消费者购买行为下部

1、消费者购买行为下部影响因素 Buyer Characteristics (Factors or stimuli Influencing Consumer Behavior)2.2Social社会因素社会因素参照群体参照群体Referencegroups家庭家庭Family角色与地位角色与地位Rolesandstatus2.3Personal个人因素个人因素年龄年龄Age andlife-cycle职业职业Occupation经济状况经济状况Economicsituation生活方式生活方式Lifestyle个性与自我观念个性与自我观念Personalityandself-concept2.4P

2、sycho-Logical心理因素心理因素动机动机Motivation感知感知Perception学习学习Learning信念与态度信念与态度Beliefs andattitudes购买者购买者Buyer文化文化Culture亚文化亚文化Sub-culture社会阶层社会阶层Socialclass2.1Cultural文化因素文化因素2.4心理因素 psychological factors2.4.1 动机 motivation动机Motivation 需要相关Correlated to the strength of a need (Freud, Maslow, Herzberg)马斯洛需求

3、层次Maslow hierarchy theory弗洛伊德动机理论Freuds theory赫茨伯格双因素Herzberg two-factorsPhysiological 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)Coach在日本和中国的成功让人消费得

4、起的奢侈品“轻奢品牌2.4.2 Perception感知感知Perception 选择性注意Selective attention, 选择性扭曲selective distortion, 选择性记忆selective retention. 2.4.3 Beliefs and Attitude信念和态度 信念是指一个人对某些事物所持的具体看法A belief is a descriptive thought a person holds about something; 态度是一个人对某些事物或观念所持的相对稳定的评价、感受和倾向An attitude is a persons enduring

5、 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。2.4.4 学习由于经验所引起的个人行为的改变。通过重复与强化刺激，加强消费者的学习过程n行为学习理论n条件反射n无条件反射n孝敬爸妈脑白金n认知学习理论n学习是思考的结果n观察和模仿n培训消费者3 消费者决策过程Consumer Buying Decision ProcessMark

6、eters Must Identify and Understand:Consumer Buying Decision ProcessUnderstandnBuying roles职责nBuying behavior行为类型nBuying decision process决策过程nInitiator发起者nInfluencer影响nDecider决策者nBuyer购买者nUser使用者Consumer Buying Decision ProcessUnderstandnBuying roles职责nBuying behavior行为类型nBuying decision process决策过程n

7、复杂的购买行为Complex buying behaviorn减少失调的购买行为Dissonance-reducing buying behaviorn习惯性购买行为Habitual buying behaviorn寻求多样性的购买行为Variety-seeking buying behavior3.2行为类型智能手机属于哪种类型的购买行为？智能手机属于哪种类型的购买行为？Consumer Buying Decision ProcessUnderstandnBuying roles职责nBuying behavior行为类型nBuying decision process决策过程n五个步骤Fi

8、ve stages in the consumer buying processn不同步骤所耗费的时间因人而定The amount of time spent in each stage varies according to several factors3.3决策步骤stages of Buyer Decision Process PostpurchaseBehaviorPurchaseDecisionInformationSearchNeed/problem RecognitionEvaluationof AlternativesProblem Recognition 实际状态与期望值之

9、间的差异Difference between actual state and desired state 企业工作重点： 研究消费者，发现其需要和原因，如何影响消费者需求识别problem recognition需求识别3.3.1. 需求识别Need/Problem Recognition企业可以参与的部分State Where the Buyers Needs are Fulfilled and the Buyer is Satisfied. Needs Arising From:需要来自 内部刺激Internal Stimuli Hunger外部刺激External Stimuli- F

10、riendsBuyer Recognizes a Problem or a Need.问题识别problem recognition案例4一项针对消费者周末活动意向的调查显示，客人在消费选择中，45.6%的消费者喜欢在周末的时候购物，57%的消费者周末选择休闲娱乐，另有32%的希望休息；针对这一市场需要的特点，你会对相关设施提出什么建议？问题识别problem recognition来自案例4的启示：消费者有以下几种，只是希望购物只是希望休闲娱乐既希望购物又希望休闲娱乐超级市场，shopping mall歌舞厅、迪厅、主题公园？Orange county,Conton town market，

11、欢乐海岸问题识别problem recognition3.3. 2.信息收集 Information SearchInformation Search 包括内部来源和外部来源 Both internal and external sources 企业工作重点：需要了解的问题1哪个途径更重要2从不同的途径获得的信息类型是否有差别信息收集information search家庭、朋友、邻居和熟人Family, friends, neighbors曾是最有效的渠道Most effective source of information广告、销售等Advertising, salespeopleRec

