消费者行为学(Consumer Behavior) (11)
• This illustrates the importance of Managing Expectations - customer dissatisfaction is usually due to expectations exceeding the company’s ability to deliver.
10-1
CONSUMER BEHAVIOR
Fourth Edition
Michael R. Solomon
Chapter 10 The Purchase Situation, Postpurchase Evaluation, and Product Disposal
Copyright 1999 Prentice Hall
» Resource Exchange, “What do I get from the salesperson?” » Sales Interaction through Identity Negotiation.
Copyright 1999 Prentice Hall
Postpurchase Satisfaction
Perceptions of Product Quality
10-8
Price Brand Name
Follow-up Letters & Calls Warranties
Advertising
Copyright 1999 Prentice Hall
Quality is What We Expect It To Be
To Middleman
Personalized Shopper
Forms Strong Attachments to Store Personnel
Ethical Shopper
Supports Locally Owned Stores Rather Than Big Chains Doesn’t Like to Shop, a Necessary But Unpleasant Chore
Situational Effects on Consumer Behavior
Situational Segmentation Social and Physical Surroundings
Temporal Factors Antecedent States
10-3
Shopping Experience
10-7
» Unplanned Buying - result from time pressures or reminders. » Impulse Buying - sudden urge to purchase.
– Point-of-Purchase stimuli (POP) is increasingly popular and sophisticated and includes:
Copyright 1999 Prentice Hall
Acting on Dissatisfaction
10-10
Marketers Should Encourage Customers to Complain Since People Are Likely to Spread the Word About Unresolved Negative Experiences.
Interpersonal Attraction
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Shopping Orientations
Economic Shopper
Rational, Goal-Oriented, Maximize Value of Their Dosal Options
PRODUCT
10-11
Keep Item
Get Rid of Item Permanently
Get Rid of Item Temporally
Use It to Serve Original Purpose
Convert It to Serve a New Purpose
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Shopping Experience
Thrill of the Chase Social Experiences
10-4
Instant Status
Understanding Shopping Motives
Sharing Common Interests
» In-Store Displays that dispense products and/or coupons. » Place-Based Media targets customers in specific locations.
• Salesperson
– An important factor who attempts to influence the buying behavior of the customer through:
If a Person is Not Happy With a Product or Service, What Can They Do?
Acting on Dissatisfaction
Voice Response
Private Response
Third-Party Response
Copyright 1999 Prentice Hall
• Expectancy Disconfirmation Model
10-9
– Consumers form beliefs about product performance based on prior experience with the product and/or communications about the product that imply a certain level of quality. – If performance exceeds expectations, consumers are satisfied and pleased. – If performance falls below expectations, consumers are dissatisfied.
10-6
• Store Image
– Location. – Merchandise suitability. – Knowledge and congeniality of sales staff. – Atmospherics is the conscious designing of space and its various dimensions, such as colors, scents, and sounds, to evoke certain effects in buyers.
POSTPURCHASE PROCESSES •Consumer Satisfaction •Product Disposal •Alternative Markets
•Usage Context
•Time Pressure •Mood
•Shopping Orientation
Copyright 1999 Prentice Hall
– Malls are becoming giant entertainment centers appealing to consumer’s social motives as well as providing access to desired goods. – Themed environments for shopping and eating.
