台大消费者行为cb 二

RogerD.Blackwell,PaulW.Miniard,andJamesF.Engel,ConsumerBehavior,NinthEditionCopyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerBehaviorandConsumerResearchCHAPTER1Blackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.

WhatisConsumerBehavior?Activitiespeopleundertakewhenobtaining,consuming,anddisposingofproductsandservicesObtainingConsumingDisposingConsumerInfluencesOrganizationalInfluencesConsumerBehaviorBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.

ConsumerInfluencesOrganizationalInfluencesCultureEthnicityPersonalityValuesLife-stageFamilyIncomeFeelingsAttitudesOpinionsAvailableResourcesMotivations PastExperiencesPeerGroupsKnowledgeBrand ProductFeaturesAdvertising WordofMouthPromotions RetailDisplaysPrice QualityService StoreAmbianceConvenienceLoyaltyProgramsPackagingProductAvailabilityBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.

ObtainingConsumingDisposingConsumerInfluencesOrganizationalInfluencesConsumerBehaviorBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.

ObtainingConsumingDisposingBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.

ObtainingConsumingDisposingHowyoudecideyouwanttobuyProductsyouconsiderbuyingWhereyoubuyHowyoupayforproductHowyoutransportproducthomeHowyouuseproductHowyoustoretheproductinyourhomeWhousestheproductHowmuchyouconsumeHowproductcompareswithexpectationsHowyougetridofremainingproductHowmuchyouthrowawayafteruseIfyouresellitemsyourselforthroughaconsignmentstoreHowyourecycleproductsBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.

OBTAININGHowyoudecideyouwanttobuyProductsyouconsiderbuyingWhereyoubuyHowyoupayforproductHowyoutransportproducthomeCONSUMINGHowyouuseproductHowyoustoretheproductinyourhomeWhousestheproductHowmuchyouconsumeHowproductcompareswithexpectationsDISPOSINGHowyougetridofremainingproductHowmuchyouthrowawayafteruseIfyouresellitemsyourselforthroughaconsignmentstoreHowyourecycleproductsCONSUMERINFLUENCESCulture EthnicityPersonality FamilyLife-stage ValuesIncome AvailableResourcesAttitudes OpinionsMotivations PastExperiencesFeelings PeerGroupsKnowledgeORGANIZATIONALINFLUENCESBrand ProductFeaturesAdvertising WordofMouthPromotions RetailDisplaysPrice QualityService StoreAmbianceConvenienceLoyaltyProgramsPackagingProductAvailabilityConsumerBehaviorBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.

Why

Study

Consumer

Behavior?ConsumerBehaviorHelpsAnalyzeConsumers’

IncreasingInfluenceConsumerBehaviorEducatesandProtectsConsumersConsumerBehaviorHelpsFormulatePublicPolicyConsumerBehaviorAffectsPersonalPolicyBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearch:How

To

Study

ConsumerBehaviorBlackwell,

Miniard,andEngel,

ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.

