消费者行为学第13章.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,第十三章,消费者决策过程与问题认知,CHAPTER,13,CONSUMER DECISION PROCESS AND PROBLEM RECOGNITION,2025/5/12 周一,1,Consumer Behavior In The News,One persons problem is another persons,Many people would pay to,NOT,have snow.,Indeed snow,REMOVAL,is a major industry in colder climates.,But would people pay to,HAVE snow,?,2025/5/12 周一,2,Consumer Behavior In The News,One persons problem is another persons,Would people pay to,HAVE snow,?,Turns out yes!,People in warmer climates such as Texas,Arizona,Florida,Georgia.,Often want snow for Christmas season but rarely get it naturally.,So,they buy it!,2025/5/12 周一,3,现在，,98%,的美国男性在使用香皂洗脸，而香皂可能会使他们的干性皮肤更加干燥。,对,beiersdorf,来说，目前是一个大好时机，美国的男性化妆品市场已经具备了进入的条件。,职场激烈的竞争、男性和女性之间不断变化的力量对比以及年轻一代蓬勃发展的势头。各年龄段的美国男性都认识到了拥有好的外表不但能够改善个人生活，还能给自己的职业发展增添优势。,2025/5/12 周一,4,妮维雅男性护肤品要想在市场获得成功，,beiersdorf,公司必须首先唤起男性认识到他们当前面部护理存在的问题。一旦公司能够激起问题认知，男性消费者就会进入产品评价、购买和试用阶段。,2025/5/12 周一,5,13.1,消费者决策类型,Types of Consumer Decisions,Purchase involvement,is the level of concern for,or interest in,the purchase process.,购买介入程度是消费者因为某一特定购买需要而产生的对决策过程关心或感兴趣的程度。,Triggered by need to consider a particular purchase.,A temporary state influenced by the interaction of individual,product,and situational characteristics.,购买介入是某个人、某个家庭或购买单位的一种暂时状态，受个人、产品、情境特征的相互作用和影响。,2025/5/12 周一,6,A consumer may be very involved with a brand (e.g.,Starbucks)or a product category,BUT,have low purchase involvement due to brand loyalty,time pressures,etc.,Product involvement,or,enduring involvement,is very different from purchase involvement.,2025/5/12 周一,7,Types of Decision Making,Nominal Decision Making,名义型决策,Brand Loyal Purchases,品牌忠诚度型购买,Repeat Purchases,习惯性购买,Limited Decision Making,有限型决策,Extended Decision Making,扩展性决策,2025/5/12 周一,8,Nominal decisions occur when there is very low involvement with the purchase.,名义型决策往往发生在对购买的介入程度很低的情况下。,A completely nominal decision does not even include consideration of the“do not purchase”alternative.,一个纯粹的名义型决策甚至丝毫不考虑选择其他品牌的可能性。,Consumer buys Campbells without considering other brands,its price,etc.,Nominal decision making,a.k.a.,habitual decision making,in effect involves no decision per se.,名义型决策，有时也称习惯性购买决策，实际上就其本身而言并未涉及决策。,13.1.1,名义型决策,Nominal Decision Making,2025/5/12 周一,9,Nominal decision can be broken into two categories:,Brand Loyal Purchases,品牌忠诚型购买,High commitment to brand,对品牌高承诺,一旦形成了情感上的依赖（你喜欢这个牌子），你就成了某牌的忠诚顾客，其他竞争者很难赢得你的青睐,Repeat Purchases,习惯性购买,Low commitment to brand,对品牌低承诺,你成了某品牌的重复购买者，但你并不忠诚于该品牌,2025/5/12 周一,10,Middle ground between nominal and extended decision making.,是介于名义型决策和扩展型决策之间的一种决策类型,。,Involves recognizing a problem for which there are several possible solutions.,有限型决策涉及对一个有着几种 选择方案的问题的认知。,Decision based only on buying the cheapest rolls.,Limited decision making,involves internal and limited external search,few alternatives,simple decision rules on a few attributes,and little postpurchase evaluation.,有限型决策包括内部信息搜集或有限的外部信息搜集，存在很少的备选方案，基于较少属性的简单决策规则和很少的购后评价。,13.1.2,有限性决策,Limited Decision Making,2025/5/12 周一,11,It is a response to the high level of purchase involvement.,扩展型决策发生在购买介入程度很高的情况下。,During post-purchase evaluation,doubts are likely and a thorough evaluation takes place.,消费者在购买产品之后，很容易对购买决策的正确性产生怀疑，从而引发对购买的全面评价。,Emotional decisions may involve substantial cognitive effort.,Extended decision making,involves extensive internal and external search followed by a complex evaluation of multiple alternatives.,扩展型决策包括大量的内部信息和广泛的外部信息收集，对多种备选方案的复杂评价。,13.1.3,扩展性决策,Extended Decision Making,2025/5/12 周一,12,2025/5/12 周一,13,13.2,问题认知过程,The Process of Problem Recognition,日常性的购买,意料之外的问题,其他问题,情绪,2025/5/12 周一,14,Problem recognition,is the result of a gap between a desired state and an actual state sufficient to arouse and activate the decision process.,问题认知是消费者决策过程的第一步，是消费者的理想状态与实际状态之间的差距达到一定程度并足以激发消费者决策过程的结果。,An,actual state,is the way an individual perceives his/her feelings and situation to be at the present time.,实际状态是指消费者对其当前的感受及处境的认知。,A,desired state,is the way an individual wants to feel or be at the present time.,理想状态是指消费者当前想达到或感受的状态。,13.2.1,问题认知的性质,The Nature of Problem Recognition,2025/5/12 周一,15,The Process of Problem Recognition,2025/5/12 周一,16,2025/5/12 周一,17,The magnitude of the discrepancy between the desired and actual states,and,理想状态与现实状态之间差距的大小,The relative importance of the problem,该问题的相对总要性,Desire to resolve a particular problem,depends on:,消费者解决某一特定问题的意欲水平取决于两个因素：,In general,importance is determined by how critical the problem is to maintenance of desired lifestyle.,总的来说，重要性取决于该问题对于保持消费者理想的生活方式是否关键。,2025/5/12 周一,18,13.2.2,消费者问题的类型,Types of Consumer Problems,Active Problem,An,active problem,is one the consumer is aware of or will become aware of in normal course of events.,主动型问题是指消费者在正常情况下就会意识或将要意识到的问题。,Marketing strategy,:,Only require marketer to convince consumers that its brand is the superior solution.,Inactive Problem,An,inactive problem,is one of which the consumer is not aware.,被动型问题则是消费者尚未意识的问题。