消費(fèi)者行為學(xué)第13章PPT學(xué)習(xí)教案

1、會(huì)計(jì)學(xué)1第1頁(yè)/共30頁(yè)第2頁(yè)/共30頁(yè)現(xiàn)在，98%的美國(guó)男性在使用香皂洗臉，而香皂可能會(huì)使他們的干性皮膚更加干燥。對(duì)beiersdorf來(lái)說(shuō)，目前是一個(gè)大好時(shí)機(jī)，美國(guó)的男性化妝品市場(chǎng)已經(jīng)具備了進(jìn)入的條件。職場(chǎng)激烈的競(jìng)爭(zhēng)、男性和女性之間不斷變化的力量對(duì)比以及年輕一代蓬勃發(fā)展的勢(shì)頭。各年齡段的美國(guó)男性都認(rèn)識(shí)到了擁有好的外表不但能夠改善個(gè)人生活，還能給自己的職業(yè)發(fā)展增添優(yōu)勢(shì)。第3頁(yè)/共30頁(yè)妮維雅男性護(hù)膚品要想在市場(chǎng)獲得成功，beiersdorf公司必須首先喚起男性認(rèn)識(shí)到他們當(dāng)前面部護(hù)理存在的問(wèn)題。一旦公司能夠激起問(wèn)題認(rèn)知，男性消費(fèi)者就會(huì)進(jìn)入產(chǎn)品評(píng)價(jià)、購(gòu)買和試用階段。第4頁(yè)/共30頁(yè) is the

2、 level of concern for, or interest in, the purchase process.購(gòu)買介入程度是消費(fèi)者因?yàn)槟骋惶囟ㄙ?gòu)買需要而產(chǎn)生的對(duì)決策過(guò)程關(guān)心或感興趣的程度。Triggered by need to consider a particular purchase.A temporary state influenced by the interaction of individual, product, and situational characteristics.購(gòu)買介入是某個(gè)人、某個(gè)家庭或購(gòu)買單位的一種暫時(shí)狀態(tài)，受個(gè)人、產(chǎn)品、情境特征的相互作用和影響

3、。第5頁(yè)/共30頁(yè)A consumer may be very involved with a brand (e.g., Starbucks) or a product category, BUThave low purchase involvement due to brand loyalty, time pressures, etc. or is very different from purchase involvement.第6頁(yè)/共30頁(yè)Brand Loyal Purchases品牌忠誠(chéng)度型購(gòu)買Repeat Purchases習(xí)慣性購(gòu)買第7頁(yè)/共30頁(yè)Nominal decision

4、s occur when there is very low involvement with the purchase.名義型決策往往發(fā)生在對(duì)購(gòu)買的介入程度很低的情況下。A completely nominal decision does not even include consideration of the “do not purchase” alternative.一個(gè)純粹的名義型決策甚至絲毫不考慮選擇其他品牌的可能性。 Consumer buys Campbells without considering other brands, its price, etc., a.k.a.,

5、 , in effect involves no decision per se. 名義型決策，有時(shí)也稱習(xí)慣性購(gòu)買決策，實(shí)際上就其本身而言并未涉及決策。13.1.1名義型決策名義型決策Nominal Decision Making第8頁(yè)/共30頁(yè)第9頁(yè)/共30頁(yè)Middle ground between nominal and extended decision making.是介于名義型決策和擴(kuò)展型決策之間的一種決策類型。Involves recognizing a problem for which there are several possible solutions.有限型決策涉及對(duì)

6、一個(gè)有著幾種 選擇方案的問(wèn)題的認(rèn)知。 Decision based only on buying the cheapest rolls.involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation.有限型決策包括內(nèi)部信息搜集或有限的外部信息搜集，存在很少的備選方案，基于較少屬性的簡(jiǎn)單決策規(guī)則和很少的購(gòu)后評(píng)價(jià)。13.1.2有限性決策有限性決策Limited Decision

7、Making第10頁(yè)/共30頁(yè)It is a response to the high level of purchase involvement.擴(kuò)展型決策發(fā)生在購(gòu)買介入程度很高的情況下。During post-purchase evaluation, doubts are likely and a thorough evaluation takes place.消費(fèi)者在購(gòu)買產(chǎn)品之后，很容易對(duì)購(gòu)買決策的正確性產(chǎn)生懷疑，從而引發(fā)對(duì)購(gòu)買的全面評(píng)價(jià)。 involves extensive internal and external search followed by a complex eval

8、uation of multiple alternatives. 擴(kuò)展型決策包括大量的內(nèi)部信息和廣泛的外部信息收集，對(duì)多種備選方案的復(fù)雜評(píng)價(jià)。13.1.3擴(kuò)展性決策擴(kuò)展性決策Extended Decision Making第11頁(yè)/共30頁(yè)第12頁(yè)/共30頁(yè)日常性的購(gòu)買意料之外的問(wèn)題其他問(wèn)題情緒第13頁(yè)/共30頁(yè) is the result of a gap between a desired state and an actual state sufficient to arouse and activate the decision process.問(wèn)題認(rèn)知是消費(fèi)者決策過(guò)程的第一步，是消費(fèi)

