消費(fèi)者行為學(xué)第13章

第十三章

消費(fèi)者決策過程與問題認(rèn)知CHAPTER13CONSUMERDECISIONPROCESSANDPROBLEMRECOGNITION2024/7/191ConsumerBehaviorInTheNews…Oneperson’sproblemisanotherperson’s…ManypeoplewouldpaytoNOThavesnow.IndeedsnowREMOVALisamajorindustryincolderclimates.ButwouldpeoplepaytoHAVEsnow?2024/7/192ConsumerBehaviorInTheNews…Oneperson’sproblemisanotherperson’s…WouldpeoplepaytoHAVEsnow?Turnsout–yes!PeopleinwarmerclimatessuchasTexas,Arizona,Florida,Georgia.OftenwantsnowforChristmasseasonbutrarelygetitnaturally.So,theybuyit!2024/7/193現(xiàn)在，98%的美國男性在使用香皂洗臉，而香皂可能會(huì)使他們的干性皮膚更加干燥。對(duì)beiersdorf來說，目前是一個(gè)大好時(shí)機(jī)，美國的男性化妝品市場已經(jīng)具備了進(jìn)入的條件。職場激烈的競爭、男性和女性之間不斷變化的力量對(duì)比以及年輕一代蓬勃發(fā)展的勢(shì)頭。各年齡段的美國男性都認(rèn)識(shí)到了擁有好的外表不但能夠改善個(gè)人生活，還能給自己的職業(yè)發(fā)展增添優(yōu)勢(shì)。2024/7/194妮維雅男性護(hù)膚品要想在市場獲得成功，beiersdorf公司必須首先喚起男性認(rèn)識(shí)到他們當(dāng)前面部護(hù)理存在的問題。一旦公司能夠激起問題認(rèn)知，男性消費(fèi)者就會(huì)進(jìn)入產(chǎn)品評(píng)價(jià)、購買和試用階段。2024/7/19513.1消費(fèi)者決策類型TypesofConsumerDecisionsPurchaseinvolvementisthelevelofconcernfor,orinterestin,thepurchaseprocess.購買介入程度是消費(fèi)者因?yàn)槟骋惶囟ㄙ徺I需要而產(chǎn)生的對(duì)決策過程關(guān)心或感興趣的程度。Triggeredbyneedtoconsideraparticularpurchase.Atemporarystateinfluencedbytheinteractionofindividual,product,andsituationalcharacteristics.購買介入是某個(gè)人、某個(gè)家庭或購買單位的一種暫時(shí)狀態(tài)，受個(gè)人、產(chǎn)品、情境特征的相互作用和影響。2024/7/196Aconsumermaybeveryinvolvedwithabrand(e.g.,Starbucks)oraproductcategory,BUT…h(huán)avelowpurchaseinvolvementduetobrandloyalty,timepressures,etc.Productinvolvementorenduringinvolvementisverydifferentfrompurchaseinvolvement.2024/7/197TypesofDecisionMakingNominalDecisionMaking名義型決策BrandLoyalPurchases品牌忠誠度型購買RepeatPurchases習(xí)慣性購買 LimitedDecisionMaking有限型決策ExtendedDecisionMaking擴(kuò)展性決策2024/7/198Nominaldecisionsoccurwhenthereisverylowinvolvementwiththepurchase.名義型決策往往發(fā)生在對(duì)購買的介入程度很低的情況下。Acompletelynominaldecisiondoesnotevenincludeconsiderationofthe“donotpurchase”alternative.一個(gè)純粹的名義型決策甚至絲毫不考慮選擇其他品牌的可能性。ConsumerbuysCampbell’swithoutconsideringotherbrands,itsprice,etc.Nominaldecisionmaking,

a.k.a.,habitualdecisionmaking,ineffectinvolvesnodecisionperse.

