消费者需求研究

第三章消费者需求研究教学目的：通过对消费者市场和购买行为的相关知识的讲授，使学生掌握关于“研究消费者市场和购买行为”对营销决策的重要性。教学重点：消费者行为；影响消费者行为的内在因素；影响消费者行为的外在因素；消费者购买行为的主要类型；消费者购买决策过程的主要步骤。教学难点：分析消费者购买行为。教学时数：6（讲授、实践、讨论）教学内容与步骤：消费者创造了人类的财富科特勒论营销：最重要的事情是预测顾客的行踪，并且能走在他们的前面。杨洪涛论营销：消费者购买的是需求，而非产品。本章主要内容�购买者需求的特性以及怎样影响购买行为？�购买者是怎样做出购买决策的？Chapter3AnalyzingConsumerMarketsandBuyerBehaviorKotleronMarketingTThheemmoossttiimmppoorrttaanntttthhiinnggiissttooffoorreeccaassttwwhheerreeccuussttoommeerrssaarreemmoovviinngg,,aannddbbeeiinnffrroonnttoofftthheemm..ChapterObjectivesIInntthhiisscchhaapptteerr,,wweeffooccuussoonnttwwooqquueessttiioonnss::1.Howdothebuyers’characteristics–cultural,social,personal,andpsychological–influencebuyingbehavior?2.Howdoesthebuyermakepurchasingdecisions?InfluencingbuyerbehaviorThestartingpointforunderstandingbuyerbehavioristhestimulus-responsemodelshowninFigure7.1.Marketingandenvironmentalstimulienterthebuyer'sconsciousness.Thebuyer'scharacteristicsanddecisionprocessesleadtocertainpurchasedecisions.Themarketer'staskistounderstandwhathappensinthebuyer'sconsciousnessbetweenthearrivalofoutsidestimuliandthepurchasedecisions.Aconsumer'sbuyingbehaviorisinfluencedbycultural,social,personal,andpsychologicalfactors.Culturalfactorsexertthebroadestanddeepestinfluence.CulturalfactorsCulture,subculture,andsocialclassareparticularlyimportantinbuyingbehavior.Cultureisthefundamentaldeterminantofaperson'swantsandbehavior.Thegrowingchildacquiresasetofvalues,perceptions,preferences,andbehaviorsthroughhisorherfamilyandotherkeyinstitutions.AchildgrowingupintheUnitedStatesisexposedtothefollowingvalues:achievementandsuccess,activity,efficiencyandpracticality,progress,materialcomfort,individualism,freedom,externalcomfort,humanitarianism,andyouthfulness.Eachcultureconsistsofsmallersubculturesthatprovidemorespecificidentificationandsocializationfortheirmembers.Subculturesincludenationalities,religions,racialgroups,andgeographicregions.Whensubculturesgrowlargeandaffluentenough,companiesoftendesignspecializedmarketingprogramstoservethem.Suchprogramsareknownasdiversitymarketing,apracticewhichwaspioneeredduringthe1980sbylargecompanieslikeAT&T,SearsRoebuck,andCoca-Cola.Diversitymarketinggrewoutofcarefulmarketingresearch,whichrevealedthatdifferentethnicanddemographicnichesdidnotalwaysrespondfavorablytomass-marketadvertising.(SeeMarketingInsight:MarketingtoLatinos,AfricanAmericans,andseniors.)Virtuallyall-humansocietiesexhibitsocialstratification.Stratificationsometimestakestheformofacastesystemwherethemembersofdifferentcastesarerearedforcertainrolesandcannotchangetheircastemembership.Morefrequently,ittakestheformofsocialclasses,relativelyhomogeneousandenduringdivisionsinasociety,whicharehierarchicallyorderedandwhosememberssharesimilarvalues,interests,andbehavior.Socialclassesreflectnotonlyincome,butalsootherindicatorssuchasoccupation,education,andareaofresidence:Socialclassesdifferindress,speechpatterns,recreationalpreferences,andmanyothercharacteristics.Table7.1describesthesevenU.S.socialclassesidentifiedbysocialscientists.Socialclasseshaveseveralcharacteristics.First,thosewithineachclasstendtobehavemorealikethanpersonsfromtwodifferentsocialclasses.Second,personsareperceivedasoccupyinginferiororsuperiorpositionsaccordingtosocialclass.Third,socialclassisindicatedbyaclusterofvariables---forexample,occupation,income,wealth,education,andvalueorientation--ratherthanbyanysinglevariable.Fourth,individualscanmoveupordownthesocial-classladderduringtheirlifetimes.Theextentofthismobilityvariesaccordingtohowrigidthesocialstratificationisinagivensociety.Socialclassesshowdistinctproductandbrandpreferencesinmanyareas,includingclothing,homefurnishings,leisureactivities,andautomobiles.Socialclassesdifferinmediapreferences,withupper-classconsumerspreferringmagazinesandbooksandlower-classconsumerspreferringtelevision.EvenwithinamediacategorysuchasTV,upper-classconsumersprefernewsanddrama,andlower-classconsumersprefersoapoperasandsportsprograms.Therearealsolanguagedifferencesamongthesocialclasses.Advertisingcopyanddialoguemustringtruetothetargetedsocialclass.SocialfactorsInadditiontoculturalfactors,aconsumer'sbehaviorisinfluencedbysuchsocialfactorsasreferencegroups,family,andsocialrolesandstatuses.REFERENCEGROUPSApersonsreferencegroupsconsistofallthegroupsthathaveadirect(face-to-face)orindirectinfluenceontheperson'sattitudesorbehavior.Groupshavingadirectinfluenceonapersonarecalledmembershipgroups.FAMILYthefamilyisthemostimportantconsumer-buyingorganizationinsocietyandfamilymembersconstitutethemostinfluentialprimaryreferencegroup.Thefamilyhasbeenresearchedextensively.Wecandistinguishbetweentwofamiliesinthatbuyer'slife.Thefamilyoforientationconsistsofparentsandsiblings.Fromparentspersonacquiresanorientationtowardreligion,politics,andeconomicsandasensepersonalambition,self-worth,andlove?Evenifthebuyernolongerinteractsverymuchwithhisorherparents,theirinfluenceonthebuyer'sbehaviorcanbesignificant.Incountrieswhereparentslivewithgrownchildren,theirinfluencecanbesubstantial.Amoredirectinfluenceonevery