市场营销知名专家讲座

CHAPTER6

ANALYZINGCONSUMERMARKETSLEARNINGOBJECTIVES

KnowhowconsumercharacteristicsinfluencebuyingdecisionsKnowwhatmajorpsychologicalprocessesinfluenceconsumerresponsestothemarketingprogramKnowhowconsumersmakepurchasingdecisionsKnowhowmarketersanalyzeconsumerdecision-making硕经管112班赵欣NorthChinaElectricPowerUniversity6.1WHATINFLUENCESCONSUMER

BEHAVIOR?Aconsumer’sbuyingbehaviorisinfluencedbycultural,social,andpersonalfactors.Culturalfactorsexertthebroadestanddeepestinfluence.

CulturalFactorsFamilyPersonalFactors硕经管112班赵欣NorthChinaElectricPowerUniversityCulturalFactorsCulture

isthefundamentaldeterminantofapersons’wantsandbehaviors.

Eachcultureconsistsofsmallersubculturesthatprovidemorespecificidentificationandsocializationfortheirmembers.

硕经管112班赵欣NorthChinaElectricPowerUniversitySubculturesincludenationalities,religions,racialgroups,andgeographicregions.Multiculturalmarketinggrewoutofcarefulmarketingresearchthatrevealedthatdifferentethicanddemographicnichesdidnotalwaysrespondfavorabletomass-marketadvertising.Virtuallyallhumansocietiesexhibitsocialstratification(社会分层).Socialstratificationsometimestakestheformofacastesystemwheremembersofdifferentcastesarerearedforcertainrolesandcannotchangetheircastemembership.Morefrequently,ittakestheformofsocialclasses,relativelyhomogeneousandenduringdivisionsinasocietythatarehierarchicallyorderedandwhosememberssharesimilarvalues,interests,andbehavior.硕经管112班赵欣NorthChinaElectricPowerUniversity6.1.2SocialFactorsREFERENCEGROUPSFAMILYRolesandStatuses硕经管112班赵欣NorthChinaElectricPowerUniversityREFERENCEGROUPSA)Aperson’sreferencegroupsconsistsofallthegroupsthathaveadirect(face-to-face)orindirectinfluenceonhis/herattitudesorbehavior.B）Peoplearesignificantlyinfluencedbytheirreferencegroupsinatleastthreeways:—Referencegroupsexposeanindividualtonewbehaviorsandlifestyles,influencingattitudesandself-concept.硕经管112班赵欣NorthChinaElectricPowerUniversityTheycreatepressuresforconformitythatmayaffectactualproductandbrandchoices.Peoplearealsoinfluencedbygroupstowhichtheydonobelong.C)Manufacturersofproductsandbrandswheregroupinfluenceisstrongmustdeterminehowtoreachandinfluenceopinionleadersinthesereferencegroups.硕经管112班赵欣NorthChinaElectricPowerUniversityD)Anopinionleader(意见领袖)isthepersonininformal,product-relatedcommunicationswhooffersadviceorinformationaboutaspecificproductorproductcategory.E)Marketerstrytoreachopinionleadersbyidentifyingdemographicandpsychographiccharacteristicsassociatedwithopinionleadership,identifyingthemediareadbyopinionleaders,anddirectingmessagesatopinionleaders.硕经管112班赵欣NorthChinaElectricPowerUniversityFamily

Thefamilyisthemostimportantconsumer-buyingorganizationinsociety,andfamilymembersconstitutethemostinfluentialprimaryreferencegroup.Wecandistinguishbetweentwofamiliesinthebuyer’slife.Thefamilyoforientationconsistsofparentsandsiblings.Amoredirectinfluenceoneverydaybuyingbehavioristhefamilyofprocreation–namely,one’sspouseandchildren.硕经管112班赵欣NorthChinaElectricPowerUniversityRolesandStatusesApersonparticipatesinmanygroupsandaperson’spositionineachgroupcanbedefinedintermsofroleandstatus.Eachrolecarriesastatus.Marketersmustbeawareofthestatussymbolpotentialofproductsandbrands.硕经管112班赵欣NorthChinaElectricPowerUniversityPersonalFactors

Abuyer’sdecisionsarealsoinfluencedbypersonalcharacteristics.Theseincludethebuyer’sageandstageinthelifecycle;occupationandeconomiccircumstances;personalityandself-concept;andlifestyleandvalues.

硕经管112班赵欣NorthChinaElectricPowerUniversityAgeandStageintheLifeCycle

Peoplebuydifferentgoodsandservicesoveralifetime.Consumptionisalsoshapedbythefamilylifecycle.Inaddition,psychologicallifecyclestagemaymatter.Criticallifeeventsortransitionsgiverisetonewneeds.硕经管112班赵欣NorthChinaElectricPowerUniversityOccupationand

EconomicCircumstances

Occupationinfluencesconsumptionpatternsandeconomiccircumstancesinfluenceproduct.