名義型決策，有時(shí)也稱習(xí)慣性購買決策，實(shí)際上就其本身而言并未涉及決策。13.1.1名義型決策NominalDecisionMaking2024/7/199Nominaldecisioncanbebrokenintotwocategories:BrandLoyalPurchases品牌忠誠型購買Highcommitmenttobrand對(duì)品牌高承諾一旦形成了情感上的依賴（你喜歡這個(gè)牌子），你就成了某牌的忠誠顧客，其他競爭者很難贏得你的青睞 RepeatPurchases習(xí)慣性購買Lowcommitmenttobrand對(duì)品牌低承諾你成了某品牌的重復(fù)購買者，但你并不忠誠于該品牌2024/7/1910Middlegroundbetweennominalandextendeddecisionmaking.是介于名義型決策和擴(kuò)展型決策之間的一種決策類型。Involvesrecognizingaproblemforwhichthereareseveralpossiblesolutions.有限型決策涉及對(duì)一個(gè)有著幾種選擇方案的問題的認(rèn)知。

Decisionbasedonlyonbuyingthecheapestrolls.Limiteddecisionmakinginvolvesinternalandlimitedexternalsearch,fewalternatives,simpledecisionrulesonafewattributes,andlittlepostpurchaseevaluation.有限型決策包括內(nèi)部信息搜集或有限的外部信息搜集，存在很少的備選方案，基于較少屬性的簡單決策規(guī)則和很少的購后評(píng)價(jià)。13.1.2有限性決策LimitedDecisionMaking2024/7/1911Itisaresponsetothehighlevelofpurchaseinvolvement.擴(kuò)展型決策發(fā)生在購買介入程度很高的情況下。Duringpost-purchaseevaluation,doubtsarelikelyandathoroughevaluationtakesplace.消費(fèi)者在購買產(chǎn)品之后，很容易對(duì)購買決策的正確性產(chǎn)生懷疑，從而引發(fā)對(duì)購買的全面評(píng)價(jià)。Emotionaldecisionsmayinvolvesubstantialcognitiveeffort.Extendeddecisionmakinginvolvesextensiveinternalandexternalsearchfollowedbyacomplexevaluationofmultiplealternatives.擴(kuò)展型決策包括大量的內(nèi)部信息和廣泛的外部信息收集，對(duì)多種備選方案的復(fù)雜評(píng)價(jià)。13.1.3擴(kuò)展性決策ExtendedDecisionMaking2024/7/19122024/7/191313.2問題認(rèn)知過程TheProcessofProblemRecognition日常性的購買意料之外的問題其他問題情緒2024/7/1914Problemrecognitionistheresultofagapbetweenadesiredstateandanactualstatesufficienttoarouseandactivatethedecisionprocess.問題認(rèn)知是消費(fèi)者決策過程的第一步，是消費(fèi)者的理想狀態(tài)與實(shí)際狀態(tài)之間的差距達(dá)到一定程度并足以激發(fā)消費(fèi)者決策過程的結(jié)果。Anactualstateisthewayanindividualperceiveshis/herfeelingsandsituationtobeatthepresenttime.實(shí)際狀態(tài)是指消費(fèi)者對(duì)其當(dāng)前的感受及處境的認(rèn)知。Adesiredstateisthewayanindividualwantstofeelorbeatthepresenttime.理想狀態(tài)是指消費(fèi)者當(dāng)前想達(dá)到或感受的狀態(tài)。13.2.1問題認(rèn)知的性質(zhì)TheNatureofProblemRecognition2024/7/1915TheProcessofProblemRecognition2024/7/19162024/7/1917Themagnitudeofthediscrepancybetweenthedesiredandactualstates,and理想狀態(tài)與現(xiàn)實(shí)狀態(tài)之間差距的大小Therelativeimportanceoftheproblem該問題的相對(duì)總要性Desiretoresolveaparticularproblemdependson:消費(fèi)者解決某一特定問題的意欲水平取決于兩個(gè)因素：Ingeneral,importanceisdeterminedbyhowcriticaltheproblemistomaintenanceofdesiredlifestyle.總的來說，重要性取決于該問題對(duì)于保持消費(fèi)者理想的生活方式是否關(guān)鍵。2024/7/191813.2.2消費(fèi)者問題的類型TypesofConsumerProblemsActiveProblemAnactiveproblemisonetheconsumerisawareoforwillbecomeawareofinnormalcourseofevents.主動(dòng)型問題是指消費(fèi)者在正常情況下就會(huì)意識(shí)或?qū)⒁庾R(shí)到的問題。Marketingstrategy:Onlyrequiremarketertoconvinceconsumersthatitsbrandisthesuperiorsolution.InactiveProblemAninactiveproblemisoneofwhichtheconsumerisnotaware.被動(dòng)型問題則是消費(fèi)者尚未意識(shí)的問題。Marketingstrategy:MarketermustconvinceconsumersthattheyhavetheproblemANDthattheirbrandisasuperiorsolution.2024/7/191913.3影響問題認(rèn)知的不可控因素UncontrollableDeterminantsofProblemRecognitionNonmarketingFactorsAffectingProblemRecognition2024/7/1920Variety-seekingisachallengetomarketersbecauseitmeansthatconsumersswitchbrandsforreasonsbeyondacompany’scontrol.Sensory-specificsatiety

