国际市场营销consumerbehavior.ppt

ObjectiveslInfluences on Buying BehaviorlBuyer Decision MakinglCase:EFFEMs l pets and their owners l cats-eat what they like l leave what they dislikel Dogs-eat almost anything l eat it quicklyl Cats food-pleasure,variety l Dogs food-volume,ease of consumption l owners-promotion-christmas dayl card+can lMarketing Stimuli:lOther Stimuli lBuyers black boxlBuyers responsesCulture.Cultural FactorsSubcultureSocial ClassBuyerCharacteristics Affecting Consumer Behaviorl1)Culture factors -Culture is the basic cause of a persons wants and behaviour.l2)Subculture（亚文化）-a group of people with shared value systems based on common life experiences and situations include nationalities,religions,racial groups and geographic regions.l3)Social ClasslAlmost every society has some form of social class structurelRelatively permanent and ordered divisions in a society whose members share similar values,interests and behaviours.lEx:The British scale with six social classes.lFew people at the top and bottom with most in the middle.Social FactorsReferenceGroupsRoles&StatusesFamilyl1)Family:Family members can strongly influence buyer behaviour.l 2)Reference group:direct(face to face)or indirect point of comparison or reference in forming a persons attitudes.lCase:Home party and office party l Marykayl Marykay:Host a small beauty show l friend or neighbours l free make-up lessons beauty planl3)Role and status:A person belongs to many groups family,clubs,organisations.lThe persons positionl People-products-their status in society.Influences on Consumer BehaviorPersonal InfluencesAge and Family Life Cycle StageLifestyleOccupation&Economic CircumstancesPersonality&Self-ConceptPersonal characteristicsl1)Age and Family Life Cycle Stage l Life-cycle stage-shifting life style l People change the goods and services they buy over their lifetimes.l.l2)Occupation&Economic circumstancesl It affects the goods and services bought.l Blue-collar workers tend to buy more work clothes.l Office workers buy more smart clothes.l identify the occupational groups.l Economic situation will affect product choicel3)Lifestyle l A persons patern of livingl same subculture,social class and occupation.l4)Personality l unique psychological characteristicl self-confidence,dominance,sociability,autonony .Psychological FactorsPerceptionLearningBeliefs&AttitudesMotivationl1)Motivation l A person has many needs at any given time to seek satisfaction of the need.l -Freuds theory of motivation l -Maslows theory of motivation lAbraham Maslow.A person tries to satisfy the most important need first.When that important need is satisfied,it will stop being a motivation and the person will then try to satisfy the next most important need.lJapan and German-personal securityMaslows Hierarchyof NeedsPhysiological needs(food,water,shelter)1Safety needs(security,protection)2Social needs(sense of belonging,love)3Esteem needs(self-esteem,recognition)4Self-actualization(self-developmentand realization)5Maslows Hierarchyof Needs生理需要生理需要(food,water,shelter)1安全需要安全需要(security,protection)2社会需要社会需要(sense of belonging,love)3尊重需要尊重需要(self-esteem,recognition)4自我实现自我实现(self-developmentand realization)5l2)Perception l lTwo people with the same motivation and in the same situation may act quite differently because they perceive the situation differently.l selective attention l3)Learningl Learning describes changes in an individuals behaviour arising from experience.l4)beliefs and attitudes l Through doing and learning,people acquire their beliefs and attitudes.these,in turn,influence their buying behaviours.l lCase:Honda USAl 1950slnegative attitudes:lBlack leather jackets,out laws l You meet the nicest people on a Honda.Four Types of Buying Behaviorl1）Complex Buying Behaviorl l-the product is expensive,risky,l purcahsed infrequently lex:a personal computer buyer,carl2）Dissonance-Reducing Buying Behavior l-expensive,infrequent or risky purhcase,but little different among brand l -Carpet l3）Variety-Seeking Behaviorl -brand differences l4）Habitual Buying Behaviorl -little significant brand difference l -salt ComplexBuyingBehaviorDissonance-Reducing BuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehaviorSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvementConsumer BuyingProcessProblemProblemrecognitionrecognitionInformationsearchEvaluation ofalternativesPurchasedecisionPost purchasebehaviorPersonal sources:familyCommercial sources:advertisingPublic sources:mass mediaExperiential sources:handingEvaluation ofalternativesTotalSetDecision Making SetsAware-nessSetConsid-erationSetChoiceSetDecisionConsumer Behaviour Across International BorderslInternational marketers must understand such differences and adjust their products and marketing programmes accordingly.lCase study:KELLOGGlProduct：facial mask lYour customers：malelHomework:an essay+ppt+presentation l essay(800 words)l presentation(5-8 minutes)lGroup:(3-5 persons)此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！