2013营销英语chapter03研讨.pptVIP

An Questionnaire on Consumer Behavior Marketing Research Presentation * 4. Place Influences The marketer’s strategy for distributing products can influence consumers in several ways. First, products that are convenient to buy in a variety of stores increase the chances of consumers finding and buying them. Social Influences on Consumer Decision Making * Second, products sold in exclusive may be perceived by consumers as having higher quality. Third, offering -products by nonstore methods, such as on the Internet or in catalogs, can create consumer perceptions that the products are innovative, exclusive, or tailored for specific target markets. Social Influences on Consumer Decision Making * Situational influences can be defined as all those factors particular to a time and place of observation that have a demonstrable and systematic effect on current behavior. 5 types: 1. Physical features: location, decor, sounds, aromas, lighting, weather, and visible configurations 2. Social features: Other persons present, their characteristics, their apparent roles and interpersonal interactions. Situational Influences on Consumer Decision Making * 3. Time: e.g. time since last purchase, time since or until meals or paydays, and time constraints. 4. Task features: intent or requirement. e.g. shopping for a small appliance as a wedding gift for a friend is in a different situation than when shopping for a small appliance for personal use 5. Current conditions: These are momentary moods (such as acute anxiety, pleasantness, hostility, and excitation) or momentary conditions (such as cash on hand, fatigue, and illness) rather than chronic individual traits. Situational Influences on Consumer Decision Making * Psychological factors influence how this information is interpreted and used and how it impacts the consumer -decision-making process. Two most important psychological factors: product knowledge and product involvement. Psychological Influences o