市场营销6.pptVIP

CHAPTER6ANALYZING CONSUMER MARKETS LEARNING OBJECTIVES Know how consumer characteristics influence buying decisions Know what major psychological processes influence consumer responses to the marketing program Know how consumers make purchasing decisions Know how marketers analyze consumer decision-making 6.1WHAT INFLUENCES CONSUMER BEHAVIOR? A consumer’s buying behavior is influenced by cultural, social, and personal factors. Cultural factors exert the broadest and deepest influence. Cultural Factors Family Personal Factors 6.1.1Cultural Factors Culture is the fundamental determinant of a persons’ wants and behaviors. Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, racial groups, and geographic regions. Multicultural marketing grew out of careful marketing research that revealed that different ethic and demographic niches did not always respond favorable to mass-market advertising. Virtually all human societies exhibit social stratification(社会分层). Social stratification sometimes takes the form of a caste system where members of different castes are reared for certain roles and cannot change their caste membership. More frequently, it takes the form of social classes, relatively homogeneous and enduring divisions in a society that are hierarchically ordered and whose members share similar values, interests, and behavior. 6.1.2 Social Factors REFERENCE GROUPS FAMILY Roles and Statuses REFERENCE GROUPS A) A person’s reference groups consists of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. B） People are significantly influenced by their reference groups in at least three ways: — Reference groups expose an individual to new behaviors and lifestyles, influencing attitudes and self-concept. They create pressures for conformity that may affect actual product and brand choic