consumer上考的一直是课本上知识点1213cons

Pastpaper上考的一直是上的知识点（1213consumerinvolvement,1314buyingdecisionprocess但老头的ppt跟这些知识重合的地方不多，因为不确定他今年到底出什么样的题目，这里先梳理上的知识，再结合他自己的paper理解一下他的ppt。考的方式主要是：consumerbehaviour的某个模型是怎样的？实际上如何应用这个模型？所以对的复习集中在于各种模型的几个要素以及作为如何marketer应用这些要素ConsumerDefinition:Consumerbehavioristhestudyofhowindividuals,groupsandorganizationsselect,buy,use,anddisposegoods,services,idea,orexperiencestosatisfytheirneedsandwants.(Kotleretal.,2009)Consumerbehavior研究的是整个consumptionbuying这个action上，也包括了pre-purchase和post-CB的model在130页。这个过程是：一个potentialbuyer在接受了Marketing和Otherstimuli的刺激后，consumercharacteristics和consumerpsychology决定他是否会产生对某种商品的，从而之后的buyingdecisionprocess和最后的purchasedecision。pachaurlpaperpositivist用理性人式的假设分析得出的consumerbehavior是一个有因果关系的过程，而老头更偏向于non-positivistbehaviorbuyingdecision是很多难以量化的orientation堆砌出来的Consumercharacteristics:Influencedby3factors:cultural,social, al.Culturalfactorsexertthebroadestanddeepestinfluence.Culturalfactor:culture,subculture,socialCulture=SharedblueprintsorschemasbothforactionandforunderstandingYau’sppt)Cultureneeds,wantsandbehavior的最重要影响因素Subcultureinvolvesnationalities,religions,racialgroupsandgeographicregions.所以作为Marketer，要specializedmarketingnforthespecificsubculturegroup.Socialclass:individualswithinthesamesocialgrouptendtothink,behaveandconsumesimilarly.应该通过来重点分析每个class内部的相同点和与其他class的区别Socialfactors:Referencegroups,householdtypes,roleandReferencegroups:allthegroupsthathaveadirectorindirectinfluenceona ’sattitudesorbehavior.Importance:Referencegroupsexposepeopletonewbehaviorsandlifestyles,influenceattitudesandself-concept,andcreatepressuresforconformitythatmayaffectproductandbrandchoices.重要的Implication:Manufacturersofproductsandbrandswheregroupinfluenceisstrongmustreachandinfluencetheopinionleadersinthosegroups(thosewhooffersadviceorinformationaboutaproductoracategoryininformal,product-relatedcommunications).E.g.“circleeffect”inforcarpurchase(Kotler)Householdtypes:theroleacertainindividualysinhisfamilyFamilyisthemostinfluentialprimaryreferencegroup.具体例子有点多，参照书Rolesandstatus:theroleandstatusingroupsotherthanfamily.Buyingbehaviorreflectstheirroleandstatusinthegroup.E.g. executivesdriveMercedesandwearexpensivesuits.(Implication:shouldhavesymbolicmeaningsforproductsandbrands!!) alfactors:ageandstageinthelifecycle,occupationandeconomiccircumstances, alityandself-concept,lifestyleandvaluesAge&stage:peoplebuydifferentgoodsatdifferentagesoftheirlives.Also,thecriticaleventsortransitionbetweenstages,e.g.marriage,childbirth,divorce,illness,leadtonewbuyingbehavior.Occandeco:occupationalrequirement(workclothes)andaffordability.Marketerstailortheirproductsforcertainoccupationalgroups.alityandselfconcept:thedistinguishingpsycholocialtraitsthatleadtoconsistentandenduringresponsestoenvironmentalstimuli.Brandalsohas ality,andconsumerstendtochoosebrandscompatiblewiththeirs.Lifestylesandvalues:howa choosetoin ctwithhis ConsumerPsychology:4factors:motivation,perception,learning,memoryMotivation:Aneedesamotivewhenitisarousedtoasufficientlevelofintensityanddrivesa toact.(recallMaslow’sneedhierarchy)Perception:thebehaviorisinfluencebytheperceptionoftheLearning:peopleadjusttheirbehaviorinlearningfromencoding,retrievingThebuyingdecisionprocess:fivesteps13-14考题Problemrecognition:buyingprocessstartsasthebuyerrecognizedaproblemorneed,triggerdbyinternalorexternalstimuli.(Identifythosecircumstancetriggeringcertainneedandactaccordingly)Informationsearch:2levels(heightenedattention—ereceptivetorelevantinformation,activesearch—intentlysearchforinformation)4groupsofinformationsource: alsource(mostinfluential, disys), organisations),experientialsource(handling,examining,usingtheproduct)Evaluationofalternatives:choosingfromdifferentofferings.Consumerssetcriteriaforevaluationbasedonexperience,andselecttheoptionwithhighestperceivedvalue.(在pachaurl的readingrationalityvaluenon-positivistOthertheoriesofconsumerdecisionmaking:150是从rationality的假设出发的书提供了三个理论解释decisionmaking：levelofconsumerinvolvement,decisionheuristicsandbiases,metalaccounting。LCI1213的exam中出现，书上篇幅很小。另外提供了一个approach(4steps:introspective，retrospective，prospective，prescriptive)来说明如何了解customer的decisionmaking.152页也有一些例子。Puchaseeciins:3efeence之后，只有两个factr会，一是attituesftesie.其他人对者这件商品的消极态度以及者本身迎合其他人认可的期望程度，二是突然出现的情况，例如失业，事故或者与商家的Postpurchasebehavior：Customerbehaviordoesnotendwiththepurchase.Postpurchasebehaviormightinfluencetheirre-purchaseandotherpeoples’consumption比如referencegroup中的影响)Marketersmustresearchpostpurchasesatisfactionactionsandproductuse例如考题中夫妇在买房之后不确定能否还贷以及如何装修，marketer应该考虑这些问题来改进产品)Consumeradoptionprocess:新产品进入市场时的customerDfn:Adoptionisanindividual’sdecisiontoearegularuserofaproduct.Theconsumer-adaptionprocessisfollowedbytheconsumer-loyaltyprocess,whichistheconcernoftheestablished浪费大。Heavy-userapproach也有用户对其他品牌有loyalty所以目前目标定为earlyadopter,theoryofinnovationdiffusionandconsumeradoptiontoidentifythem.Theadoptionprocessfocusesonthementalprocessthroughwhichaconsumerpassesfromfirsthearingaboutaninnovationtoadoption.5stages:awareness,interest,evaluation,trial,adoptionFactorsinfluencingtheadoptionInnovativeness:thedegreetowhich