国际市场营销consumerbehavior

1、编辑pptObjectiveslInfluences on Buying BehaviorlBuyer Decision Making编辑pptlCase: EFFEMs l pets and their owners l cats-eat what they like l leave what they dislikel Dogs-eat almost anything l eat it quicklyl Cats food- pleasure, variety l Dogs food- volume, ease of consumption l owners - promotion -ch

2、ristmas dayl card + can 编辑pptlMarketing Stimuli: lOther Stimuli lBuyers black boxlBuyers responses编辑pptModel of Buying BehaviorBuyers decisionprocessProblem recognitionInformation searchEvaluationDecisionPost purchase behaviorOtherstimuliEconomicTechnologicalPoliticalCulturalBuyerscharacteristicsCul

3、turalSocialPersonalPsychologicalBuyers decisionsProduct choiceBrand choicePurchase timingPurchase amountMarketingstimuliProductPricePlacePromotion Buyers Black Box编辑pptCulture. Cultural FactorsSubcultureSocial ClassBuyer编辑pptCharacteristics Affecting Consumer Behaviorl1) Culture factors - Culture is

4、 the basic cause of a persons wants and behaviour.l2) Subculture （亚文化） -a group of people with shared value systems based on common life experiences and situations include nationalities, religions, racial groups and geographic regions.编辑pptl3) Social ClasslAlmost every society has some form of socia

5、l class structurelRelatively permanent and ordered divisions in a society whose members share similar values, interests and behaviours. lEx: The British scale with six social classes.lFew people at the top and bottom with most in the middle.编辑ppt. Social FactorsReferenceGroupsRoles &StatusesFami

6、ly编辑pptl1) Family: Family members can strongly influence buyer behaviour.l 2) Reference group: direct (face to face) or indirect point of comparison or reference in forming a persons attitudes.lCase: Home party and office party l Marykayl Marykay: Host a small beauty show l friend or neighbours l fr

7、ee make-up lessons beauty plan编辑pptl3) Role and status: A person belongs to many groups family, clubs, organisations. lThe persons positionl People -products -their status in society编辑ppt. Influences on Consumer BehaviorPersonal InfluencesAge and Family Life Cycle StageLifestyleOccupation &Econo

8、mic CircumstancesPersonality & Self-ConceptPersonal characteristics编辑pptl1) Age and Family Life Cycle Stage l Life-cycle stage-shifting life style l People change the goods and services they buy over their lifetimes. l.编辑pptl2) Occupation & Economic circumstancesl It affects the goods and se

9、rvices bought. l Blue-collar workers tend to buy more work clothes.l Office workers buy more smart clothes.l identify the occupational groups. l Economic situation will affect product choice编辑pptl3) Lifestyle l A persons patern of livingl same subculture, social class and occupation.l4) Personality

10、l unique psychological characteristicl self-confidence, dominance, sociability, autonony 编辑ppt. Psychological FactorsPerceptionLearningBeliefs &AttitudesMotivation编辑pptl1) Motivation l A person has many needs at any given time to seek satisfaction of the need. l -Freuds theory of motivation l -M

11、aslows theory of motivation 编辑pptlAbraham Maslow. A person tries to satisfy the most important need first. When that important need is satisfied, it will stop being a motivation and the person will then try to satisfy the next most important need.lJapan and German-personal security编辑pptMaslows Hiera

12、rchyof Needs1234Self-actualization(self-developmentand realization)5编辑pptMaslows Hierarchyof Needs1234自我实现自我实现(self-developmentand realization)5编辑pptl2) Perception l lTwo people with the same motivation and in the same situation may act quite differently because they perceive the situation different

13、ly. l selective attention 编辑pptl3) Learningl Learning describes changes in an individuals behaviour arising from experience. l4) beliefs and attitudes l Through doing and learning, people acquire their beliefs and attitudes. these, in turn, influence their buying behaviours.l 编辑pptlCase: Honda USAl

14、1950slnegative attitudes:lBlack leather jackets, out laws l 编辑pptYou meet the nicest people on a Honda 编辑ppt. Four Types of Buying Behavior编辑pptl1）Complex Buying Behaviorl l-the product is expensive , risky, l purcahsed infrequently lex: a personal computer buyer, car编辑pptl2）Dissonance- Reducing Buy

15、ing Behavior l-expensive, infrequent or risky purhcase, but little different among brand l - Carpet 编辑pptl3）Variety- Seeking Behaviorl -brand differences 编辑pptl4）Habitual Buying Behaviorl -little significant brand difference l -salt 编辑pptComplexBuyingBehaviorDissonance-Reducing BuyingBehaviorVariety

16、-SeekingBehaviorHabitualBuyingBehaviorSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvement编辑pptConsumer BuyingProcessInformationsearchEvaluation ofalternativesPurchasedecisionPost purchasebehaviorPersonal sources: familyCommercial sources: advertisingPublic sou

17、rces: mass mediaExperiential sources: handingEvaluation ofalternatives编辑pptTotalSetDecision Making SetsAware-nessSetConsid-erationSetChoiceSetDecision编辑pptConsumer Behaviour Across International BorderslInternational marketers must understand such differences and adjust their products and marketing programmes accordingly.lCase study: KELLOGG编辑ppt编