消費(fèi)者需求研究

1、第三章 消費(fèi)者需求研究教學(xué)目的：通過對消費(fèi)者市場和購買行為的相關(guān)知識的講授，使學(xué)生掌握關(guān)于“研究消費(fèi)者市場和購買行為”對營銷決策的重要性。教學(xué)重點(diǎn)：消費(fèi)者行為；影響消費(fèi)者行為的內(nèi)在因素；影響消費(fèi)者行為的外在因素；消費(fèi)者購買行為的主要類型；消費(fèi)者購買決策過程的主要步驟。教學(xué)難點(diǎn)：分析消費(fèi)者購買行為。教學(xué)時(shí)數(shù)：6（講授、實(shí)踐、討論）教學(xué)內(nèi)容與步驟：消費(fèi)者創(chuàng)造了人類的財(cái)富科特勒論營銷：最重要的事情是預(yù)測顧客的行蹤，并且能走在他們的前面。楊洪濤論營銷：消費(fèi)者購買的是需求，而非產(chǎn)品。本章主要內(nèi)容購買者需求的特性以及怎樣影響購買行為？ 購買者是怎樣做出購買決策的？Chapter3Analyzing Con

2、sumer Markets and Buyer BehaviorKotler on MarketingThe most important thing is to forecast where customers are moving, and be in front of them.Chapter ObjectivesIn this chapter, we focus on two questions:1. How do the buyers characteristics cultural, social, personal, and psychological influence buy

3、ing behavior?2. How does the buyer make purchasing decisions?Influencing buyer behaviorThe starting point for understanding buyer behavior is the stimulus-response model shown in Figure 7.1. Marketing and environmental stimuli enter the buyers consciousness. The buyers characteristics and decision p

4、rocesses lead to certain purchase decisions. The marketers task is to understand what happens in the buyers consciousness between the arrival of outside stimuli and the purchase decisions. A consumers buying behavior is influenced by cultural, social, personal, and psychological factors. Cultural fa

5、ctors exert the broadest and deepest influence.Cultural factors Culture, subculture, and social class are particularly important in buying behavior. Culture is the fundamental determinant of a persons wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behav

6、iors through his or her family and other key institutions. A child growing up in the United States is exposed to the following values: achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulne

7、ss. Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, racial groups, and geographic regions. When subcultures grow large and affluent enough, companies often design specialized mar

8、keting programs to serve them. Such programs are known as diversity marketing, a practice which was pioneered during the 1980s by large companies like AT&T, Sears Roebuck, and Coca-Cola. Diversity marketing grew out of careful marketing research, which revealed that different ethnic and demographic

9、niches did not always respond favorably to mass-market advertising. (See Marketing Insight: Marketing to Latinos, African Americans, and seniors.) Virtually all-human societies exhibit social stratification. Stratification sometimes takes the form of a caste system where the members of different cas

10、tes are reared for certain roles and cannot change their caste membership. More frequently, it takes the form of social classes, relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior.Social classes

11、 reflect not only income, but also other indicators such as occupation, education, and area of residence: Social classes differ in dress, speech patterns, recreational preferences, and many other characteristics. Table 7.1 describes the seven U.S. social classes identified by social scientists. Soci

12、al classes have several characteristics. First, those within each class tend to behave more alike than persons from two different social classes. Second, persons are perceived as occupying inferior or superior positions according to social class. Third, social class is indicated by a cluster of vari

13、ables-for example, occupation, income, wealth, education, and value orientation-rather than by any single variable. Fourth, individuals can move up or down the social-class ladder during their lifetimes. The extent of this mobility varies according to how rigid the social stratification is in a give

14、n society. Social classes show distinct product and brand preferences in many areas, including clothing, home furnishings, leisure activities, and automobiles. Social classes differ in media preferences, with upper-class consumers preferring magazines and books and lower-class consumers preferring t

15、elevision. Even within a media category such as TV, upper-class consumers prefer news and drama, and lower-class consumers prefer soap operas and sports programs. There are also language differences among the social classes. Advertising copy and dialogue must ring true to the targeted social class.S

16、ocial factorsIn addition to cultural factors, a consumers behavior is influenced by such social factors as reference groups, family, and social roles and statuses.REFERENCE GROUPS A person s reference groups consist of all the groups that have a direct (face-to-face) or indirect influence on the per

17、sons attitudes or behavior. Groups having a direct influence on a person are called membership groups. FAMILY the family is the most important consumer-buying organization in society and family members constitute the most influential primary reference group. The family has been researched extensivel

18、y. We can distinguish between two families in that buyers life. The family of orientation consists of parents and siblings. From parents person acquires an orientation toward religion, politics, and economics and a sense personal ambition, self-worth, and love? Even if the buyer no longer interacts

