消费者行为学(Consumer-Behavior)优秀课件.ppt

1、1-1 Copyright 1999 Prentice HallChapter 1An Introduction toConsumer BehaviorCONSUMER BEHAVIORFourth EditionMichael R.Solomon1-2 Copyright 1999 Prentice HallDefining Consumer BehaviorConsumer Behavior is the Process Involved When Individuals or Groups Select,Use,or Dispose of Products,Services,Ideas

2、or Experiences to Satisfy Needs and Desires.Key ConceptsProcess Involving ExchangeOrganizationsor GroupsRole TheoryDifferent Actors1-3 Copyright 1999 Prentice HallConsumers Impact on MarketingStrategy Understanding consumer behavior is good business.Firms exist to satisfy consumers needs,soFirms mus

3、t understand consumers needs to satisfy them.The Process of Marketing Segmentation:Identifies Groups of Consumers Who are Similar to One Another in One or More Ways,andDevises Marketing Strategies that Appeal to One or More of These Groups.1-4 Copyright 1999 Prentice HallSegmenting Consumers by Demo

4、graphic DimensionsDemographics are Statistics That Measure Observable Aspects of a Population Such As:AgeFamily StructureGenderRace and EthnicityGeographySocial Class and Income1-5 Copyright 1999 Prentice HallRelationship Marketing:BuildingBonds With Consumersoccurs when a company makes an effort to

5、 interact with customers on a regular basis,and gives them reasons to maintain a bond with the company over time.involves tracking consumers buying habits very closely,and crafting products and messages tailored precisely to peoples wants and needs based on this information.1-6 Copyright 1999 Prenti

6、ce HallMarketings Impact on Consumers:The Meaning of Consumption Self-Concept Attachment Helps to Establish the Users Identity Nostalgic AttachmentServes as a Link With a Past SelfInterdependencePart of the Users Daily Routine LoveElicits Bonds of Warmth,Passion,or Other Strong EmotionTypes of Relat

7、ionships a Person May Have With a Product:1-7 Copyright 1999 Prentice HallConsumption TypologyExplores the Different Ways That Products and Experiences Can Provide Meaning to People.There Are 4 Distinct Types of Consumption Activities:Consuming as ExperienceConsuming as IntegrationConsuming as Class

8、ificationConsuming as PlayAn Emotional or Aesthetic Reaction to Consumption ObjectsExpress Aspects of Self or SocietyCommunicate Their Association With Objects,Both to Self/Others Participate in a Mutual Experienceand Merge Self With Group1-8 Copyright 1999 Prentice HallSemiotics:The Symbols Around

9、UsMeaning Derivedi.e.rugged,individualistic,American is the Study of How Consumers Interpret the Meaning of Symbols.Every Marketing Message Has 3 Components:Focus of the Messagei.e.Marlboro CigarettesSensory Image That Represents the Intended Meanings of the Objects i.e.Marlboro Cowboy1-9 Copyright

10、1999 Prentice HallMarketing Ethicsare Rules of Conduct That Guide Actions in the Marketplace-the Standards Against Which Most People in a Culture Judge What is Right and What is Wrong,Good or Bad.RespectJusticeAccountableFairTrustworthyConcern forOthersLoyalHonestIntegrityUniversal Values1-10 Copyri

11、ght 1999 Prentice HallOther Marketing Ethics Issues Do Marketers Create Artificial Needs?Response:Marketing attempts to create awareness that these needs do exist,rather than to create them.Are Advertising and Marketing Necessary?Response:Yes,if approached from an information dissemination perspecti

12、ve.Do Marketers Promise Miracles?Not if they are honest;they do not have the ability to create miracles.1-11 Copyright 1999 Prentice HallThe Dark Side of Consumer BehaviorBehavior is Not Done by ChoiceGratification is Short-LivedStrong Feelings of Regret or Guilt Afterwards Consumer Theft(Shrinkage)

13、Anticonsumption Culture Jamming Cultural Resistance People Who Are Exploited for Commercial Gain in the Marketplace.Gambling1-12 Copyright 1999 Prentice HallInterdisciplinary InfluencesExperimental PsychologyClinical PsychologyDevelopmental PsychologyHuman EcologyMicroeconomicsSocial PsychologySocio

14、logyMacroeconomicsSemiotics/Literary CriticismDemographyHistoryCultural AnthropologyIndividual FocusSocial Focus1-13 Copyright 1999 Prentice HallTwo Perspective on Consumer ResearchPositivistApproachObjectivePredictionIndependentReal CauseSeparationInterpretivistApproachSociallyConstructedUnderstandingContextualSimultaneousShapingInteraction1-14 Copyright 1999 Prentice HallThe Wheel of Consumer BehaviorConsumerBehavior Consumers As Decision Makers Consumers and CultureConsumers and Subcultures