Opportunity Analysis, Market Segmentation Market 机会分析市场细分及市场.pptVIP

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Opportunity Analysis, Market Segmentation Market 机会分析市场细分及市场.ppt

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Opportunity Analysis, Market Segmentation Market 机会分析市场细分及市场

A Brief Intro toConsumer Marketing A Model of Buyer Behavior Buyer’s Characteristics - Cultural Culture most fundamental determinant of a person’s wants and behavior. Subculture nationalities, religions, racial groups, and geographical regions. Social Class income, occupation, education, area of residence. Buyer’s Characteristics - Social Reference Groups all groups having a direct or indirect influence on person’s attitudes or behavior. Family single most important consumer-buying organization in society family of orientation vs. family of procreation. Roles Statuses Buyer’s Characteristics - Personal Age Life Cycle Stage Occupation Economic Circumstances Lifestyle Personality Self-Concept Buyer’s Characteristics - Psychological Motivation Biogenic needs needs arising from physiological states of tension such as hunger, thirst, discomfort. Psychogenic needs needs arising from psychological states of tension such as the need for recognition, esteem, or belonging. Buyer’s Characteristics - Psychological Perception The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Types of Selective Perception: Selective Attention Selective Distortion Selective Retention Buyer’s Characteristics - Psychological Learning changes in an individual’s behavior arising from experience. Beliefs descriptive thoughts that a person holds about some object/issue. Attitudes relatively enduring un/favorable evaluations, emotional feelings, and action tendencies toward some object/issue. Psychographics According to VALS VALS: Values and Lifestyles Framework. Intended to yield insights into: why people believe/behave as they do, and how internal values attitudes are expressed externally. Primarily based upon consumers’ orientations and level of resources. VALS Higher Resources Groups Actualizers successful, sophisticated, active, “take-charge” types cultivated tastes for upscale, niche-oriented products genera