Spendableincome(level,stability,andtimepattern).Savingsandassets.Debts.Borrowingpower.Attitudestowardspendingandsaving.硕经管112班赵欣NorthChinaElectricPowerUniversityPersonalityandSelf-Concept

Eachpersonhaspersonalitycharacteristicsthatinfluencehisorherbuyingbehavior.Personality:Asetofdistinguishinghumanpsychologicaltraitsthatleadtorelativelyconsistentandenduringresponsestoenvironmentalstimuli.

硕经管112班赵欣NorthChinaElectricPowerUniversityTheideaisthatbrandshavepersonalitiesandconsumersarelikelytochoosebrandswhosepersonalitiesmatchtheirown.Wedefinebrandpersonalityasthespecificmixofhumantraitsthatmaybeattributedtoaparticularbrand.

Consumersalsochooseandusebrandthathaveabrandpersonalityconsistentwiththeirownactualself-concept(howoneviewsthemselves).Althoughinsomecases,thematchmaybebasedontheconsumer’sidealself-concept(howwewouldliketoviewourselves).Othersself-concept(howwethinkothersseeus)

硕经管112班赵欣NorthChinaElectricPowerUniversityLifestylesandValue

A)Peoplefromthesamesubculture,socialclass,andoccupationmayleadquitedifferentlifestyles.Alifestyleisaperson’spatternoflivingintheworldasexpressedinactivities,interests,andopinions.Lifestyleportraysthe“wholeperson”interactingwithhisorherenvironment.Marketerssearchforrelationshipsbetweentheirproductsandlifestylegroups.B)Lifestylesareshapedpartlybywhetherconsumersaremoney-constrainedortime-constrained.硕经管112班赵欣NorthChinaElectricPowerUniversityC)Consumerswhoexperiencetimefaminearepronetomultitasking.D)Consumerdecisionsarealsoinfluencedbycorevalues,thebeliefsystemsthatunderlieconsumerattitudesandbehaviors.E)Corevaluesgomuchdeeperthanbehaviororattitude,anddetermine,atabasiclevel,people’schoicesanddesiresoverthelongterm.硕经管112班赵欣NorthChinaElectricPowerUniversity6.2KEYPSYCHOLOGICALPROCESSES

Thestartingpointforunderstandingconsumerbehavioristhestimulus-responsemodel.

硕经管112班赵欣NorthChinaElectricPowerUniversity图6.1：消费者行为模式文化旳社会旳个人旳营销刺激产品与服务价格渠道促销其他刺激经济旳技术旳政治旳文化旳购置者决策过程问题认识信息搜集方案评估购置决策购后行为购置决策产品选择品牌选择经销商选择购置时机付款方式经济旳技术旳政治旳文化旳经济旳技术旳政治旳文化旳顾客心理动机认知学习记忆顾客特征购置决策硕经管112班赵欣NorthChinaElectricPowerUniversityMotivation:Freud,Maslow,Herzberg

Apersonhasmanyneedsatanygiventime.Someneedsare:Biogenic(arisefromphysiologicalstatesoftensionsuchashunger).Othersarepsychogenicandarisefromaneedforrecognition,esteem,orbelonging.Amotiveisaneedthatissufficientlypressingtodrivethepersontoact.硕经管112班赵欣NorthChinaElectricPowerUniversityFreud’sTheory

SigmundFreudassumedthatthepsychologicalforcesshapingpeople’sbehaviorarelargelyunconscious,andthatapersoncannotfullyunderstandhisorherownmotivations.Atechniquecalledladderingcanbeusedtotraceaperson’smotivationsfromthestatedinstrumentalonestothemoreterminalones.Motivationresearchersoftencollect“in-depthinterviews”touncoverdeepermotivestriggeredbyaproduct.Projectivetechniquessuchaswordassociation,sentencecompletion,androle-playingareused.Customer2ismixedprofitability.硕经管112班赵欣NorthChinaElectricPowerUniversityMaslow’sTheory

AbrahamMaslowsoughttoexplainwhypeoplearedrivenbyparticularneedsatparticulartimes.A)Maslow’sansweristhathumanneedsarearrangedinahierarchy,fromthemostpressingtotheleastpressing.B)Inorderofimportance,theyare:

Physiologicalneeds.Safetyneeds.Socialneeds.Esteemneeds.Self-actualizationneeds.硕经管112班赵欣NorthChinaElectricPowerUniversityHerzberg’sTheory

FrederickHerzbergdevelopedatwo-factortheorythatdistinguishesdissatisfies(factorsthatcausedissatisfaction)fromsatisfiers(factorsthatcausesatisfaction).Theabsenceofdissatisfiesisnotenough;satisfiersmustbepresenttomotivateapurchase.

