CH06Analyzing-Consumer-Markets(市场营销-科特勒-英文版)

MARKETINGMANAGEMENT12thedition6AnalyzingConsumerMarketsKotlerKeller6-2ChapterQuestionsHowdoconsumercharacteristicsinfluencebuyingbehavior?Whatmajorpsychologicalprocessesinfluenceconsumerresponsestothemarketingprogram?Howdoconsumersmakepurchasingdecisions?Howdomarketersanalyzeconsumerdecisionmaking?6-3WhatInfluencesConsumerBehavior?CulturalfactorsSocialfactorsPersonalfactors6-4CultureThefundamentaldeterminantofaperson’swantsandbehaviorsacquiredthroughsocializationprocesseswithfamilyandotherkeyinstitutions.6-5SubculturesNationalitiesReligionsRacialgroupsGeographicregionsSpecialinterests6-6FastFactsAboutAmericanCultureTheaverageAmericanchews300sticksofgumayeargoestothemovies9timesayeartakes4tripsperyearattendsasportingevent7timeseachyear6-7SocialClassesUpperuppersLoweruppersUppermiddlesMiddleclassWorkingclassUpperlowersLowerlowers6-8CharacteristicsofSocialClassesWithinaclass,peopletendtobehavealike.Socialclassconveysperceptionsofinferiororsuperiorposition.Classmaybeindicatedbyaclusterofvariables(occupation,income,wealth).Classdesignationismobileovertime.6-9SocialFactorsReferencegroupsSocialrolesStatusesFamily6-10ReferenceGroupsMembershipPrimarySecondaryAspirationalDissociative6-11FamilyFamilyofOrientationReligionPoliticsEconomicsFamilyofProcreationEverydaybuyingbehavior6-12PersonalFactorsAgeLifecyclestageOccupationWealthPersonalityValuesLifestyleSelf-concept6-13BrandPersonalitySincerityExcitementCompetenceSophisticationRuggedness6-14KeyPsychologicalProcessesMotivationPerceptionLearningMemory6-15MotivationFreud’stheoryMaslow’shierarchyofneedsHerzberg’stwo-factortheory6-16PerceptionSelectiveattentionSelectiveretentionSelectivedistortionSubliminalperception6-17Figure6.4ConsumerBuyingProcessProblemrecognitionInformationsearchEvaluationPurchasedecisionPostpurchasebehavior6-18SourcesofInformationPersonalCommercialPublicExperiential6-19Non-compensatoryModelsofChoiceConjunctiveLexicographicElimination-by-aspects6-20PerceivedRiskFunctionalPhysicalFinancialSocialPsychologicalTime6-21OtherTheoriesofConsumerDecisionMakingInvolvementElaborationLikelihoodModelLow-involvementmarketingstrategiesVariety-seekingbuyingbehaviorDecisionHeuristicsAvailabilityRepresentativenessAnchoringandadjustment6-22MentalAccountingConsumerstendto…SegregategainsIntegratelossesIntegratesmallerlosseswithlargergainsSegregatesmallgainsfromlargelosses