Consumer Behaviour

ConsumerBehaviourMarketingPrinciplesObjectivesDefineconsumerbehaviourNamethefourmajorfactorsthatinfluenceconsumerbehaviourListthemajortypesofconsumerbuyingbehavioursOutlinestagesinthebuyerdecisionmakingprocessUnderstandbusinessmarketsandbusinessbuyerbehaviour1.Whatistheconsumer?•Consumersarepeoplewhobuyoruseproducts/servicestosatisfyneedsandwants.•Threetypesexist:Thosewhopurchasetheproduct—demanderThosewhopayfortheproduct—buyerThosewhousetheproduct—userWhatisconsumerbehaviour?P97•Consumerbehaviouristhedecisionprocessandphysicalactivitythatindividualsorgroupsofindividualsororganisationsengageinwhenevaluating,acquiring,using,disposingofgoodsandservicestheyexpectwillsatisfytheirneeds--SchiffmanBednallWatsonKanuk(1997)Whatdoconsumerslookforwhenpurchasingshampoo?Doyouhaveafavouritebrandofbottledwater?WillyoustilleatatMcDonalds,ifyouexperiencedpoorcustomerservice?Wouldyouranswerbethesameifthisoccurredatanexpensiverestaurant?ThinkingMarketerswanttoknowwhatmakesaconsumerpreferproductAtoBUnderstandingitallowsmarketerstoinfluencethechoiceprocessConsumerbehaviourresearcherstrytofindout:•Whobuyswhat?Whoconsumesit?•Whatisbought?Whatisthedecisionprocess?•Whyissomethingbought?•Whenissomethingbought?•Whereissomethingbought?•Howoftenissomethingboughtorconsumed?ResponseModelofbuyerbehaviourBuyer’sblackboxBuyerCharacteristicsBuyerDecisionProcessResponse•Productchoice•Brandchoice•Dealerchoice•Purchasetiming•PurchaseamountStimulusMarketing•Product•Price•Place•PromotionOther•Economic•Technological•Political•Cultural2.FactorsAffectingConsumerBehaviourThefourmajorfactorsinfluencingconsumerbehaviour(P98):CulturalSocialPersonalPsychologicalFactorsAffectingConsumerBehaviourCulturalFactors(P107-110)Culture—Thesetofbasicvalues,perceptions,wants,andbehaviourslearnedbyamemberofsocietyfromfamilyandotherimportantinstitutions-Culturaldifferences-Culturalshifts(文化变迁)FactorsAffectingConsumerBehaviourSubculture—AgroupofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituationsSocialClasses—Relativelypermanentandordereddivisionsinasocietywhosememberssharesimilarvalues,interests,andbehaviors.-Measuredasacombinationofoccupation,income,education,wealth,andothervariables.FactorsAffectingConsumerBehaviourSocialFactors(P112-115)Group-MembershipGroupsGroupswhichapersonbelongstoandthathaveadirectinfluence-ReferenceGroupsServingasdirect(face-to-face)orindirectpointsofcomparisonorreferenceinformingaperson’sattitudesorbehaviorFactorsAffectingConsumerBehaviourFamily-TheFamilyofOrientation-TheFamilyofProcreation-Marketingimplications:•Advertisetochildrenandteenseventhoughparentsarethebuyers•Markettowardsmalesforfoodproductsastheyaremoreinvolvedinpurchases•Markettowardsfemalesforvehiclepurchases•Apersonbelongstomanygroups-family,clubs,organisations•Theperson’spositionineachgroupcanbedefinedintermsofbothroleandstatus•Roleconsistsoftheactivitiespeopleareexpectedtoperformaccordingtothepersonsaroundthem•EachrolecarriesastatusreflectingthegeneralesteemgiventoitbysocietyRolesandStatus(P115)FactorsAffectingConsumerBehaviourPersonalInfluences(P117-119)AgeandLife-CycleStage-FamilyLifeCycleOccupationEconomicSituationPersonalityandSelf-ConceptFamilylifecycleFactorsAffectingConsumerBehaviourLifestyle–Aperson’spatternoflivingasexpressedinhisorheractivities,interests,andopinions–Measuringconsumers’majorAIOdimensions:Activities(work,hobbies,shopping,sports,socialevents)Interests(food,fashion,family,recreation)Opinions(aboutthemselves,socialissues,business,products)消费者态度、兴趣、意见测试项目表消费者态度、兴趣、意见测试项目表•态度兴趣意见•工作家庭自我表现•爱好性别社会舆论•社会活动工作政治•度假交际业务•文娱活动娱乐经济•俱乐部会员时髦•社交食品产品•采购媒介未来•运动成就文化AIO问卷表中的一些典型问题1.活动方面问题•1）何种户外活动你每月至少参加两次？•2）你一年通常读多少本书？•3）你一个月去几次购物中心？•4）你是否曾经到国外旅行？•5）你参加了多少个俱乐部？2.兴趣方面问题•1）你对什么更感兴趣？运动、电影还是工作？•2）你是否喜欢尝试新的事物？•3）出人头地对你是否很重要？3.意见方面问题（回答同意或不同意）•1）俄国人就像我们一样。•2）CBS由东海岸的自由主义者在动作。FactorsAffectingConsumerBehaviourPersonalInfluencesAgeandFamilyLifeCycleStageLifestyleOccupation&EconomicCircumstancesPersonality&Self-ConceptFactorsAffectingConsumerBehaviourPsychologicalFactors(P99-106)Motivation-Needs-MotiveBiologicalPsychologicalSelf-actualization(self-developmentandrealization)Esteemneeds(self-esteem,recognition)Socialneeds(senseofbelonging,love)Safetyneeds(security,protection)Physiologicalneeds(food,water,shelter)12345Maslow’sHierarchyofNeeds(P100)FactorsAffectingConsumerBehaviourPerception(P101-102)-SelectiveExposure/Attention（选择性接触）5,000ads/dayMarketershavetoworkhardertocatchourattention-SelectiveDistortion（选择性曲解）InterpretinginformationdifferentlytohowitwassupposedtobeunderstoodTrythis:CountthenumberofF’sthatareinthissentencebelow:FINISHEDFILESARETHERESULTOFYEARSOFSCIENTIFICSTUDYCOMBINEDWITHTHEEXPERIENCEOFMANYYEARS.Countthesquaresyouseeinthisillustration:-SelectiveRetention（选择性记忆）RememberinginformationthattendstosupportyourbeliefsandforgettingthosethatdonotInterpretinginformationisbasedonwhatisalreadyfamiliar,onknowledgethatisstoredinthememory.LearningThelearningprocessinvolvesfivestages:Drive(驱动力)Stimuli（刺激)Cues(暗示)Response(反应)Re