Apathetic Shopper
Recreational Shopper
Views Shopping as a Fun, Social Activity
Copyright 1999 Prentice Hall
The Purchase Environment
• Retailing as Theater
Store It
Rent It
Loan It
Throw It Away
Give It Away
Trade It
Sell It
To Be (Re)sold
To Be Used
Directly to Consumer
Copyright 1999 Prentice Hall
Through Middleman
Consumer Satisfaction/ Dissatisfaction (CS/D) is Determined by the Overall Feelings, or Attitude, a Person Has About a Product After It Has Been Purchased. It is Influenced By:
Issues Related to Purchase and Postpurchase Activities
10-2
ANTECEDENT STATES •Situational Factors
PURCHASE ENVIRONMENT
• The Shopping Experience •Point of Purchase Stimuli •Sales Interactions
Copyright 1999 Prentice Hall
The Purchase Environment
• In-Store Decision Making
– Many purchases are influenced by the store environment and contribute to:
【精品】消费者行为学基本概念
消费者行为学核心概念的中英文对照表P5消费者行为学consumerbehavior研究个体或群体为满足需要与欲望而挑选、购买、使用或处置产品、服务、观念或经验所涉及的过程。
P5角色理论roletheory许多消费者行为类似于戏剧情节。
由于要扮演许多角色，人们有时候会根据自己当时所处的特定“剧情”改变消费决策。
P7重度使用者(频繁使用者)heavyusersP9关系营销relationshipmarketing在品牌与消费者间建立起维持终身的关系.P11全球营销/消费文化globalconsumerculture在这种文化中世界各地的消费者出于对品牌消费品、电影明星、名人及休闲活动的热爱而联结起来。
P49差别阈限differentialthreshold指感觉系统察觉两种刺激之间的差别或者变化的能力。
P49最小可觉察差别justnoticeabledifference能够察觉到的两种刺激之间的最小差别。
P49韦伯定律Weber'sLawK=△i/I（K为常数【不同感觉常数不同】；△i为产生最小可察觉差别所要求的刺激强度的最小变化量；I为引起变化的刺激强度)P50阈下知觉subliminalperception刺激在消费者的感知水平之下。
P52知觉警惕perceptualvigilance消费者更可能意识到与他们目前需要有关的刺激物。
P52知觉防御perceptualdefense人们看他们所要看的，而不看他们所不想看的。
P57知觉地图perceptualmap画出产品或品牌在消费者心目中“处于”何种位置的形象方式。
P72经典性条件反射classicalconditioning（伊凡·巴普洛夫狗铃声干肉粉分泌唾液)指将一种能够诱发某种反应的刺激与另一种原本不能单独诱发这种反应的刺激想配对,随着时间的推移，因为与能够诱发反应的第一种刺激相联结，第二种刺激会引起类似的反应。
（重点研究包括饥饿、口渴、性唤起以及其他基本内驱力的视觉和嗅觉线索。
消费者行为学课程介绍
《消费者行为学》课程介绍撰写人唐贇课程背景《消费者行为学》是市场营销专业的一门专业基础课程。
消费者行为学是一门研究消费者心理与行为的应用性学科，它是资本主义工业革命后，市场经济充分发展，商品供过于求的矛盾日益尖锐，企业竞争日益加剧的形势下应运而生的，是市场营销学和心理学的一个重要分支。
作为一门独立的学科出现，只是近几十年的事情，西方国家的市场营销学和心理学家在教科书中都涉及了消费者的购买对象、购买组织、购买目的、购买过程以及影响要素，这部分的内容逐步扩大充实，得以从市场营销学和心理学中独立出来，形成了一门新的综合性学科——消费者行为学。
20世纪30年代以后，对消费者行为的研究得以迅速发展并广泛应用于营销实践中，尤其是1929—1933年爆发世界性经济危机以后，企业的经营理念从生产向销售观念的转变，这也使心理学家开始重视研究消费者的心理与行为，期间研究成果累累，大大丰富了消费者行为学的内容，才得以成为一门独立的学科。
