topic4conehviou消费者行为分析r.ppt

MarketingPrinciples,ConsumerBehaviour,Cokeknowsthatweput3.2icecubesinaglass,see69commercialsinayear,andprefercanstopopoutofvendingmachinesat35degreesP&GfoundthatEuropeansfoldtoiletpaperswhileAmericanscrumpledthem.Also68%ofconsumerspreferredthepapertounwindoverthespoolratherthanunderit,Consumerbehaviourexamples,51%ofallmalesputtheirpantsontheleftlegfirstwhile65%ofwomenstartwiththeirrightlegOurfavouritetoothbrushcolourisblue,37%areusingonethatsover6monthsold,47%putwateronourbrushbeforeputtingpaste,15%putwaterafter,24%doboth,and14%dontwettheirbrush,Hooverlearntthatwespend35minutesaweekvacuuming,suckingup8lbsofdustand6bagsayearKodakknowsthat2billionpicturesaremuffedbyamateurseveryyear,ledtothediskcamera,Whatdoconsumerslookforwhenpurchasingshampoo?Doyouhaveafavouritebrandofbottledwater?WillyoustilleatatMcDonalds,ifyouexperiencedpoorcustomerservice?Wouldyouranswerbethesameifthisoccurredatanexpensiverestaurant?,MarketerswanttoknowwhatmakesaconsumerpreferproductAtoBUnderstandingitallowsmarketerstoinfluencethechoiceprocess,Decisionmakingapproach,Consumersarepeoplewhobuyoruseproducts/servicestosatisfyneedsandwantsThreetypesexist:ThosewhopurchasetheproductThosewhopayfortheproductThosewhousetheproduct,Consumersdefined,TheConsumerMarket,Thedecisionprocessandphysicalactivitythatindividualsorgroupsofindividualsororganisationsengageinwhen:EvaluatingAcquiringUsing,orDisposingofgoodsandservicestheyexpectwillsatisfytheirneeds-SchiffmanBednallWatsonKanuk(1997)-,Whatisconsumerbehaviour?,Whobuyswhat?Whoconsumesit?Whatisbought?Whatisthedecisionprocess?Whyissomethingbought?Whenissomethingbought?Whereissomethingbought?Howoftenissomethingboughtorconsumed?,Consumerbehaviourresearcherstrytofindout:,CreatesmarterconsumersMakebetterstrategicmarketingdecisionsIntroducenewproductsandservicesToseehowconsumershavechangedToseehowmarketshavechangedBehaviouralanalyseshelpstotailorofferingstodiverseconsumermarkets,Whystudyit?,AssistsinpositioningstrategiesPolicyissuese.g.nutritionallabellingEthicalissuese.g.targetingvs.exploitingconsumers,PsychologicalCulturalSocialPersonal,Factorsinfluencingconsumerbehaviour,MotivationPerceptionLearningAttitudes,Values&Beliefs,Psychologicalinfluences,Motivationistheenergizingforcethatcausesbehaviourthatsatisfiesaneed,Psychologicalinfluences,Onceeachlevelofneedshasbeenmet,onecanmoveontothenextlevel,Whatparticularmotiveistheadappealingto?,Whatneedisbeingappealedtointhisad?Explainwhatishappeningwith“Calvin”,MotivationalAdvertisementInMcDonaldscommercialentitledCalvin,weseeayoungboytransformedfrom1)apotentialgangmemberinto2)aproductiveyoungmemberofcivilsocietybecauseMcDonaldsprovidedhimwithworkdiscipline.Themovementfrompotentialsociopathtosociallyresponsibleyoungmanisindicatedbythesignifierofthehatandhowitisworn.,OnepersonseesaBMWasasignofachievement,anotherseesitasasignofboastfulnessPerceptionistheprocessanindividualselects,organisesandinterpretsinformationtocreatemeaningfulpicturesoftheworldOurfivesensesreceivestimuli,recogniseitandassign(give)meaningtoit,Stimulimayincludeproducts,packages,brandnames,advertisementsandcommercialsOursensesplayanimportantroleformarketersastheytrytoincreasesensoryinputfromconsumers,MagazineinsertsAramisintroduceditsnewmensHavanafragranceusingascentstripRollsRoyceputthearomaofleatherupholsteryonascentstripinArchitecturalDigestToyotabound3DglassesintomagazineadsforCorollacarsSchiffmanetal-,Advertisersattemptstoincreasesensoryinput,Subliminalperception:ItmeansthatyouseeorhearmessageswithoutbeingawareofthemEvidencesuggeststhatsubliminalmessageshavesomeeffectonbehaviourPerceivedrisk:Representsanxietiesfeltbecausetheconsumercannotanticipateoutcomesofapurchasebutbelievesnegativeconsequenceswillfollow,ManystimulimakesithardtobenoticedToattractattention,informationinputsaremorelikelytocatchapersonsattentioniftheyarelinkedtoaneventorsomething,whichsatisfiesapersonscurrentneedMarketershavetoworkhardertocatchourattention,SelectiveExposure,ChangingortwistinginformationtosuitourownwayofthinkingInterpretinginformationdifferentlytohowitwassupposedtobeunderstood,SelectiveDistortion,Rememberinginformationthattendstosupportyourbeliefsandforgettingthosethatdonot,SelectiveRetention,LearningreferstothosebehavioursthatresultfromrepeatedexperienceandthinkingLearningprocess:StimulusDriveResponseReinforcement,AnattitudereferstothewayinwhichapersonorientatesthemselvestoaspectsoftheirenvironmentLearnedpredispositiontorespondtoanobjectorclassofobjectsinaconsistentlyfavourableorunfavourablewayIfyouwanttounderstandapersonsbehaviour,youmustunderstandtheirvaluesandbeliefsAttitudesareshapedbyourvaluesandbeliefs,BeliefsareaconsumerssubjectiveperceptionofhowwellaproductorbrandperformsondifferentattributesValuesaredeeplyheldattitudesandbeliefs,whichareresistanttochange,butwhichmaychangeovertime,SampleAttitudeSurvey,Pleaseanswereachofthefollowingstatementsusingthefollowingratingscale:5=Stronglyagree4=Agree3=Undecided2=Disagree1=StronglydisagreeStatementRating1.Thiscompanyisaprettygoodplacetowork._2.IcangetaheadinthiscompanyifImaketheeffort._3.Thiscompanyswageratesarecompetitive._4.Employeepromotiondecisionsarehandledfairly._5Iunderstandthefringebenefitsthecompanyoffers._6.Myjobmakesthebestuseofmyabilities._7.Myworkloadischallengingbutnotburdensome._8.Ihavetrustandconfidenceinmyboss._9.IfeelfreetotellmybosswhatIthink._10.Iknowwhatmybossexpectsofme._,CultureSub-cultureSocialclass,Culturalinfluences,Culture-learnedpatternsofthoughtandbehaviour,characteristicofapopulationorsocietySocietalvaluesmayinfluenceconsumptionpatternsandpurchasesWhatarethelatesttrendsinfootwear?,Sub-culturereferstoasmallerculturalgroupingwithinawidernationalcultureDefinedbyage,region,religion,musicetcSubculturesmakeupimportantmarketsegmentsMarketersoftendesignproductsandmarketingprogramstailoredtotheneedsofthesesegments,Socialclass-anopengroupofindividualswhohavesimilarsocialrankRanknotdeterminedbyasinglefactorsuchasincomeItisacombinationofoccupation,income,education,wealth,andothervariablesDeterminestosomeextent,thetypes,quality,quantityofproductsthatapersonbuysoruses,AustraliasSocialClassBreakdown,Source:Preston,C.(1999)SocialInequality,PrejudiceandDiscriminationCulturescopeMagazine(Vol61,1999),GroupsFamilyRoles&status,Socialinfluences,Membershipgroupsregularcontactwithfamily,friends,businesscolleaguesetc.Referencegroupspointofcomparisonregardingattitudes,valuesandlifestylesRGsmayinfluenceindividualssenseofidentity,Groups,Exampleofadvertisementreferencegrouprepresentative,Exampleofadvertisementreferencegrouprepresentative,Twoormorepersonsrelatedbyblood,marriage,oradoptionwhoresidetogether,Family,TheEightRolesintheFamilyDecision-MakingProcess,ROLE,DESCRIPTION,Influencers,Familymember(s)whoprovideinformationtoothermembersaboutaproductorservice,Gatekeepers,Familymember(s)whocontroltheflowofinformationaboutaproductorserviceintothefamily,Deciders,Familymember(s)withthepowertodetermineunilaterallyorjointlywhethertoshopfor,purchase,use,consumer,ordisposeofaspecificproductorservice,Buyers,Familymember(s)whomaketheactualpurchaseofaparticularproductorservice,Preparers,Familymember(s)whotransformtheproductintoaformsuitableforconsumptionbyotherfamilymembers,Users,Familymember(s)whouseorconsumeaparticularproductorservice,Maintainers,Familymember(s)whoserviceorrepairtheproductsothatitwillprovidecontinuedsatisfaction.,Disposers,Familymember(s)whoinitiateorcarryoutthedisposalordiscontinuationofaparticularproductorservice,Familylifecyclewilldeterminethepurchasebehaviourofindividualsandreasonforpurchase.Singleparentandtwo-parentfamily.Youngcouplesnochildren.Family(usuallytwoadults,twoyoungchildren).Familywithteenagers.Multi-cultural(ormixed)family.,Familylifecycle,“Marketresearchrevealsthatchildrenandteenageyouthidentifyproductsmorefrequentlybybrandnameratherthanfoodcategory”,AdvertisetochildrenandteenseventhoughparentsarethebuyersMarkettowardsmalesforfoodproductsastheyaremoreinvolvedinpurchasesMarkettowardsfemalesforvehiclepurchases,Marketingimplications,Apersonbelongstomanygroups-family,clubs,organisationsThepersonspositionineachgroupcanbedefinedintermsofbothroleandstatusRoleconsistsoftheactivitiespeopleareexpectedtoperformaccordingtothepersonsaroundthemEachrolecarriesastatusreflectingthegeneralesteemgiventoitbysociety,Roles&status,Personality&self-concept,PersonalInfluences,PersonalInfluences,Ageandlifecyclestage,Occupation,Economicsituation,Activities,Intere