销售：管理有利润的客户关系6

1、Consumer Markets and Consumer Buyer BehaviorChapter 60ObjectivesBe able to define the consumer market and construct a simple model of consumer buyer behavior.Know the four major factors that influence consumer buyer behavior.1ObjectivesUnderstand the major types of buying decision behavior and the s

2、tages in the buyer decision process.Be able to describe the adoption and diffusion process for new products.2Harley “Hogs” account for 1/5 of U.S. cycle salesSales have exceeded supply for years1986-2000: Four stock splits, increase of 7,100%Fiercely loyal clientele revolves around 7 core customer t

3、ypesHarley owners use their bikes to express their lifestyle and attitudesAdvertising reflects the Harley mystiqueHarley-DavidsonCase Study3DefinitionsConsumer Buying BehaviorBuying behavior of individuals and households that buy products for personal consumption.Consumer MarketAll individuals/house

4、holds who buy products for personal consumption.4Stimulus Response ModelMarketing and other stimuli enter the buyers “black box” and produce certain choice/purchase responses.Marketers must figure out what is inside of the buyers “black box” and how stimuli are changed to responses.Model of Consumer

5、 Behavior5Characteristics Affecting Consumer Behavior Cultural Social Personal PsychologicalCultureSubcultureHispanic consumersAfrican AmericansAsian AmericansMature consumersSocial ClassKey Factors 6Hispanics35 million consumers purchase $425 billion worth of goods and services.Expected to grow 64%

6、 in 20 years.Spanish media makes group easy to reach.Brand loyal group.Characteristics Affecting Consumer Behavior7African Americans35 million consumers purchase $527 billion worth of goods and services.Growing more affluent / sophisticated.Price and brand name conscious; quality and selection are i

7、mportant.Certain media target this group.Characteristics Affecting Consumer Behavior8Asian Americans10 million consumers purchase $229 billion worth of goods and services.Fastest growing, most affluent subculture.Many nationalities comprise this group.Consumer packaged goods companies now target thi

8、s group more heavily.Characteristics Affecting Consumer Behavior9Mature Consumers75 million consumers aged 50+ will grow to 115 million within 25 years.Mature consumers control 50% of all discretionary income.Attractive market for travel, restaurant, and cosmetics products, among others. Characteris

9、tics Affecting Consumer Behavior10Characteristics Affecting Consumer Behavior Cultural Social Personal PsychologicalGroupsMembershipReference Aspirational groupsOpinion leaders Buzz marketingFamilyChildren can influenceRoles and StatusKey Factors 11Characteristics Affecting Consumer Behavior Cultura

10、l Social Personal PsychologicalAge and life cycleOccupationEconomic situationLifestyleActivities, interests, and opinionsLifestyle segmentationPersonality and self-conceptBrand personalityKey Factors 12Brand Personality DimensionsCharacteristics Affecting Consumer BehaviorSincerityRuggednessExciteme

11、ntCompetenceSophistication13Characteristics Affecting Consumer Behavior Cultural Social Personal PsychologicalMotivationNeeds provide motives for consumer behaviorMotivation researchMaslows hierarchy of needsPerceptionSelective attention, selective distortion, selective retentionLearningDrives, stim

12、uli, cues, responses and reinforcementBeliefs and attitudesKey Factors 14Maslows Hierarchy of NeedsCharacteristics Affecting Consumer BehaviorSelf-actualizationEsteem NeedsSocial NeedsSafety NeedsPhysiological Needs15Types of Buying-Decision BehaviorDifference between brandsSignificantDifferencesCom

13、plex buying behaviorLowFewDifferencesDissonance-reducing buying behaviorHabitual buying behaviorVariety-seeking buying behaviorHighInvolvement Level16Five Stages:Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorThe Buyer Decision Process17The Buyer De

14、cision ProcessNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorNeeds can be triggered by:Internal stimuliNormal needs become strong enough to drive behaviorExternal stimuliAdvertisementsFriends of friendsProcess Stages 18The Buyer Decision ProcessNeed

15、 recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorConsumers exhibit heightened attention or actively search for information.Sources of information:PersonalCommercialPublicExperientialWord-of-mouthProcess Stages 19The Buyer Decision ProcessNeed recognitionI

16、nformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorEvaluation procedure depends on the consumer and the buying situation.Most buyers evaluate multiple attributes, each of which is weighted differently.At the end of the evaluation stage, purchase intentions are formed.Pr

17、ocess Stages 20The Buyer Decision ProcessNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorTwo factors intercede between purchase intentions and the actual decision:Attitudes of othersUnexpected situational factorsProcess Stages 21The Buyer Decision Pr

18、ocessNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorSatisfaction is important:Delighted consumers engage in positive word-of-mouth.Unhappy customers tell on average 11 other people.It costs more to attract a new customer than it does to retain an ex

19、isting customer.Cognitive dissonance is commonProcess Stages 22Buyer Decision Process for New ProductsNew ProductsGood, service or idea that is perceived by customers as new.Stages in the Adoption ProcessMarketers should help consumers move through these stages.23Stages in the Adoption ProcessBuyer Decision Process for New ProductsAwarenessEvaluationInterestTrialAdoption24Buyer Decision Process for New ProductsIndividual Differences in InnovativenessConsumers can be classified into five adopter categories, each of which behaves differently toward new products.Product C