Consumer-Behavior-and-Co课件(PPT 66页)

1、第1页，共66页。Roger D. Blackwell Paul W. Miniard James F. EngelPai Di-ching; Norjaya Mohd. Yasin; Wan Jooria Hood Consumer Behavior第2页，共66页。Consumer Behavior and Consumer ResearchCHAPTER 1第3页，共66页。What Is Consumer Behavior?Activities people undertake when obtaining, consuming, and disposing of products a

2、nd services第4页，共66页。ObtainingConsumingDisposingConsumerInfluencesOrganizationalInfluencesConsumer Behavior第5页，共66页。Consumer InfluencesOrganizational Influences第6页，共66页。Consumer InfluencesOrganizational InfluencesCulture EthnicityPersonality FamilyLife-stage ValuesIncome Available ResourcesAttitudes

3、OpinionsFeelingsMotivations Past ExperiencesPeer GroupsKnowledgeBrand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product Availability第7页，共66页。ObtainingConsumingDisposingConsumerInfluencesOrganizationalIn

4、fluencesConsumer Behavior第8页，共66页。ObtainingConsumingDisposing第9页，共66页。ObtainingConsumingDisposingHow you decide you want to buyOther products you consider buyingWhere you buy How you pay for productHow you transport product homeHow you use the productHow you store the product in your homeWho uses th

5、e product How much you consumeHow product compares with expectationsHow you get rid of remaining productHow much you throw away after useIf you resell items yourself or through a consignment storeHow you recycle some products第10页，共66页。OBTAININGHow you decide you want to buyOther products you conside

6、r buyingWhere you buy How you pay for productHow you transport product homeCONSUMINGHow you use the productHow you store the product in your homeWho uses the product How much you consumeHow product compares with expectationsDISPOSINGHow you get rid of remaining productHow much you throw away after u

7、seIf you resell items yourself or through a consignment storeHow you recycle some productsCONSUMER INFLUENCESCulture EthnicityPersonality FamilyLife-stage ValuesIncome Available ResourcesAttitudes OpinionsMotivations Past ExperiencesFeelings Peer GroupsKnowledgeORGANIZATIONAL INFLUENCESBrand Product

8、 FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product AvailabilityConsumer Behavior第11页，共66页。What Is Consumer Behavior?Activities people undertake when obtaining, consuming, and disposing of products and servicesA

9、 field of study that focuses on consumer activities第12页，共66页。What Is Consumer Behavior?Activities people undertake when obtaining, consuming, and disposing of products and servicesA field of study that focuses on consumer activitiesScope goes beyond just why and how people buy to include consumption

10、 analysis第13页，共66页。Consumption AnalysisWhy and how people use products in addition to why and how they buy第14页，共66页。The Marketing ConceptThe process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individua

11、l and organizational objectives第15页，共66页。The Marketing ConceptThe process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectivesSatisfaction with an exchange depends on sat

12、isfaction with consumption of product and the exchange of money第16页，共66页。Why Study Consumer Behavior?第17页，共66页。Why Study Consumer Behavior?Consumer Behavior Determines the Economic Health of a Nation第18页，共66页。Why Study Consumer Behavior?Consumer Behavior Determines the Economic Health of a NationCon

13、sumer Behavior Determines the Success of Marketing Programs第19页，共66页。Why Study Consumer Behavior?Consumer Behavior Determines the Success of Marketing ProgramsMarketing can be used to influence brand choice and purchase, while Demarketing can influence people to stop harmful consumption“The Customer

14、 is King”Organization influenced by consumer needs and wants第20页，共66页。Why Study Consumer Behavior?Consumer Behavior Determines the Success of Marketing ProgramsOrganizations that are Customer-centric use a total marketing approach to focus their resources on satisfying customersMarketingProcess of t

15、ransforming or changing an organization to have what people will buy第21页，共66页。Why Study Consumer Behavior?Consumer Behavior Determines the Economic Health of a NationConsumer Behavior Determines the Success of Marketing ProgramsConsumer Behavior Determines the Economic Health of Everyone第22页，共66页。Wh

16、y Study Consumer Behavior?Consumer Behavior Determines the Economic Health of EveryoneThe individuals decisions as a consumer determine their economic health by making more effective consumption decisions while avoiding deceptive practices harmful to them第23页，共66页。Why Study Consumer Behavior?Consume

17、r Behavior Determines the Economic Health of EveryonePublic policy leaders and social commentators study consumer behavior to alleviate overconsumption and underconsumption by educating consumers about problems and providing assistance第24页，共66页。Educating Consumers About Crises第25页，共66页。Understanding

18、 consumers issues or problems and developing methods to reach and educate consumersEducating Consumers About Health第26页，共66页。Understanding consumers issues or problems and developing methods to reach and educate consumersEducating Consumers About Health第27页，共66页。Why Study Consumer Behavior?Consumer

19、Behavior Determines the Economic Health of a NationConsumer Behavior Determines the Success of Marketing ProgramsConsumer Behavior Determines the Economic Health of EveryoneConsumer Behavior Helps Formulate Public Policy第28页，共66页。Understanding consumers needs to formulate public policy and predictin

