1、Chapter 2,Consumer behavior,Chapter 2 Consumer behavior,2,Learning Goals,Know the Stages in the Buyer Decision Process； Know the Types of Consumer Buying Decisions and Consumer Involvement Know the Factor Determining the Level of Consumer Involvement,3,case,Why P&G simplified solutions to the consum
2、er choice? What had happened in consumer shopping behavior during 1990s?,4,proliferation pru-,lifrein n. proliferate的变形.增殖，扩散；分芽繁殖 proliferate prulifreit v. 增殖；增生；大量产生： proliferated ideas层出不穷的想法 扩散；增加；激增： to proliferate nuclear weapons扩散核武器 habitual decision making :决策过程可能因品牌忠誠度或习惯，不重新评估其內容与收集相关资讯，成
3、为习惯性决策。 tinker tik n. 补锅匠；修补匠；焊锅；（美）小鲭鱼 vi. 做焊锅匠；焊补；笨手笨脚地做事vt. 修补；粗修 Tinker with拨弄，摆弄；瞎摆弄；笨拙(或胡乱地)修理(或修补等) COO : chief operating officer (企业的)业务经理,业务负责人,首席运营官,5,6,2.1 The Buyer Decision Process,2.1.1 Stages in the Buyer Decision ProcessBehind the visible act of making a purchase lies an important de
4、cision process that must be investigated. The stages a buyer passes through in making choices about which products and services to buy are the purchase decision process. This process has the five stages shown in Figure 2.1: (1) problem recognition, (2) information search, (3) alternative evaluation,
5、 (4) purchase decision, and (5) post purchase behavior.,7,Figure 2.1 Purchase Decision Process,Problem Recognition: Perceiving a need,Information Search: Seeking value,Evaluation Of alternatives: Assessing value,Purchase Decision: Buying value,Post purchase Behavior: Value in consumption of use,8,Ne
6、ed Recognition,The buying process starts with need recognitionthe buyer recognizes a problem or need. The need can be triggered by internal stimuli when one of the persons normal needshunger, thirstrises to a level high enough to become a drive. A need can also be triggered by external stimuli, e.g.
7、, an advertisement or a discussion with a friend.,9,Information Search An interested consumer may or may not search for more information. If so, a consumer will undertake an information search related to the need. Consumers can obtain information from several sources. Personal sources. Commercial so
8、urces. Public sources. Experiential sources.The relative influence of these information sources varies with the product and the buyer.,10,Evaluation of Alternatives,The marketer needs to know about alternative evaluationthat is, how the consumer processes information to arrive at brand choices. Cons
9、umers do not use a simple and single evaluation process in all buying situations. Instead, several evaluation processes are at work. How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation.,11,evoked set 受欢迎并能招徕买主的品牌 ;引发的组合 Evoked
10、set refers to the brands that come into the consideration of consumers when they are going to purchase . 激活域是由消费者在制定购买决策时认真考虑的品牌所构成的集合。,12,Purchase Decision,In the evaluation stage, the consumer ranks brands and forms purchase intentions. Generally, the consumers purchase decision will be to buy the
11、 most preferred brand, but two factors can come between the purchase intention and the purchase decision. The first factor is the attitudes of others. The second factor is unexpected situational factors.,13,Postpurchase Behavior,After purchasing the product, the consumer will be satisfied or dissati
12、sfied and will engage in postpurchase behavior of interest to the marketer. Determining if the consumer is satisfied or not is the relationship between the consumers expectations and the products perceived performance. The larger the gap between expectations and performance, the greater the consumer
13、s dissatisfaction. Almost all major purchases result in cognitive dissonance, or discomfort caused by postpurchase conflict.,14,2.1.2 Types of consumer buying decisions and consumer involvement,All consumer-buying decisions generally fall along a continuum of three broad categories: routine response
