消费者行为学课件II-1new

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1、II-1不同文化下的消费者行为消费者行为一般模型决策过程情景问题识别信息搜寻被选评估商店选择和购买购买后过程情景外部影响文化亚文化人口特点社会地位参考群体家庭营销活动内部影响知觉学习记忆动机个性情感态度自我概念与生活方式影响消费者行为和市场营销战略的文化因素营销战略消费者行为语言人口变量价值观非语言沟通价值标准、约束力、和消费模式文化价值消费模式标准确定适当行为的范围约束力对违反标准的惩罚价值导向影响行为2-3环境导向价值观他人导向价值观自我导向价值观消费购买沟通人际关系社会观点个人与集体有限与延伸家庭男性与女性年轻与年长人与环境关系观点洁净、绩效与等级传统与变化承担风险与追求安定

2、宿命与能动、自然社会的生活目的方式主动与被动纵欲和禁欲物质与非物质勤奋与休闲延迟满足与即使满足宗教与世俗与消费者行为相关的文化价值观Other-OrientedValuesIndividual/Collective.Areindividualactivityandinitiativevaluedmorehighlythancollectiveactivityandconformity?Extended/LimitedFamily.Towhatextentdoesonehavealife-longobligationtonumerousfamilymembers?Diversity/U

3、niformity.Doesthecultureembracevariationinreligiousbeliefs,ethnicbackgrounds,politicalviews,andsoforth?Masculine/Feminine.Towhatextentdoessocialpowerautomaticallygotomales?Competitive/Cooperative.Doesoneobtainsuccessbyexcellingoverothersorbycooperatingwiththem?Youth/Age.Arewisdomandprestigeassi

4、gnedtotheyoungeroroldermembersofaculture?与消费者行为相关的文化价值观Environment-OrientedValuesCleanliness.Towhatextentiscleanlinesspursuedbeyondtheminimumneededforhealth?Performance/Status.Istheculture’srewardsystembasedonperformanceoroninheritedfactorssuchasfamilyorclass?Tradition/Change.Areexistingpattern

5、sofbehaviorconsideredtobeinherentlysuperiortonewpatternsofbehavior?Risktaking/Security.Arethosewhorisktheirestablishedpositionstoovercomeobstaclesorachievehighgoalsadmiredmorethanthosewhodonot?Problem-solving/Fatalistic.Arepeopleencouragedtoovercomeallproblems,ordotheytakea“whatwillbe,willbe”at

6、titude?Nature.Isnatureregardedassomethingtobeadmiredorovercome?与消费者行为相关的文化价值观Self-OrientedValuesActive/Passive.Isaphysicallyactiveapproachtolifevaluedmorethanalessactiveorientation?Material/Nonmaterial.Howmuchimportanceisattachedtotheacquisitionofmaterialwealth?Hardwork/Leisure.Isapersonwhowork

7、sharderthaneconomicallynecessaryadmiredmorethanonewhodoesnot?Postponedgratification/Immediategratification.Arepeopleencouragedto“saveforarainyday”orto“livefortoday”?Sensualgratification/Abstinence.Towhatextentisitacceptabletoenjoy