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1、消费者行为学第13章Consumer Behavior In The NewsOne persons problem is another personsOne persons problem is another personsWould people pay to Would people pay to HAVE snowHAVE snow?Turns out yes!Turns out yes!People in warmer climates such as Texas,People in warmer climates such as Texas,Arizona,Florida,Ge
2、orgia.Arizona,Florida,Georgia.Often want snow for Christmas season but Often want snow for Christmas season but rarely get it naturally.rarely get it naturally.So,they buy it!So,they buy it!现在，98%的美国男性在使用香皂洗脸，而香皂可能会使他们的干性皮肤更加干燥。对beiersdorf来说，目前是一个大好时机，美国的男性化妆品市场已经具备了进入的条件。职场激烈的竞争、男性和女性之间不断变化的力量对比以及年
3、轻一代蓬勃发展的势头。各年龄段的美国男性都认识到了拥有好的外表不但能够改善个人生活，还能给自己的职业发展增添优势。妮维雅男性护肤品要想在市场获得成功，beiersdorf公司必须首先唤起男性认识到他们当前面部护理存在的问题。一旦公司能够激起问题认知，男性消费者就会进入产品评价、购买和试用阶段。13.113.1消费者决策类型消费者决策类型消费者决策类型消费者决策类型Types of Consumer DecisionsTypes of Consumer DecisionsPurchase involvementPurchase involvement is the level of concer
4、n for,or interest in,the purchase process.购买介入程度是消费者因为某一特定购买需要而产生的对决策过程关心或感兴趣的程度。Triggered by need to consider a particular purchase.A temporary state influenced by the interaction of individual,product,and situational characteristics.购买介入是某个人、某个家庭或购买单位的一种暂时状态，受个人、产品、情境特征的相互作用和影响。A consumer may be v
5、ery involved with a brand (e.g.,Starbucks)or a product category,BUThave low purchase involvement due to brand loyalty,time pressures,etc.Product involvementProduct involvement or enduring involvementenduring involvement is very different from purchase involvement.Types of Decision Making1.1.Nominal
6、Decision MakingNominal Decision Making名名名名义义义义型决策型决策型决策型决策Brand Loyal Purchases品牌忠诚度型购买Repeat Purchases习惯性购买2.2.Limited Decision MakingLimited Decision Making有限型决策有限型决策有限型决策有限型决策3.3.Extended Decision MakingExtended Decision Making扩扩扩扩展性决策展性决策展性决策展性决策Nominal decisions occur when there is very low inv
7、olvement with the purchase.名义型决策往往发生在对购买的介入程度很低的情况下。A completely nominal decision does not even include consideration of the“do not purchase”alternative.一个纯粹的名义型决策甚至丝毫不考虑选择其他品牌的可能性。Consumer buys Campbells without considering other brands,its price,etc.Nominal decision makingNominal decision making,a
8、.k.a.,habitual decision makinghabitual decision making,in effect involves no decision per se.名义型决策，有时也称习惯性购买决策，实际上就其本身而言并未涉及决策。13.1.1名义型决策名义型决策Nominal Decision MakingNominal decision can be broken into two categories:Nominal decision can be broken into two categories:1.1.Brand Loyal PurchasesBrand L
9、oyal Purchases品牌忠品牌忠品牌忠品牌忠诚诚诚诚型型型型购买购买购买购买High commitment to brandHigh commitment to brand对对对对品牌高承品牌高承品牌高承品牌高承诺诺诺诺一旦形成了情感上的依一旦形成了情感上的依一旦形成了情感上的依一旦形成了情感上的依赖赖赖赖（你喜（你喜（你喜（你喜欢这欢这欢这欢这个牌子），你就成了个牌子），你就成了个牌子），你就成了个牌子），你就成了某牌的忠某牌的忠某牌的忠某牌的忠诚顾诚顾诚顾诚顾客，其他客，其他客，其他客，其他竞竞竞竞争者很争者很争者很争者很难赢难赢难赢难赢得你的青得你的青得你的青得你的青睐睐睐睐2.