14、 behavior, limited decision making, and extensive decision making (see Table 2.1).continuumkntinjum n. 连续,15,Table 2.1 Types of Consumer Buying Decision,16,routine response behavior,Frequently purchased ，low-cost goods and services are generally associated with routine response behavior. 惯常反应行为（例行性反
15、应行为）是指常被购买且低的商品或务, 这类商品让消费者花在搜寻评估的时间短,消费者对某一商品很熟悉，决策过程花很短的时间，且常常购买同一品牌，对此类产品做出习惯性决策反应。,17,These goods and services can also be called low-involvement products，because consumers spend Little time on search and decision before making the purchase. low-involvement products 消费者经常购买，不需要费时费力就能做出购买决定的产品，被认
16、为是低度介入产品。它们对购买者没有什么重大影响，也不会带来生活方式的实质性改变。通常所说的便利商品就是低度介入产品。,18,limited decision making,limited decision making typically occurs when a consumer has previous product experience but is unfamiliar with the current brands available. 有限决策：一定时期购买的商品或服务，价格并不昂贵，但消费者会花比较多的时间在决策过程上，并会有不同品牌选择，消费者花在搜寻与决策上仅止于适度。,
17、19,extensive decision making,Consumers practice extensive decision making when buying an unfamiliar ，expensive product or an infrequently bought item. This process is the most complex type of consumer buying decision and is associated with high involvement on the part of the consumer.,20,广泛参与决策：消费者购
18、买不太熟悉与昂贵的商品与服务，且不常买，是消费者表现出来的最复杂的购买决策类型，高介入度。消费者要使用不同的标准来进行评估选择，而且花比较多的时间搜寻信息。 高度介入产品（High Involvement Product）顾客购买一项产品都需要时间和精力的投入，消费者需要费时费力才能做出购买决定的产品，被认为是高度介入产品。例如，那些令顾客迟疑徘徊于其价格或购物支出安排的商品。轿车、住房、全套厨房设备、发烧音响（HiFi）器材和豪华假日游都是高度介入产品的一些典型例子。当购买的产品将给消费者生活方式上带来某种改变的时候，该产品就可以认为是高度介入产品。,21,2.1.3 Factors Det
19、ermining the Level of Consumer Involvement,The level of involvement in the purchase depends on five factors: previous experience interest perceived riskfinancial risksocial riskpsychological risk situation social visibility,22,2.2 Factors Influencing Consumer Behavior,Cultural factors, which include
20、 culture and values, subculture, and social class, exert the broadest influence over consumer decision making.文化和价值，亚文化和社会阶层等在内的文化因素对于消费者决策行为有着广泛的影响。Social factors sum up the social interactions between a consumer and influential groups of people such as reference groups, opinion leaders, and family
21、 members.社会因素概括了与其有影响到的群体之间的社会互动，包括相关群体，意见领袖和家庭成员。,23,2.2 Factors Influencing Consumer Behavior,Individual factors, which include gender, age, family life-cycle stage, personality, self-concept, are unique to each individual and play a major role in the type of products and services consumers want.个
22、人因素对于每个人消费者者是独特的，并且在对产品和服务的需求类型取得重要的作用，个人因素包括性别，年龄，家庭生活周期阶段，个性，自我概念和生活方式。,24,2.2 Factors Influencing Consumer Behavior,Psychological factors determine how consumers perceive and interact whit their environments and influence the ultimate decisions consumers make. They include perception, motivation,
23、 learning, beliefs, and attitudes. 心理因素决定消费者如何感知和影响周围的环境，并且影响着消费者最终的决策行为，心理因素包括：认知，动机，学习，信念和态度,25,2.2.1 Cultural Factors,Culture“文化”一词是从拉丁文Culture演化而来的，含有耕种、居住、练习、留心或注意、敬神等多种涵义。文化实际上主要包含器物、制度和观念三个方面，具体包括语言、文字、习俗、思想等，客观的说文化就是社会价值系统的总和。 Cultural factors exert a broad and deep influence on consumer beh
24、avior. Culture is the most basic cause of a persons wants and behavior. Human behavior is largely learned. Growing up in a society, a child learns basic values, perceptions, wants, and behaviors from the family and other important institutions.,26,Subculture：Subcultures include nationalities, religi
25、ons, racial groups, and geographic regions. 也称次文化，又称集体文化或副文化，指与主文化相对应的那些非主流的、局部的文化现象，指在主文化或综合文化的背景下，属于某一区域或某个集体所特有的观念和生活方式，一种亚文化不仅包含着与主文化相通的价值与观念，也有属于自己的独特的价值与观念。,27,Social Class 社会阶层（social class）是与工薪收入、职业、文化教育程度、生活状况有关的一个术语。与社会因素有关，而社会阶层最能体现各种社会因素的综合。同一社会集团成员之间态度以及行为和模式和价值观等方面具有相似性。不同集团成员存在差异性。 re
