市场营销Chap06 Consumer Behavior.pptVIP

Principles of Marketing Chapter VI Consumer Markets Consumer Buyer Behavior Predictability of Human Behavior Types of Buying Behavior What is Consumer Buying Behavior? Buying Behavior is the decision processes and acts of people involved in buying and using products. What? When? Where? How? Why Do We Study Consumer Behavior? Because no longer can we take the customer/ consumer for granted. Buyers reactions greatly affect a firm’s success. Marketing Mix (MM) should satisfy customers. Marketers can better predict how consumers will respond to marketing strategies. Model of Consumer Behavior Factors Affecting Consumer Behavior Cultural Factors Culture: the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions. White Elephant Subculture: a group of people with shared value systems based on common life experiences and situations, i.e. nationalities, religions, racial groups and geographic regions. Cultural Factors Social Class: relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors. A combination of occupation, income, education, wealth, and other variables. Upper uppers, Lower uppers, Upper middles, Middle class, Working class, Upper lowers, Lower lowers (P184) Social Factors Group Membership group: groups that have a direct influence on a person and to which a person belongs. Reference group: groups that serve as points of comparison or reference in forming a person’s attitudes or behavior Opinion leader: person within a reference group who exerts influence on others because of special skills, knowledge, personality or other characteristics. Social Factors (Contd.) Family Many family decisions are made by the family unit. Consumer behavior starts in the family unit. Family roles and preferences are the model for childrens future family. (can reject/alter/etc.) Family buying decisions are a mixture of family int