台大消费者行为cb13groupinfluence
台大消费者行为诳程大纲(英文doc 4页).doc
消費者行為（90學年度第二學期）TIME：Wednesdays 2：10-5：00PLACE：貳205INSTRUCTORS：練乃華Office: 貳608 Tel: 23630231 ext. 3743e-mail: lien@.twTEXTBOOK：Blackwell, Roger D., Paul W. Miniard, and James F. Engel (2001), Consumer Behavior, Harcourt. (華泰代理)COURSE WEBSITE: http://140.112.110.2GRADING：Midterm Exam 20%Final Exam 20%Individual Assignments 30%Team Project 20%Class Participation 10%NOTE:1. The exams may include multiple choice and essay questions drawing from the text, lectures, team project presentations, and class discussions. There will be no make-up exams, except in case of illness and provided you notify the instructor prior to exam time.2. Assignments are due at the beginning of the assigned date. Late work is subject to a 4/5 grade penalty.3. Separate handouts and class announcements will provide more details regarding the assignments and team project.CLASS SCHEDULE: (subject to change)Purchase Journal Entries:The point of these assignments is to have you introspect on your own behavior and the reasons for it as a way of realizing the complex processes through which consumers go in order to reach a decision. Please pick a product about which you have made a recent decision, and think about the processes you went through to get there. What were the influences on you? The deciding factors? I have attached an example at the end of this syllabus.The product doesn’t have to be complex or expensive, and please analyze your behavior using concepts from the course wherever possible. I would expect most of the entries to be 2-3 pp. long (typed, double-spaced, please).Team Project:In groups of four or five, I would like you to pick an industry and examine consumer behavior in that industry more closely. Who are the consumers, and how are they segmented? Can they be described by income, age, social class, culture, family status, lifestyle? How do consumers in this market make decisions about their purchases? How have marketers in this industry attempted to reach consumers, and what impact has this had on their buying behavior? How effective have marketers been overall? What might they do to improve their connection with consumers? Be sure that you consider all aspects of consumer behavior. You may have to define your industry rather narrowly to avoid having this become a runaway project (i.e., teen clothing, as opposed to apparel in general).The output of this study should be an oral presentation, 20minutes long. I expect this to be presented as if you were a consulting team speaking to industry executives, advising them on how to do a better job of understanding and attracting their customers. You will also turn in a10-15 page group paper (appendices may be added to this). It should be written as a consulting report to management.。
消费者行为课程第一次面授
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影響消費者決策的因素
一、環境因素
文化 社會階層 人員影響 家庭影響
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影響消費者決策的因素
二、個人影響因素
動機 學習 態度 價值觀 生活型態AIO
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影響消費者決策的因素
三、情境影響因素
實體環境：裝飾、音樂、光線 社交環境 時間 任務或是目的 暫時狀態 禮俗
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92學年下學期 期中考命題範圍
-第1章至第6章。 第1講到17講。 （p1~236）
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發展行銷組合பைடு நூலகம்略
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發展市場定位的步驟
發展行銷組合策略
產品定價 產品 通路 溝通
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利益區隔模式
不同利益區隔的解析 p55 行了解顧客會追尋不同利益是否受所得、 AIO影響 探討不同利益區隔的消費者之忠誠度、 購買行為
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第三章 消費者決策過程
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視消費者行為是決策的過程
決策的過程分為五個步驟
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三、消費者本身
成為較聰明的消費者 了解影響消費型態的因素
例如動機、名人背書的效果
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第二章 消費者行為及市場區隔、 定位
目標行標的三個階段
大量行銷 產品多樣化行銷 目標行銷
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市場區隔
狹義：指將市場依照消費者的需求，將 市場區分為幾個不同的消費者子集合的 過程 廣義：以先將市場區隔為數個不同的區 隔市場，再從中選一個或多個對公司最 適合的消費者子集合作為目標市場，並 針對目標市場發展市場定位，以擬定行 銷組合。
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例如寶鹼公司之洗髮精產品
飛柔是針對單純清潔洗淨頭髮的消費者 海倫仙度絲是針對有頭皮屑困擾的消費 者 其他的產品品牌還有潘婷、沙宣、草本 精華以適合不同的目標區隔市場
台大消费者行为cbperception
0410
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Interpretational Biases: Selective Distortion
Factors that lead to distortion:
physical appearances stereotypes irrelevant cues first impressions jumping to conclusions halo effect
0410
4
Exposure
The process by which the consumer comes in physical contact with a stimulus.
0410
5
When Does Exposure Occur?