26、flect not only income, but also other indicators such as occupation, education, and area of residence.Social classes differ in dress speech patterns, recreational preferences, and many other characteristics.,28,Table2.2 the Continuing Significance of Social Class in Canada and United States,Source:
27、Adapted from R. P. Coleman, “The Continuing Significance of Social Class to Marketing,” Journal of Consumer Research 10, no. 3 (December 1983), PP. 265-80;,29,This luxury cruise line targets upscale customers.,30,What Is the Middle Class?,The “middle” 50 percent of household incomes - households ear
28、ning between $22,500 and $80,000 Households made up of college-educated adults who use computers, and are involved in childrens education Lower-middle to middle-middle based on income, education, and occupation (this view does NOT include upper-middle, which is considered affluent),31,The Working Cl
29、ass,Households earning $40,000 or less control more than 30 percent of the total income in the U.S. These consumers tend to be more brand loyal than wealthier consumers.,32,This ad focuses on the affordable price of this treatment.,33,2.2.2 Social Factors,Most consumers are likely to seek out the op
30、inions of others to reduce their search and evaluation effort or uncertainty, especially as the perceived risk of the decision increases. Consumers may also seek out others opinions for guidance on new products or services, products with image-related attributes, or because attribute information is
31、lacking or uninformative. Specifically, consumers interact socially with reference groups, opinion leaders, and family members to obtain product information and decision approval.,34,Reference Groups,35,REFERENCE GROUPS,A persons reference groups consist of all the groups that have a direct (face-to
32、-face) or indirect influence on the persons attitudes or behavior. Groups having a direct influence on a person are called membership groups. An aspiration group A dissociative group,36,Opinion Leaders,卡罗琳沃尔多 (Carolyn Waldo) 冰球大帝韦恩.格雷茨基,37,Opinion Leaders,38,Word of Mouth in Action,39,Family influen
33、ces,Consumer socialization消费社会化Ward Scott (1974)第一个提出了消费者社会化(consumer socialization)的概念,把社会化方法引入消费者研究领域:消费者社会化是年轻人发展与消费相关的技巧、知识和态度的过程。 所谓社会化(socialization)指“个人获得知识、技能、倾向，使他们或多或少地影响群体成员和社会的过程。”,40,Family Life Cycle,41,Family decision making,42,2.2.3 Personal Factors,Gender Baby Boomers :Born between
34、1946 and 1964; Generation X: Born between 1965 and 1976.美国战后及20世纪50年代出生的人自称“X”一代，“X”有“寻找未知”、“否定现实”、“反抗社会”等含义。 Generation Y :Born between 1977 and 1994.为“Y”一代. The echo boom has created a large teen and young adult market. The nations teens spend $175 billion a year and influence another $30 billion
35、in family spending.,43,AGE AND STAGE IN THE LIFE CYCLE,People buy different goods and services over a lifetime. Taste in food ,clothes, furniture, and recreation is age related.Traditional family life-cycle stages include young singles and married couples with children.,44,nontraditional stages,Mark
36、eters are increasingly catering to a growing number of alternative, nontraditional stages such as unmarried couples, singles marrying later in life, childless couples, same-sex couples, single parents, extended parents (those with young children returning home), and others.,45,Personality,Personalit
37、y refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to ones own environment. Personality made up of traits:A trait is a particular characteristic, quality, or tendency that someone or something has. 特征 ；（心理）品质 例: The study found that some alc
38、oholics had clear personality traits showing up early in childhood. 这项研究发现一些酗酒者早在孩童时就表现出明显的个性特征。 The idea is that brands also have personalities, and that consumers are likely to choose brands whose personalities match their own,46,Table 2.3 The Summary of Consumers Personality,Source: J. Paul Peter
