台大消费者行为cb 10 demographics

1DemographicsandPsychographics2OverviewDemographicsPsychographicspersonalityvalueslifestyles3DemographicsDefinition:thesize,structure,anddistributionofapopulationDemographicanalysisisusedinmarketsegmentdescriptionstrendanalysisConsumersanalystsusedemographicstopredict:changesindemandconsumptionofspecificproducts/services4CommonDemographicsAgeGenderIncomeOccupationEducationRaceRegionReligion5AgeGroupMarkets•Children/Preteens•Teenagers•Twentysomethings/GenerationX•BabyBoomers•50+–theearly50+ers–thematuremarket(retired)6Children/PreteensHeavilyinfluencedbyparentsandfamilybutSignificantinfluencebypeersFrequentlyheavilyexposedtoTVandassociatedrolemodels7TeenagersSignificantdiscretionaryspendingpower(frequentlyhaveincomewithmodestexpenses)InfluenceonfamilypurchasesStrongpeerinfluenceOpportunitiesforexperimentationwithproducts8GenerationX/TwentysomethingsBorn1965-1976FrequentlystillincollegeManystillinexperimentalstageOftenmorecynicalandlessbrandloyal9BabyBoomers嬰兒潮世代Born1946to1964FrequentlyenteringprimeearningpowerBlendofXgenerationandtraditionalvalues46%havecollegedegreeTwothirdsofwiveswork10Theearly50+ersAgingbabyboomersOftenhardhitbydownsizingandlayoffsManyhavesignificantassetsbuiltupEmptynest11TheMatureMarketVerydiverse--somemembersfitstereotype;somedonotWidedisparityinincomeOftenlivedthroughDepressionvaluethrift,savingsShouldIhaveanEnsureoraSustacal?12GenderandConsumptionSexrolesTodayandyesterdayAcrossculturesValuesAcquisitionmethodsConsumptionIgoingtomakeaquicktriptoVenus,butIwanttobebackforthegame!13PsychographicsDefinition:thedescriptionofconsumersonthebasisoftheirpsychologicalcharacteristicsBasiccomponentsofpsychographicspersonalityvalueslifestyles(traditionaldefinitionofpsychographics)14PersonalityPersonality:Theconsistentresponsetoenvironmentalstimulianindividual’suniquepsychologicalmakeup,whichconsistentlyinfluenceshowthepersonrespondstohisorherenvironment15ApproachestoPersonalityPsychoanalyticTheory心理分析理論Socio-PsychologicalTheory社會心理理論Trait-FactorTheory特徵理論16PsychoanalyticTheoryHumanpersonalitysystemconsistsoftheid,ego,andsuperegoid（本我）:sourceofpsychicenergyego（自我）:mediatorofidandsuperegosuperego（超我）:societalorpersonalnormsThedynamicinteractionoftheseresultsinunconsciousmotivationsthataremanifestedinobservedhumanbehavior17Socio-PsychologicalTheoryRecognizesinterdependenceoftheindividualandsocietyThreeorientationsofhumanbehavior:complaint,aggressive,anddetachedSocialvariables(ratherthanbiologicalinstinct)aremostimportantinshapingpersonalityPersonmaybuyaproductthatsymbolizesunattainableorunacceptablegoal--”forbiddendesire”18Trait-FactorTheoryPersonalitymadeupoftraits:anydistinguishable,relativelyenduringwayinwhichindividualsdifferfromoneanotherUnderstandingconsumertraitscanbeusefulinmarketingplansPracticalapplicationisbrandpersonality:thepersonalityconsumersinterpretfromabrand19Personality?CanWePredictConsumerBehaviorfromYes--atleasttosomeextentTheoryneedstoberelevantandproductspecificSomevariablesthatpredictbehavior:InnovativenessNeedforcognition(NFC)Self-monitoringLocusofcontrol20ValuesValues:enduringbeliefsaboutlifeandacceptablebehavior21SocialValuesandPersonalValuesSocialvaluesdefine“normal”behaviorforasocietyorgroupPersonalvaluesdefine“normal”behaviorforanindividualSocialvaluesofgroupstowhichanindividualbelongs,influencepersonalvaluesValueshelpexplainhowconsumersanswerthequestion,“Isthisproductforme?”22MeasuringValues:RokeachValueScaleValuesareconcernedwithgoalsandwaysofbehavingtoobtainthemRVSaskspeopletorankimportanceofaseriesofgoalsandwaysofbehavingcanbeusedtosegmentgroupsbasedonvaluessystems23RokeachValueScaleInstrumental(ModesofConduct)TerminalValues(EndStates)AmbitionBroad-mindedCapableCheerfulCleanCourageousForgivingHonestImaginativeIndependentIntellectualLogicalAcomfortablelifeAnexcitinglifeEqualityFamilysecurityAworldatpeaceFreedomAworldofbeautyHappinessNationalsecurityPleasureInnerharmonyMaturelove24MeasuringValues:SchwartzValueScaleDesignedtomeasureacomprehensivesetofvaluesthoughttobeheldbynearlyeveryoneValuesaretrans-situationalgoalsthatservetheinterestofindividualsorgroupsandexpressoneoftenuniversalmotivationsorvaluetypesThetenvaluesandfourhigher-ordervaluedomainsrepresentacontinuumofrelatedmotivationsStructuralRelationofMotivationalValueTypes26ValuesandTheDecisionProcessLaddering:in-depthprobingdirectedtowarduncoveringhigher-levelmeaningsatboththebenefitlevelandthevaluelevelItseekslinkagesbetweenproductattributes,personaloutcomes,andvaluesIdentifyingwhichproductattributeappealstowhichvalue-basedsegmentcanguideadvertisingandmarketingappeals27LadderingandtheMeans-EndChainAttributesConsequencesValuesLargeengineFastaccelerationPerformanceFeelingofpowerSelf-esteem28LifestylesLifestyle:patternsinwhichpeopleliveandspendtimeandmoneyPsychographics:anoperationaltechniquetomeasurelifestyles(traditionaldefinitionofpsychographics)Demographicsfocusmoreonwhobuysproducts;psychographicsfocusonwhytheybuyAIO