《營銷管理》(第版)中文版PPT分析消費者市場

1、6分析消費者市場分析消費者市場1 1Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-2本章提問本章提問購買者的特征是怎樣影響購買行為的？哪些主要的心理過程在影響消費者對營銷方案的響應(yīng)？消費者是怎樣作出購買決策的？顧客會怎樣偏離理性審慎的決策過程？消費者行為消費者行為Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3Copyright 2011 Pearson Education, Inc. Publishing as

2、 Prentice Hall 6-4什么影響消費者行為？什么影響消費者行為？文化因素社會因素個人因素Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-5什么是文化？什么是文化？文化文化是影響人的欲望和行為的最基礎(chǔ)的決定因素，是從社會成長中通過接觸家庭或其他關(guān)鍵機(jī)構(gòu)獲得的。Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-6亞文化亞文化國籍信仰種族地理區(qū)域Copyright 2011 Pearson Education,

3、Inc. Publishing as Prentice Hall 6-7美國文化速遞美國文化速遞美國人平均: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社會階層社會階層上上層上下層中上層中間層勞動階層下上層下下層Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-9社會因素社會因素參考群體家庭社會角色地位Copyright 2011 Pearson

4、 Education, Inc. Publishing as Prentice Hall 6-10參考群體參考群體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)別影響購買決策家庭區(qū)別影響購買決策Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-12個人因素個人因素年齡生命周期階段職業(yè)經(jīng)濟(jì)情況個性價值觀生活方式自我概念年齡和生命周期階段年齡和生命周期階段Copyrigh

5、t 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-13職業(yè)和經(jīng)濟(jì)情況職業(yè)和經(jīng)濟(jì)情況Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-14個性個性Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-15Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-16品牌個性品牌

6、個性真誠刺激能力高級粗獷Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-17表表 6.2 樂活族的細(xì)分市場樂活族的細(xì)分市場(健康和可持續(xù)的生活形態(tài)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)的保健個人發(fā)展圖圖 6.1 消費者行為模型消費者行為模型Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-18Copyright 2011 Pearson Education, Inc. Publishing

7、as Prentice Hall 6-19行為動機(jī)行為動機(jī)弗洛伊德弗洛伊德理論理論形成行為的心理因素大多數(shù)是無意識的馬斯洛的馬斯洛的需求層次需求層次理論理論行為被最迫切的、未滿足的需求所驅(qū)動赫茲伯格的赫茲伯格的雙因素理論雙因素理論行為被激勵因素和保健因素所驅(qū)動馬斯洛的需求層次馬斯洛的需求層次Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-20Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-21認(rèn)知認(rèn)知選擇性注意選擇性

8、扭曲選擇性保留潛意識認(rèn)知學(xué)習(xí)學(xué)習(xí)Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-22感情感情Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-23記憶記憶Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-24圖圖 6.3 國家農(nóng)場保險公司國家農(nóng)場保險公司Copyright 2011 Pearson Education, Inc. P

9、ublishing as Prentice Hall 6-25Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-26圖圖 6.4 消費者購買過程消費者購買過程問題認(rèn)知信息搜索方案評估購買決策購后行為Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-27信息來源信息來源商業(yè)的個人的公共的經(jīng)驗的圖圖 6.5 消費者決策過程中相繼考慮的消費者決策過程中相繼考慮的品牌組品牌組Copyright 2011 Pearson Educ

10、ation, Inc. Publishing as Prentice Hall 6-28表表 6.4 某消費者筆記本電腦的品牌信某消費者筆記本電腦的品牌信念念Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-29表表 6.6 對可供選擇方案的評價和購買對可供選擇方案的評價和購買決策之間的步驟決策之間的步驟Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-30Copyright 2011 Pearson Education

11、, Inc. Publishing as Prentice Hall 6-31選擇的非補(bǔ)償性模型選擇的非補(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)險感知風(fēng)險功能風(fēng)險身體風(fēng)險金融風(fēng)險社會風(fēng)險心理風(fēng)險時間風(fēng)險圖圖 6.7 消費者是怎樣使用或處置產(chǎn)品消費者是怎樣使用或處置產(chǎn)品的的Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-33低介入度決策制定低介入度決策制

12、定Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-34決策經(jīng)驗法則決策經(jīng)驗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)框架效應(yīng)Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-36Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-37心理核算心理核算消費者傾向把獲益進(jìn)行