营销专业英语研究报告.pptVIP

Factors Influencing Consumer Behavior Factors Influencing Consumer Behavior Table 1 the Continuing Significance of Social Class in Canada and United States reference groups  Reference groups are people to whom an individual looks as a source of personal standards. Opinion Leaders Individuals who exert direct or indirect social influence over others are called opinion leaders Automobiles,clothing,club memberships,home video equipment,and personal computers are products affected by opinion leaders. Word of mouth Peoples influencing each other during their face-to-face conversations is called word of month. Family Influences Family Influences on consumer behavior result from three sources: ?Consumer Socialization ?Family Life Cycle ?Family Decision Making Personal Factors Gender Age and Family Life-Cycle Stage Personality, Self-Concept, and Lifestyle Gender Physiological differences between men and women result in different needs. Age the favourite magazines for preteens aged eight to twelve include Sports Illustrated for Kids,Nickelodeon,and Ranger Rick. But as these consumers become teenagers their tastes in magazines diverge in favor of sports titles for boys and fashion. Psychological Factors Psychology helps marketers understand why and how consumers behave as they do. Figure 2.2 Hierarchies of Needs Learning Behavioral Learning Cognitive Learning Brand Loyalty * * Group Members: ?Happy 16 ?Yee 18 ?Shine 10 ?Mimi 30 ? 2.2.1 Cultural Factors ? 2.2.2 Social Factors ? 2.2.3 Personal Factors ? 2.2.4 Psychological Factors CulturalFactors Culture Sub-culture Social Class Culture America China 100.0 Total 100.0 Total 16.0 Lower 9.0 Lower 38.0 Working 20.0 Working 32.0 Middle 50.0 Middle 12.5 Upper middle 18.5 Upper middle 1.5 Upper 2.5 Upper PERCENTAGE UNITED STATES PERCENTAGE CANADA Source: Adapted from R. P. Coleman, “The Continuing Significance of Social Class to Marketing,” J