20、g behavioral changes that followHelps Formulate Public PolicyInterest ratesWarning labelsEconomicsSocial WelfareFamily PlanningGovernment RegulationsGovernment Protection and EducationProtection from Competitive Markets第29页，共66页。Why Study Consumer Behavior?Consumer Behavior Affects Personal Policy第3

21、0页，共66页。Why Study Consumer Behavior?Consumer Behavior Affects Personal PolicyPersonal policy includes how you behave towards others and in buying situations, your values and beliefs, and how you live your life A persons economic quality of life is determined by personal policy第31页，共66页。Evolution of

22、Consumer Behavior第32页，共66页。Evolution of Consumer BehaviorSupply Chain:all the organizations involved in taking a product from inception to final consumption- Manufacturers- Wholesalers- Retailers- Facilitating Organizations第33页，共66页。Evolution of Consumer BehaviorSupply Chain:all the organizations in

23、volved in taking a product from inception to final consumption- Manufacturers- Wholesalers- Retailers- Facilitating OrganizationsConsumers Increased Influence on Business 第34页，共66页。Evolution of Consumer BehaviorWholesaler Manufacturer Retailer ConsumerManufacturingOrientationConsumerOrientationSelli

24、ngOrientationMarketingOrientationU.S. 1750-1850 1850-WWII 1970-2000 2000+Europe 1750-1850 1760-WWII 1970-2000 2000+第35页，共66页。Evolution of Consumer BehaviorWholesaler Manufacturer Retailer ConsumerManufacturingOrientationConsumerOrientationSellingOrientationMarketingOrientationConsumers Increasing In

25、fluenceU.S. 1750-1850 1850-WWII 1970-2000 2000+Europe 1750-1850 1760-WWII 1970-2000 2000+第36页，共66页。Manufacturing OrientationEvolution of Consumer Behavior第37页，共66页。Manufacturing OrientationSelling OrientationEvolution of Consumer Behavior第38页，共66页。Manufacturing OrientationSelling OrientationMarketin

26、g OrientationEvolution of Consumer Behavior第39页，共66页。Manufacturing OrientationSelling OrientationMarketing Orientation- Motivation research- Positivism- PostmodernismEvolution of Consumer Behavior第40页，共66页。Evolution of Consumer BehaviorManufacturing OrientationSelling OrientationMarketing Orientatio

27、nConsumer Orientation第41页，共66页。Consumer OrientationBeyond a marketing focusHow all organizations in a demand chain adapt to changing consumer lifestyles and behaviors bringing product design, logistics, manufacturing, and retailing together Role of consumers in shaping many aspects of lifesociety, g

28、overnment, social programs, health cares, and other areas第42页，共66页。Consumer Research: Methods of Studying Consumer Behavior第43页，共66页。Consumer Research MethodsObservation第44页，共66页。Consumer Research MethodsObservationObserving consumer behaviors in different situations such as natural or artificial se

29、ttings第45页，共66页。Consumer Research MethodsObservationIn-home observation: examining how and when consumers use and consume products in their householdsShadowing: following and observing consumers in the shopping and consumption processes. Researchers may ask questions about reasons for behaviorsPhysi

30、ological methods: Techniques borrowed from medicine, psychology and other sciences including cameras to measure eye movement, galvanic skin response, and MRI第46页，共66页。Consumer Research MethodsInterviews and Surveys第47页，共66页。Consumer Research MethodsInterviews and SurveysSurveys: efficient method for

31、 gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts, and mail questionnaires)第48页，共66页。Consumer Research MethodsInterviews and SurveysSurveys: efficient method for gathering information from a large samp

32、le of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts, and mail questionnaires)Focus Groups: a group discussion led by a moderator skilled in persuading consumers to thoroughly discuss a topic of interest第49页，共66页。Consumer Research MethodsInterv

33、iews and SurveysSurveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts, and mail questionnaires)Focus Groups: a group discussion led by a moderator skilled in persuading consume

34、rs to thoroughly discuss a topic of interestLongitudinal Studies: repeated measures of activities over time to determine changes in opinions, buying, and consumption behaviors第50页，共66页。Consumer Research MethodsExperimentationMeasuring cause-and-effect relation-ships by manipulating independent varia

35、bles to determine the effects of changes on dependent variables- Laboratory experiment- Field experiment第51页，共66页。Consumer Research MethodsExperimentation第52页，共66页。Consumer Research MethodsExperimentationAttempts to understand cause-and-effect relationships by carefully manipulating independent vari

36、ables to determine how these changes affect dependent variables- Laboratory experiment- Field experimentIndependent variables might include number of advertisements and package designDependent variables might include purchase intent or behavior第53页，共66页。Consumer Research MethodsConsumption Research

37、第54页，共66页。Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how people use products and services rather than how they buy them第55页，共66页。Understanding How Consumers Use Products第56页，共66页。Consumer Research MethodsConsumption Research Builds on the th

38、ree primary research methods to examine how people use products and services rather than how they buy themMay use ethnographic tools to under-stand how values and culture influence usage of products and other behaviors第57页，共66页。Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how people u