Herzberg’stheoryhastwoimplications:Sellersshoulddotheirbesttoavoiddissatisfiers.Sellersshouldidentifythemajorsatisfiersormotivatorsofpurchaseinthemarketandsupplythem.Thesesatisfierswillmakethemajordifferenceastowhichbrandthecustomerbuys.

硕经管112班赵欣NorthChinaElectricPowerUniversityPerception

Howthemotivatedpersonactuallyactsisinfluencedbyhisorhervieworperceptionofthesituation.Perceptionistheprocessbywhichanindividualselects,organizes,andinterpretsinformationinputstocreateameaningfulpictureoftheworld.A)Perceptiondependsnotonlyonthephysicalstimuli,butalsoonthestimuli’srelationtothesurroundingfieldandonconditionswithintheindividual.

硕经管112班赵欣NorthChinaElectricPowerUniversityB)Thekeypointisthatperceptionsvarywidelyamongindividualsexposedtothesamereality.C)Inmarketing,perceptionsaremoreimportantthanthereality,asitisperceptionswillaffectconsumers’actualbehavior.硕经管112班赵欣NorthChinaElectricPowerUniversitySelectiveAttention（选择性注意）

Ithasbeenestimatedthatapersonisexposedtoover1,500adsorbrandcommuni­cationsaday.Becauseapersoncannotpossiblyattendtoallofthese,moststimuliwillbescreenedout—aprocesscalledselectiveattention.

Selectiveattention

meansthatmarketershavetoworkhardtoattractconsumers’notice.Peoplearemorelikelytonoticestimulithatrelatestoacurrentneed.Peoplearemorelikelytonoticestimulithattheyanticipate.Peoplearemorelikelytonoticestimuliwhosedeviationsarelargeinrelationtothenormalsizeofthestimuli.硕经管112班赵欣NorthChinaElectricPowerUniversitySelectiveDistortion(扭曲性估计)

Selectivedistortionisthetendencytointerpretinformationinawaythatwillfitourpreconceptions.Consumerswilloftendistortinformationtobeconsistentwithpriorbrandsandproductbeliefs.Examplesofbrandeddifferencescanbefoundwithvirtuallyeverytypeofproduct.Selectivedistortioncanworktotheadvantageofmarketerswithstrongbrandswhenconsumersdistortneutralorambiguousbrandinformationtomakeitmorepositive.

硕经管112班赵欣NorthChinaElectricPowerUniversitySelectiveRetention（选择性保存）

Peoplewillfailtoregistermuchinformationtowhichtheyareexposedinmemory,butwilltendtoretaininformationthatsupportstheirattitudesandbeliefs.

Becauseofselectiveretention,wearelikelytoremembergoodpointsaboutaproductwelikeandforgetgoodpointsaboutcompetingproducts.硕经管112班赵欣NorthChinaElectricPowerUniversitySubliminalPerception（潜意识认知）

Theselectiveperceptionmechanismsrequireactiveengagementandthoughtbyconsumers.Thetopicofsubliminalperception,theargumentthatmarketersembedcovert,subliminalmessagesinadsorpackagesandconsumersarenotconsciouslyawareofthesemessages,butyettheyaffecttheirbehaviorNoevidencesupportsthisnotionthatmarketerscansystematicallycontrolconsumersattheunconsciouslevel.硕经管112班赵欣NorthChinaElectricPowerUniversityLearning

Learninginvolveschangesinanindividual’sbehaviorarisingfromexperience.

AdriveisastronginternalstimulusimpellingactionCuesareminorstimulithatdeterminewhen,where,andhowapersonrespondsDiscriminationmeansthatthepersonhaslearnedtorecognizedifferencesinsetsofsimilarstimuliandcanadjustresponsesaccordingly硕经管112班赵欣NorthChinaElectricPowerUniversityMemory

Allinformationandexperiencesindividualsencounterastheygothroughlifecanendupintheirlong-termmemory.

Cognitivepsychologistsdistinguishbetweenshort-termmemory(STM)—atemporaryrepositoryofinformation.Long-termmemory(LTM)—amorepermanentrepository.硕经管112班赵欣NorthChinaElectricPowerUniversityMemoryProcesses:Encoding

