菲利普科特勒营销权威教程Lecture-5-Behavior.ppt

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菲利普科特勒营销权威教程Lecture-5-Behavior.ppt

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LectureFiveConsumer/buyerBehavior

AtaglanceAmodelofbuyerInfluencesonconsumerbuyingbehaviorStagesofthebuyerdecisionprocessBusinessbuyerdecisionprocess

MarketingstimuliOtherstimuliProductPricePlacePromotionEconomictechnologicalPoliticalCulturalBuyer’sblackboxBuyercharacteristicsBuyerdecisionprocessBuyer’sresponsesProductandserviceselectionBrandselectionDealerchoiceResellerselectionRepurchaseintervalsPurchaseamountAmodelofbuyerbehavior

Buyer’sbehaviorsWhoWhereWhenWhatHowBuyer’sbehaviors

CulturalCultureSubcultureSocialclassSocialHouseholdtypeReferencegroupsRolesandstatuspersonalageandlife-cyclestageOccupationEducationEconomicsituationPsychologicalMotivationPerceptionLearningBeliefsandattitudesPersonalityandself-conceptFactorsinfluencingconsumerbehavior

ReferencegroupsMembershipgroupsIndirectgroupsPrimarygroupsSecondarygroupsaspirationalgroupsReluctantgroupsReferencegroupsOpinionleaders

BuyingdecisionDeciderBuyerInfluencerInitiatorUserConsumerbuyingroles

PsychologicalfactorsMotive(Drive)Freud’stheoryofmotivationMaslow’shierarchyofneedsPerceptionselectiveexposureselectivedistortionselectiveretentionLearningBeliefandattitudePersonalityandself-concept

SRIInternationalValuesandLifestyles(VALS)typologyVALS2classifiespeopleaccordingtohowtheyspendtheirtimeandmoney.Theydividesconsumersintoeightgroupsbasedontowmajordimensions:self-orientationandresources.Self-orientationPrinciple-orientedconsumers(buybasedupontheirviewsoftheworld)Status-orientedbuyers(ontheactionsandopinionsofothers)Action-orientedbuyers(drivenbytheirdesireforactivity,variety,andrisktaking)ResourceAbundantresourcesMinimalresources

StatusorientedBelieversFulfilledsPrincipleorientedActualizersAchieversStriversStrugglersMakersExperiencersactionorientedMinimalresourcesAbundantresourcesVALS2lifestyleClassifications

PhysiologicalneedsSafetynee

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