumersexhibitheightenedattentionoractivelysearchforinformation Sourcesofinformation PersonalCommercialPublicExperientialWord of mouth ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 17 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Evaluationproceduredependsontheconsumerandthebuyingsituation Mostbuyersevaluatemultipleattributes eachofwhichisweighteddifferently Attheendoftheevaluationstage purchaseintentionsareformed ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 18 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Twofactorsintercedebetweenpurchaseintentionsandtheactualdecision AttitudesofothersUnexpectedsituationalfactors ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 19 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Satisfactionisimportant Delightedconsumersengageinpositiveword of mouth Unhappycustomerstellonaverage11otherpeople Itcostsmoretoattractanewcustomerthanitdoestoretainanexistingcustomer Cognitivedissonanceiscommon ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 20 BuyerDecisionProcessforNewProducts NewProductsGood serviceorideathatisperceivedbycustomersasnew StagesintheAdoptionProcessMarketersshouldhelpconsumersmovethroughthesestages Goal4 Comprehendthediffusion adoptionprocessfornewproducts 5 21 StagesintheAdoptionProcess BuyerDecisionProcessforNewProducts AwarenessEvaluation InterestTrial Adoption Goal4 Comprehendthediffusion adoptionprocessfornewproducts 5 22 BuyerDecisionProcessforNewProducts IndividualDifferencesinInnovativenessConsumerscanbeclassifiedintofiveadoptercategories eachofwhichbehavesdifferentlyt
温馨提示
- 1. 本站所有资源如无特殊说明，都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等，如果需要附件，请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸，网页内容里面会有图纸预览，若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间，仅对用户上传内容的表现方式做保护处理，对用户上传分享的文档内容本身不做任何修改或编辑，并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容，请与我们联系，我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 2025天津市北方人力资源管理顾问有限公司广开分公司招聘实习生备考题库附答案详解（巩固）
- 2025中国人民财产保险股份有限公司维西支公司招聘1人备考题库及完整答案详解1套
- 医疗器械注册与备案管理办法解读
- 高血压患者中医饮食调护指南
- 颌下腺肿物护理查房质量控制与改进
- 2025河南周口城投发展集团有限公司招聘26人备考题库及答案详解（夺冠）
- 儿科新生儿护理实操课件
- 2025奕派科技车型项目岗位招聘备考题库及答案详解（夺冠）
- 2025年河北航空投资集团有限公司社会招聘3人备考题库含答案详解（预热题）
- 老年患者跌倒预防与安全护理要点
- 高中英语词汇表(3500词)
- 讴霭咨询-零售行业创新的洞察：策展式零售、叙事零售
- GB/T 13871.5-2015密封元件为弹性体材料的旋转轴唇形密封圈第5部分:外观缺陷的识别
- GB/T 11032-2020交流无间隙金属氧化物避雷器
- A4版2022山东物理高考答题卡word版
- 消防专项规划说明书
- 六年级上册心理健康教育课件-不盲目攀比 全国通用(共18张PPT)
- T-CAMET 04017.6-2019 城市轨道交通 全自动运行系统规范 第6部分：初期运营基本条件
- 哔哩哔哩财务估值模型
- 《觉醒年代》朗诵稿
- (高清正版）T_CAGHP 062—2019地质灾害拦石墙工程施工技术规程（试行）
评论
0/150
提交评论