消费者行为学第13章

第十三章

消费者决策过程与问题认知CHAPTER13CONSUMERDECISIONPROCESSANDPROBLEMRECOGNITION2024/7/191ConsumerBehaviorInTheNews…Oneperson’sproblemisanotherperson’s…ManypeoplewouldpaytoNOThavesnow.IndeedsnowREMOVALisamajorindustryincolderclimates.ButwouldpeoplepaytoHAVEsnow?2024/7/192ConsumerBehaviorInTheNews…Oneperson’sproblemisanotherperson’s…WouldpeoplepaytoHAVEsnow?Turnsout–yes!PeopleinwarmerclimatessuchasTexas,Arizona,Florida,Georgia.OftenwantsnowforChristmasseasonbutrarelygetitnaturally.So,theybuyit!2024/7/193现在，98%的美国男性在使用香皂洗脸，而香皂可能会使他们的干性皮肤更加干燥。对beiersdorf来说，目前是一个大好时机，美国的男性化妆品市场已经具备了进入的条件。职场激烈的竞争、男性和女性之间不断变化的力量对比以及年轻一代蓬勃发展的势头。各年龄段的美国男性都认识到了拥有好的外表不但能够改善个人生活，还能给自己的职业发展增添优势。2024/7/194妮维雅男性护肤品要想在市场获得成功，beiersdorf公司必须首先唤起男性认识到他们当前面部护理存在的问题。一旦公司能够激起问题认知，男性消费者就会进入产品评价、购买和试用阶段。2024/7/19513.1消费者决策类型TypesofConsumerDecisionsPurchaseinvolvementisthelevelofconcernfor,orinterestin,thepurchaseprocess.购买介入程度是消费者因为某一特定购买需要而产生的对决策过程关心或感兴趣的程度。Triggeredbyneedtoconsideraparticularpurchase.Atemporarystateinfluencedbytheinteractionofindividual,product,andsituationalcharacteristics.购买介入是某个人、某个家庭或购买单位的一种暂时状态，受个人、产品、情境特征的相互作用和影响。2024/7/196Aconsumermaybeveryinvolvedwithabrand(e.g.,Starbucks)oraproductcategory,BUT…havelowpurchaseinvolvementduetobrandloyalty,timepressures,etc.Productinvolvementorenduringinvolvementisverydifferentfrompurchaseinvolvement.2024/7/197TypesofDecisionMakingNominalDecisionMaking名义型决策BrandLoyalPurchases品牌忠诚度型购买RepeatPurchases习惯性购买 LimitedDecisionMaking有限型决策ExtendedDecisionMaking扩展性决策2024/7/198Nominaldecisionsoccurwhenthereisverylowinvolvementwiththepurchase.名义型决策往往发生在对购买的介入程度很低的情况下。Acompletelynominaldecisiondoesnotevenincludeconsiderationofthe“donotpurchase”alternative.一个纯粹的名义型决策甚至丝毫不考虑选择其他品牌的可能性。ConsumerbuysCampbell’swithoutconsideringotherbrands,itsprice,etc.Nominaldecisionmaking,

a.k.a.,habitualdecisionmaking,ineffectinvolvesnodecisionperse.

名义型决策，有时也称习惯性购买决策，实际上就其本身而言并未涉及决策。13.1.1名义型决策NominalDecisionMaking2024/7/199Nominaldecisioncanbebrokenintotwocategories:BrandLoyalPurchases品牌忠诚型购买Highcommitmenttobrand对品牌高承诺一旦形成了情感上的依赖（你喜欢这个牌子），你就成了某牌的忠诚顾客，其他竞争者很难赢得你的青睐 RepeatPurchases习惯性购买Lowcommitmenttobrand对品牌低承诺你成了某品牌的重复购买者，但你并不忠诚于该品牌2024/7/1910Middlegroundbetweennominalandextendeddecisionmaking.是介于名义型决策和扩展型决策之间的一种决策类型。Involvesrecognizingaproblemforwhichthereareseveralpossiblesolutions.有限型决策涉及对一个有着几种选择方案的问题的认知。