9、者的理想狀態(tài)與實(shí)際狀態(tài)之間的差距達(dá)到一定程度并足以激發(fā)消費(fèi)者決策過(guò)程的結(jié)果。An is the way an individual perceives his/her feelings and situation to be at the present time.實(shí)際狀態(tài)是指消費(fèi)者對(duì)其當(dāng)前的感受及處境的認(rèn)知。A is the way an individual wants to feel or be at the present time.理想狀態(tài)是指消費(fèi)者當(dāng)前想達(dá)到或感受的狀態(tài)。第14頁(yè)/共30頁(yè)第15頁(yè)/共30頁(yè)1.The magnitude of the discrepancy bet

10、ween the desired and actual states, and理想狀態(tài)與現(xiàn)實(shí)狀態(tài)之間差距的大小2.The relative importance of the problem該問(wèn)題的相對(duì)總要性Desire to resolve a particular problem depends on:消費(fèi)者解決某一特定問(wèn)題的意欲水平取決于兩個(gè)因素：In general, importance is determined by how critical the problem is to maintenance of desired lifestyle.總的來(lái)說(shuō)，重要性取決于該問(wèn)題對(duì)于保持

11、消費(fèi)者理想的生活方式是否關(guān)鍵。第16頁(yè)/共30頁(yè)An is one the consumer is aware of or will become aware of in normal course of events.主動(dòng)型問(wèn)題是指消費(fèi)者在正常情況下就會(huì)意識(shí)或?qū)⒁庾R(shí)到的問(wèn)題。:Only require marketer to convince consumers that its brand is the superior solution. An is one of which the consumer is not aware.被動(dòng)型問(wèn)題則是消費(fèi)者尚未意識(shí)的問(wèn)題。:Marketer m

12、ust convince consumers that they have the problem AND that their brand is a superior solution.第17頁(yè)/共30頁(yè)Nonmarketing Factors Affecting Problem Recognition第18頁(yè)/共30頁(yè) is a challenge to marketers because it means that consumers switch brands for reasons beyond a companys control. （感官飽和） consumers get bor

13、ed (satiated) with sensory attributes more than on non-sensory attributes.Offering variety on key sensory attributes can increase loyalty to the brand even if consumers engage in variety seeking. 第19頁(yè)/共30頁(yè)13.4 問(wèn)題認(rèn)知與營(yíng)銷策略問(wèn)題認(rèn)知與營(yíng)銷策略Marketing Strategy and Problem RecognitionA Discovering Consumer Problem

14、s 消費(fèi)者問(wèn)題的發(fā)現(xiàn)消費(fèi)者問(wèn)題的發(fā)現(xiàn)B Responding to Consumer Problems 對(duì)消費(fèi)者問(wèn)題的應(yīng)對(duì)對(duì)消費(fèi)者問(wèn)題的應(yīng)對(duì)C Helping Consumers Recognize Problems 幫助消費(fèi)者認(rèn)識(shí)問(wèn)題幫助消費(fèi)者認(rèn)識(shí)問(wèn)題D Suppressing Problem Recognition 壓制問(wèn)題認(rèn)知壓制問(wèn)題認(rèn)知第20頁(yè)/共30頁(yè)A wide variety of approaches are used to determine the problems consumers face. - the most common, however, the proble

15、m identified may be of low importance to most consumers asks relatively large numbers of individuals about the problems they are facing composed of 8 to 12 similar individuals brought together to discuss a particular topic; a moderator is present to keep the discussion moving and focused on the topi

16、c but otherwise free flowing第21頁(yè)/共30頁(yè)Surveys and focus groups use one of the following approaches to problem identification:1. Activity AnalysisFocuses on a particular activity to determine what problems consumers encounter during the performance of the activity.2. Product AnalysisExamines the purch

17、ase or use of a particular product or brand. Consumers may be asked about problems associated with using a product or brand.3. Problem AnalysisStarts with a problem and asks which activities, products, or brand are associated with (or perhaps could eliminate) those problems第22頁(yè)/共30頁(yè)Human factors res

18、earch attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound.人體因素研究試圖測(cè)試人的諸多能力如視力、力量、反應(yīng)時(shí)間、靈活性、疲勞程度以及影響這些能力的因素如亮度、溫度、聲音等。Observational techniques such as slow-motion an

19、d time-lapse photography, video recording, and event recorders are particularly useful methods.This type of research can sometimes identify functional problems that consumers are unaware of.第23頁(yè)/共30頁(yè)Once a consumer problem is identified, the manager may structure the marketing mix to solve the probl

20、em. This can involve:Developing a new product or altering an existing oneModifying channels of distributionChanging pricing policy, orRevising advertising strategy第24頁(yè)/共30頁(yè)Involves a discrepancy that a variety of brands within a product category can reduceIncreasing generic problem recognition gener

21、ally results in an expansion of the total marketInvolves a discrepancy only one brand can solveFirms attempt to cause selective problem recognition to gain or maintain market share第25頁(yè)/共30頁(yè)Approaches to Activating Problem Recognition激發(fā)問(wèn)題認(rèn)知的方法激發(fā)問(wèn)題認(rèn)知的方法How can a firm influence problem recognition?Reca

22、ll that is a function of (1)the importance, and (2)the magnitude of a discrepancy between the and an existing state第26頁(yè)/共30頁(yè)Many marketing efforts attempt to influence the desired state, often advertising the benefits their products will provide and hoping that these benefits will become desired by consumers.It is also possible to influence perceptions of the existing state through advertisements.第27頁(yè)/共30頁(yè)T