Absolute Thresholds:the lowest point at
0410
11
Four Major Ways of Capturing Attention
Self-relevance
Pleasantness
Surprisingness
Ease of processing
0410
12
Attention-Getting Techniques
Connect with consumers’ needs paying consumers to pay attention motion or movement rapid-fire scene changes colors are nice Make it bigger make it more intense location
The surprise factor distinctiveness the human attraction the entertainment factor learned attentioninducing stimuli find a less-cluttered environment
台大消费者行为概述
– there is more than one attractive alternative – the decision is important
Consumption Behavior
Knowing how many and which consumers fall into the user and nonuser categories Size of user market is one indicator of market attractiveness Size of nonuser group speaks to future growth opportunities Characterized along many dimensions
season is product consumed?
How is the Product Consumed?
H How is the product prepared?
H Is it consumed alone or with other products?
H Is it used as intended or have consumers invented a new use?
H Firms can position products based on:
– positive feelings resulting from consumption – elimination of negative feelings resulting from
consumption
Sara Lee focuses on the absence of guilt that is often associated with eating this dessert (too many calories or too much fat).
台大消费者行为概述英文
Marketing communication
Product placement
Customer relationship …
Cross-cultural differences in consumer decisionmaking in action
Cultural differences
Social norms
Emotional benefits of …
Emotional branding
The role of beliefs and attitudes in consumer decision-making
Beliefs about products…
Attitudes towards prod…
Belief structures and …
Information …
03
04
05
Evaluation …
Purchase de…
Consumers make the final purchase decision after weighing various factors.
Postpurcha…
Consumers' evaluation of products after purchase and behavioral response.
making
Definition
Role in decision-making
Processes of consumer …
04
Consumer Emotions and Beliefs
The role of emotions in consumer decision-
台大消费者行为概述(英文)
Overview of Consumer Behavior at National Taiwan University IntroductionConsumer behavior is a crucial aspect that affects the success of businesses in various industries. Understanding how individuals make purchasing decisions and what factors influence their buying behavior is of utmost importance for organizations to develop effective marketing strategies. This document provides an overview of consumer behavior at National Taiwan University (NTU), one of the most prestigious universities in Taiwan.Demographics of NTU StudentsBefore delving into consumer behavior, it is necessary to understand the demographics of NTU students. NTU is known for its diverse student body, comprising individuals from different regions, cultures, and socioeconomic backgrounds. The majority of students at NTU are between the ages of 18 to 24, pursuing undergraduate and graduate degrees in various fields of study.Factors Influencing Consumer BehaviorConsumer behavior at NTU is influenced by various internal and external factors. Some of the key factors impacting consumer behavior at NTU are:1. Personal FactorsPersonal factors such as individual preferences, values, lifestyle, and personalities play a significant role in shaping consumer behavior. Students at NTU have diverse tastes and preferences in terms of fashion, food, electronics, and other consumer goods.2. Social FactorsSocial factors, including family, friends, peers, and reference groups, also impact consumer behavior at NTU. Students tend to seek advice and recommendations from their social circle before making purchasing decisions. Trends and popular opinions among peers greatly influence their buying choices.3. Cultural and Subcultural FactorsCulture and subculture have a profound influence on consumer behavior at NTU. Taiwanese culture, including values, beliefs, and customs, significantly shapes the purchasing decisions of students. Additionally, subcultures within NTU, such as sports clubs, debating societies, or arts clubs, may influence individuals’ consumption patterns.4. Psychological FactorsPsychological factors, such as perception, motivation, learning, and attitudes, also affect consumer behavior at NTU. Students’ perception of products and brands, their level of motivation to make a purchase, and their attitudes towards marketing messages significantly impact their buying behavior.Consumer Behavior Research at NTUThe study of consumer behavior at NTU is actively pursued by academic researchers and marketing professionals. The university conducts various research projects and surveys to understand the preferences, motivations, and behaviors of its student population. Some of the areas explored in consumer behavior research at NTU include:1.The impact of social media on purchasing decisions of NTU students.2.The influence of sustainability and ethical considerations onconsumer behavior at NTU.3.The role of brand loyalty and brand perception in purchasingdecisions.4.The effectiveness of different marketing strategies in influencing NTUstudents’ buying behavior.Implications for MarketersUnderstanding consumer behavior at NTU has significant implications for marketers targeting the student population. Some strategies that can be adopted based on the insights from consumer behavior research at NTU are:1.Utilizing social media