10、2.Repeat PurchasesRepeat Purchases习惯习惯习惯习惯性性性性购买购买购买购买Low commitment to brandLow commitment to brand对对对对品牌低承品牌低承品牌低承品牌低承诺诺诺诺你成了某品牌的重复你成了某品牌的重复你成了某品牌的重复你成了某品牌的重复购买购买购买购买者，但你并不忠者，但你并不忠者，但你并不忠者，但你并不忠诚诚诚诚于于于于该该该该品牌品牌品牌品牌Middle ground between nominal and extended decision making.是介于名义型决策和扩展型决策之间的一种决策类型。I
11、nvolves recognizing a problem for which there are several possible solutions.有限型决策涉及对一个有着几种 选择方案的问题的认知。Decision based only on buying the cheapest rolls.Limited decision making Limited decision making involves internal and limited external search,few alternatives,simple decision rules on a few attrib
12、utes,and little postpurchase evaluation.有限型决策包括内部信息搜集或有限的外部信息搜集，存在很少的备选方案，基于较少属性的简单决策规则和很少的购后评价。13.1.2有限性决策有限性决策Limited Decision MakingIt is a response to the high level of purchase involvement.扩展型决策发生在购买介入程度很高的情况下。During post-purchase evaluation,doubts are likely and a thorough evaluation takes pla
13、ce.消费者在购买产品之后，很容易对购买决策的正确性产生怀疑，从而引发对购买的全面评价。Emotional decisions may involve Emotional decisions may involve substantial cognitive effort.substantial cognitive effort.Extended decision makingExtended decision making involves extensive internal and external search followed by a complex evaluation of m
14、ultiple alternatives.扩展型决策包括大量的内部信息和广泛的外部信息收集，对多种备选方案的复杂评价。13.1.3扩展性决策扩展性决策Extended Decision Making13.213.2问题认知过程问题认知过程问题认知过程问题认知过程The Process of Problem RecognitionThe Process of Problem Recognition日常性的购买意料之外的问题其他问题情绪Problem recognitionProblem recognition is the result of a gap between a desired st
15、ate and an actual state sufficient to arouse and activate the decision process.问题认知是消费者决策过程的第一步，是消费者的理想状态与实际状态之间的差距达到一定程度并足以激发消费者决策过程的结果。An actual stateactual state is the way an individual perceives his/her feelings and situation to be at the present time.实际状态是指消费者对其当前的感受及处境的认知。A desired statedesir
16、ed state is the way an individual wants to feel or be at the present time.理想状态是指消费者当前想达到或感受的状态。13.2.113.2.1问题认知的性质问题认知的性质问题认知的性质问题认知的性质The Nature of Problem RecognitionThe Nature of Problem RecognitionThe Process of Problem RecognitionThe Process of Problem Recognition1.The magnitude of the discrepa
17、ncy between the desired and actual states,and理想状态与现实状态之间差距的大小2.The relative importance of the problem该问题的相对总要性Desire to resolve a particular problem depends on:消费者解决某一特定问题的意欲水平取决于两个因素：In general,importance is determined by how critical the problem is to maintenance of desired lifestyle.总的来说，重要性取决于该问
18、题对于保持消费者理想的生活方式是否关键。13.2.213.2.2消费者问题的类型消费者问题的类型消费者问题的类型消费者问题的类型Types of Consumer ProblemsTypes of Consumer ProblemsActive Problem Active Problem An active problemactive problem is one the consumer is aware of or will become aware of in normal course of events.主动型问题是指消费者在正常情况下就会意识或将要意识到的问题。Marketing
19、 strategyMarketing strategy:Only require marketer to convince consumers that its brand is the superior solution.Inactive Problem Inactive Problem An inactive probleminactive problem is one of which the consumer is not aware.被动型问题则是消费者尚未意识的问题。Marketing strategyMarketing strategy:Marketer must convinc
20、e consumers that they have the problem AND that their brand is a superior solution.13.313.3影响问题认知的不可控因素影响问题认知的不可控因素影响问题认知的不可控因素影响问题认知的不可控因素Uncontrollable Determinants of Problem RecognitionUncontrollable Determinants of Problem RecognitionNonmarketing Factors Affecting Problem RecognitionVariety-see
21、kingVariety-seeking is a challenge to marketers because it means that consumers switch brands for reasons beyond a companys control.Sensory-specific satietySensory-specific satiety（感官饱和）consumers get bored(satiated)with sensory attributes more than on non-sensory attributes.Offering variety on key s
22、ensory attributes can increase loyalty to the brand even if consumers engage in variety seeking.Variety WITHIN brand can Variety WITHIN brand can drive loyalty in the face of drive loyalty in the face of variety seeking.variety seeking.13.4 问题认知与营销策略问题认知与营销策略Marketing Strategy and Problem Recognitio
23、nA Discovering Consumer Problems 消费者问题的发现消费者问题的发现B Responding to Consumer Problems 对消费者问题的应对对消费者问题的应对C Helping Consumers Recognize Problems 帮助消费者认识问题帮助消费者认识问题D Suppressing Problem Recognition 压制问题认知压制问题认知A wide variety of approaches are used to determine the problems consumers face.13.4.1Discovering
