社会群体与消费者行为教程.pptVIP

第十讲 社会群体与消费者行为;一、社会群体概述;二、参照群体对购买行为的影响;参照群体的影响方式;决定参照群体影响强度的因素;产品特征与参照群体的影响;参照群体效应在营销中的运用;名人效应;专家效应 ;影响从众的因素;阿希现象与人员推销;四、家庭与住户;家庭类型;家庭的功能;家庭与其他社会群体的区别;中国总户数和平均户规模的预测结果;家庭生命周期;传统家庭生命周期;非传统家庭生命周期;家庭购买决策;影响家庭决策方式的因素（Qualls 1987);影响家庭决策方式的因素（续）;孩子在家庭决策中的作用---早餐麦片选择中父母与孩子的互动关系;儿童产品的购买决策过程;kids;Kids: What Makes A Kid Cool? ;93% of kids between 9 and 13 influence what kinds of jeans their parents buy for them. 89% influence the kind of cookies, desserts, soda, chips and cereal purchased for their household. 61% of kids said they helped their parents decide what kind of family car to buy. 41% of kids