營銷管理第中文版06分析消費者市場.pptx

1、6分析消費者市場1Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-2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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-3Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-4

2、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？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)鍵機構(gòu)獲得的。Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-6亞文化國籍信仰種族地理區(qū)域Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-7美國文

3、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社會因素參考群體家庭社會角色地位Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-10參考群體

4、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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-12個人因素年齡生命周期階段職業(yè)經(jīng)濟情況個性價值觀生活方式自我概念年齡和生命周期階段Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-13職業(yè)和經(jīng)濟情況Copyright

5、2011 Pearson Education, Inc. Publishing as Prentice Hall 6-14個性Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-15Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-16品牌個性真誠刺激能力高級粗獷Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-17表 6.2 樂活族的

6、細分市場(健康和可持續(xù)的生活形態(tài))可持續(xù)的經(jīng)濟健康生活形態(tài)生態(tài)生活心態(tài)非西醫(yī)的保健個人發(fā)展圖 6.1 消費者行為模型Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-18Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-19行為動機弗洛伊德理論形成行為的心理因素大多數(shù)是無意識的馬斯洛的需求層次理論行為被最迫切的、未滿足的需求所驅(qū)動赫茲伯格的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Copyright 201

7、1 Pearson Education, Inc. Publishing as Prentice Hall 6-20Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-21認知選擇性注意選擇性扭曲選擇性保留潛意識認知學(xué)習(xí)Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-22感情Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-23記憶C

8、opyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-24圖 6.3 國家農(nóng)場保險公司Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-25Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-26圖 6.4 消費者購買過程問題認知信息搜索方案評估購買決策購后行為Copyright 2011 Pearson Education, Inc. Pu

9、blishing as Prentice Hall 6-27信息來源商業(yè)的個人的公共的經(jīng)驗的圖 6.5 消費者決策過程中相繼考慮的品牌組Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-28表 6.4 某消費者筆記本電腦的品牌信念Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-29表 6.6 對可供選擇方案的評價和購買決策之間的步驟Copyright 2011 Pearson Education, Inc. Publi

10、shing as Prentice Hall 6-30Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-31選擇的非補償性模型聯(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 6.7 消費者是怎樣使用或處置產(chǎn)品的Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-33低介入度決策制定Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-34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)Copyright 2011 Pearson Educ