台大消费者行为 knowledge

ConsumerKnowledge04/101OutlineTypesofConsumerKnowledgeSourcesofConsumerKnowledgeTheBenefitsofUnderstandingConsumerKnowledge04/102TypesofConsumerKnowledgeKnowledgeoftheproduct’sexistenceKnowledgeoftheproduct’sattributesandassociationsPurchaseknowledgeConsumptionandusageknowledgePersuasionknowledge04/103KnowledgeoftheProduct’sExistenceGainingawarenessamongconsumersAssessingawareness:Top-of-the-mindawareness(TOMA):howmanybrandscanberecalledfrommemoryRecognition:identifyingknownbrandsfromalistRecall-basedmeasuresaremoreconservativethanrecognition-based04/104KnowledgeoftheProduct’sAttributesandAssociationsProductswithinawarenesssetarelikelytohaveassociationsbetweenthemandinformationfrommemoryProductImage:definedbyentirearrayofassociationsincludingphysicalpropertiesbenefitsfeelingfromconsumptionexperiencesymbols04/105Imageanalysisinvolvesexaminingwhatconsumersknowaboutaproduct’sattributesandassociationsIdentifyattributesandassociationsthatdetermineaproduct’simageAssessstrengthsofassociationsExaminewhatanassociationrepresentsintheconsumer’spsyche04/106PurchaseKnowledge:Howmuchdoesitcost?KnowledgeabouttypicalrangeofpricesforaproducthelpsconsumerevaluatefairnessofthepriceofaparticularbrandThelessconsumersknowaboutprice,thelessconcernedarecompaniesaboutpricedifferencesfromcompetitorsImageanalysisincludeswhatconsumersknowaboutabsolutepriceandrelativeprice04/107PurchaseKnowledge:WhentoBuy?KnowledgeaboutwhenaproductistypicallygoesonsalemaydelaypurchaseMaydeterminewhennewinnovationsarepurchased--manyconsumersdonotpurchasenewinnovationswhenintroducedbecausetheybelievethepricewilldropovertime04/108PurchaseKnowledge:WheretoBuy?KnowledgeaboutwheretobuyaproductguidespurchasedecisionInternetfirmsadvertiseinavarietyofmediatobuildconsumers’knowledgeofalternativeplacestobuyWhereproductislocatedinthestore--whenconsumerareunfamiliarwithstorelayout,theyrelymoreonin-storeinformation04/109ConsumptionandUsageKnowledgeEncompassestheinformationinmemoryabouthowaproductcanbeconsumedandwhatisrequiredtouseitConsumersareunlikelytobuyaproductwhentheylackinformationaboutuseSometimesconsumerhaveincompleteinformationaboutdifferentwaysaproductcanbeconsumedNewusesforexistingproductsmaylowerproduct’sattractiveness04/1010PersuasionKnowledgeInformationaboutwhatconsumersknowaboutthegoalsandtacticsofthosetryingtopersuadethemPersuasionknowledgeinfluenceshowconsumersrespondtopersuasionattemptsKnowledgeaboutaparticulartacticmayeliminateitseffectiveness04/1011SourcesofConsumerKnowledgePeople--fromfamilytosalespersonNonpersonalsources:media,theInternet,publicationsExperiencefrombuyingandconsumingaproductDirectexperienceincreasesconfidenceinknowledgeandmakesitmorelikelytobeusedindecision04/1012TheBenefitsofUnderstandingConsumerKnowledgeLackofknowledgeUndesirableknowledgeGaugingtheProductsPositioningSuccessDiscoveringNewUsesGaugingtheSeverityofCompetitiveThreatsEnhancingtheEffectivenessofCustomerRecruitmentActivities04/1013UnderstandingConsumerKnowledge:LackofknowledgeKnowledgegaps:anabsenceofinformationinmemoryFirmsneedtoidentifyknowledgegapswhichmaypreventconsumersfrommakingpurchasesKnowledgegapsmayexistfornewandcurrentproductsPublicpolicymayfocusongapswhichundermineconsumerwelfare04/1014UnderstandingConsumerKnowledge:UndesirableKnowledgeConsumersmaypossessknowledgethatisundesirablefromthefirm’’sperspectiveMisperception:thingsthatpeoplebelievetobetruewhentheyarenotFirmsmustcombatmisperceptionswhichmakeabrandunattractiveOftenleadstomodificationofimage04/1015UnderstandingConsumerKnowledge:GaugingPositioningSuccessHasthebrandachieveditsdesiredpositioninginthemarketplace?Examineproduct’’simageamongtargetconsumersHowwellhastheproductcreatedthedesiredmindsetamongconsumers?04/1016UnderstandingConsumerKnowledge:DiscoveringNewUsesConsumersoftenuseknowledgeaboutaproductto““invent”newusesUnderstandinghowconsumersuseproducts,marketersmaydiscovernewusesthatcanbepromotedasameansofbroadeningproductappeal04/1017UnderstandingConsumerKnowledge:GaugingSeverityofCompetitiveThreatsHowmuchdoconsumersknowaboutcompetitiveproducts?Understandinghowconsumerscomparecompetitivebrandscanguidemarketingactivitieswithrespecttothosecompetitivebrands04/1018UnderstandingConsumerKnowledge:EnhancingtheEffectivenessofCustomerRecruitmentActivitiesIdentifyingwhatneedstobechangedinbrandpositionandattributesHowmightthesechangesbestbeaccomplished?Advertising,personalsales,orpublicrelations?Shouldsalesmessagesfocusontechnicalinformationoreasytounderstandproductattributes?04/10199、静夜四无无邻，荒居居旧业贫。。。1月-231月-23Friday,January6,202310、雨中黄黄叶树，，灯下白白头人。。。00:24:5500:24:5500:241/6/202312:24:55AM11、以我独沈沈久，愧君君相见频。。。1月-2300:24:5500:24Jan-2306-Jan-2312、故人江海别别，几度隔山山川。。00:24:5500:24:5500:24Friday,January6,202313、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。1月月-231月月-2300:24:5500:24:55January6,202314、他乡生白白发，旧国国见青山。。。06一月月202312:24:55上上午00:24:551月-2315、比不了得得就不比，，得不到的的就不要。。。。一月2312:24上午1月-2300:24January6,202316、行行动动出出成成果果，，工工作作出出财财富富。。。。2023/1/60:24:5500:24:5506January202317、做前，，能够环环视四周周；做时时，你只只能或者者最好沿沿着以脚脚为起点点的射线线向前。。。12:24:55上上午12:24上上午00: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