ConsumerResearchMethodsObservationGaininginformationbyobservingconsumersindifferentsituations,innaturalorartificialsettingBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsObservationGaininginformationbyobservingconsumersindifferentsituations,innaturalorartificialsettingIn-homeobservation:examininghowandwhenconsumersuseandconsumeproductsintheirhouseholdsShadowing:followingandobservingconsumersintheshoppingandconsumptionprocesses.ResearchersmayaskquestionsaboutreasonsforbehaviorsBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsInterviewsandSurveysSurveys:efficientmethodforgatheringinformationfromalargesampleofconsumersbyaskingquestionsandrecordingresponses(telephoneandInternetsurveys,mallinterceptsandmailquestionnaires)Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsInterviewsandSurveysSurveys:efficientmethodforgatheringinformationfromalargesampleofconsumersbyaskingquestionsandrecordingresponses(telephoneandInternetsurveys,mallinterceptsandmailquestionnaires)FocusGroups:agroupdiscussionleadbyaskilledmoderatoranddesignedtoprobespecifictopicsin-depthBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsInterviewsandSurveysSurveys:efficientmethodforgatheringinformationfromalargesampleofconsumersbyaskingquestionsandrecordingresponses(telephoneandInternetsurveys,mallinterceptsandmailquestionnaires)FocusGroups:agroupdiscussionleadbyaskilledmoderatoranddesignedtoprobespecifictopicsin-depthLongitudinalStudies:repeatedmeasuresofactivitiesovertimetoexaminechangesinbehaviors/opinionsBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsExperimentationMeasuringcause-and-effectrelation-shipsbymanipulatingindependentvariablestodeterminetheeffectsofchangesondependentvariables-Laboratoryexperiment -FieldexperimentBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsExperimentationMeasuringcause-and-effectrelation-shipsbymanipulatingindependentvariablestodeterminetheeffectsofchangesondependentvariables-Laboratoryexperiment -FieldexperimentIndependentvariablesmightincludeadvertisingfrequencyandpackagedesign.Dependentvariablesmightincludepurchaseintentorbehavior.Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsConsumptionResearchBuildsonthethreeprimaryresearchmethodstoexaminehowpeoplebuyanduseproductsandservices.Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsConsumptionResearchBuildsonthethreeprimaryresearchmethodstoexaminehowpeoplebuyanduseproductsandservices.Mayuseethnographictoolstounder-standhowvaluesandcultureinfluenceusageofproductsandotherbehaviors.Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsConsumptionResearchBuildsonthethreeprimaryresearchmethodstoexaminehowpeoplebuyanduseproductsandservices.Mayuseethnographictoolstounder-standhowvaluesandcultureinfluenceusageofproductsandotherbehaviors.Mayidentifynewusesforexistingproductsornewproducttosatisfyunmetorchangingconsumerneeds.Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.TheUnderlyingPrinciplesofConsumerBehaviorTheConsumerisSovereignTheConsumerisGlobalConsumersareDifferent;ConsumersareAlikeTheConsumerhasRightsEveryoneNeedstoUnderstandConsumersBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.9、静夜四无邻邻，荒居旧业业贫。。1月-231月-23Friday,January6,202310、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。00:24:5900:24:5900:241/6/202312:24:59AM11、以我独独沈久，，愧君相相见频。。。1月-2300:24:5900:24Jan-2306-Jan-2312、故人江海海别，几度度隔山川。。。00:24:5900:25:0000:25Friday,January6,202313、乍见见翻疑疑梦，，相悲悲各问问年。。。1月-231月-2300:25:0000:25:00January6,202314、他乡乡生白白发，，旧国国见青青山。。。06一一月月202312:25:00上上午午00:25:001月-2315、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。一月月2312:25上上午午1月月-2300:25January6,202316、行动动出成成果，，工作作出财财富。。。2023/1/60:25:0000:25:0006January202317、做前，能能够环视四四周；做时时，你只能能或者最好好沿着以脚脚为起点的的射线向前前。。12:25:00上上午12:25上午00:25:001月-239、没有失败败，只有暂暂时停止成成功！。1月-231月-23Friday,January6,202310、很很多多事事情情努努力力了了未未必必有有结结果果，，但但是是不不努努力力却却什什么么改改变变也也没没有有。。。。00:25:0000:25:0000:251/6/202312:25:00AM11、成功就就是日复复一日那那一点点点小小努努力的积积累。。。1月-2300:25:0000:25Jan-2306-Jan-2312、世间成事，，不求其绝对对圆满，留一一份不足，可可得无限完美美。。00:25:0000:25:0000:25Friday,January6,202313、不知香积寺寺，数里入云云峰。。1月-231月-2300:25:0000:25:00January6,202314、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。06一月月202312:25:00上上午00:25:001月-2315、楚塞塞三湘湘接，，荆门门九派派通。。。。一月2312:25上上午1月-2300:25January6,202316、少少年年十十五五二二十十时时，，步步行行夺夺得得胡胡马马