,Marketing strategy,:,Marketer must convince consumers that they have the problem,AND,that their brand is a superior solution.,2025/5/12 周一,19,13.3,影响问题认知的不可控因素,Uncontrollable Determinants of Problem Recognition,Nonmarketing Factors Affecting Problem Recognition,2025/5/12 周一,20,Variety-seeking,is a challenge to marketers because it means that consumers switch brands for reasons beyond a companys control.,Sensory-specific satiety,（感官饱和）,consumers get bored(satiated)with sensory attributes more than on non-sensory attributes.,Offering variety on key sensory attributes can increase loyalty to the brand even if consumers engage in variety seeking.,Variety WITHIN brand can drive loyalty in the face of variety seeking.,2025/5/12 周一,21,13.4,问题认知与营销策略,Marketing Strategy and Problem Recognition,A Discovering Consumer Problems,消费者问题的发现,B Responding to Consumer Problems,对消费者问题的应对,C Helping Consumers Recognize Problems,帮助消费者认识问题,D Suppressing Problem Recognition,压制问题认知,2025/5/12 周一,22,A wide variety of approaches are used to determine the problems consumers face.,13.4.1Discovering Consumer Problems,Intuition,直觉,-the most common,however,the problem identified may be of low importance to most consumers,Survey,调查,asks relatively large numbers of individuals about the problems they are facing,Focus Groups,集中访谈,composed of 8 to 12 similar individuals brought together to discuss a particular topic;a moderator is present to keep the discussion moving and focused on the topic but otherwise free flowing,2025/5/12 周一,23,Surveys and focus groups use one of the following approaches to problem identification:,1.Activity Analysis,Focuses on a particular activity to determine what problems consumers encounter during the performance of the activity.,2.Product Analysis,Examines the purchase or use of a particular product or brand.Consumers may be asked about problems associated with using a product or brand.,3.Problem Analysis,Starts with a problem and asks which activities,products,or brand are associated with(or perhaps could eliminate)those problems,2025/5/12 周一,24,Human Factors Research,人体因素研究,Human factors research attempts to determine human capabilities in areas such as vision,strength,response time,flexibility,and fatigue and the effect on these capabilities of lighting,temperature,and sound.,人体因素研究试图测试人的诸多能力如视力、力量、反应时间、灵活性、疲劳程度以及影响这些能力的因素如亮度、温度、声音等。,Observational techniques such as slow-motion and time-lapse photography,video recording,and event recorders are particularly useful methods.,This type of research can sometimes identify functional problems that consumers are unaware of.,2025/5/12 周一,25,Once a consumer problem is identified,the manager may structure the marketing mix to solve the problem.,This can involve:,13.4.2Responding to Consumer Problems,Developing a new product or altering an existing one,Modifying channels of distribution,Changing pricing policy,or,Revising advertising strategy,2025/5/12 周一,26,Generic versus Selective Problem Recognition,13.4.3Helping Consumers Recognize Problems,Generic Problem Recognition,一般性问题认知,Involves a discrepancy that a variety of brands within a product category can reduce,Increasing generic problem recognition generally results in an expansion of the total market,Selective Problem Recognition,选择性问题认知,Involves a discrepancy only one brand can solve,Firms attempt to cause selective problem recognition to gain or maintain market share,2025/5/12 周一,27,Approaches to Activating Problem Recognition,激发问题认知的方法,How can a firm influence problem recognition?,Recall that,problem recognition,is a function of,the importance,and,the magnitude,of a discrepancy between the,desired state,and an,existing state,2025/5/12 周一,28,Approaches to Activating Problem Recognition,Many marketing efforts attempt to influence the desired state,often advertising the benefits their products will provide and hoping that these benefits will become desired by consumers.,It is also possible to influence perceptions of the existing state through advertisements.,2025/5/12 周一,29,The Timing of Problem Recognition,问题认知的时机,Consumers often recognize problems at times when purchasing a solution is difficult or impossible,such as,deciding to purchase a generator during a hurricane,becoming aware of the need for health insurance after,being hospitalized,A common marketing strategy is to trigger problem recognition in advance of the actual problem,2025/5/12 周一,30,13.4.4,压制问题认知,Suppressing Problem Recognition,Obviously marketers do not want their current customers to recognize problems with their brands.,Effective quality control and distribution(limited out-of-stock situations)are important in this effort.,Packages and package inserts that assure the consumer of the wisdom of their purchase are also common.,2025/5/12 周一,31,2025/5/12 周一,32,