Decisionbasedonlyonbuyingthecheapestrolls.Limiteddecisionmakinginvolvesinternalandlimitedexternalsearch,fewalternatives,simpledecisionrulesonafewattributes,andlittlepostpurchaseevaluation.有限型决策包括内部信息搜集或有限的外部信息搜集，存在很少的备选方案，基于较少属性的简单决策规则和很少的购后评价。13.1.2有限性决策LimitedDecisionMaking2024/7/1911Itisaresponsetothehighlevelofpurchaseinvolvement.扩展型决策发生在购买介入程度很高的情况下。Duringpost-purchaseevaluation,doubtsarelikelyandathoroughevaluationtakesplace.消费者在购买产品之后，很容易对购买决策的正确性产生怀疑，从而引发对购买的全面评价。Emotionaldecisionsmayinvolvesubstantialcognitiveeffort.Extendeddecisionmakinginvolvesextensiveinternalandexternalsearchfollowedbyacomplexevaluationofmultiplealternatives.扩展型决策包括大量的内部信息和广泛的外部信息收集，对多种备选方案的复杂评价。13.1.3扩展性决策ExtendedDecisionMaking2024/7/19122024/7/191313.2问题认知过程TheProcessofProblemRecognition日常性的购买意料之外的问题其他问题情绪2024/7/1914Problemrecognitionistheresultofagapbetweenadesiredstateandanactualstatesufficienttoarouseandactivatethedecisionprocess.问题认知是消费者决策过程的第一步，是消费者的理想状态与实际状态之间的差距达到一定程度并足以激发消费者决策过程的结果。Anactualstateisthewayanindividualperceiveshis/herfeelingsandsituationtobeatthepresenttime.实际状态是指消费者对其当前的感受及处境的认知。Adesiredstateisthewayanindividualwantstofeelorbeatthepresenttime.理想状态是指消费者当前想达到或感受的状态。13.2.1问题认知的性质TheNatureofProblemRecognition2024/7/1915TheProcessofProblemRecognition2024/7/19162024/7/1917Themagnitudeofthediscrepancybetweenthedesiredandactualstates,and理想状态与现实状态之间差距的大小Therelativeimportanceoftheproblem该问题的相对总要性Desiretoresolveaparticularproblemdependson:消费者解决某一特定问题的意欲水平取决于两个因素：Ingeneral,importanceisdeterminedbyhowcriticaltheproblemistomaintenanceofdesiredlifestyle.总的来说，重要性取决于该问题对于保持消费者理想的生活方式是否关键。2024/7/191813.2.2消费者问题的类型TypesofConsumerProblemsActiveProblemAnactiveproblemisonetheconsumerisawareoforwillbecomeawareofinnormalcourseofevents.主动型问题是指消费者在正常情况下就会意识或将要意识到的问题。Marketingstrategy:Onlyrequiremarketertoconvinceconsumersthatitsbrandisthesuperiorsolution.InactiveProblemAninactiveproblemisoneofwhichtheconsumerisnotaware.被动型问题则是消费者尚未意识的问题。Marketingstrategy:MarketermustconvinceconsumersthattheyhavetheproblemANDthattheirbrandisasuperiorsolution.2024/7/191913.3影响问题认知的不可控因素UncontrollableDeterminantsofProblemRecognitionNonmarketingFactorsAffectingProblemRecognition2024/7/1920Variety-seekingisachallengetomarketersbecauseitmeansthatconsumersswitchbrandsforreasonsbeyondacompany’scontrol.Sensory-specificsatiety

（感官饱和）–consumersgetbored(satiated)withsensoryattributesmorethanonnon-sensoryattributes.Offeringvarietyonkeysensoryattributescanincreaseloyaltytothebrandevenifconsumersengageinvarietyseeking.VarietyWITHINbrandcandriveloyaltyinthefaceofvarietyseeking.2024/7/192113.4问题认知与营销策略MarketingStrategyandProblemRecognitionADiscoveringConsumerProblems消费者问题的发现 BRespondingtoConsumerProblems对消费者问题的应对CHelpingConsumersRecognizeProblems帮助消费者认识问题DSuppressingProblemRecognition压制问题认知2024/7/1922Awidevarietyofapproachesareusedtodeterminetheproblemsconsumersface.

13.4.1DiscoveringConsumerProblemsIntuition直觉

-themostcommon,however,theproblemidentifiedmaybeoflowimportancetomostconsumersSurvey调查–

asksrelativelylargenumbersofindividualsabouttheproblemstheyarefacingFocusGroups集中访谈–composedof8to12similarindividualsbroughttogethertodiscussaparticulartopic;amoderatorispresenttokeepthediscussionmovingandfocusedonthetopicbutotherwisefreeflowing2024/7/1923Surveysandfocusgroupsuseoneofthefollowingapproachestoproblemidentification:1.ActivityAnalysisFocusesonaparticularactivitytodeterminewhatproblemsconsumersencounterduringtheperformanceoftheactivity.2.ProductAnalysisExaminesthepurchaseoruseofaparticularproductorbrand.Consumersmaybeaskedaboutproblemsassociatedwithusingaproductorbrand.3.ProblemAnalysisStartswithaproblemandaskswhichactivities,products,orbrandareassociatedwith(orperhapscouldeliminate)thoseproblems2024/7/1924HumanFactorsResearch人体因素研究Humanfactorsresearchattemptstodeterminehumancapabilitiesinareassuchasvision,strength,responsetime,flexibility,andfatigueandtheeffectonthesecapabilitiesoflighting,temperature,andsound.人体因素研究试图测试人的诸多能力如视力、力量、反应时间、灵活性、疲劳程度以及影响这些能力的因素如亮度、温度、声音等。Observationaltechniquessuchasslow-motionandtime-lapsephotography,videorecording,andeventrecordersareparticularlyusefulmethods.Thistypeofresearchcansometimesidentifyfunctionalproblemsthatconsumersareunawareof.2024/7/1925Onceaconsumerproblemisidentified,themanagermaystructurethemarketingmixtosolvetheproblem.Thiscaninvolve:13.4.2RespondingtoConsumerProblemsDevelopinganewproductoralteringanexistingoneModifyingchannelsofdistributionChangingpricingpolicy,orRevisingadvertisingstrategy2024/7/1926GenericversusSelectiveProblemRecognition13.4.3HelpingConsumersRecognizeProblemsGenericProblemRecognition一般性问题认知InvolvesadiscrepancythatavarietyofbrandswithinaproductcategorycanreduceIncreasinggenericproblemrecognitiongenerallyresultsinanexpansionofthetotalmarketSelectiveProblemRecognition选择性问题认知InvolvesadiscrepancyonlyonebrandcansolveFirmsattempttocauseselectiveproblemrecognitiontogainormaintainmarketshare2024/7/1927ApproachestoActivatingProblemRecognition激发问题认知的方法Howcanafirminfluenceproblemrecognition?Recallthatproblemrecognitionisafunctionoftheimportance,andthemagnitudeofadiscrepancybetweenthedesiredstateandanexistingstate2024/7/1928ApproachestoActivatingProblemRecognitionManymarketingeffortsattempttoinfluencethedesiredstate,oftenadvertisingthe