1965年OHIO州立大学正式提出了世界上第一部《消费者行为学》的教学大纲。
1968年，由恩格尔、布莱克韦尔、科拉特等人合著的第一部《消费者行为学》（Consumer Behavior）正式出版。
到了1970年以后，消费者行为的研究进入变革和大发展时期，它综合运用了其他相关学科的最新研究成果，其研究领域不断扩大和深化。
总之，消费者行为学是一门多学科交叉的边缘性学科。
我国开始重视和研究消费者行为是在20世纪20年代，国内学者开始翻译并撰写相关的论文、论著，此时的代表人物有吴英国、潘菽、孙科等。
随着我国社会主义市场经济的逐步建立与完善，随着商品的极大丰富，消费者的需要日益提高。
研究消费者行为，对进一步把握消费者的心理规律、心理需要、购买动机，营建良好的消费环境，打造良好的消费文化，进一步增强企业的营销效果，促进国民经济发展，它的作用日益凸显。
研究消费者行为，有利于提高企业的竞争力，有利于引导消费需求，有利于制定宏观经济政策，进一步促进经济健康协调发展。
消费者行为学
一、名词解释1、消费者行为的定义：消费者行为（Consumer behavior）：感知、认知、行为以及环境因素的动态互动过程，是人类履行生活中交易职能的行为基础。
2、消费者行为学借鉴不同学科的多种研究方法，通过对消费者心理活动及行为过程的观察、记述、分析和预测，探索和把握消费者行为的规律性，以便适应、引导、改善和优化消费者行为，为政府部门制定宏观经济政策、工商企业制定营销战略和策略提供依据和有益经验。
3、购买决策消费者购买决策是指为了实现满足需求这一特定目标，消费者作为决策主体，在购买过程中进行的评价、选择、判断、决定等一系列活动。
4、顾客忠诚度指消费者对某产品或品牌感到十分满意而产生的情感上的认同,是对该产品或品牌有一种强烈的、持久偏爱，并试图重复购买该品牌产品的趋向。
5、消费者需求消费者对以商品和劳务形式存在的消费品的要求和欲望。
6、购买动机：消费者为满足自己一定的需要，而引起购买某种商品或劳务的愿望或意念。
7、感觉的含义人脑对直接作用于感觉器官的客观事物的个别属性的反映。
8、知觉的含义知觉是人脑直接作用于感觉器官的客观事物的整体反应。
9、思维人脑对客观现实的概括的、间接的反映。
它反映一类事物的本质和事物间的规律性联系。
10、气质指一个人在心理活动和行为方式上表现的强度、速度、稳定性和灵活性等动态方面的心理特点。
11、个性是指个人带有倾向性的、本质的、比较稳定的心理特征的总和。
它包括个人的兴趣、爱好、能力、气质、性格、行为方式等许多方面。
12、文化价值观一个社会或群体中的人们所共有的，对于区分事物的好与坏、对与错、符合或违背人的意愿、可行与不可行的观念。
13、社会群体的含义社会群体是人们通过一定的社会关系结合起来进行共同活动和情感交流的集体，是人们社会生活的具体单位，是组成社会结构的一部分。
14、参照群体的含义参照群体指那些作为人们判断事物的标准或仿效模范的群体。
15、社会阶层的含义社会阶层指一个社会按照其社会准则将其成员分为相对稳定的不同层次。
消费者行为学
消费者行为学消费者行为学是研究个体或群体在选购、使用和处置产品和服务时所表现出的行为和心理过程的学科领域。
消费者行为学对于市场营销和广告策划有着重要的指导作用，帮助企业了解消费者的需求和行为，以便更好地满足他们的需求并促使他们购买产品或服务。
消费决策过程消费者行为学研究的一个重要方面是消费决策过程。
消费决策过程包括以下五个阶段：1.需求识别：在这个阶段，消费者会意识到他们有一个需要满足，该需求可能是基本的物质需求，以及对情感上的满足或社交认同的需求。
2.信息搜索：在这个阶段，消费者会主动收集信息，以了解各种可供选择的产品或服务，并比较它们的优劣。
3.评估和比较：在这个阶段，消费者会评估不同产品或服务之间的差异，并将其与自己的需求和偏好进行比较，以制定最终的购买决策。
4.购买决策：在这个阶段，消费者会决定购买哪个产品或服务，并选择购买的方式和地点。
5.后购买行为：在这个阶段，消费者会评估他们的购买决策是否符合他们的期望，并可能对产品或服务进行反馈或投诉。
影响消费行为的因素消费者行为受到很多因素的影响，以下是一些常见的因素：1.个体特征：个体的个人特征和社会经济状况可以对消费行为产生重大影响。
例如，性别、年龄、教育水平和收入水平等因素都可能影响消费者的购买决策。
2.文化和社会因素：文化和社会因素对消费者行为有着深远的影响。
消费者的价值观、信仰、文化背景和社交圈子等因素都可以影响他们对某些产品或服务的认知和偏好。
3.个体需求和动机：个体的需求和动机是推动消费决策的主要因素之一。
消费者可能希望满足某种物质需求、情感上的满足或社交认同，这些需求和动机会推动他们购买特定的产品或服务。
