市场营销管理ppt.ppt

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1、ConsumerMarketsandConsumerBuyerBehaviourchapter6主讲人：制作人：免费Email的作用门户网站的功臣首先是感知！万宝路的牛仔形象第3页美国牛仔形象粗犷男子汉气概香港牛仔＝劳工崇拜：企业家商业气氛浓厚万宝路不得不改变在香港的广告形象然后是准确的理解！CHAPTEROBJECTIVESDefinetheconsumermarketandconstructasimplemodelofconsumerbuyingbehaviour.Tellhowculture,subcultureandsocialclassinfluenceconsumerbuyingb

2、ehaviour.Describehowconsumers'personalcharacteristicsandprimarypsychologicalfactorsaffecttheirbuyingdecisions.Discusshowconsumerdecisionmakingvarieswiththetypeofbuyingdecision.ModelsofConsumerBehaviourconsumerbuyingbehaviourThebuyingbehaviouroffinalconsumersindividualsandhouseholds"whobuygoodsandser

3、vicesforpersonalconsumption.consumermarketAlltheindividualsandhouseholdswhobuyoracquiregoodsandservicesforpersonalconsumption.●6.1ModelsofConsumerBehaviour6.2CharacteristicsAffectingConsumerBehaviour6.2.1CulturalFactorsCulture（例如，日本消费者重视产品包装）Subculture（例如，热衷于角色扮演的日本人，对商业有敏感触觉的温州人）SocialClass（例如，中上阶层

4、的人喜欢红酒和光顾西餐厅，爱.彼的独家生产的奢侈手表）6.2.2socialfactorsGroups（崇拜性群体，网络互动）Family（妻子孩子丈夫)RolesaridStatus(金领）效仿者跟随者约2.5％消费领袖需求在群体内的转移6.2.3PersonalFactorsAgeandLife-CycleStage(RBC皇家银行）Occupation（不同职业的服饰选择）EconomicCircumstances（劳力士手表与泰梅克斯手表）LifestylePersonalityandSelf-Concept（品牌个性）AgeandLife-CycleStage糖果冷饮玩具文体用品时装

5、家庭用品保健品穿戴娱乐家具电器旅游婴儿食品玩具自行车文教用品消费兴趣消费兴趣年龄家庭规模儿童青少年成年老年二人家庭独身青年幼儿夫妇入学夫妇6.2.4PsychologicalFactorsMotivation(马斯诺需求理论）PerceptionLearning（尼康数码相机）BeliefsandAttitudes（草根式的牛奶消费市场的建立）Maslow'shierarchyofneeds马斯诺需求理论消费心理造型、色彩、美感求新求异的欲望从众求名好奇求美求新偏好预期求实选价心理实际效用方便耐久商标、牌号新颖、独特偏爱古典、现代、高贵等迎合价格未来价值6.3BuyerDecisionProc

6、essforNewProducts●ComplexBuyingBehaviour●Variety-SeekingBuyingBehaviour●Dissonance-ReducingBuyingBehaviour●HabitualBuyingBehavioursignificantperceiveddifferencesamongbrands.fewperceiveddifferencesamongbrands.lowinvolvementhighinvolvement6.4TheBuyerDecisionProcessInformationSearchTheconsumercanobtain

7、informationfromanyofseveralsources:Personalsources:family,friends,neighbours,acquaintances.Commercialsources:advertising,salespeople,dealers,packaging,displays.Publicsources:massmedia,consumer-ratingo