【市場(chǎng)營銷英文版】06Consumer Analysis

1、Consumer AnalysisConsumer AnalysisThe Study of Consumer Behavior, definitionThe study of how individuals, groups, and organizations select, buy, use, and dispose goods, services, ideas, or experiences to satisfy their needs and wants.Consumer BehaviorThe factors that influence buying behavior includ

2、e: Cultural Social PersonalConsumer BehaviorCulture is the most important, because it has the broadest and deepest influence.Within Culture, many sub-groups exist and are called Sub-Cultures.Consumer BehaviorSocial factors: Reference Groups Family Roles and StatusesConsumer BehaviorPersonal Factors:

3、 Age and Stage in the Lifecycle Occupation and Economic Circumstances Personality and Self-Concept Lifestyle and ValuesConsumer BehaviorKey psychological processes that influence consumer responses to marketing activities: Motivation Perception Learning MemoryConsumer BehaviorThe Buying Decision Pro

4、cess, the Five Stage Model:1. Problem recognition2. Information search3. Evaluation of alternatives4. Purchase decision5. Post-purchase behaviorConsumer BehaviorProfiling the Customer buying decision process, methodology:How can marketers learn about the stages in the buying process for their produc

5、t?1. Introspective method2. Retrospective method3. Prospective method4. Prescriptive methodConsumer BehaviorIntrospective method: think about how they themselves would actRetrospective method: interview a small number of recent buyers, asking them to recall the events leading to the purchaseProspect

6、ive method: locate consumers who plan to buy the product and ask them to think out loud about going through the buying processPrescriptive method: ask consumers to describe the ideal way to buy the productConsumer BehaviorThe Consumer Adoption Process:Adoption is an individuals decision to become a

7、regular user of the product or service.Consumer BehaviorAdopters of new products move through five stages:1. Awareness2. Interest3. Evaluation4. Trial5. AdoptionConsumer BehaviorDescription of each stage:Awareness: consumer becomes aware of the product, but has no information about it.Interest: cons

8、umer is stimulated to seek information.Evaluation: consumer considers whether to try the product.Trial: consumer tries the product and estimates its value.Adoption: consumer decides to make full and regular use of the product.Consumer BehaviorFive characteristics that influence the adoption rate:1.

9、Relative advantage2. Compatibility3. Complexity4. Divisibility5. CommunicabilityConsumer BehaviorDescriptions of the five characteristics:Relative advantage: the degree to which the product appears superior to others.Compatibility: the degree to which the product matches the consumers values and experiences.Complexity: the degree to which the product is relatively difficult to understand or use.Consumer BehaviorDescriptions of the five characteristics (continued):Divisibility: the deg