成果市场营销

1、Chapter FiveConsumer Markets and Consumer Buyer BehaviorCopyright 2014 by Pearson Education, Inc. All rights reservedConsumer Markets and Consumer Buyer BehaviorModel of Consumer BehaviorCharacteristics Affecting Consumer BehaviorTypes of Buying Decision BehaviorThe Buyer Decision ProcessThe Buyer D

2、ecision Process for New ProductsTopic OutlineCopyright 2014 by Pearson Education, Inc. All rights reservedConsumer buyer behavior : the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumptionConsumer market : all of the personal consumption

3、 of final consumersModel of Consumer BehaviorCopyright 2014 by Pearson Education, Inc. All rights reservedModel of Consumer BehaviorCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorFactors Influencing Consumer BehaviorCopyright 2014 by Pearson E

4、ducation, Inc. All rights reservedCulture is the learned values, perceptions, wants, and behavior from family and other important institutions and is the most basic cause of a persons wants and behaviorCharacteristics Affecting Consumer BehaviorCopyright 2014 by Pearson Education, Inc. All rights re

5、servedCharacteristics Affecting Consumer BehaviorSubcultures are groups of people within a culture with shared value systems based on common life experiences and situationsHispanic AmericanAfrican AmericanAsian AmericanCross-Cultural Copyright 2014 by Pearson Education, Inc. All rights reservedSocia

6、l classes are societys relatively permanent and ordered divisions whose members share similar values, interests, and behaviorsMeasured by a combination of occupation, e, education, wealth, and other variablesCharacteristics Affecting Consumer BehaviorCopyright 2014 by Pearson Education, Inc. All rig

7、hts reservedMajor American Social ClassesCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorMembership Groups Groups with direct influence and to which a person belongsAspirational GroupsGroups an individual wishes to belong toReference GroupsGrou

8、ps that form a comparison or reference in forming attitudes or behaviorGroups and Social NetworksCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorWord-of-mouth influence and buzz marketingOpinion leaders are people within a reference group who e

9、xert social influence on othersAlso called influentials or leading adoptersMarketers identify them to use as brand ambassadorsGroups and Social NetworksCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorOnline Social Networks are online communitie

10、s where people socialize or exchange information and opinionsInclude blogs, social networking sites (facebook), virtual worlds (second life)Groups and Social NetworksCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorFamily is the most important c

11、onsumer-buying organization in societySocial roles and status are the groups, family, clubs, and organizations that a person belongs to that can define role and social statusSocial FactorsCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorAge and

12、life-cycle stagePersonicX life-stage segmentation system: -70 segments -21 life-stage groupsIncludes Taking Hold (young, energetic couples and families) and Transition Blues (blue-dollar, less educated e)Personal FactorsCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Aff

13、ecting Consumer BehaviorOccupation affects the goods and services bought by consumersEconomic situation includes trends in:Personal FactorsPersonal eSavingsInterest ratesCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorLifestyle is a persons pat

14、tern of living as expressed in his or her psychographicsMeasures a consumers AIOs (activities, interests, opinions) to capture information about a persons pattern of acting and interacting in the environmentPersonal FactorsCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics

15、Affecting Consumer BehaviorPersonality: the unique psychological characteristics that lead to consistent and lasting responses to the consumers environmentPersonal FactorsCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorPersonal FactorsDominance

16、AutonomyDefensivenessAdaptabilityAggressivenessCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorPsychological FactorsMotivationPerceptionLearningBeliefs and attitudesCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Af

17、fecting Consumer BehaviorA motive is a need that is sufficiently pressing to direct the person to seek satisfactionMotivation research refers to qualitative research designed to probe consumers hidden, subconscious motivationsPsychological FactorsMotivationCopyright 2014 by Pearson Education, Inc. A

18、ll rights reservedCharacteristics Affecting Consumer BehaviorMaslowsHierarchy of NeedsCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorPerception is the process by which people select, organize, and interpret information to form a meaningful pic

19、ture of the world from three perceptual processesSelective attentionSelective distortionSelective retentionPsychological FactorsCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorSelective attention is the tendency for people to screen out most of

20、 the information to which they are exposedSelective distortion is the tendency for people to interpret information in a way that will support what they already believeSelective retention is the tendency to remember good points made about a brand they favor and forget good points about competing bran

21、dsPsychological FactorsCopyright 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorLearning is the change in an individuals behavior arising from experience and occurs through interplay of:Psychological FactorsDrivesStimuliCuesResponsesReinforcementCopyrig

22、ht 2014 by Pearson Education, Inc. All rights reservedCharacteristics Affecting Consumer BehaviorBelief is a descriptive thought that a person has about something based on:KnowledgeOpinionFaithPsychological FactorsBeliefs and AttitudesCopyright 2014 by Pearson Education, Inc. All rights reservedChar

23、acteristics Affecting Consumer BehaviorAttitudes describe a persons relatively consistent evaluations, feelings, and tendencies toward an object or ideaPsychological FactorsCopyright 2014 by Pearson Education, Inc. All rights reservedTypes of Buying Decision BehaviorComplex buying behaviorDissonance

24、-reducing buying behaviorHabitual buying behaviorVariety-seeking buying behaviorCopyright 2014 by Pearson Education, Inc. All rights reservedTypes of Buying Decision BehaviorFour Types of Buying BehaviorCopyright 2014 by Pearson Education, Inc. All rights reservedThe Buyer Decision ProcessBuyer Deci

25、sion Making ProcessCopyright 2014 by Pearson Education, Inc. All rights reservedThe Buyer Decision ProcessOccurs when the buyer recognizes a problem or need triggered by:Internal stimuliExternal stimuliNeed RecognitionCopyright 2014 by Pearson Education, Inc. All rights reservedThe Buyer Decision Pr

26、ocessPersonal sourcesfamily and friendsCommercial sourcesadvertising, InternetPublic sourcesmass media, consumer organizationsExperiential sourceshandling, examining, using the productInformation SearchSources of InformationCopyright 2014 by Pearson Education, Inc. All rights reservedThe Buyer Decis

27、ion ProcessHow the consumer processes information to arrive at brand choicesEvaluation of AlternativesCopyright 2014 by Pearson Education, Inc. All rights reservedThe Buyer Decision ProcessThe act by the consumer to buy the most preferred brandThe purchase decision can be affected by: Attitudes of o

28、thersUnexpected situational factorsPurchase DecisionCopyright 2014 by Pearson Education, Inc. All rights reservedThe Buyer Decision ProcessThe satisfaction or dissatisfaction that the consumer feels about the purchaseRelationship between:Consumers expectationsProducts perceived performanceThe larger the gap between expectation and performance, the greater the consumers dissatisfactionCognitive dissonance is the fort caused by a post-purchase conflictPost-Purchase DecisionCopyright 2014 by Pearson Education, Inc. All rights reservedThe Buyer Decision ProcessCustomer satisfaction is a k