《营销管理》(第版)中文版PPT分析消费者市场

1、6分析消费者市场分析消费者市场1 1Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-2本章提问本章提问购买者的特征是怎样影响购买行为的？哪些主要的心理过程在影响消费者对营销方案的响应？消费者是怎样作出购买决策的？顾客会怎样偏离理性审慎的决策过程？消费者行为消费者行为Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3Copyright 2011 Pearson Education, Inc. Publishing as

2、 Prentice Hall 6-4什么影响消费者行为？什么影响消费者行为？文化因素社会因素个人因素Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-5什么是文化？什么是文化？文化文化是影响人的欲望和行为的最基础的决定因素，是从社会成长中通过接触家庭或其他关键机构获得的。Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-6亚文化亚文化国籍信仰种族地理区域Copyright 2011 Pearson Education,

3、Inc. Publishing as Prentice Hall 6-7美国文化速递美国文化速递美国人平均:一年嚼300支口香糖一年去9次电影院一年旅行四次一年参加7次体育赛事Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-8社会阶层社会阶层上上层上下层中上层中间层劳动阶层下上层下下层Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-9社会因素社会因素参考群体家庭社会角色地位Copyright 2011 Pearson

4、 Education, Inc. Publishing as Prentice Hall 6-10参考群体参考群体成员群体重要群体次要群体渴望群体疏离群体Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-11家庭区别影响购买决策家庭区别影响购买决策Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-12个人因素个人因素年龄生命周期阶段职业经济情况个性价值观生活方式自我概念年龄和生命周期阶段年龄和生命周期阶段Copyrigh

5、t 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-13职业和经济情况职业和经济情况Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-14个性个性Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-15Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-16品牌个性品牌

6、个性真诚刺激能力高级粗犷Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-17表表 6.2 乐活族的细分市场乐活族的细分市场(健康和可持续的生活形态健康和可持续的生活形态)可持续的经济健康生活形态生态生活心态非西医的保健个人发展图图 6.1 消费者行为模型消费者行为模型Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-18Copyright 2011 Pearson Education, Inc. Publishing

7、as Prentice Hall 6-19行为动机行为动机弗洛伊德弗洛伊德理论理论形成行为的心理因素大多数是无意识的马斯洛的马斯洛的需求层次需求层次理论理论行为被最迫切的、未满足的需求所驱动赫兹伯格的赫兹伯格的双因素理论双因素理论行为被激励因素和保健因素所驱动马斯洛的需求层次马斯洛的需求层次Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-20Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-21认知认知选择性注意选择性

8、扭曲选择性保留潜意识认知学习学习Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-22感情感情Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-23记忆记忆Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-24图图 6.3 国家农场保险公司国家农场保险公司Copyright 2011 Pearson Education, Inc. P

9、ublishing as Prentice Hall 6-25Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-26图图 6.4 消费者购买过程消费者购买过程问题认知信息搜索方案评估购买决策购后行为Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-27信息来源信息来源商业的个人的公共的经验的图图 6.5 消费者决策过程中相继考虑的消费者决策过程中相继考虑的品牌组品牌组Copyright 2011 Pearson Educ

10、ation, Inc. Publishing as Prentice Hall 6-28表表 6.4 某消费者笔记本电脑的品牌信某消费者笔记本电脑的品牌信念念Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-29表表 6.6 对可供选择方案的评价和购买对可供选择方案的评价和购买决策之间的步骤决策之间的步骤Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-30Copyright 2011 Pearson Education

11、, Inc. Publishing as Prentice Hall 6-31选择的非补偿性模型选择的非补偿性模型联合考虑法则词典排序法则按属性排除法则Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-32感知风险感知风险功能风险身体风险金融风险社会风险心理风险时间风险图图 6.7 消费者是怎样使用或处置产品消费者是怎样使用或处置产品的的Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-33低介入度决策制定低介入度决策制

12、定Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-34决策经验法则决策经验法则便利法则代表性法则锚定与调整法则Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-35框架效应框架效应Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-36Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-37心理核算心理核算消费者倾向把获益进行