4.市场营销策略：企业的市场营销策略可以直接影响消费者的购买决策。
例如，产品的定价、推广和分销策略等都可以影响消费者对产品或服务的认知和购买意愿。
5.个体认知和态度：个体的认知和态度也会影响他们的消费行为。
消费者的认知和判断能力、对产品或服务的态度和偏好等都会在购买决策中发挥重要作用。
市场洞察 书籍
市场洞察书籍
以下是一些市场洞察方面的书籍推荐：
1.《消费者行为学》（Consumer Behavior）作者：斯科特·福克斯曼（Scott Foxman）
这本书主要介绍了消费者行为的基本原理和模型，帮助读者了解消费者的心理和行为，从而更好地制定市场营销策略。
2.《市场营销原理》（Marketing Management）作者：菲利普·科特勒（Philip Kotler）
这本书是市场营销领域的经典之作，全面介绍了市场营销的理论和实践，包括市场定位、产品策略、价格策略、渠道策略等方面。
3.《蓝海战略》（Blue Ocean Strategy）作者：温·陈·马卡（W. Chan Kim, Renée Mauborgne）
这本书提出了“蓝海战略”的概念，即通过创新和创造新市场，避免与竞争对手在红海（已有市场）中竞争，从而实现企业的快速发展。
4.《数字营销》（Digital Marketing）作者：达夫·查菲（Dave Chaffey）这本书主要介绍了数字营销的理论和实践，包括搜索引擎优化、社交媒体营销、电子邮件营销等方面，帮助读者更好地利用数字化的营销
手段。
5.《市场调研》（Marketing Research）作者：阿尔文·C·伯克（Alvin
C. Burns）
这本书主要介绍了市场调研的理论和实践，包括调研设计、数据收集、数据分析等方面，帮助读者更好地了解市场和消费者。
消费者行为学教学大纲
《消费者行为学》教学大纲课程名称：消费者行为学英文名称：Consumer Behavior课程代码：ZB352071 课程类别：专业必修课学分学时数：3学分，51学时（理论讲授36学时，实验实训15课时）适用专业：市场营销专业制订人：制订日期：年月日审核人：审核日期：年月日审订人：审订日期：年月日一、课程的性质与目的(一) 课程性质消费者行为学是市场营销专业的一门专业主干课程。
它是一门在多学科交叉基础上形成的综合性、边缘性学科，是心理学与行为科学基础理论在当代市场营销理论与实践中的应用，是在市场经济需求的推动下产生的一门应用学科。
消费者行为学旨在揭示与描述消费者行为的表现、提示消费者行为规律与产生的原因、预测与引导消费者行为。
其研究内容主要有：影响消费者行为的内在因素如知觉、学习与记忆、动机与价值观、态度、个性与自我观念等；影响消费者行为的外在因素如文化、亚文化等；消费者决策过程及组织购买行为等方面。
（二）课程目的通过该课程的学习，要达到以下的教学目标与任务：1. 要求学生掌握消费者行为学的基本理论，知道这些基本理论在市场营销中的应用价值。
2. 熟悉消费者购买行为的一般特征与购买决策过程，了解不同消费者个体差异对其消费行为的影响。
3. 要求学生熟悉购买动机与消费者需求、消费者行为的关系，掌握购买动机的概念、特点、了解购买动机理论的研究状况。
4. 熟悉消费者的知觉、学习与记忆、态度等个性心理因素的特点与规律，从而掌握消费者购买行为的产生，发展与变化的一般规律。
5. 知道各种影响消费者行为的环境因素，如文化、社会因素、群体、家庭与情景因素以及消费者保护。
二、教学内容、重（难）点、教学要求及学时分配第1章导论(理论讲授3 学时)教学内容：1、要求学生掌握消费者行为的基本概念；2、熟悉消费者行为研究的意义；3、了解消费者行为研究的历史与现状；4、掌握消费者行为研究的方法教学重点：消费者、消费者行为的定义；研究消费者行为的意义、方法；消费者行为研究的框架。
消费者行为学(Consumer-Behavior)PPT优秀课件
Role Theory
Different Actors
Process Involving Exchange
Organizations or Groups
Copyright 1999 Prentice Hall
Consumers Impact on Marketing 1-3 Strategy
Express Aspects of Self or Society
Consuming as Classification
Communicate Their Association With Objects, Both to Self/ Others
Consuming as Play
Participate in a Mutual Experience and Merge Self Wห้องสมุดไป่ตู้th Group
• Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time.
