消费者资源全面概述

1、消費者資源 經濟資源 時間資源 認知資源經濟資源 “Money is what we should study”- for a student of consumer behavior The relationships between income and expenditures 花費流向 食？衣？住？其他？收入$ 括來自薪資、利息、福利、津貼等之所得。$ 家庭所得高低調查收入時傾向家庭家戶總收入$ 地理區域有足夠收入購買本產品的消費者坐落何方消費信心 對未來收入狀的預估 影響消費者 (1)目前的購買可能（尤其是耐久財） (2)借貸程度與償債時間 影響行銷人 (1)庫存量管理 (2)人力資

2、源配置 (3)推廣預算Measures of Consumer ConfidenceExamples: 就您所屬領域，您認為目前一般的商業狀如何？ good, normal, bad 您認為個月後的狀會如何？ better, same, worse 就您所屬領域，您認為目前的工作機會如何？ plenty, not so many, hard to getMeasures of Consumer Confidence 您認為個月後的狀？ More, same fewer 與目前相較，您認為您的家庭總收入在個月後會如何？ Higher, same, lower 您認為未來年，我們國家會持續繁榮或蕭

3、條？購買力 Who has buying power? 收入（花費）年齡（Ex.） 教育程度 家庭生命周期 By examining expenditures by quintiles of income,you can understand why marketers place so much emphasis on the “up market” Up Market 特徵薪家庭、時間緊湊、 重產品品質（服務） 購物地點百貨公司、精品專 賣店、暢貨中心 媒體接觸平面導向、或公共 電視Super Affluent特徵 職業自營商、內科醫師、牙醫、 顧問 平均年齡 消費不在家俬、家電，在服務、

4、 旅遊、教育費用超級大戶的煩惱“soak-the-rich” policy- undesirable effects, such as reducing spending,saving, and investment- unemployment, recessionDown Market 成功之例一Wal-Mart 祕方“Every Day Low Price” 祕方“Treat Every Customer as a Guest”Down Market 成功之例二All For One 秘方treat the down Market with respect and good service

5、 秘方attractive and stylish store “Nobody wants to be reminded that they are not rich.”Down Market 成功之例三Aldi 秘方Every Day Low Price ( High-Low Price Policy) 秘方Back-to-the-Basics (core food items,minimum of service)Poverty “nonmarkets”-homeless, disadvantaged consumers 不具市場力，但若為數增會影響有消費力者。 一因有消費力者購買決策變得

6、斤斤計較，且貸款購買意願降低二因造成犯罪率、政府服務、賦稅，故消費不景氣的年代 During a recession, good marketers focus on attributes that provide value for customers at the lowest price. Well-financed firms can expand market share by maintaining AD. Campbell Soup因應之道-貨真價實、俗擱大碗Wealth 資產與收入息息相關，括不動產、古董、珠寶、定存、基金、股票、債券等有價證券。 Wealthy family

7、特徵Age FLC Expenditure highly valued 目標資產豐富者的市場機會 能減輕家務的產品服務 能提昇生理自我的產品 能提昇心理自我的產品 能彰顯與眾不同的產品 能方便即時滿足的產品 能保障生命財產安全的產品Credit 信用、借貸相當於經濟資源的暫時擴充，但最終仍得從所有資金中扣除。 Credit 的熱衷者 Credit 的隱憂時間資源 Are you time-crunched? I often feel under stress when I dont have enough time. When I need more time, I tend to cut b

8、ack on my sleep. At the end of the day, I often feel that I havent accomplished what I set out to do.Are You Time-Crunched? I worry that I dont spend enough time with my family or friends. Sometimes I feel that my spouse doesnt know who I am anymore. I feel trapped in a daily routine. I feel that Im

9、 constantly under stress -trying to accomplish more than I can handle.時間資源 時間資源與經濟資源之間的 “ zero-sum” game Time Budgets- 工作時間 休閑時間 必需義務時間 Timestyles: How consumers allocate time among various activities.Shopping Time 購前資訊搜尋、 找尋 省時之道、比價 購時購買方式、付款方式 購後學習使用、填保證卡、 用、維修、棄用 時間資源 Time Goods 耗時產物 省時產物 同步時間運用產物 時間價值行銷 Ex. Time price Ex. Time guarantee Franklin: “ Dost thou love life? Then do not squander time; for thats the stuff life is made of !”認知資源 乃消費者處理資訊的心理解力。 通常人一次處理的資訊量在chunks 之間。 認知容量乃有限資