Consumer behavior 市场营销课件技术方案.pptVIP

Consumer Behavior;Road Map: Previewing the Concepts;Consumer Buying Behavior;Model of consumer behavior;;Case 1;Case 2: ;What is culture;;The core values of America;;case;Face in China 林语堂《吾国与吾民》：“面、命、恩”是统治中国的三位女神，“比罗马天主教的教义更永恒，比美国宪法还要权威。”其中，“面子”是统治中国人的三位女神中最有力量的一位，是“中国人社会交往中最细腻的标准”。 面子源于中国的“耻感”文化VS西方的“罪感” 脸面规定了中国人的社会及人际行为，是解释中国人诸多行为的关键 Three types of face related consumptions 攀比消费：中国的烟酒消费 炫耀消费： LV包 象征消费：礼品市场（包装、文化寓意；受收入限制低；地位决定档次） ;;subculture;Society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Measured by a combination of: occupation, income, education, wealth, and other variables. ;Social class’s influence on consumer behavior;Question: does the social class matter in China? language media（ads by CMCC） place ;;;Discussing;Social Factors;Reference group;Reference group;discussion;2、教练错了吗？;;;questions;questions;group;Family;Example 1: another Buick ad;;Personal Factors;Economic situation and preference in consumption;Lifestyle: Pattern of living as expressed in psychographics Activities Interests Opinions ;lifestyle marketing perspective;;;;;;Co-Branding;Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment. Generally defined in terms of traits. The impact to consumer behavior (information need\product choice \brand personality) ;;;Discussion;;;Psychological factors;Motivation;motivation research;;;识别购买行为背后的动机;基于购买动机的营销策略;;Maslow’s Hierarchy of Needs;Perception;Perception;Perception;Selective Attention;;;Selective attention;Selective distortion;Selective atttetion;万宝路牛仔广告;;Selective retention;Learning;学习的作用;;Beliefs Attitudes;Buying Decision Process;Sources of Information;Buying Decision Process;Buying Decision Process;Buying Decision Process;Stages in the Adoption Process;Product Adopter Categories;Influence of Product Characteristics on Rate of Adoption