Copyright 1999 Prentice Hall
Semiotics: The Symbols Around Us 1-8
Semiotics is the Study of How Consumers Interpret the Meaning of Symbols.
Copyright 1999 Prentice Hall
消费者行为学》导论
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一、什么是消费者行为？
１、消费者行为：对涉及商品、服务、经验或创 意的获得、使用及处置的购买单位和交换过程的 研究。
２、消费者行为的特点是：多样性、复杂性、可 引导性。
第三部分：影响消费者行为的社会因素。分别是社会文化 、流行、社会阶层、社会群体、家庭等对消费行为的影响 ，重在研究社会环境因素对消费者行为的影响。
第四部分：影响消费者行为的企业营销因素。分别是产品 、价格场景促销、营销者对消费行为的影响，重在研究企 业微观环境因素对消费者行为的影响，也就是研究消费者 决策。
1968年，第一部消费者行为学教材《消费者行为学》 由俄亥俄州立大学的恩格尔（JamesEngel）、科拉 特（DavidKollat）和布莱克维尔（RogerBlackwell） 合作出版。
（４）21世纪后，消费者行为学的进一步发展 。
随着社会生产、科学技术的飞速发展，许多学 科种类大量涌现，有关消费者心理与行为的研 究也在不断的发展、深化，门类也越来越多， 如商业心理学、广告心理学等。由此可见，消 费者行为学面临着新的挑战，还需要不断完善 和发展。
研究国界的突破:全球化
三、消费者行为的三种研究观点
1、决策观点
20世纪70 年代和80年代早期，研究者集中 于消费者是理性决策人这一观点上。“决策论”把 消费者行为定义为消费者购买、消费和处置的 决策过程 。
根据决策论，消费者首先意识到某个问题 的存在，然后在一种理性的解决问题的过程中 完成一系列步骤，购买由此产生。这些步骤包 括问题的确认、搜寻、方案评估、选择以及获 得后的评估。这一方法植根于认知心理学和经 济学。
消费者行为学(Consumer behavior)
消费者行为学（Consumer behavior）Analysis of "consumer behavior" exercises refer to the answer of northeast finance and Economics Third Edition caseFirst chaptersThe case analysis.1.1 analysis tips:1) role playing.2) because the housewives that buy Instant Coffee people are lazy, sloppy, no plan, no family, and the purchase of fresh coffee beans are considered family who have experienced life, thrifty. Visible, surveyed housewives with negative language to describe Instant Coffee buyers, which shows a bad impression in the minds of consumers Instant Coffee, therefore, it is not the product itself, which is mainly due to emotional bias. To change this situation, enterprises must change the marketing strategy, for example, can change the advertising strategy, publicity Instant Coffee to housewives positive impact, so you can make the goods quickly open the market, and occupy the market.1.2 analysis tips:Under the modern market economy condition, the social productive forces develop rapidly, the commodity supply is rich, the consumer choice increases, between the enterprise competition intensifies, the commodity sale is day by daydifficult. The enterprise must investigate consumer demand information, study consumer behavior and psychology, the study of various factors that influence the purchasing behavior of consumers, to meet consumer demand and product development, to develop appropriate marketing strategies, only to Dingchan, in order to improve the competitive force.Second chaptersThe case analysis.2.1 analysis tips:1) residential buying is the largest purchase of decision participants. Residential purchase is mainly family purchase, its purchase of the decision is not a single decision maker, as a core member of the family of husband and wife and children in three are the main decision makers, and to form a family meeting to discuss the decision. In addition, sometimes elders and relatives and friends are also involved in decision-making. Participate in the housing purchase decision more staff, mainly including: the initiator, first proposed or intended to buy a house of the people; influence, namely the opinions or suggestions on the final purchase decision has certain effect; decision makers, namely whether to buy, buy, buy, why how when and where to buy housing etc. make a complete decision or part of the decision; buyers, namely actual purchase behavior; users, the actual consumption or use of housing to people.2) residential buying is the most widely considered purchase of decision information. When consumers buy houses, the sourcesof information about housing supply are wider. The first is the residential sales advertising information dissemination of the mass media on the most direct information which is obtained by the consumer, can obtain a lot of information from the sales of residential real estate market, once again, from residential vendors or agents (intermediaries) to get information about housing sales, the last is to live for the housing sales information in a residential area residents have to buy a house or a friend.3) residential buying is the longest purchase process in the decision-making process. Survey shows that residential buyers from the purchase motivation to the final completion of the purchase, the least time-consuming for 1 to 2 months, the longest up to 1 years or more, with an average time of 6 months.4) residential buying is the most involved purchase. House purchase money expenditure cost is huge, and because the purchase decision process (time) long, leading to buyers in the purchase of