12、eives most information from these sources大中媒体Mass Media消费者组织Consumer-rating groups网络搜索个人处理Handling the product检查Examining the product使用Using the product 个人Personal Sources商业Commercial Sources公共Public Sources亲身经历Experiential Sources3.3.2. 信息收集Information Search信息收集information search电子商务和网络的发展，使得企业通过自

13、建网站进行产品推广和其他营销活动成为常见的选择。专家建议旅游企业也应当重视网络的影响，建立和完善各自的网站。但是实际情况却差距较大，欢乐谷是比较好的典范，但是却有相当多的酒店网站形同虚设。你认为合理吗？信息收集information search案例根据我们做过的调查，发现1998年、2003、2009年消费者了解华侨城景区信息渠道已经发生了变化，下面将列出数据信息收集information search案例可以借鉴的资料表 1：1998 年消费者了解景区的信息渠道 051015202530电视报纸朋友或同事宣传广告其他比例三维柱形图 2 信息收集information process案例可以

14、借鉴的资料信息收集information search表 1：2003 年消费者了解景区的信息渠道 010203040电视报纸网络朋友或同事其他比例 案例可以借鉴的资料信息收集information search案例可以借鉴的资料案例的借鉴意义n第三方公益营销机构n对于旅游者选择目的地或者酒店而言，你了解哪些重要的信息来源可供方案选择Evaluation of Alternatives - Different process for every consumer, involves weighing product attributes and their ability to deliver

15、 benefits 企业工作重点：确认评价标准并干预标准排序确认典型评估特点衡量选择Evaluation of alternatives3.3.3. 可供选择方案评估 Evaluation3.3.3.1 评价标准和排序n可能的评价标准n价格、质量、品牌、渠道、颜色、款式、行程时间等n排序n因人而定n因时而定案例指标指标重要性权重重要性权重ABC款式0.5374运行经济型0.2657安全性0.1556价格0.2878消费者仔细计算Consumer May Use Careful Calculations & Logical Thinking消费者冲动购买Consumers May Buy

16、 on Impulse and Rely on Intuition自己决定Consumers May Make Buying Decisionson Their Own.寻求建议Consumers May Make Buying DecisionsOnly After Consulting Others.Marketers Must Study Buyers to Find Out How They Evaluate Brand Alternatives3.3.3.2 典型评估示例衡量选择Evaluation of alternativesPurchase Decision - Form a

17、preference and intention to buy. Actual purchase can be influenced further by attitudes of others and unanticipated situational factors. 购买最喜欢的品牌，会受他人的态度和情境因素影响企业工作重点：将消费者偏好和意图变为实际的购买行为购买决定Purchase decision3.3.4. 购买决策Purchase Decision按时计价用餐日本东京一家快餐馆一改传统经营模式，用以时计价代替以物计价。其中午餐每分钟35日元，晚餐为每分钟50日元。自实行计时服务

18、以来，改餐馆的就餐人数和营业额都有大幅增长。试想一下，其他类型的餐馆可否使用同样的方法，为什么？购买决定purchase decision案例3.3.5. 购后行为Post Purchase购后行为Post-purchase Behavior:预期和消费相比较Consumers expectations are compared to performance满意度会进一步影响Post-purchase satisfaction influences future behavior购买行为Purchasing behavior口碑效应Word-of-mouth communications购后行

19、为Post purchase企业工作重点：监控购后行为Marketers should attempt to influence and monitor post-purchase behavior减少购后不协调Post-purchase communications reduce dissonance, returns, and order cancellations讨论产品的使用Talk with customers to discover new uses for existing products探讨如何处置不用的产品Investigate methods of product dis

20、posal购后行为3.3.5 购后行为Post Purchase某家企业以顾客投诉率作为考证服务质量的重要标准，由于种种原因，该企业已经连续三年没有投诉，也就是投诉率为0。但是，该企业同时又发现消费者数量消费额并没有显著增加，而且回头率也一直不理想，这和消费者的零投诉之间好像存在矛盾，您如何认为？购后阶段post purchase案例购后阶段post purchase满意不满意最容易投诉的人群用脚投票可能的忠实客户1投诉的消费者不见得是企业的重量消费者2反映的问题不见得是常态和共性问题Step 5. Post Purchase总结案例大学生和一个侍酒师在购买葡萄酒时的购买者决策过程有什么不大学

21、生和一个侍酒师在购买葡萄酒时的购买者决策过程有什么不同。你会如何利用这一知识来设计一个广告计划同。你会如何利用这一知识来设计一个广告计划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. SubcultureReview quiz2. The consumer black box

22、 is made up of two parts: first, the buyers characteristics and then the _.a. buyer decision processb. marketing stimulic. environmental stimulid. buyer responsesReview quiz3.The buying process starts with _.a. Need recognitionb. Information searchc. Evaluation of alternativesd. Exposure to commercial information Awareness: Consumer is aware of product, but lacks informati