Memoryencodingreferstohowandwhereinformationgetsintomemory.Memoryencodingcanbecharacterizedaccordingtotheamountorquantityofprocessingthatinformationreceivesatencodingandthenatureorqualityofprocessingthatinformationreceivesatencoding.Thequantityandqualityofprocessingwillbeanimportantdeterminantofthestrengthofanassociation.硕经管112班赵欣NorthChinaElectricPowerUniversityMemoryProcesses:RetrievalMemoryretrievalreferstohowinformationgetsoutofmemory.Successfulrecallofbrandinformationbyconsumersdoesnotdependonlyontheinitialstrengthofthatinformationinmemory.Threefactorsareparticularlyimportant:Thepresenceofotherpertinentinformationinmemorycanproduceinterferenceeffects.Thetimeexposuretoinformationatencodingaffectsthestrengthofanewassociation—thelongerthetimedelay,theweakertheassociation.Informationmaybe“available”inmemory(potentiallyrecallable)butmaynotbe“accessible”(unabletoberecalled)withouttheproperretrievalcuesorreminders.硕经管112班赵欣NorthChinaElectricPowerUniversity6.3THEBUYINGDECISIONPROCESS:

THEFIVE-STAGEMODEL

Thesebasicpsychologicalprocessesplayanimportantroleinunderstandinghowconsumersactuallymaketheirbuyingdecisions.Marketersmustunderstandeveryfacetofconsumerbehavior.

硕经管112班赵欣NorthChinaElectricPowerUniversity问题认知信息搜索方案评估购置决策购后行为图6.2：消费者购置过程旳五阶段模型硕经管112班赵欣NorthChinaElectricPowerUniversity6.3.1ProblemRecognitionThebuyingprocessstartswhenthebuyerrecognizesaproblemorneed.Theneedcanbetriggeredbyinternalorexternalstimuli.Marketersneedtoidentifythecircumstancesthattriggeraparticularneedsothattheycandevelopmarketingstrategiesthattriggerconsumerinterest.硕经管112班赵欣NorthChinaElectricPowerUniversity6.3.2InformationSearchAnarousedconsumerwillbeinclinedtosearchformoreinformation.Wecandistinguishbetweentwotypesofarousal.

Themilderstateiscalledheightenedattentionwhereapersonsimplybecomesmorereceptivetoinformationaboutaproduct.Thesecondlevelisactiveinformationsearchwhereapersonlooksforreadingmaterial,goingonline,etc.tolearnabouttheproduct.硕经管112班赵欣NorthChinaElectricPowerUniversityOfkeyinteresttothemarketerarethemajorinformationsourcestowhichtheconsumerwillturnandtherelativeinfluenceeachwillhaveonthesubsequentpurchasedecision.Theseinformationsourcesfallintofourgroups:Personal(family,friends).Commercial(advertising,Websites,salespeople).Public(massmedia,consumerorganizations).Experiential(handling,examining,usingtheproduct).硕经管112班赵欣NorthChinaElectricPowerUniversity6.3.3EvaluationofAlternatives

Nosingleprocessisusedbyallconsumersorbyoneconsumerinallbuyingsituations.Themostcurrentmodelsseetheprocessascognitivelyorientated.First,theconsumeristryingtosatisfyaneed.Second,theconsumerislookingforcertainbenefitsfromtheproductsolution.Third,theconsumerseeseachproductasabundleofattributeswithvaryingabilitiesfordeliveringthebenefitssoughttosatisfythisneed.硕经管112班赵欣NorthChinaElectricPowerUniversityBeliefsandAttitudes

Evaluationsoftenreflectbeliefsandattitudes.Throughexperienceandlearning,peopleacquirebeliefsandattitudes.Theseinturninfluencebuyingbehavior.

Belief—adescriptivethoughtthatapersonholdsaboutsomething.

Attitude—a

person’senduringfavorableorunfavorableevaluation,emotionalfeeling,andactiontendenciestowardsomeobjectoridea.硕经管112班赵欣NorthChinaElectricPowerUniversityExpectancy-ValueModelTheexpectancy-valuemodelofattitudeformationpositsthatconsumersevaluateproductsandservicesbycombiningtheirbrandbeliefs—thepositivesandnegatives—accordingtoimportance.硕经管112班赵欣NorthChinaElectricPowerUniversity6.3.4PurchaseDecisions

Intheevaluationstage,theconsumerformspreferencesamongthebrandsinthechoiceset.Theconsumermayalsoformanintentiontobuythemostpreferredbrand.Inexecutingapurchaseintention,theconsumermaymakeuptofivesubdecisions:-Brand.-Dealer.-Quantity.-Timing.-Payment-method.硕经管112班赵欣NorthChinaElectricPowerUniversityNon-CompensatoryModelsofConsumerChoice

Consumersmaynotalwayswanttoinvestsomuchtimeandenergytoevaluatebrands.Theyoftentake“mentalshortcuts”thatinvolvevarioussimplifyingchoiceheuristics.Withnon-compensatorymodelsofconsumerchoice,positiveandnegativeattributeconsiderationsdonotnecessarilynetout.硕经管112班赵欣NorthChinaElectricPowerUniversityInterveningFactorsEvenifconsumersformbrandevaluations,twogeneralfactorscanintervenebetweenthepurchaseintentionandthepurchasedecis