Buyer Characteristics Factors or stimuli Influencing Consumer Behavior
影响因素 Buyer Characteristics (Factors or stimuli Influencing Consumer Behavior) 2. 1 Cultur al文化因素 2. 2 Social 社会因素 文化Culture 参照群体 Reference groups 亚文化Subculture 社会阶层 Social class 家庭Family 角色与地位 Roles and status 2. 3 Personal 个人因素 2. 4 Psycho. Logical 年龄Age and life-cycle 心理因素 职业 Occupation 经济状况 Economic situation 生活方式 Lifestyle 个性与自我观念 Personality and self-concept 动机 Motivation 感知Perception 学习Learning 信念与态度 Beliefs and attitudes 购买者 Buyer
2. 4心理因素 psychological factors 2. 4. 1 动机 motivation • 动机Motivation – 需要相关Correlated to the strength of a need (Freud, Maslow, Herzberg) • 马斯洛需求层次Maslow hierarchy theory • 弗洛伊德动机理论Freud’s theory • 赫茨伯格双因素Herzberg two-factors
Maslow’s Hierarchy of Needs (Fig. 5. 4) Self Actualization (Self-development) Esteem Needs (self-esteem) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst)
2. 4. 2 Perception感知 感 知 Perception – 选 择 性 注 意 Selective attention, 选择性扭曲selective distortion, 选择性记忆selective retention.
2. 4. 3 Beliefs and Attitude信念 和态度 • • 信念是指一个人对某些事物所持的具体看法 A belief is a descriptive thought a person holds about something; 态度是一个人对某些事物或观念所持的相对 稳定的评价、感受和倾向An attitude is a person’s enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea • 人们态度一旦形成,具有稳定性和一致性的特 点。企业和商家 作重点不在于改变人们的态 度,适应和部分引导。
3 消费者决策过程Consumer Buying Decision Process Marketers Must Identify and Understand: Who Makes the Buying Decision Types of Buying Decisions Stages in the Buying Process
Consumer Buying Decision Process Understand n n n Buying roles职责 Buying behavior行为 类型 Buying decision process决策过程 n n n Initiator发起者 Influencer影响 Decider决策者 Buyer购买者 User使用者
Consumer Buying Decision Process Understand n n n Buying roles职责 Buying behavior行为 类型 Buying decision process决策过程 n n 复杂的购买行为Complex buying behavior 减少失调的购买行为 Dissonance-reducing buying behavior 习惯性购买行为Habitual buying behavior 寻求多样性的购买行为 Variety-seeking buying behavior
Consumer Buying Decision Process Understand n n n Buying roles职责 Buying behavior行为 类型 Buying decision process决策过程 n n 五个步骤Five stages in the consumer buying process 不同步骤所耗费的时 间因人而定The amount of time spent in each stage varies according to several factors
3. 3决策步骤stages of Buyer Decision Process Purchase Decision Evaluation of Alternatives Information Search Need/problem Recognition Postpurchase Behavior
需求识别problem recognition 3. 3. 1需求识别 Problem Recognition – 实际状态与期望值 之间的差异Difference between actual state and desired state 企业 作重点: 研究消费者,发现其需要 和原因,如何影响消费者
问题识别problem recognition 3. 3. 1. 需求识别Need/Problem Recognition 企业可以参与的 部分State Where the Buyer’s Needs are Fulfilled and the Buyer is Satisfied. Buyer Recognizes a Problem or a Needs Arising From: 需要来自 内部刺激Internal Stimuli – Hunger 外部刺激External Stimuli- Friends
信息收集information search 3. 3. 2. 信息收集Information Search 个 人 Personal Sources 商 业 Commercial Sources 公 共 Public Sources 亲 身 经 历 Experiential Sources • 家庭、朋友、邻居和熟人Family, friends, neighbors • 曾是最有效的渠道Most effective source of information • 广告、销售等Advertising, salespeople • Receives most information from these sources • 大中媒体Mass Media • 消费者组织Consumer-rating groups • 网络搜索 • 个人处理Handling the product • 检查Examining the product • 使用Using the product
衡量选择Evaluation of alternatives 3. 3. 3. 可供选择方案评估 Evaluation 可供方案选择Evaluation of Alternatives Different process for every consumer, involves weighing product attributes and their ability to deliver benefits 企业 作重点: 确认评价标准并干预标准排序 确认典型评估特点
衡量选择Evaluation of alternatives 3. 3. 3. 2 典型评估示例 消费者仔细计算Consumer May Use Careful Calculations & Logical Thinking 消费者冲动购买Consumers May Buy on Impulse and Rely on Intuition 自己决定Consumers May Make Buying Decisions on Their Own. 寻求建议Consumers May Make Buying Decisions Only After Consulting Others. Marketers Must Study Buyers to Find Out How They Evaluate Brand Alternatives
购买决定Purchase decision 3. 3. 4. 购买决策Purchase Decision - Form a preference and intention to buy. Actual purchase can be influenced further by attitudes of others and unanticipated situational factors. 购买最喜欢的品牌,会受他人的态度和情境因 素影响 企业 作重点:将消费者偏好和意图变为实际 的购买行为
购后行为Post purchase 3. 3. 5. 购后行为Post Purchase • 购后行为Post-purchase Behavior: • • 预期和消费相比较Consumers’ expectations are compared to performance 满意度会进一步影响Post-purchase satisfaction influences future behavior • • 购买行为Purchasing behavior 口碑效应Word-of-mouth communications
购后行为 3. 3. 5 购后行为Post Purchase • 企业 作重点:监控购后行为Marketers should attempt to influence and monitor post -purchase behavior • • • 减少购后不协调Post-purchase communications reduce dissonance, returns, and order cancellations 讨论产品的使用Talk with customers to discover new uses for existing products 探讨如何处置不用的产品Investigate methods of product disposal
Review quiz 1_____ refers to the behavior of individuals and households who buy goods and services for personal consumption. a. Business buying behavior b. Consumer buying behavior c. Culture d. Subculture
Review quiz 2. The consumer black box is made up of two parts: first, the buyer's characteristics and then the _____. a. buyer decision process b. marketing stimuli c. environmental stimuli d. buyer responses
Review quiz 3. The buying process starts with _____. a. Need recognition b. Information search c. Evaluation of alternatives d. Exposure to commercial information
4. The buyer decision process for new products Awareness: Consumer is aware of product, but lacks information. Interest: Consumer seeks Information about new product. Evaluation: Consumer considers trying new product. Trial: Consumer tries new product on a small scale. Adoption: Consumer decides to make regular use of product.
Early Majority Innovators Percentage of Adopters 5. Adopter Categories (Fig. 5. 7) Early Adopters 34% Late Majority 16% 13. 5% 2. 5% Early Laggards 34% Time of Adoption Late
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