国际市场营销consumerbehavior.ppt

Analyzing Consumer Markets and Buying Behavior;Objectives;Case: EFFEM’s pets and their owners cats---eat what they like leave what they dislike Dogs---eat almost anything eat it quickly Cats’ food---- pleasure, variety Dogs’ food--- volume, ease of consumption owners ----- promotion ---christmas day card + can ;Marketing Stimuli: Other Stimuli Buyer’s black box Buyer’s responses ;Model of Buying Behavior;;Characteristics Affecting Consumer Behavior;3) Social Class Almost every society has some form of social class structure Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviours. Ex: The British scale with six social classes. Few people at the top and bottom with most in the middle.;Ⅱ. Social Factors; 1) Family: Family members can strongly influence buyer behaviour. 2) Reference group: direct (face to face) or indirect point of comparison or reference in forming a person’s attitudes. Case: Home party and office party Marykay Marykay: Host a small beauty show friend or neighbours free make-up lessons beauty plan;;Ⅲ. Influences on Consumer Behavior;1) Age and Family Life Cycle Stage Life-cycle stage-----shifting life style People change the goods and services they buy over their lifetimes. .;2) Occupation Economic circumstances It affects the goods and services bought. Blue-collar workers tend to buy more work clothes. Office workers buy more smart clothes. identify the occupational groups. Economic situation will affect product choice;3) Lifestyle A person’s patern of living same subculture, social class and occupation. 4) Personality unique psychological ch