国际营销英文课件chapter 9 consumer behavior .pptxVIP

Chapter objectives Definition and nature of consumer behavior Model of consumer behavior Four major factors that influence consumer behavior Buyer decision making process 9.1 Nature of Consumer Behavior Traditionally Consumer behavior refers to the buying behavior of final consumer – individuals and households who buy goods and services for personal consumption. Today Consumer behavior is extended to the study of individuals, groups, or organizations; the processes they use to select, secure, use, and dispose of products, services, experiences, ideas to satisfy needs; the impacts of the processes on consumers and society. 9.2 Model of Consumer Behavior The external stimuli that can work on consumer buying decisions are: 4Ps (product, price, place, promotion) Economic, technological, political, cultural factors All the above mentioned enter the buyer’s black box, where they are turned into a set of observable buyer response as: Product choice Brand choice Dealer choice Purchase timing /amount How the stimuli are changed into responses inside the consumer’s black box? First, the buyer’s characteristics influence how he or she perceives and reacts to the stimuli Second, the buyer’s decision process itself affects the buyer’s behavior. We can illustrate the model as: 9.2 Model of Consumer Behavior What is a typical urban Chinese teen? What are the passion points marketers use to attract urban Chinese teenagers? Passion Points 激情点 Some passion points like music, fashion, sports and technology are similar around the world. But cultural elements result in differences in consumer behaviors. Therefore, marketers need to combine two or three passion points with adaptation to local consumer behavior. This reflects the strategy of “Think globally and act locally”.　 It is important to collect information on the specific consumers in the target market. Model of Consumer Behavior stimulus-response model Marketing Buyer’s bl