05 Consumer behavior 市场营销课件.pptVIP

Consumer Behavior Chapter 5 Road Map: Previewing the Concepts Understand the consumer market and the major factors that influence consumer buyer behavior. Identify and discuss the stages in the buyer decision process. Describe the adoption and diffusion process for new products. Consumer Buying Behavior Refers to the buying behavior of people who buy goods and services for personal use. These people make up the consumer market. The central question for marketers is: “How do consumers respond to various marketing efforts the company might use?” Model of consumer behavior p110 Buyer characteristics Buyer decision process Culture Culture is the Most Basic Cause of a Persons Wants and Behavior. Case 1 Case 2:  What is culture What is the characteristics of culture From what respects that we understand culture? (eg. Hofstede--the core values of culture ) The practical implications of culture. case: foreign fast food in China The core values of America Achievement and success, activity and involvement, efficiency and practicality, hard work, material comfort, individualism, freedom, youthfulness, fitness and health Question: How about Chinese culture and its influence on consumers? case 脑白金 Face in China 林语堂《吾国与吾民》：“面、命、恩”是统治中国的三位女神，“比罗马天主教的教义更永恒，比美国宪法还要权威。”其中，“面子”是统治中国人的三位女神中最有力量的一位，是“中国人社会交往中最细腻的标准”。 面子源于中国的“耻感”文化VS西方的“罪感” 脸面规定了中国人的社会及人际行为，是解释中国人诸多行为的关键 Three types of face related consumptions 攀比消费：中国的烟酒消费 炫耀消费： LV包 象征消费：礼品市场（包装、文化寓意；受收入限制低；地位决定档次） Influence of entrepreneur’s negative information on the firm: 王石 VS 黄光裕 subculture Social Class Society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Measured by a combination of: occupation, income, education, wealth, and other variables. Social class’s influence on consumer behavior status symbols conspicuous consumption Practical implication --- “upward pull” and “parody display” Social class in American Question: What about China? Dis