24、 Consumer Problems13.4.1Discovering Consumer Problems1.1.IntuitionIntuition直觉直觉-the most common,however,the problem identified may be of low importance to most consumers2.2.SurveySurvey调查调查 asks relatively large numbers of individuals about the problems they are facing3.3.Focus GroupsFocus Groups集中访
25、谈集中访谈 composed of 8 to 12 similar individuals brought together to discuss a particular topic;a moderator is present to keep the discussion moving and focused on the topic but otherwise free flowingSurveys and focus groups use one of the following approaches to problem identification:1.Activity Analy
26、sisFocuses on a particular activity to determine what problems consumers encounter during the performance of the activity.2.Product AnalysisExamines the purchase or use of a particular product or brand.Consumers may be asked about problems associated with using a product or brand.3.Problem AnalysisS
27、tarts with a problem and asks which activities,products,or brand are associated with(or perhaps could eliminate)those problemsHuman Factors ResearchHuman Factors Research人体因素研究人体因素研究人体因素研究人体因素研究Human factors research attempts to determine human capabilities in areas such as vision,strength,response
28、time,flexibility,and fatigue and the effect on these capabilities of lighting,temperature,and sound.人体因素研究试图测试人的诸多能力如视力、力量、反应时间、灵活性、疲劳程度以及影响这些能力的因素如亮度、温度、声音等。Observational techniques such as slow-motion and time-lapse photography,video recording,and event recorders are particularly useful methods.Th
29、is type of research can sometimes identify functional problems that consumers are unaware of.Once a consumer problem is identified,the manager may structure the marketing mix to solve the problem.This can involve:13.4.2Responding to Consumer Problems13.4.2Responding to Consumer ProblemsDeveloping a
30、new product or altering an existing oneModifying channels of distributionChanging pricing policy,orRevising advertising strategyGeneric versus Selective Problem RecognitionGeneric versus Selective Problem Recognition13.4.3Helping Consumers Recognize Problems13.4.3Helping Consumers Recognize Problems
31、Generic Problem RecognitionGeneric Problem Recognition一般性问题认知一般性问题认知Involves a discrepancy that a variety of brands within a product category can reduceIncreasing generic problem recognition generally results in an expansion of the total marketSelective Problem RecognitionSelective Problem Recogniti
32、on选择性问题认知选择性问题认知Involves a discrepancy only one brand can solveFirms attempt to cause selective problem recognition to gain or maintain market shareApproaches to Activating Problem Recognition激发问题认知的方法激发问题认知的方法How can a firm influence problem recognition?Recall that problem recognitionproblem recogn
33、ition is a function of(1)the importance,and(2)the magnitude of a discrepancy between the desired statedesired state and an existing stateApproaches to Activating Problem RecognitionApproaches to Activating Problem RecognitionMany marketing efforts attempt to influence the desired state,often adverti
34、sing the benefits their products will provide and hoping that these benefits will become desired by consumers.It is also possible to influence perceptions of the existing state through advertisements.The Timing of Problem Recognition问题认知的时机问题认知的时机Consumers often recognize problems at times when purc
35、hasing a solution is difficult or impossible,such as deciding to purchase a generator during a hurricane becoming aware of the need for health insurance after being hospitalizedA common marketing strategy is to trigger problem recognition in advance of the actual problem13.4.4压制问题认知压制问题认知Suppressing
36、 Problem RecognitionObviously marketers do not want their current customers to recognize problems with their brands.Effective quality control and distribution(limited out-of-stock situations)are important in this effort.Packages and package inserts that assure the consumer of the wisdom of their purchase are also common.此课件下载可自行编辑修改，仅供参考！此课件下载可自行编辑修改，仅供参考！感谢您的支持，我们努力做得更好！谢谢感谢您的支持，我们努力做得更好！谢谢