platforms to engage with NTU students andleverage peer influence.2.Highlighting sustainability and ethical aspects of products to resonatewith the preferences of NTU students.3.Building strong brand loyalty through effective brand managementand marketing campaigns.4.Customizing marketing messages and approach based on the diversecultural backgrounds of NTU students.ConclusionConsumer behavior at National Taiwan University is influenced by various factors, including personal, social, cultural, and psychological aspects. Understanding the intricacies of consumer behavior at NTU is essential for businesses and marketers to develop successful marketing strategies and effectively target the student population. Research conducted at NTU helps to gain insights intothe preferences, motivations, and behaviors of NTU students, leading to better decision-making in marketing efforts.。
消费者行为学--群体影响与意见领袖
群体中的消费者行为(续) Consumers Do It in Groups
360 决策两极化(Decision polarization): 某个问题经过群 体讨论后，意见变得更加极端 家庭购物聚会(Home shopping parties）利用群体压力来推高 销售 • 信息化和58-
• 参照群体可能对消费行为发挥正面或者负面的作用 • 避开群体(Avoidance groups): 让自己跟其他人/群体保持 距离的动机；一个人与负面群体保持距离的动机强度可能 比取悦正面群体的动机强度更大。这就是为何广告里偶尔 会出现不讨人喜欢的家伙在使用竞争者的产品，以巧妙地 传达如下信息；目标受众要是想避免成为“那种人”，就 要远离那些人所购买的产品。 • 反品牌社区(Antibrand communities): 围绕着某个名人， 店铺，或者品牌而联合起来的 – 但是这次他们的联合是出 于对他/它的轻蔑。
群体中的消费者行为Consumers Do It in Groups 359
• 当人们结伴购物时，购物行为也会有所变化。例如，当和 其他人（至少一个）一起购物时，人们往往会比单独购物 时作出更多无计划购买，购买量更大，在店内浏览的商品 区面积也更大。这些效应源于规范性影响及信息性社会影 响。群体成员可能为了获得其他人的认同而购买某些商品， 或者他们仅仅是通过群体收集信息而接触到更多的产品和 商店。因此，深谋远虑的零售商会激励群体购买行为。 • 另外，去个性化及（或）风险转移可能会被激活：随着消 费者被群体吸引，他们发现自己也愿意尝试平常不会考虑 的新产品。
台大消费者行为分析(英文)
Types of Decision Processes: Initial Purchase
Limited Problem Solving (LPS):
Consumers don’t have motivation, time, or resources to engage in EPS Little search and evaluation before purchase More common among low involvement or lower price items Often accompanied by a feeling of indifference toward choice
Low
• Repeat Purchase Repeated Problem Solving Habitual Decision Making
CDP Stage 1: Need Recognition
❖ Definition: the perception of a difference between the desired state and the actual state
Exposure
Attention
ME
M
Stimuli Compre-
OR
hension
Y
Acceptance
Need Recognition
Search
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Environmental Influences
Need Recognition Search for Information Pre-purchase Evaluation of Alternatives
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Types of Influence
Transmission of Influence
Individual Lifestyles, Behaviors, Purchases,
and Consumption
Low Degree of Influence
Reference Groups
5
Types of Group Influence
? Normative: when individuals alter their
behaviors or beliefs to meet the expectations of a group
? Value-expressive: when a need for
GROUP AND PERSONAL INFLUENCE
1
Overview
? Types of Reference Groups ? Types of Group Influence ? How Reference Groups Influence
Individuals ? Special Sources of Influences ? Word of Mouth
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How Reference Groups Influence Individuals: Social Comparison
Social comparison: individuals often assess themselves by comparing themselves to others Consumers often use reference groups as benchmarks to measure their own behaviors, opinions, abilities, and possessions Advertising or television can be sources of social comparison
psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors
? Informational: when people have difficulty
assessing product or brand characteristics by their own contacts or observations
Socialization: permits an individual to know what behavior is likely to result in stability both for the individual and for the group Manual may tell people how to dress in the workplace Informal groups may tell them what is acceptable and the norm in that particular environment
We work very well together! I will check the Encyclopaedia Britannica while you look through the Statistical Abstracts of the United States !
? any person or group of people that significantly influences an individual's behavior
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How Reference Groups Influence Individuals
? Socialization ? Self-concept ? Social Comparison ? Conformity
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How Reference Groups Influence Individuals: Socialization
You have to own at least ten directories to be a memberand Group Influence on Individuals
High Degree of Influence
Personal and Group Influences
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How Reference Groups Influence Individuals: Self-Concept
Self-concept: people protect and modify their self-concept in their interactions with group members People can maintain self-concept by conforming to learned roles Testimonial advertising is effective when the self projected in the ad is consistent with the idealized self of the target consumer
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How Reference Groups Influence Individuals: Conformity
Conformity: a change in beliefs or actions based on real or perceived group pressures Compliance: when an individual conforms to the wishes of the group without accepting all its beliefs or behaviors Acceptance: when an individual actually changes his or her beliefs and values to those of the group
? Impact on
? product ownership ? brand choice
4
Types of Reference Groups
? Primary ? Secondary ? Formal ? Informal ? Membership ? Aspirational ? Dissociative ? Virtual