housing, consumption and expenditure on mental and physical aspects are quite large, and the purchase of other goods can not be compared.5) residential buying is the most risky purchase. The need to spend huge amounts of money to buy the family residential consumer durable goods, these funds may be family years of savings and loans may also be obtained, and the purchasing behavior of most people in life may have only one. In addition, in the purchase process, there are many links and problems are more professional, consumers need to continue to consult and study. Even so, the real estate market due to the impact of humanfactors,Consumers will be in the purchase of residential links and links each link contains different content and matters encountered many "traps" and "misunderstanding."". As a result of the above objective and subjective factors in the process of housing purchase, the huge investment in buying housing has evolved into a high-risk investment.2.2 analysis tips:In a routine purchase, consumers always buy the same brand of goods, not because consumers are loyal to the brand, but because it is not worth the time and effort of consumers to find another alternative brand. Repeat buying under low participation only reflects the inherent convenience of this behavior rather than its reliance on the brand.Third chaptersThe case analysis.3.1 analysis suggests: This is an example of using color contrast illusion to increase economic performance.3.2 tips: a analysis by emotional sales by Buddhist abbot compassion compassion sold a comb, making the abbot of my money. B, by the Abbot's temple needs, sell 10 combs, earn temple money. Need to rely on the temple Abbot C large groups of customers, the abbot of the temple, the abbot and the monastery of the common needs of pilgrims together, creating a new product"Jishan comb", sold 1000 combs, is still in short supply. It combs into the material and spiritual needs as a whole set of culture and art 10%. Therefore, a comb is not a normal comb, comb, but set advanced culture and art spirit and practical needs in one, so it can not only sell a lot, and can sell a good price. From this point of view, in order to make money, first of all to make the other side gain, and then their own money to earn. A comb first meet the spiritual needs of the temple pilgrims, then meet the temple demands, finally to meet the needs of the abbot fame, need three party operators are satisfied, naturally there is money to be made.Fourth chaptersThe case analysis.4.1 analysis tips:The degree of love for the model will have a positive or negative effect on the consumer. Consumer preference for models may be partly based on the attractiveness of the latter, but more likely based on other factors, such as manners, conversation, humor, etc.. Love can cause change of attitude, is because people have the tendency to imitate their favorite object, easier to accept the latter point of view, his taste, his behavior, and love and similarity are closely related. People generally prefer to meet and get along with people who are similar to themselves, and are more susceptible to them.4.2 analysis tips:The case shows that respect for the wishes and attitudes of consumers will enable new products to be accepted and welcomed by consumers.Fifth chapters- the case questionsAnalysis showed that: "M-Zone" target customer groups located in the 15 to 25 year olds, from the psychological characteristics, their pursuit of fashion, interested in new things, curiosity and desire to communicate, they are advocating personality, active thinking, they have a strong brand awareness, but brand loyalty is low that is easy to influence each other's consumer community. From the demand for mobile services, they have more applications for data services, mainly to meet the needs of entertainment, leisure and social communication through mobile communications. "M-Zone" brand advocates not only meet consumer needs of young people, consistent with their consumption characteristics and culture, is a kind of unique culture and modern life style, highlighting the "M-Zone" "value, attribute, culture, personality". It is the success of the new realm of "dynamic zone" brand to inject the psychological emotion of consumer groups into the brand connotation.Sixth chapters- case analysis problem6.1, analysis suggests: Intel is taking the students to doarticles, because Intel knows China's national conditions. China now attaches great importance to education, and many families have