（感官飽和）–consumersgetbored(satiated)withsensoryattributesmorethanonnon-sensoryattributes.Offeringvarietyonkeysensoryattributescanincreaseloyaltytothebrandevenifconsumersengageinvarietyseeking.VarietyWITHINbrandcandriveloyaltyinthefaceofvarietyseeking.2024/7/192113.4問題認(rèn)知與營銷策略MarketingStrategyandProblemRecognitionADiscoveringConsumerProblems消費(fèi)者問題的發(fā)現(xiàn) BRespondingtoConsumerProblems對(duì)消費(fèi)者問題的應(yīng)對(duì)CHelpingConsumersRecognizeProblems幫助消費(fèi)者認(rèn)識(shí)問題DSuppressingProblemRecognition壓制問題認(rèn)知2024/7/1922Awidevarietyofapproachesareusedtodeterminetheproblemsconsumersface.

13.4.1DiscoveringConsumerProblemsIntuition直覺

-themostcommon,however,theproblemidentifiedmaybeoflowimportancetomostconsumersSurvey調(diào)查–

asksrelativelylargenumbersofindividualsabouttheproblemstheyarefacingFocusGroups集中訪談–composedof8to12similarindividualsbroughttogethertodiscussaparticulartopic;amoderatorispresenttokeepthediscussionmovingandfocusedonthetopicbutotherwisefreeflowing2024/7/1923Surveysandfocusgroupsuseoneofthefollowingapproachestoproblemidentification:1.ActivityAnalysisFocusesonaparticularactivitytodeterminewhatproblemsconsumersencounterduringtheperformanceoftheactivity.2.ProductAnalysisExaminesthepurchaseoruseofaparticularproductorbrand.Consumersmaybeaskedaboutproblemsassociatedwithusingaproductorbrand.3.ProblemAnalysisStartswithaproblemandaskswhichactivities,products,orbrandareassociatedwith(orperhapscouldeliminate)thoseproblems2024/7/1924HumanFactorsResearch人體因素研究Humanfactorsresearchattemptstodeterminehumancapabilitiesinareassuchasvision,strength,responsetime,flexibility,andfatigueandtheeffectonthesecapabilitiesoflighting,temperature,andsound.人體因素研究試圖測(cè)試人的諸多能力如視力、力量、反應(yīng)時(shí)間、靈活性、疲勞程度以及影響這些能力的因素如亮度、溫度、聲音等。Observationaltechniquessuchasslow-motionandtime-lapsephotography,videorecording,andeventrecordersareparticularlyusefulmethods.Thistypeofresearchcansometimesidentifyfunctionalproblemsthatconsumersareunawareof.2024/7/1925Onceaconsumerproblemisidentified,themanagermaystructurethemarketingmixtosolvetheproblem.Thiscaninvolve:13.4.2RespondingtoConsumerProblemsDevelopinganewproductoralteringanexistingoneModifyingchannelsofdistributionChangingpricingpolicy,orRevisingadvertisingstrategy2024/7/1926GenericversusSelectiveProblemRecognition13.4.3HelpingConsumersRecognizeProblemsGenericProblemRecognition一般性問題認(rèn)知InvolvesadiscrepancythatavarietyofbrandswithinaproductcategorycanreduceIncreasinggenericproblemrecognitiongenerallyresultsinanexpansionofthetotalmarketSelectiveProblemRecognition選擇性問題認(rèn)知InvolvesadiscrepancyonlyonebrandcansolveFirmsattempttocauseselectiveproblemrecognitiontogainormaintainmarketshare2024/7/1927ApproachestoActivatingProblemRecognition激發(fā)問題認(rèn)知的方法Howcanafirminfluenceproblemrecognition?Recallthatproblemrecognitionisafunctionoftheimportance,andthemagnitudeofadiscrepancybetweenthedesiredstateandanexistingstate2024/7/1928ApproachestoActivatingProblemRecognitionManymarketingeffortsattempttoinfluencethedesiredstate,oftenadvertisingthe