營(yíng)銷(xiāo)管理第中文版06分析消費(fèi)者市場(chǎng).pptx

1、6分析消費(fèi)者市場(chǎng)1Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-2本章提問(wèn)購(gòu)買(mǎi)者的特征是怎樣影響購(gòu)買(mǎi)行為的？哪些主要的心理過(guò)程在影響消費(fèi)者對(duì)營(yíng)銷(xiāo)方案的響應(yīng)？消費(fèi)者是怎樣作出購(gòu)買(mǎi)決策的？顧客會(huì)怎樣偏離理性審慎的決策過(guò)程？消費(fèi)者行為Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-4

2、什么影響消費(fèi)者行為？文化因素社會(huì)因素個(gè)人因素Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-5什么是文化？文化是影響人的欲望和行為的最基礎(chǔ)的決定因素，是從社會(huì)成長(zhǎng)中通過(guò)接觸家庭或其他關(guān)鍵機(jī)構(gòu)獲得的。Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-6亞文化國(guó)籍信仰種族地理區(qū)域Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-7美國(guó)文

3、化速遞美國(guó)人平均:一年嚼300支口香糖一年去9次電影院一年旅行四次一年參加7次體育賽事Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-8社會(huì)階層上上層上下層中上層中間層勞動(dòng)階層下上層下下層Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-9社會(huì)因素參考群體家庭社會(huì)角色地位Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-10參考群體

4、成員群體重要群體次要群體渴望群體疏離群體Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-11家庭區(qū)別影響購(gòu)買(mǎi)決策Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-12個(gè)人因素年齡生命周期階段職業(yè)經(jīng)濟(jì)情況個(gè)性?xún)r(jià)值觀生活方式自我概念年齡和生命周期階段Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-13職業(yè)和經(jīng)濟(jì)情況Copyright

5、2011 Pearson Education, Inc. Publishing as Prentice Hall 6-14個(gè)性Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-15Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-16品牌個(gè)性真誠(chéng)刺激能力高級(jí)粗獷Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-17表 6.2 樂(lè)活族的

6、細(xì)分市場(chǎng)(健康和可持續(xù)的生活形態(tài))可持續(xù)的經(jīng)濟(jì)健康生活形態(tài)生態(tài)生活心態(tài)非西醫(yī)的保健個(gè)人發(fā)展圖 6.1 消費(fèi)者行為模型Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-18Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-19行為動(dòng)機(jī)弗洛伊德理論形成行為的心理因素大多數(shù)是無(wú)意識(shí)的馬斯洛的需求層次理論行為被最迫切的、未滿足的需求所驅(qū)動(dòng)赫茲伯格的雙因素理論行為被激勵(lì)因素和保健因素所驅(qū)動(dòng)馬斯洛的需求層次Copyright 201

7、1 Pearson Education, Inc. Publishing as Prentice Hall 6-20Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-21認(rèn)知選擇性注意選擇性扭曲選擇性保留潛意識(shí)認(rèn)知學(xué)習(xí)Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-22感情Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-23記憶C

8、opyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-24圖 6.3 國(guó)家農(nóng)場(chǎng)保險(xiǎn)公司Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-25Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-26圖 6.4 消費(fèi)者購(gòu)買(mǎi)過(guò)程問(wèn)題認(rèn)知信息搜索方案評(píng)估購(gòu)買(mǎi)決策購(gòu)后行為Copyright 2011 Pearson Education, Inc. Pu

9、blishing as Prentice Hall 6-27信息來(lái)源商業(yè)的個(gè)人的公共的經(jīng)驗(yàn)的圖 6.5 消費(fèi)者決策過(guò)程中相繼考慮的品牌組Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-28表 6.4 某消費(fèi)者筆記本電腦的品牌信念Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-29表 6.6 對(duì)可供選擇方案的評(píng)價(jià)和購(gòu)買(mǎi)決策之間的步驟Copyright 2011 Pearson Education, Inc. Publi

10、shing as Prentice Hall 6-30Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-31選擇的非補(bǔ)償性模型聯(lián)合考慮法則詞典排序法則按屬性排除法則Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-32感知風(fēng)險(xiǎn)功能風(fēng)險(xiǎn)身體風(fēng)險(xiǎn)金融風(fēng)險(xiǎn)社會(huì)風(fēng)險(xiǎn)心理風(fēng)險(xiǎn)時(shí)間風(fēng)險(xiǎn)圖 6.7 消費(fèi)者是怎樣使用或處置產(chǎn)品的Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-33低介入度決策制定Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-34決策經(jīng)驗(yàn)法則便利法則代表性法則錨定與調(diào)整法則Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-35框架效應(yīng)Copyright 2011 Pearson Educ