only one child,Parents would live a little tired bitter point to meet the needs of the children, not to mention the computer to help children learn?6.2 analysis suggests that because people are different in social class, they have different preferences for goods and brands. BMW China before entering the market, the China consumers conducted precise market segmentation, especially for high-end consumer goods, starting to get more powerful evidence from people's social class and values. In particular, they are more competitive for the product - Mercedes Benz comparative analysis, but also unique. For example, both in the face of high society of consumers, both have a certain cross, but the Benz mainly facing the traditional entrepreneurs, representatives of continuity and social rank, and BMW, the main face of the emerging modern entrepreneurs, new occupation elite, climb up the young man, on behalf of energy and vitality. This method of producing and selling products based on social class and people's values is well worth learning by Chinese enterprises.Seventh chaptersThe case analysis.7.1 analysis tips:The tie is very personal goods, people are generally reluctant to choose under the watchful eyes of the people and trial. And, more importantly, in a shopping environment like that, there is no sense of stability and security in the consumer's subconscious. So, when the store owner moved the necktie display to a relatively comfortable shopping space in the shopping mall, the ties were sold out.7.2 analysis tips:Today, in many big cities in China, consumers feel the same way: they can find McDonald's wherever they have kfc. Or, on the contrary, KFC can be found wherever there is a McDonald's.. Visible, these two international brands are both competitors, but also to complement each other. There are many reasons for their success, but the most important one should be the success of the site selection.Eighth chaptersThe case analysis.8.1 analysis tips:The registered brand will become a trademark, otherwise there will be no exclusive right to use the trademark, and it will not be protected by law. Although some enterprises have given their products a name, and even created a more well-known brand, but did not go to the business sector registration. If others go to register, then can in turn inform the original enterprise infringement. Some enterprises that their products are notexported, there is no need to register abroad, until one day when its products really can go out of the country, only to find that the product has been registered in a country. Some enterprises actively explore the international market, but do not pay attention to the international registration of trademarks, or simply not aware of this problem, the results suffer heavy losses. Of course, with the accumulation of international marketing experience, such problems will certainly be less and less.8.2 analysis tips:This "naming strategy, industry First impressions are strongest, take the lead of many consumers unconditionally choose business, other brands of PDA is tantamount to a fatal blow. People only know a business do not know PDA, or that the PDA business, which brought huge amounts of money into the business, the rapid completion of the primitive accumulation of capital, in the industry as a whole marketing industry created a miracle.Ninth chapterscase analysis9.1 analysis tips:China's battery pricing strategy should aim at the battery pricing in Europe, if we are in some ways and they will be appropriate as well as the gap between the price set too low; if we are more than in all aspects of them, to set a high price,and vigorously promote, and strive to do household. Why is it priced like this? The reason is that consumers recognize foreign products as the technology and quality standards of batteries. According to the demand to meet the needs of the principle, enterprises must meet the understanding of consumers, targeting foreign battery, based on their learning, to narrow the gap, according to the principle of avoid the solid and strike the weak foreign competitors, overcome.9.2 analysis tips:There are three steps in the correct way for a general enterprise to deal with such a crisis: first, to recover the problematic products;Two is to explain the situation to consumers in a timely manner; three is to apologize as soon as possible. As a comparison, it can be seen that the Coca Cola Co did the right thing, but it was a week behind the decision by the Belgian government to