第四章消费者购买行为优秀PPT.ppt

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1、第四章消费者购买行为第一页，本课件共有50页Learning Objectives学习目标:1 understand consumer behavior and the decision making procedure 了解消费者行为和决策过程2 understand the factors that affect consumer behavior理解影响消费者行为的因素第二页，本课件共有50页Consumer BehaviornThe field of Consumer Behavior:“studies how individuals,groups,and organizations

2、select,buy,use,and dispose of goods,services,ideas,or experiences to satisfy their needs and desires.”第三页，本课件共有50页消费者购买行为分析（consumer behavior)Consumer Buying Behavior refers to the buying behavior of final consumers-individuals&households who buy goods and services for personal consumption.消费者购买行为研究

3、的对象为终端客户：为个人消费目的购买的个人和家庭nAll these consumers make up the consumer market.构成消费者市场第四页，本课件共有50页1Model of Buyer BehaviorMarketing and Other Stimuli刺激因素刺激因素MarketingProductPricePlacePromotionOtherEconomicTechnologicalPoliticalCulturalBuyers Black Box黑箱效应Buyer CharacteristicsBuyer Decision ProcessBuyer Re

4、sponsesProduct Choice产品产品Brand Choice品牌品牌Dealer Choice经销商经销商Purchase Timing购买时机购买时机Purchase Amount购买数量购买数量第五页，本课件共有50页How And Why Consumers BuyModel of Customer Buyer Behavior第六页，本课件共有50页2 Consumer Buying Decision ProcessWho Makes the Buying DecisionTypes of Buying DecisionsStages in the Buying Proc

5、essMarketers Must Identify and Understand:第七页，本课件共有50页Consumer Buying Decision ProcessUnderstandnBuying rolesnBuying behaviornBuying decision processnInitiatornInfluencernDecidernBuyernUser第八页，本课件共有50页Consumer Buying Decision ProcessUnderstandnBuying rolesnBuying behaviornBuying decision processnCom

6、plex buying behaviornDissonance-reducing buying behaviornHabitual buying behaviornVariety-seeking buying behavior第九页，本课件共有50页Consumer Buying Decision ProcessUnderstandnBuying rolesnBuying behaviornBuying decision processnFive stages in the consumer buying processnThe amount of time spent in each sta

7、ge varies according to several factors第十页，本课件共有50页2.3stages of Buyer Decision Process PostpurchaseBehaviorPurchaseDecisionInformationSearchNeed/problem RecognitionEvaluationof Alternatives第十一页，本课件共有50页Problem Recognition-Difference between actual state and desired state 问题识别problem recognition第十二页，本

8、课件共有50页Step 1.Need/Problem RecognitionState Where the Buyers Needs are Fulfilled and the Buyer is Satisfied.Needs Arising From:Internal Stimuli HungerExternal Stimuli-FriendsBuyer Recognizes a Problem or a Need.问题识别problem recognition第十三页，本课件共有50页Step 2.Information SearchInformation Search-Both inte

9、rnal and external sources 信息收集information search第十四页，本课件共有50页Family,friends,neighborsMost effective source of informationAdvertising,salespeopleReceives most information from these sourcesMass MediaConsumer-rating groupsHandling the productExamining the productUsing the product Personal SourcesComme

10、rcial SourcesPublic SourcesExperiential SourcesStep 2.Information Search信息收集information search第十五页，本课件共有50页Evaluation of Alternatives-Different process for every consumer,involves weighing product attributes and their ability to deliver benefits 衡量选择Evaluation of alternativesStep 3.Evaluation第十六页，本课

11、件共有50页Consumer May Use Careful Calculations&Logical ThinkingConsumers May Buy on Impulse and Rely on IntuitionConsumers May Make Buying Decisionson Their Own.Consumers May Make Buying DecisionsOnly After Consulting Others.Marketers Must Study Buyers to Find Out How They Evaluate Brand AlternativesSt

12、ep 3.Evaluation of Alternatives衡量选择Evaluation of alternatives第十七页，本课件共有50页Purchase Decision-Form a preference and intention to buy.Actual purchase can be influenced further by attitudes of others and unanticipated situational factors.购买决定Purchase decisionStep 4.Purchase Decision第十八页，本课件共有50页Step 5.P

13、ost PurchasePost-purchase Behavior:Consumers expectations are compared to performancePost-purchase satisfaction influences future behaviorPurchasing behaviorWord-of-mouth communications购后阶段Post purchase第十九页，本课件共有50页Marketers should attempt to influence and monitor post-purchase behaviorPost-purchase

14、 communications reduce dissonance（购后不协调）,returns,and order cancellationsTalk with customers to discover new uses for existing productsInvestigate methods of product disposal购后阶段Post purchaseStep 5.Post Purchase第二十页，本课件共有50页Consumer Buying Decision ProcessFigure 6-3:Successive Sets Involved in Consum

