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1、Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth EditionCopyright 2001 by Harcourt, Inc. All rights reserved.Consumer Behavior and Consumer ResearchCHAPTER 11Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights

2、reserved. What is Consumer Behavior?Activities people undertake when obtaining, consuming, and disposing of products and services2ObtainingConsumingDisposingConsumerInfluencesOrganizationalInfluencesConsumer BehaviorBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by H

3、arcourt, Inc. All rights reserved. 3Consumer InfluencesOrganizational InfluencesCulture EthnicityPersonality Values Life-stage Family Income Feelings Attitudes OpinionsAvailable ResourcesMotivations Past ExperiencesPeer GroupsKnowledgeBrand Product FeaturesAdvertising Word of MouthPromotions Retail

4、DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product AvailabilityBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 4ObtainingConsumingDisposingConsumerInfluencesOrganizationalInfluencesConsumer B

5、ehaviorBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 5ObtainingConsumingDisposingBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 6ObtainingConsumingDisposin

6、gHow you decide you want to buyProducts you consider buyingWhere you buy How you pay for productHow you transport product homeHow you use productHow you store the product in your homeWho uses the product How much you consumeHow product compares with expectationsHow you get rid of remaining productHo

7、w much you throw away after useIf you resell items yourself or through a consignment storeHow you recycle productsBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 7OBTAININGHow you decide you want to buyProducts you consider buyin

8、gWhere you buy How you pay for productHow you transport product homeCONSUMINGHow you use productHow you store the product in your homeWho uses the product How much you consumeHow product compares with expectationsDISPOSINGHow you get rid of remaining productHow much you throw away after useIf you re

9、sell items yourself or through a consignment storeHow you recycle productsCONSUMER INFLUENCESCulture EthnicityPersonality FamilyLife-stage ValuesIncome Available ResourcesAttitudes OpinionsMotivations Past ExperiencesFeelings Peer GroupsKnowledgeORGANIZATIONAL INFLUENCESBrand Product FeaturesAdverti

10、sing Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product AvailabilityConsumer BehaviorBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 8Why Study Consumer Behavio

11、r?Consumer Behavior Helps Analyze Consumers Increasing InfluenceConsumer Behavior Educates and Protects ConsumersConsumer Behavior Helps Formulate Public PolicyConsumer Behavior Affects Personal PolicyBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. A

12、ll rights reserved. 9Consumer Research: How To Study Consumer BehaviorBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 10Consumer Research MethodsObservationGaining information by observing consumers in different situations, in na

13、tural or artificial settingBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 11Consumer Research MethodsObservationGaining information by observing consumers in different situations, in natural or artificial settingIn-home observat

14、ion: examining how and when consumers use and consume products in their householdsShadowing: following and observing consumers in the shopping and consumption processes. Researchers may ask questions about reasons for behaviorsBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyrigh

15、t 2001 by Harcourt, Inc. All rights reserved. 12Consumer Research MethodsInterviews and SurveysSurveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts and mail questionnaires)Bla

16、ckwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 13Consumer Research MethodsInterviews and SurveysSurveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telep

17、hone and Internet surveys, mall intercepts and mail questionnaires)Focus Groups: a group discussion lead by a skilled moderator and designed to probe specific topics in-depthBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 14Consu

18、mer Research MethodsInterviews and SurveysSurveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts and mail questionnaires)Focus Groups: a group discussion lead by a skilled moder

19、ator and designed to probe specific topics in-depthLongitudinal Studies: repeated measures of activities over time to examine changes in behaviors/opinionsBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 15Consumer Research Method

20、sExperimentationMeasuring cause-and-effect relation-ships by manipulating independent variables to determine the effects of changes on dependent variables-Laboratory experiment-Field experimentBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All right

21、s reserved. 16Consumer Research MethodsExperimentationMeasuring cause-and-effect relation-ships by manipulating independent variables to determine the effects of changes on dependent variables-Laboratory experiment-Field experimentIndependent variables might include advertising frequency and package

22、 design. Dependent variables might include purchase intent or behavior. Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 17Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how p

23、eople buy and use products and services.Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 18Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how people buy and use products and services.May use ethnographic tools to under-stand how values and culture influence usage of products and other behaviors.Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 19Consumer R