19、very much with his or her parents, their influence on the buyers behavior can be significant. In countries where parents live with grown children, their influence can be substantial. A more direct influence on everyday buying behavior is the family of procreation namely, ones spouse and children.ROL

20、ES AN D STATUSES A person participates in many groups-family, clubs, organizations. The persons position in each group can be defined in terms of r61e and status. A role consists of the activities a person is expected to perform. Each role carries a status. Personal factors A buyers decisions are al

21、so influenced by personal characteristics. These include the buyers age and stage in the life cycle, occupation, economic circumstances, lifestyle, and personality and self-concept.AGE AND STAGE IN THE LIFE CYCLE People buy different goods and services over a lifetime. They eat baby food in the earl

22、y years, most foods in the growing and mature years, and special diets in the later years. Taste in clothes, furniture, and recreation is also age related. OCCUPATION AND ECONOMIC CIRCUMSTANCES Occupation also influences consumption patterns. A blue-collar worker will buy work clothes, work shoes, a

23、nd lunchboxes. A company president will buy expensive suits, air travel, and country club membership. Marketers try to identify the occupational groups that have above-average interest in their products and services. A company can even tailor its products for certain occupational groups: Computer so

24、ftware companies, for example, design different products for brand managers, engineers, lawyers, and physicians.LIFESTYLE People from the same subculture, social class, and occupation may lead quite different lifestyles. A lifestyle is a persons pattern of living in the world as expressed in activit

25、ies, interests, and opinions. Lifestyle portrays the whole person interacting with his or her environment. Marketers search for relationships between their products and lifestyle groups. For example, a computer manufacturer might find that most computer buyers are achievement-oriented. The marketer

26、may then aim the brand more clearly at the achiever lifestyle. Psychographics is the science of using psychology and demographics to better understand consumers. One of the most popular commercially available classification systems based on psychographics measurements is SRI Consulting Business Inte

27、lligences (SRIC-BI) VALSTM framework. VALS classifies all U.S. adults into eight primary groups based on psychological attributes and key demographics. The segmentation system is based on responses to a questionnaire featuring 4 demographic and 35 attitudinal questions. The VALS system is continuall

28、y updated with new data from more then 80,000 surveys per year. The major tendencies of the four groups with high resources are: 1. Actualizes: Successful, sophisticated, active, take-charge people. Purchases often reflect cultivated tastes for relatively upscale, niche-oriented products. 2. Fulfill

29、ed: Mature, satisfied, comfortable, and reflective. Favor durability, functionality, and value in products. 3. Achievers: Successful, career- and work-oriented. Favor established, prestige products that demonstrate success to their peers. 4. Experiences: Young, vital, enthusiastic, impulsive, and re

30、bellious. Spend a comparatively high proportion of income on clothing, fast food, music, movies, and video.The major tendencies of the four groups with lower resources are: 1. Believers: Conservative, conventional, and traditional. Favor familiar products and established brands.2. Strivers: Uncertai

31、n, insecure, approval-seeking, resource constrained. Favor stylish products that emulate the purchases of those with greater material wealth.3. Makers: Practical, self-sufficient, traditional, family-oriented. Favor only products with a practical or functional purpose such as tools, utility vehicles

32、, fishing equipment.4. Strugglers: Elderly, resigned, passive, concerned, resource constrained cautious consumers who are loyal to favorite brands.PERSONALITY AND SELF-CONCEPT Each person has personality characteristics that influence his or her buying behavior. By personality, we mean a set of dist

33、inguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli. Personality is often described in terms of such traits as self- confidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability. Personality can be usefu

34、l variable in analyzing consumer brand choices. The idea is that brands also have personalities, and that consumers are likely to choose brands whose personalities match their own. We define brand personality as the specific mix of human traits that may be attributed to a particular brand.Psychologi

35、cal factors A persons buying choices are influenced by four major psychological factors-motivation, perception, learning, and beliefs and attitudes. M OTIVAII 0 N A person has many needs at any given time. Some needs are bioorganic; they arise from physiological states of tension such as hunger, thi

36、rst, or discomfort. Other needs are psychogenesis; they arise from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the pers

37、on to act.The buying decision processBuying rolesBuying behaviorCOMPLEX BUYING BEHAVIOR Complex buying behavior involves a three-step process. First, the buyer develops beliefs about the product. Second, he or she develops attitudes about the product. Third, he or she makes a thoughtful choice. Cons

38、umers engage in complex buying behavior when they are highly involved in a purchase and aware of significant differences among brands. This is usually the case when the product is expensive, bought infrequently, risky, and highly self-expressive, like an automobile. The marketer of a high-involvemen

