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消费者行为学--收入和社会分级(英文版).ppt
Slide 12.* Solomon, Bamossy, Askegaard and Hogg, Consumer Behaviour: A European Perspective, 4th Edition, ? Pearson Education Limited 2010 Chapter 12 Income and social class The field of behavioural economics considers how consumers decide what to do with their money. In particular, discretionary expenditures are made only when people are able and willing to spend money on items above and beyond their basic needs. Consumer confidence is the state of mind consumers have about their own personal situation, as well as their feelings about their overall economic prospects – helps determine whether they will purchase goods and services, take on debt or save their money. Consumer spending and economic behaviour In the past ten years, consumers overall have been relatively optimistic about their future prospects. A lower level of resources has caused a shift towards an emphasis on quality products that are reasonably priced. Customers are less tolerant of exaggerated or vague product claims and they are more sceptical about marketing activities. Consumers in their twenties are particularly sceptical about the economy and marketing targeted at their age group. Consumer spending and economic behaviour (Continued) Figure 12.1 Difference between men’s and women’s annual average earnings as a percentage of men’s annual average earnings, 2001Source: Based on Eurostat, Harmonised Statistics on Earnings, Figure 41 (Luxembourg: Office for Official Publications of the European Communities, 2004). ? European Communities, 2004 Income patterns Figure 12.2 Disposable income per capita across the EU-25, 2000Source: Eurostat, Statistics in Focus, Theme 3–7/2003 (Luxembourg: Office for Official Publications of the European Communities, 2004): 113, Map 2. ? European Communities 2004 Discretionary spending Figure 12.3 Life satisfaction by countrySource: Eurostat, Statistics in Focus, Theme 3–24/2003 (Luxembourg: Office for Official Publications of the European Communities, 2004). ?
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