《市场营销学》课程PPT教学课件（双语）Chapter 04 Consumer Markets and Consumer Buying Behavior

Chapter 4 001100101010110100010 Consumer Markets and Consumer Buying Behavior

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 Chapter 4 Consumer Markets and Consumer Buying Behavior

Consumer Buying Behavior 001100101010110 Consumer Buying Behavior refers to the buying behavior of final consumers individuals households who buy goods and services for personal consumption. All these consumers make up the consumer market. The central question for marketers is: -"How do consumers respond to various marketing efforts the company might use?

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 Consumer Buying Behavior • Consumer Buying Behavior refers to the buying behavior of final consumers - individuals & households who buy goods and services for personal consumption. • All these consumers make up the consumer market. • The central question for marketers is: – “How do consumers respond to various marketing efforts the company might use?

Model of Buyer Behavior 00110元 Marketing and Buyer's Black Box Buyer Responses Other Stimuli Marketing Buyer Characteristics Product Choice Product Buyer Decision Process Brand Choice Price Dealer Choice Place Promotion Other Purchase Timing Economic Purchase Amount Technological Political Cultural

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 一、Model of Buyer Behavior Marketing and Other Stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural Buyer’s Black Box Buyer Characteristics Buyer Decision Process Buyer Responses Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount

Characteristics Affecting Consumer Behavior 00110 Cultural Social Personal Reference Age and Culture life-cycle logica groups Occupation Motivation Sub- Economic Perception Buyer culture Family situation Learning Lifestyle Beliefs and Roles Personality attitudes Social and and class status self-concept

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 二、Characteristics Affecting Consumer Behavior Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho￾logical Motivation Perception Learning Beliefs and attitudes Buyer Culture Sub￾culture Social class Cultural

(一)Cultural Factors 001100101010110100 Culture is the Most Basic Cause of a Person's Wants and Behavior. Subculture oGroup of people with shared value systems based on common life experiences ·Hispanic Consumers o African American Consumers o Asian American Consumers ·Mature Consumers

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 （一） Cultural Factors Subculture • Group of people with shared value systems based on common life experiences. • Hispanic Consumers • African American Consumers • Asian American Consumers • Mature Consumers Culture is the Most Basic Cause of a Person's Wants and Behavior

001100101010110100 Culture is the Set of Values,Perceptions,Wants Behavior Learned by a Member of Society from Family. Social Class Society's relatively permanent ordered divisions whose members share similar values, interests,and behaviors. Measured by:Occupation, Income,Education,Wealth and Other Variables

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 Culture is the Set of Values, Perceptions, Wants & Behavior Learned by a Member of Society from Family. Social Class • Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors. • Measured by: Occupation, Income, Education, Wealth and Other Variables

(二)Social Factors 0011001010101101 Groups Membership Reference Family(most important) Husband,wife,kids Social Factors Influencer,buyer,user Roles and Status

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 Groups •Membership •Reference Family (most important) •Husband, wife, kids •Influencer, buyer, user Roles and Status Social Factors (二) Social Factors Family Buying Influence Children can exert a strong influence on family buying decisions. Johnson & Johnson reminds customer抯 of its commitment to the American Family. What other companies use children to influence family buying decisions? Click or press spacebar to return

(三)Personal Factors 0011001010101101000 Personal Influences Age and Life Economic Personality Cycle Stage Occupation Situation Self-Concept Lifestyle Identification Activities Interests Opinions

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 Personal Influences Personal Influences Age and Life Cycle Stage Age and Life Cycle Stage Occupation Occupation Personality & Self-Concept Personality & Self-Concept Economic Situation Economic Situation Activities Activities Interests Interests Lifestyle Identification Lifestyle Identification Opinions Opinions （三） Personal Factors

SRI Values and Lifestyles (VALS) 00110010101011010001010 High Resources Actualizers High Innovation Fulfilleds Achievers Experiencers Believers Strivers Makers Strugglers Low Resources Low Innovation

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 High Resources High Innovation Achievers Actualizers Strugglers Strivers Fulfilleds Believers Experiencers Makers SRI Values and Lifestyles (VALS) Low Resources Low Innovation

Psychological Factors ( 0011001010101101000 Motivation Psychological Factors Beliefs and Affecting Perception Attitudes Buyers Choices Learning

4 2 5 1 3 0011 0010 1010 1101 0001 0100 1011 （四） Psychological Factors Psychological Factors Affecting Buyers Choices Motivation Perception Learning Beliefs and Attitudes