第四章 消费者购买行为.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,*,Chapter4,第四章,消费者购买行为分析,Consumer Behavior,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,Consumer Behavior,The field of,Consumer Behavior,:,“studies how individuals,groups,and organizations select,buy,use,and dispose of goods,services,ideas,or experiences to satisfy their needs and desires.”,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的对象为终端客户：为个人消费目的购买的个人和家庭,All these consumers make up the,consumer market,.,构成消费者市场,1Model of Buyer Behavior,Marketing and,Other Stimuli,刺激因素,Marketing,Product,Price,Place,Promotion,Other,Economic,Technological,Political,Cultural,Buyers Black Box,黑箱效应,Buyer Characteristics,Buyer Decision Process,Buyer Responses,Product Choice,产品,Brand Choice,品牌,Dealer Choice,经销商,Purchase Timing,购买时机,Purchase Amount,购买数量,How And Why Consumers Buy,Model of Customer Buyer Behavior,2 Consumer Buying Decision Process,Who Makes the Buying Decision,Types of Buying Decisions,Stages in the Buying Process,Marketers Must Identify and Understand:,Consumer Buying Decision Process,Understand,Buying roles,Buying behavior,Buying decision process,Initiator,Influencer,Decider,Buyer,User,Consumer Buying Decision Process,Understand,Buying roles,Buying behavior,Buying decision process,Complex buying behavior,Dissonance-reducing buying behavior,Habitual buying behavior,Variety-seeking buying behavior,Consumer Buying Decision Process,Understand,Buying roles,Buying behavior,Buying decision process,Five stages in the consumer buying process,The amount of time spent in each stage varies according to several factors,2.3stages of Buyer Decision Process,Postpurchase,Behavior,Purchase,Decision,Information,Search,Need/problem Recognition,Evaluation,of Alternatives,Problem Recognition-Difference between actual state and desired state,问题识别,problem recognition,Step,1.Need/Problem Recognition,State Where the Buyers Needs are Fulfilled and the Buyer is Satisfied.,Needs Arising From:,Internal Stimuli,Hunger,External Stimuli-,Friends,Buyer Recognizes a Problem or a Need.,问题识别,problem recognition,Step,2.Information Search,Information Search-Both internal and external sources,信息收集,information search,Family,friends,neighbors,Most,effective,source of,information,Advertising,salespeople,Receives,most,information from,these sources,Mass Media,Consumer-rating groups,Handling the product,Examining the product,Using the product,Personal Sources,Commercial Sources,Public Sources,Experiential Sources,Step 2.Information Search,信息收集,information search,Evaluation of Alternatives-Different process for every consumer,involves weighing product attributes and their ability to deliver benefits,衡量选择,Evaluation of alternatives,Step 3.Evaluation,Consumer May Use Careful,Calculations&Logical Thinking,Consumers May Buy on Impulse and,Rely on Intuition,Consumers May Make Buying Decisions,on Their Own.,Consumers May Make Buying Decisions,Only After Consulting Others,.,Marketers Must Study Buyers to Find Out How They Evaluate Brand Alternatives,Step 3.Evaluation of Alternatives,衡量选择,Evaluation of alternatives,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 decision,Step 4.Purchase Decision,Step 5.P,ost Purchase,Post-purchase Behavior:,Consumers expectations are compared to performance,Post-purchase satisfaction influences future behavior,Purchasing behavior,Word-of-mouth communications,购后阶段,Post purchase,Marketers should attempt to influence and monitor post-purchase behavior,Post-purchase communications reduce dissonance,（购后不协调）,returns,and order cancellations,Talk with customers to discover new uses for existing products,Investigate methods of product disposal,购后阶段,Post purchase,Step 5.Post Purchase,Consumer Buying Decision Process,Figure 6-3:,Successive Sets Involved in Consumer Decision Making,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 buyers 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,3 Buyer Characteristics(Factors or stimuli Influencing Consumer Behavior),3.2Social,Reference,groups,Family,Roles,and,status,3.3Personal,Age and,life-cycle,Occupation,Economic,situation,Lifestyle,Personality,and,self-concept,3.4Psycho-,logical,Motivation,Perception,Learning,Beliefs and,attitudes,Buyer,Culture,Sub-,culture,Social,class,3.1Cultural,Cultural factors,Culture 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/subculture,3.1.1 Culture and Subculture,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 Class,Societys relatively permanent&ordered divisions whose members share similar values,interests,and behaviors.,Measured by:Occupation,Income,Education,Wealth and Other Variables.,3.1.2 Social Class,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,。,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 Lowers,20%,，非熟练工人和失业者。,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,十个社会阶层是：国家与社会管理者阶层、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,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,social,status,Groups,Membership,Reference,Family(most important),Husband,wife,kids,Influencer,buyer,user,Roles and Status,Social Factors,3.2 Social,3.2.1 Reference groups,Membership groups vs.reference group,Primary vs.secondary,Aspirational,vs.dissociative,Opinion leader,Major,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,3.2.2 Family,Family-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。,3.2.3 Roles and Status,Roles and Statuses-Activities a person is expected to perform and the status associated with each.,Role=Expected activities,Status=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,3.3 personal,Age and life-cycle,年龄和生命周期,Occupation,职业,Economic situation,经济状况,Lifestyle,生活方式,Personality and self-concept,个性和自我概念,3.3.1Age and Life Cycle,年龄和生命周期,age and life cycle,next,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。,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,3.3.2 Occupation,White collar,pink collar,gray collar and blue collar,Ties to different industry:Lawyer,Dentist,doctors,accountants,engineers,brand manager,fashion buyer,Ties to different position,3.3.3 Economic Situation,Spendable income,Savings,Borrowing power,Personal income against interest rate,3.3.4 Life Style,Lifestyle-Pattern of living as expressed by activities,interests,opinions,Development of brand personalities to attract consumers 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,生活方式,lifestyle,3.3.4 Life Style,3.3.5 personality and self concept,Personality:Personality 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 concept,We are what we eat,How And Why Consumers Buy,VALS 2 Classification System,Visit the SRI Consulting web site and take the VALS 2 Survey!,3.4,心理因素,psychological factors,3.4.1,动机,motivation,Motivation-Correlated to the strength of a need(Freud,Maslow,Herzberg),Maslow hierarchy theory,Freuds theory,Herzberg two-factors,Physiological Needs,(hunger,thirst),Safety Needs,(security,protection),Social Needs,(sense of belonging,love),Esteem Needs (,self-esteem),Self,Actualization,(Self-development,),Maslows Hierarchy of Needs(Fig.5.4),3.4.2,Perception,知觉,Perception-Selective attention,selective distortion,selective retention.,3.4.3 Beliefs and Attitude,态度,A belief is a descriptive thought a person holds about 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。,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.,4.The buyer decision process for new products,5.Adopter Categories(Fig.5.7),Percentage of Adopters,Time of Adoption,Early,Late,Innovators,Early,Adopters,Early Majority,2.5%,13.5%,34%,34%,16%,Laggards,Late Majority,