stop selling Coca-Cola. Even Belgian health minister Vanden Bosh has complained that big companies like Coca-Cola's reputation around the world are so slow in their response to the crisis that it is difficult to understand.Poor management, lack of market information, peer competition, and even malicious damage, coupled with other natural disasters, accidents, have made big and small enterprises now crisis ridden. All of these crises, accidents and disasters, as a public event, will be examined by the public in the face of any action taken by the organization in crisis. If an organization takes improper measures to deal with the crisis, it will resultin a fatal attack on the brand image and reputation of the enterprise, and even endanger the survival.Case 1Analysis hints:This case involves consumer demand (especially potential demand), purchase decision, purchase role, family life cycle and so on.1., in the current stage of the Chinese market, there is a big potential demand for car purchases.2. buying cars mainly by men. However, in general, in Chinese, the current stage of the car purchase is mainly family purchase, its purchase of the decision is not a single decision maker, as a core member of the family of husband and wife and children in three are the main decision makers, and to form a family meeting to discuss the decision. In addition, sometimes elders and relatives and friends participate in decision-making.3. car purchase is a decision process (time) relatively long buying behavior, with an average time of 6 months. But it takes less time than house buyers.4. car purchase involvement is relatively high. The cost of money expenditure of cars is relatively high, because the purchase decision process (time) long, resulting in Car Buying purchase process, cost and expenditure on mental and physical aspects is very large, this is the purchase of other goods cannot be compared.Case 2Analysis hints:1., the naming of products was very successful - vitamin D met people's need for nutrition.2. soy products to make Vita an image of young consumer goods is good for younger generations of consumers.3. successful cultural marketing. For many people in Hongkong, Vitasoy is a part of personal development, most people have a sense of identification with a special sense of Vitasoy, it is a part of the local culture of Hongkong, is a representative of Hongkong food culture, Vitasoy Hongkong people like Coca-Cola like the United States, has formed a kind of culture.Comprehensive training suggestionsPractical training 1 suggestions:1., analysis of the characteristics of farmers' consumption psychology and the current problems of consumer psychology.2., analysis of farmer consumers on the performance of household appliances have any special requirements?.3., the consumer's cultural quality, scope of life, consumption habits and consumption environment, etc., have an importantimpact on the formulation of enterprise promotion strategy. Therefore, in view of the above problems, choose suitable for the promotion of rural markets. For example, what pricing methods should be adopted and what the advertising appeals should focus on?.Practical training 2 suggestions:1., the analysis of specific consumer motivation to buy what?.2., analyze the impact of different advertising appeals on consumers.Usually, in an advertisement, the focus can only be placed on one or few buying motives, otherwise it will dilute the subject of advertising. Of course, in the whole process of communication, companies need to consider all the important motivations that target consumers pursue.3., analyze the motivation of college students to buy mobile phones, and analyze which advertising appeals they can use to impress College students.。
消费者行为学_CONSUMER_BEHAVIOR(PPT37页)
All possible options
Options that readily come to mind
Options that will be considered by the consumer
Note: Retrieved and evoked sets will vary among different consumers
POSTPURCHASE EVALUATION/ BEHAVIORS
CONSUMER BEHAVIOR
INFORMATION SEARCH
PURCHASE
Theory Complications
8 Lars Perner, Instructor
Approaches to Search for Problem Solutions
BUAD 307
UNIVERSAL SET RETRIEVED SET
EVOKED SET
CONSUMER BEHAVIOR
10 Lars Perner, Instructor
REMINDER
• For low involvement products, efforts aimed at affecting internal search tend to be more effective—the consumer is usually not willing to expend energy on external search.
3. Using a razor with five blades will reduce the likelihood of cutting yourself and will result in less skin irritation.