15、er Decision Making第二十一页，本课件共有50页Review quiz1_ refers to the behavior of individuals and households who buy goods and services for personal consumption.a.Business buying behaviorb.Consumer buying behaviorc.Cultured.Subculture第二十二页，本课件共有50页Review quiz2.The consumer black box is made up of two parts:fi

16、rst,the buyers characteristics and then the _.a.buyer decision processb.marketing stimulic.environmental stimulid.buyer responses第二十三页，本课件共有50页Review quiz3.The buying process starts with _.a.Need recognitionb.Information searchc.Evaluation of alternativesd.Exposure to commercial information第二十四页，本课件

17、共有50页3 Buyer Characteristics(Factors or stimuli Influencing Consumer Behavior)3.2SocialReferencegroupsFamilyRolesandstatus3.3PersonalAge andlife-cycleOccupationEconomicsituationLifestylePersonalityandself-concept3.4Psycho-logicalMotivationPerceptionLearningBeliefs andattitudesBuyerCultureSub-culture

18、Socialclass3.1Cultural第二十五页，本课件共有50页Cultural factorsCulture is the Set of Values,Perceptions,Wants&Behavior Learned by a Member of Society from Family.Subcultures-Nationalities,religions,racial groups,and geographical regions.美国的价值观:个人成就,自由,人道主义,物质满足,高效性与实效性,诚信,年轻中国的价值观:?文化、亚文化culture/subculture3.1.

19、1 Culture and Subculture第二十六页，本课件共有50页Social Class-Hierarchically ordered divisions in a society;members share similar values,interests,and behavior.(P113)社会阶层是指一个社会相对稳定和有序的分类。每类成员都有类似的价值观，兴趣及行为。社会阶层social status Social ClassSocietys relatively permanent&ordered divisions whose members share similar

20、 values,interests,and behaviors.Measured by:Occupation,Income,Education,Wealth and Other Variables.3.1.2 Social Class第二十七页，本课件共有50页根据地位和声望、价值观和生活方式划分的稳定团体。同一阶层人的购买行为大致相同，倾向于选择同种产品和品牌。社会阶层social status 3.1.2 Social Class恩格尔将美国社会分为六个阶层：上上层Upper Uppers。有显赫的家庭背景、依靠继承财产为主的名门贵族之后，不足人口的1%；上下层Upper Middles。

21、2%左右，主要有暴发户组成，包括大企业主、高级行政管理人员、医生和律师等高薪人士构成；中上层Middle Class。12%，中型企业主、中层经管人员和专业人员组成；中下层Working Class。30%，白领（职员+小企业主）,灰领（邮递员和消防警）、和蓝领贵族（工头）组成；下上层 Upper Lowers 35%，人数最多，普通工人+半熟练工人，收入接近中下层；下下层Lower Lowers20%，非熟练工人和失业者。第二十八页，本课件共有50页中国社会科学院研究人员在中国当代社会阶层的研究中指出：当代中国社会阶层结构的基本形态，它由十个社会阶层和五种社会地位等级组成（参见图1）。这十个

22、社会阶层是：国家十个社会阶层是：国家与社会管理者阶层、经理人员阶层、私与社会管理者阶层、经理人员阶层、私营企业主阶层、专业技术人员阶层、办营企业主阶层、专业技术人员阶层、办事人员阶层、个体工商户阶层、商业服事人员阶层、个体工商户阶层、商业服务业员工阶层、产业工人阶层、农业劳务业员工阶层、产业工人阶层、农业劳动者阶层和城乡无业失业半失业者阶层。动者阶层和城乡无业失业半失业者阶层。社会阶层social status 3.1.2 Social Class第二十九页，本课件共有50页第三十页，本课件共有50页上层更重视精神和艺术方面的享受，重视产品的象征性；中层消费者比较关心外部世界，自信和富有冒险精

23、神，一般注意体面，妇女注意社会风尚，彼此间影响较大。重视子女教育，倾向于家庭式出游。社会阶层socialstatus第三十一页，本课件共有50页 GroupsMembershipReference Family(most important)Husband,wife,kidsInfluencer,buyer,userRoles and StatusSocial Factors3.2 Social第三十二页，本课件共有50页3.2.1 Reference groupsMembership groups vs.reference groupPrimary vs.secondary Aspirati

24、onal vs.dissociativeOpinion leaderMajor goups(Mature groups Vs.regional groups)一个人所属的，对他直接有影响的群体叫做成员群体。参照群体是指在一个人的态度和行为形成过程中起着直接或间接比照作用的。观念领导者与枪靶理论(opinion leader)相关群体reference group第三十三页，本课件共有50页3.2.2 FamilyFamily-the most influential primary reference group家庭的影响主要表现在两个方面家庭成员在购买决策中的地位家庭生命周期不同阶段的消费特

