现代营销学课件：Chapter 5 CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR

1、Chapter 5CONSUMER MARKETS AND CONSUMER BUYER BEHAVIORConsumer buying behavior: The buying behavior of final consumers-individuals and households who buy goods and services for personal consumption.Consumer market: All the individuals and households who buy or acquire goods and services for personal

2、consumption.ContentsModel of Consumer BehaviorCharacteristics Affecting Consumer BehaviorThe Buyer Decision ProcessThe Buyer Decision Process for New ProductsConsumer Behavior Across International BordersModel of Consumer BehaviorProductPricePlacePromotionMarketing and other stimuliEconomicTechnolog

3、icalPoliticalCulturalBuyer characteristicsBuyers black boxBuying decision processBuyers responsesProduct choiceBrand choiceDealer choicePurchase timingPurchase amountFigure 5-1 Model of buyer behaviorCross-national Product Acceptance ModelIntrinsicAttributesBrandNamePricePerception of Brand NamePerc

4、eption of Intrinsic AttributesPerception of PricePerceivedQualityPerceivedValueWillingness to BuyCharacteristics Affecting Consumer BehaviorCulturalCultureSubcultureSocial classSocialReference groups FamilyRoles and statusPersonalAge and life-cycle stage OccupationEconomic situationLifestylePersonal

5、ity and self-conceptPsychologicalMotivationPerceptionLearningBeliefs and attitudesBuyerFigure 5-2 Factors influencing consumer behaviorCultural factorsCultural: The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.Subc

6、ulture: A group of people with shared value systems based on common life experiences and situations. -Hispanic consumers -African American consumers -Asian American consumers -Mature consumersSocial class: Relatively permanent and ordered divisions in a society whose members share similar values, in

7、terests, and behaviors.Social FactorsReference Group: Two or more people who interact to accomplish individual or mutual goals.Opinion leaders: People within a reference group who, because of special skills, knowledge, personality traits, or other characteristics, exert influence on others.Roles and

8、 statusPersonal Factors(1)Age and life-cycle stage OccupationEconomic situationLifestyle: A persons pattern of living as expressed in his or her activities, interests, and opinions. Psychographics: The technique of measuring lifestyles and developing lifestyle classifications; it involves measuring

9、the major AIO dimensions (activities, interests, opinions).Life-Style DimensionsACTIVITIESINTERESTSOPINIONSDEMOGRAPHICSWork Family Themselves AgeHobbies HomeSocial issuesEducationSocial eventsJob PoliticsIncomeVocation CommunityBusinessOccupationEntertainmentRecreation EconomicsFamily sizeClub membe

10、rshipFashion EducationDwellingCommunity Food ProductsGeographyShopping Media FutureCity sizeSports AchievementsCultureStage in life cycleSource: Joseph T. Plummer, “The Concept and Application of Life-Style Segmentation,” Journal of Marketing, January 1974, p.34. 表：2004-2005十城市消费者社会、生活形态(5：非常同意，1：非常

11、不同意)资料来源：2004-2005 IMI消费行为与生活形态年鉴 Personal Factors(2)Personality and self-concept personality: A persons distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environmentSelf-confidenceAscendancyEmotional stabilityDominanceSociability

12、AchievementAutonomyDefensiveness OrderChangeAffiliation AdaptabilityDeferenceAggressiveness Personal Factors(3)Young Middle-agedOlder SingleMarried without childrenMarried with childrenDivorced with childrenSingleMarried without childrenMarried with childrenMarried without dependent childrenDivorced

13、 without childrenDivorced with children Divorced without dependent childrenOlder marriedOlder unmarriedSources: Adapted from Patrick E. Murphy and William A. Staples, “A Modernized Family Life Cycle,” Journal of consumer Research, June 1979, p.16; Journal of Consumer Research, Inc., 1979.Also see Le

14、on G. Schiffman and Leslie Lazar Kanuk, Consumer Behavior (Englewood Cliffs, NJ: Prentice Hall, 1994) , pp. 361-70 Table 5-2 Family life-cycle stagesPsychological Factors(1)MotivationMotive (drive): A need that is sufficiently pressing to direct the person to seek satisfaction of the need. -Freuds T

15、heory of Motivation -Maslows Theory of Motivation (next) Perception: The process by which people select, organize, and interpret information to form a meaningful picture of the world. Learning: Changes in an individuals behavior arising from experience. Beliefs and attitudes -Belief: A descriptive t

16、hought that a person holds about something. -Attitude: A persons consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.Psychological Factors(2)Figure 5-3 Maslows hierarchy of needs Self-actualization needsSelf-development and realizationEsteem needsSelf

17、-esteem, recognition, statusSocial needsSense of belonging, loveSafety needsSecurity, protectionPhysiological needsHunger, thirstThe Buyer Decision Process(1)Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorFigure 5-4 Buyer decision processThe Buyer D

18、ecision Process(2)Need Recognition: The first stage of the buyer decision process in which the consumer recognizes a problem or need. Information Search: The stage of the buyer decision process in which the consumer is aroused to search for ore information; the consumer may simply have heightened at

19、tention to information or may go into active information search. Personal sources. Family, friends, neighbors, acquaintances Commercial sources. Advertising, salespeople, dealers, packaging, displays. Public sources. Mass media, consumer-rating organizations. Experiential sources. Handling, examinin

20、g, using the product.The Buyer Decision Process(3) Evaluation of AlternativesAlternative evaluation: The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.Brand image: The set of beliefs that consumers hold about a particular

21、brand. Purchase Decision: The stage of the buyer decision process in which the consumer actually buys the product. Postpurchase Behavior: The stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction. Cognitive dissonanc

22、e: Buyer discomfort caused by postpurchase conflict.The Buyer Decision Process for New Products Stages in the Adoption Process Individual differences in Innovativeness Influence of Product Characteristics on Rate of AdoptionStages in the Adoption ProcessAwarenessInterestEvaluationTrialAdoption Indiv

23、idual differences in InnovativenessFigure 5-5 Adopter categorization on the basis of relative time of adoption of innovations2.5%Innovators13.5%Early adopters34%Early majority34%Late majority16%LaggardsConceptualization of the Fashion ProcessInvention and introductionFashion leadershipIncreasing soc

24、ial visibilityConformity within and across social groupSocial saturationDecline and obsolescenceAlternative Behavior Science Model (1)Sociological ModelsThe Trickle-Down TheoryThe Collective Behavior ModelCommunication ModelsThe Adoption and Diffusion ModelThe Symbolic Communication ModelPsychological Mode