consumer上考的一直是課本上知識(shí)點(diǎn)1213cons

Pastpaper上考的一直是上的知識(shí)點(diǎn)（1213consumerinvolvement,1314buyingdecisionprocess但老頭的ppt跟這些知識(shí)重合的地方不多，因?yàn)椴淮_定他今年到底出什么樣的題目，這里先梳理上的知識(shí)，再結(jié)合他自己的paper理解一下他的ppt?？嫉姆绞街饕牵篶onsumerbehaviour的某個(gè)模型是怎樣的？實(shí)際上如何應(yīng)用這個(gè)模型？所以對(duì)的復(fù)習(xí)集中在于各種模型的幾個(gè)要素以及作為如何marketer應(yīng)用這些要素ConsumerDefinition:Consumerbehavioristhestudyofhowindividuals,groupsandorganizationsselect,buy,use,anddisposegoods,services,idea,orexperiencestosatisfytheirneedsandwants.(Kotleretal.,2009)Consumerbehavior研究的是整個(gè)consumptionbuying這個(gè)action上，也包括了pre-purchase和post-CB的model在130頁(yè)。這個(gè)過程是：一個(gè)potentialbuyer在接受了Marketing和Otherstimuli的刺激后，consumercharacteristics和consumerpsychology決定他是否會(huì)產(chǎn)生對(duì)某種商品的，從而之后的buyingdecisionprocess和最后的purchasedecision。pachaurlpaperpositivist用理性人式的假設(shè)分析得出的consumerbehavior是一個(gè)有因果關(guān)系的過程，而老頭更偏向于non-positivistbehaviorbuyingdecision是很多難以量化的orientation堆砌出來的Consumercharacteristics:Influencedby3factors:cultural,social, al.Culturalfactorsexertthebroadestanddeepestinfluence.Culturalfactor:culture,subculture,socialCulture=SharedblueprintsorschemasbothforactionandforunderstandingYau’sppt)Cultureneeds,wantsandbehavior的最重要影響因素Subcultureinvolvesnationalities,religions,racialgroupsandgeographicregions.所以作為Marketer，要specializedmarketingnforthespecificsubculturegroup.Socialclass:individualswithinthesamesocialgrouptendtothink,behaveandconsumesimilarly.應(yīng)該通過來重點(diǎn)分析每個(gè)class內(nèi)部的相同點(diǎn)和與其他class的區(qū)別Socialfactors:Referencegroups,householdtypes,roleandReferencegroups:allthegroupsthathaveadirectorindirectinfluenceona ’sattitudesorbehavior.Importance:Referencegroupsexposepeopletonewbehaviorsandlifestyles,influenceattitudesandself-concept,andcreatepressuresforconformitythatmayaffectproductandbrandchoices.重要的Implication:Manufacturersofproductsandbrandswheregroupinfluenceisstrongmustreachandinfluencetheopinionleadersinthosegroups(thosewhooffersadviceorinformationaboutaproductoracategoryininformal,product-relatedcommunications).E.g.“circleeffect”inforcarpurchase(Kotler)Householdtypes:theroleacertainindividualysinhisfamilyFamilyisthemostinfluentialprimaryreferencegroup.具體例子有點(diǎn)多，參照書Rolesandstatus:theroleandstatusingroupsotherthanfamily.Buyingbehaviorreflectstheirroleandstatusinthegroup.E.g. executivesdriveMercedesandwearexpensivesuits.(Implication:shouldhavesymbolicmeaningsforproductsandbrands!!) alfactors:ageandstageinthelifecycle,occupationandeconomiccircumstances, alityandself-concept,lifestyleandvaluesAge&stage:peoplebuydifferentgoodsatdifferentagesoftheirlives.Also,thecriticaleventsortransitionbetweenstages,e.g.marriage,childbirth,divorce,illness,leadtonewbuyingbehavior.Occandeco:occupationalrequirement(workclothes)andaffordability.Marketerstailortheirproductsforcertainoccupationalgroups.alityandselfconcept:thedistinguishingpsycholocialtraitsthatleadtoconsistentandenduringresponsestoenvironmentalstimuli.Brandalsohas ality,andconsumerstendtochoosebrandscompatiblewiththeirs.Lifestylesandvalues:howa choosetoin ctwithhis ConsumerPsychology:4factors:motivation,perception,learning,memoryMotivation:Aneedesamotivewhenitisarousedtoasufficientlevelofintensityanddrivesa toact.(recallMaslow’sneedhierarchy)Perception:thebehaviorisinfluencebytheperceptionoftheLearning:peopleadjusttheirbehaviorinlearningfromencoding,retrievingThebuyingdecisionprocess:fivesteps13-14考題Problemrecognition:buyingprocessstartsasthebuyerrecognizedaproblemorneed,triggerdbyinternalorexternalstimuli.(Identifythosecircumstancetriggeringcertainneedandactaccordingly)Informationsearch:2levels(heightenedattention—ereceptivetorelevantinformation,activesearch—intentlysearchforinformation)4groupsofinformationsource: alsource(mostinfluential, disys), organisations),experientialsource(handling,examining,usingtheproduct)Evaluationofalternatives:choosingfromdifferentofferings.Consumerssetcriteriaforevaluationbasedonexperience,andselecttheoptionwithhighestperceivedvalue.(在pachaurl的readingrationalityvaluenon-positivistOthertheoriesofconsumerdecisionmaking:150是從rationality的假設(shè)出發(fā)的書提供了三個(gè)理論解釋decisionmaking：levelofconsumerinvolvement,decisionheuristicsandbiases,metalaccounting。LCI1213的exam中出現(xiàn)，書上篇幅很小。另外提供了一個(gè)approach(4steps:introspective，retrospective，prospective，prescriptive)來說明如何了解customer的decisionmaking.152頁(yè)也有一些例子。Puchaseeciins:3efeence之后，只有兩個(gè)factr會(huì)，一是attituesftesie.其他人對(duì)者這件商品的消極態(tài)度以及者本身迎合其他人認(rèn)可的期望程度，二是突然出現(xiàn)的情況，例如失業(yè)，事故或者與商家的Postpurchasebehavior：Customerbehaviordoesnotendwiththepurchase.Postpurchasebehaviormightinfluencetheirre-purchaseandotherpeoples’consumption比如referencegroup中的影響)Marketersmustresearchpostpurchasesatisfactionactionsandproductuse例如考題中夫婦在買房之后不確定能否還貸以及如何裝修，marketer應(yīng)該考慮這些問題來改進(jìn)產(chǎn)品)Consumeradoptionprocess:新產(chǎn)品進(jìn)入市場(chǎng)時(shí)的customerDfn:Adoptionisanindividual’sdecisiontoearegularuserofaproduct.Theconsumer-adaptionprocessisfollowedbytheconsumer-loyaltyprocess,whichistheconcernoftheestablished浪費(fèi)大。Heavy-userapproach也有用戶對(duì)其他品牌有l(wèi)oyalty所以目前目標(biāo)定為earlyadopter,theoryofinnovationdiffusionandconsumeradoptiontoidentifythem.Theadoptionprocessfocusesonthementalprocessthroughwhichaconsumerpassesfromfirsthearingaboutaninnovationtoadoption.5stages:awareness,interest,evaluation,trial,adoptionFactorsinfluencingtheadoptionInnovativeness:thedegreetowhich