39、, Jerry C. Olson, Consumer Behavior and Marketing Strategy, Irwin/McGraw-Hill, 1999.,47,Self-Concept,自我概念(self-concept)是指个体对作为一个整体的自己的意识和体验而形成的相对稳定的观念系统,是个体对自我生理、心理以及社会性的认知及态度体系。 Eg. You cannot change anything in your outer world permanently unless you first change your self- concept . 除非能首先改变自我概念，否
40、则你无法永久地改变外部世界。 占有心理学主张心理所有权使得人们把占有物视为自我的一部分。,48,Montero sport,Eclipse Spyder,49,Lifestyle,Lifestyle :A pattern of consumption reflecting a persons choices of how he or she spends time and money. It involves measuring consumers major AIO dimensions. Activitieswork, hobbies, shopping sports, social ev
41、ents Interestsfood, fashion, family, recreation Opinionsabout themselves, social issues, business, products Lifestyle segmentation can also be used to understand how consumers use the Internet, computers, and other technology.,50,51,52,2.2.4 Psychological Factors,Psychology helps marketers understan
42、d why and how consumers behave as they do. Particularly useful for interpreting buying processes and directing marketing efforts are concepts such as Motivation; Perception; Learning; Beliefs, and Attitudes.,53,2.2.4 Psychological Factors,MotivationMotivation is the energizing force (驱动力)that causes
43、 behavior that satisfies a need. Because consumer needs are the focus of the marketing concept, marketers try to arouse these needs.energizing :激发；激励motivating , urging （energize的现在分词）；energize endaiz v.,54,Hierarchy of Needs Theory,hierarchy hai,r:ki n. 等级制度；等级森严的组织 ；层级。 Hierarchy of Needs Theory：需
44、要层次理论 ; 需要阶梯理论 ; 需求层次理论 需要层次（Hierarchy of needs）：指与生俱来的包括基本需要与超越性需要的各种生理、心理需要的层次排列。每当较低级的需要得到满足，较高级的新需要就会出现。Figure 2.2 shows one need hierarchy and classification scheme that contains five need classes.,55,Figure 2.2 Hierarchies of Needs,Self-actualization needs Self-fulfillment,Personal needs Statu
45、s, respect, prestige,Social needs Friendship, belonging, love,Safety needs Freedom from harm, financial security,Physiological needs Food, water, sex, oxygen,Source: Charles W. Lamb, Jr., Joseph F. Hair, Jr., Marketing, 北京大学出版社，2002,56,Perception is the process by which people select, organize, and
46、interpret information. Perception Includes: Selective exposure：选择性接触，受众对媒介的接触具有很强的选择性，他们往往从自己原有的意见、观点和兴趣出发，将自己“暴露”在经过选择的传媒及其内容的面前。,Psychological Factors Perception,57,Selective attention,Selective attention is the tendency for people to screen out most of the information to which they are exposed.选择
47、性注意:人们在日常生活中面对许多刺激物，不可能对什么刺激物都加以注意，绝大多数都被筛选掉了，那些能引起人们注意的刺激物，便是选择性注意。大量研究表明，有三种情况较能引起人们的注意：一是与目前需要有关的；二是预期将出现的；三是变化幅度大于一般的、较为特殊的刺激物，如降价50比降价5的广告，会引起人们更大的注意。 选择性注意意味着，在激烈的市场竞争中，营销者要开动脑筋，千方百计引起消费者对其产品的注意。,58,Selective comprehension,describes the tendency of people to interpret information in a way that
48、 will support what they already believe. 选择性理解：即使刺激引起了人们的注意也不一定能达到预期的目标。这是因为人们面对客观事物，有一种把外界输入的信息与头脑中早已存在的模式相结合的倾向。这种按人们已有的想法来解释信息的倾向，就是选择性理解。 例如，某一商品在消费者心目中已树起信誉，形成品牌偏好，即使一段时间该品牌的质量下降了，消费者也不愿意相信；而另一新的品牌即使实际质量已优于前者，消费者也不会轻易认可，总以为原先的那个名牌货更好些。总之，人们倾向于用自己已有的观念解释信息，而非向自己的偏见做斗争。,59,Selective retention,con
49、sumers are likely to remember good points about a brand they favor and to forget good points made about competing brands. People retain points to support attitudes 选择性保留：是指受众对信息的记忆也是有所选择的，这是受众心理过程的最末环节。事实上，留在人们记忆中的信息量一般会少于它们所接收和理解的信息量，他们有时甚至还竭力使自己去忘记某些信息。 正如选择性注意、选择性理解一样，人们倾向于记住传播内容中与自己观点一致的那些部分，而忘掉
50、与自己观点不一致的部分。这一行为往往是出于潜意识的，它可能用以加强而非改变受传者的已有意见。,60,Learning describes changes in an individuals behavior arising from experience. Behavioral Learning Behavioral Theories Based on observable behaviors (responses) that occur as the result of exposure to stimuli Focus on “change in behavior” Learning occurs through the interplay of drives, stimuli, cues, responses, and reinforcement.,
