【市场营销英文版】06Consumer Analysis

ConsumerAnalysisConsumerAnalysisTheStudyofConsumerBehavior,definitionThestudyofhowindividuals,groups,andorganizationsselect,buy,use,anddisposegoods,services,ideas,orexperiencestosatisfytheirneedsandwants.ConsumerBehaviorThefactorsthatinfluencebuyingbehaviorinclude:•Cultural•Social•PersonalConsumerBehaviorCultureisthemostimportant,becauseithasthebroadestanddeepestinfluence.WithinCulture,manysub-groupsexistandarecalledSub-Cultures.ConsumerBehaviorSocialfactors:•ReferenceGroups•Family•RolesandStatusesConsumerBehaviorPersonalFactors:•AgeandStageintheLifecycle•OccupationandEconomicCircumstances•PersonalityandSelf-Concept•LifestyleandValuesConsumerBehaviorKeypsychologicalprocessesthatinfluenceconsumerresponsestomarketingactivities:•Motivation•Perception•Learning•MemoryConsumerBehaviorTheBuyingDecisionProcess,theFiveStageModel:1.Problemrecognition2.Informationsearch3.Evaluationofalternatives4.Purchasedecision5.Post-purchasebehaviorConsumerBehaviorProfilingtheCustomerbuyingdecisionprocess,methodology:Howcanmarketerslearnaboutthestagesinthebuyingprocessfortheirproduct?1.Introspectivemethod2.Retrospectivemethod3.Prospectivemethod4.PrescriptivemethodConsumerBehaviorIntrospectivemethod:thinkabouthowtheythemselveswouldactRetrospectivemethod:interviewasmallnumberofrecentbuyers,askingthemtorecalltheeventsleadingtothepurchaseProspectivemethod:locateconsumerswhoplantobuytheproductandaskthemtothinkoutloudaboutgoingthroughthebuyingprocessPrescriptivemethod:askconsumerstodescribetheidealwaytobuytheproductConsumerBehaviorTheConsumerAdoptionProcess:Adoptionisanindividual’sdecisiontobecomearegularuseroftheproductorservice.ConsumerBehaviorAdoptersofnewproductsmovethroughfivestages:1.Awareness2.Interest3.Evaluation4.Trial5.AdoptionConsumerBehaviorDescriptionofeachstage:Awareness:consumerbecomesawareoftheproduct,buthasnoinformationaboutit.Interest:consumerisstimulatedtoseekinformation.Evaluation:consumerconsiderswhethertotrytheproduct.Trial:consumertriestheproductandestimatesitsvalue.Adoption:consumerdecidestomakefullandregularuseoftheproduct.ConsumerBehaviorFivecharacteristicsthatinfluencetheadoptionrate:1.Relativeadvantage2.Compatibility3.Complexity4.Divisibility5.CommunicabilityConsumerBehaviorDescriptionsofthefivecharacteristics:Relativeadvantage:thedegreetowhichtheproductappearssuperiortoothers.Compatibility:thedegreetowhichtheproductmatchestheconsumer’svaluesandexperiences.Complexity:thedegreetowhichtheproductisrelativelydifficulttounderstandoruse.ConsumerBehaviorDescriptionsofthefivecharacteristics(continued):Divisibility:thedegreetowhichconsumerscantrytheproductonalimitedbasis.Communicability:thedegreetowhichthebenefitsareobservableordescribabletoothers.