25、点Family life cycle,from independence to retirement and beyond,also shape buying habits.家庭-生命周期family and life cycle最重要的相关群体。家庭成员在不同产品中的决策能力不同，日常用品主要由女性决定，家用电器等主要由男性决定。立白洗洁精的广告，不伤手的立白、立白卖完了两句广告语，针对女性心理，抓住了主要消费群；家庭生命周期阶段的影响，拓展的家庭生命周期，以及近年来家庭出现的新动向：晚婚、单身和单亲家庭增多，老龄化。第三十四页，本课件共有50页3.2.3 Roles and StatusR

26、oles and Statuses-Activities a person is expected to perform and the status associated with each.nRole=Expected activitiesnStatus=Esteem given to role by society人们与他人比较来评价自我、职业成就以及物质财富等倾向根深蒂固。据调查大多数购买和陈列产品的动机并非是为了自己享受，而是为了让别人知道我们能够买得起。产品本身充当着地位象征的作用目的在于炫耀性差别。社会角色与地位roles and status第三十五页，本课件共有50页3.3

27、personal Age and life-cycle年龄和生命周期年龄和生命周期Occupation 职业职业Economic situation经济状况经济状况Lifestyle生活方式生活方式Personality and self-concept个性和自我概念个性和自我概念第三十六页，本课件共有50页 3.3.1Age and Life Cycle年龄和生命周期age and life cyclenext生命周期阶段特点行为方式单身阶段年轻独住没有经济负担，新观念的带头人，喜欢家具、汽车和度假新婚阶段年轻无子女购买力最强，耐用品购买力高，购买汽车、耐用品和度假年幼子女阶段有年幼的子女家

28、庭用品采购的高峰期，家庭消费以子女为主，喜欢大包装商品。第三十七页，本课件共有50页3.3.1Age and Life Cycle 年龄和生命周期age and life cycle请关注其中的变形状态，如延长的单身期和无子女时期，如何看待成年幼稚病第三十八页，本课件共有50页3.3.2 OccupationWhite collar,pink collar,gray collar and blue collarTies to different industry:Lawyer,Dentist,doctors,accountants,engineers,brand manager,fashion

29、 buyerTies to different position第三十九页，本课件共有50页3.3.3 Economic SituationSpendable incomeSavingsBorrowing powerPersonal income against interest rate第四十页，本课件共有50页3.3.4 Life StyleLifestyle-Pattern of living as expressed by activities,interests,opinions Development of brand personalities to attract consum

30、ers with the same self concept(actual,ideal and others)月光族，铿钱族，2030啃老族”、“傍老族”、“NEET族、归巢族 Primary motivation(ideals,achievement and self expression)and resources(high and low)生活方式lifestyle第四十一页，本课件共有50页生活方式lifestyle3.3.4 Life Style第四十二页，本课件共有50页3.3.5 personality and self conceptPersonality:Personalit

31、y characteristics that influence buying behavior(self-confidence,socialibility,etc.,tie to brand personality内倾和外倾。不同年龄、文化水平阶段的个性集中度不同。Self conceptWe are what we eat第四十三页，本课件共有50页How And Why Consumers BuyVALS 2 Classification SystemVisit the SRI Consulting web site and take the VALS 2 Survey!第四十四页，本课

32、件共有50页3.4心理因素 psychological factors3.4.1 动机 motivationnMotivation-Correlated to the strength of a need(Freud,Maslow,Herzberg)nMaslow hierarchy theorynFreuds theorynHerzberg two-factors第四十五页，本课件共有50页Physiological Needs(hunger,thirst)Safety Needs(security,protection)Social Needs (sense of belonging,lo

33、ve)Esteem Needs (self-esteem)Self Actualization(Self-development)Maslows Hierarchy of Needs(Fig.5.4)第四十六页，本课件共有50页3.4.2 Perception知觉Perception-Selective attention,selective distortion,selective retention.第四十七页，本课件共有50页3.4.3 Beliefs and Attitude态度 A belief is a descriptive thought a person holds abou

34、t something;An attitude is a persons 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。企业和商家工作重点不在于改变人们的态度，适应和部分引导。第四十八页，本课件共有50页 Awareness:Consumer is aware of product,but lacks information.Interest:Consumer seeks

35、Information about new product.Evaluation:Consumer considerstrying new product.Trial:Consumer tries new product on a small scale.Adoption:Consumer decides to make regular use of product.4.The buyer decision process for new products第四十九页，本课件共有50页5.Adopter Categories(Fig.5.7)Percentage of AdoptersTime of AdoptionEarlyLateInnovatorsEarly AdoptersEarly Majority2.5%13.5%34%34%16%LaggardsLate Majority第五十页，本课件共有50页