国际市场营销4consumerbehavior

ObjectivesInfluencesonBuyingBehaviorBuyerDecisionMakingCase:EFFEM’spetsandtheirownerscats---eatwhattheylikeleavewhattheydislikeDogs---eatalmostanythingeatitquicklyCats’food----pleasure,varietyDogs’food---volume,easeofconsumptionowners-----promotion---christmasdaycard+canMarketingStimuli:OtherStimuliBuyer’sblackboxBuyer’sresponsesCultureⅠ.CulturalFactorsSubcultureSocialClassBuyerCharacteristics'AffectingConsumerBehavior1)Culturefactors----Cultureisthebasiccauseofaperson’swantsandbehaviour.2)Subculture（亚文化）-----agroupofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituationsincludenationalities,religions,racialgroupsandgeographicregions.3)SocialClassAlmosteverysocietyhassomeformofsocialclassstructureRelativelypermanentandordereddivisionsinasocietywhosememberssharesimilarvalues,interestsandbehaviours.Ex:TheBritishscalewithsixsocialclasses.Fewpeopleatthetopandbottomwithmostinthemiddle.Ⅱ.SocialFactorsReferenceGroupsRoles&StatusesFamily1)Family:Familymemberscanstronglyinfluencebuyerbehaviour.2)Referencegroup:direct(facetoface)orindirectpointofcomparisonorreferenceinformingaperson’sattitudes.Case:HomepartyandofficepartyMarykayMarykay:Hostasmallbeautyshowfriendorneighboursfreemake-uplessonsbeautyplan3)Roleandstatus:Apersonbelongstomanygroups–family,clubs,organisations.Theperson’spositionPeople-----products-------theirstatusinsocietyⅢ.InfluencesonConsumerBehaviorPersonalInfluencesAgeandFamilyLifeCycleStageLifestyleOccupation&EconomicCircumstancesPersonality&Self-ConceptPersonalcharacteristics1)AgeandFamilyLifeCycleStageLife-cyclestage-----shiftinglifestylePeoplechangethegoodsandservicestheybuyovertheirlifetimes..2)Occupation&EconomiccircumstancesItaffectsthegoodsandservicesbought.Blue-collarworkerstendtobuymoreworkclothes.Officeworkersbuymoresmartclothes.identifytheoccupationalgroups.Economicsituationwillaffectproductchoice3)LifestyleAperson’spaternoflivingsamesubculture,socialclassandoccupation.4)Personalityuniquepsychologicalcharacteristicself-confidence,dominance,sociability,autononyⅣ.PsychologicalFactorsPerceptionLearningBeliefs&AttitudesMotivation1)MotivationApersonhasmanyneedsatanygiventimetoseeksatisfactionoftheneed.----Freud’stheoryofmotivation-----Maslow’stheoryofmotivationAbrahamMaslow.Apersontriestosatisfythemostimportantneedfirst.Whenthatimportantneedissatisfied,itwillstopbeingamotivationandthepersonwillthentrytosatisfythenextmostimportantneed.JapanandGerman----personalsecurityMaslow’sHierarchyofNeedsPhysiologicalneeds(food,water,shelter)1Safetyneeds(security,protection)2Socialneeds(senseofbelonging,love)3Esteemneeds(self-esteem,recognition)4Self-actualization(self-developmentandrealization)5Maslow’sHierarchyofNeeds生理需要(food,water,shelter)1安全需要(security,protection)2社会需要(senseofbelonging,love)3尊重需要(self-esteem,recognition)4自我实现(self-developmentandrealization)52)PerceptionTwopeoplewiththesamemotivationandinthesamesituationmayactquitedifferentlybecausetheyperceivethesituationdifferently.selectiveattention3)LearningLearningdescribeschangesinanindividual’sbehaviourarisingfromexperience.4)beliefsandattitudesThroughdoingandlearning,peopleacquiretheirbeliefsandattitudes.these,inturn,influencetheirbuyingbehaviours.Case:HondaUSA1950snegativeattitudes:Blackleatherjackets,outlawsYoumeetthenicestpeopleonaHondaⅤ.FourTypesofBuyingBehavior1）ComplexBuyingBehavior-----theproductisexpensive,risky,purcahsedinfrequentlyex:apersonalcomputerbuyer,car2）Dissonance-ReducingBuyingBehavior-----expensive,infrequentorriskypurhcase,butlittledifferentamongbrand-----Carpet3）Variety-SeekingBehavior------branddifferences4）HabitualBuyingBehavior-------littlesignificantbranddifference-------saltComplexBuyingBehaviorDissonance-ReducingBuyingBehaviorVariety-SeekingBehaviorHabitualBuyingBehaviorSignificantdifferencesbetweenbrandsFewdifferencesbetweenbrandsHighInvolvementLowInvolvementConsumerBuyingProcessProblemrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehaviorPersonalsources:familyCommercialsources:advertisingPublicsources:massmediaExperientialsources:handingEvaluationofalternativesTotalSetDecisionMakingSetsAware-nessSetConsid-erationSetChoiceSetDecisionConsumerBehaviourAcrossInternationalBordersInternationalmarketersmustunderstandsuchdifferencesandadjusttheirproductsandmarketingprogrammesaccordingly.Casestudy:KELLOGGProduct：facialmaskYourcustomers：maleHomework:anessay+ppt+presentationessay(800words)presentation(5-8minutes)Group:(3-5persons)