39、t product must understand consumers information gathering and evaluation behavior. The marketer needs to develop strategies that assist the buyer in learning about the products attributes and their relative importance, and which call attention to the high standing of the companys brand on the more i

40、mportant attributes. The marketer needs to differentiate the brands features, use print media to describe the brands benefits, and motivate sales personnel and the buyers acquaintances to influence the final brand choice. DISSONANCE-REDUCING BUYER BEHAVIOR sometimes the consumer is highly involved i

41、n a purchase but sees little difference in brands. The high involvement is based on the fact that the purchase is expensive, infrequent, and risky. In this case, the buyer will shop around to learn what is available. If the consumer finds quality differences in the brands, he or she might go for the

42、 higher price. If the consumer finds little difference, he or she might simply buy on price or convenience. After the purchase, the consumer might experience dissonance that stems from noticing certain disquieting features or hearing favorable things about other brands, and will be alert to informat

43、ion that supports his or her decision. In this example, the consumer first acted, and then acquired new beliefs, then ended up with a set of attitudes; Marketing communications should supply beliefs and evaluations that help the consumer feel good about his or her brand choice. HABITUAL BUYIN6 BEHAV

44、IOR Many products are bought under conditions of low involvement and the absence of significant brand differences. Consider salt. Consumers have little involvement in this product category. They go to the store and reach for the brand. If they keep reaching for the same brand, it is out of habit, no

45、t strong brand loyalty. There is good evidence that consumers have low involvement with most low-cost, frequently purchased products.VARIETY-SEEKING BUYING BEHAVIOR some buying situations are characterized by low involvement but significant brand differences. Here consumers often do a lot of brand s

46、witching. Think about cookies. The consumer has some beliefs about cookies, chooses a brand of cookies without much evaluation, and evaluates the product during consumption. Next time, the consumer may reach for another brand out of a wish for a different taste. Brand switching occurs for the sake o

47、f variety rather than dissatisfaction. The market leader and the minor brands in this product category have different marketing strategies. The market leader will try to encourage habitual buying behavior by dominating the shelf space, avoiding out-of-stock conditions, and sponsoring frequent remind

48、er advertising. Challenger firms will encourage variety seeking by offering lower prices, deals, coupons, free samples, and advertising that presents reasons for trying something new.Stages of the buying decision process Smart companies will immerse themselves in trying to understand the customers o

49、verall experience in learning about a product, making a brand choice, using the product, and even disposing of it. Honda engineers took videos of shoppers loading groceries into car trunks to observe their frustrations and generate possible design solutions, Intuit, the maker of Quicken financial so

50、ftware, watched first-time buyers try to learn Quicken to sense their problems in learning how to use the software. Benson Shapiro and his co-authors urged companies to staple yourself to an order to appreciate everything that occurs or might go wrong in the ordering process. How can marketers learn

51、 about the stages in the buying process for their product? They can think about how they themselves would act (introspective method). They can interview a small number of recent purchasers, asking them to recall the events leading to their purchase (retrospective method). They can locate consumers w

52、ho plan to buy the product and ask them to think out loud about going through the buying : process (prospective method); or they can ask consumers to describe the ideal way to buy the product (prescriptive method). Each method yields a picture of the steps in the process.Problem recognitionThe buyin

53、g process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. With an internal stimulus, one of the persons normal needs-hunger, thirst, sex-rises to a threshold level and becomes a drive; or a need can be aroused by an external stimulus. A

54、person passes a bakery and sees freshly baked bread that stimulates her hunger; she admires a neighbors new car; or she sees a television ad for a Hawaiian vacation. Marketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, mark

55、eters can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest.Information searchAn aroused consumer will be inclined to search for more information. We can distinguish between two levels of arousal

56、. The milder search state is called heightened attention. At this level a person simply becomes more receptive to information about a product. At the next level, the person may enter an active information search: looking for reading material, phoning friends, and visiting stores to learn about the p

57、roduct. Of key interest to the marketer are the major information sources to which the consumer will turn and the relative influence each will have on the subsequent purchase decision.Consumer information sources fall into four groups:Personal sources: Family, friends, neighbors, and acquaintancesCo

58、mmercial sources: Advertising, salespersons, dealers, packaging, displaysPublic sources: Mass media, consumer-rating organizationsExperiential sources: Handling, examining, using the product The relative amount and influence of these information sources vary with the product category and the buyers

59、characteristics. Generally speaking, the consumer receives the most information about a product from commercial sources-that is, marketer dominated sources. However, the most effective information comes from personal sources. Each information source performs a different function in influencing the b

60、uying decision. Commercial information normally performs an informing function, band personal sources perform a legitimizing or evaluation function. For example, physicians often learn of new drugs from commercial sources but turn to other doctors for evaluative information.Evaluation of alternative