消费者行为学笔记

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1、Factorsinfluencingconsumerbehavior:1Culturalfactor:cultural;subcultural;buyer2social-referencegroups:family;roleandstatus3personal:ageandlife-cycle;economicsituationlifestyle;personalityandself-concept:4psychological:motivation;belifesandattitudes;perception;learning.What

2、isconsumerbehavior?Thestudyoftheprocesseswhenorgroupsselect,purchase,use,ordisposeofproductsservicesideasorexperiencestosatisfyneedsanddesire.消费者行为：个体或群体在为满足需要和欲望而挑选，购买，使用或处理产品，服务，创意或经验时所涉及的过程。Roletheory:identifiesconsumersasactorsonthemarkerplacestage。角色理论：认为许多消费者行为都类似于戏

3、剧中的情节的观点。Exchange:atransactioninwhichtwoormoreorganizationsorpeoplegiveandreceivesomethingofvalue.交易：两个或更多的组织或个人相互付出并获取某种价值的过程。Consumer:apersonwhoidentifiesaneedordesire,makesapurchase,andthendisposeoftheproduct.消费者：确认一种需要和欲望，进行购买，或处理该产品的人。Manypeoplemaybeinvolvedinthisseq

4、uenceofeventspurchaser/user/influencerConsumersmaytaketheformoforganizationorgroup.Marketsegmentation:identifiesgroupsofconsumerswhoaresimilartooneanotherinoneormoreways,andthendevisesmarketingstrategiesthatappealtooneormoregroups.市场细分：确定在某一方面或多方面相互类似的消费者群体，然后制定出吸引一个或多个群体

5、的营销策略的过程。Relationshipmarketing关系营销：marketerswhobelieveinthisphilosophy,interactwithcustomersonaregularbasisandgivethemreasontomaintainabondwiththecompanyovertime.Demographics:statisticsthatmeasureobservableaspectsofpopulation.Suchasagegenderfamilystructuresocialclassandin

6、comeraceandethnicitylifestyle.人口统计变量：可观测的人口特征量度，如年龄，性别。Marketing’impactonconsumersPopularculture:consistingofthemusicmovessportsbookscelebrities,andotherformsofentertainmentconsumedbythemassmarket.大众文化：为大众市场所消费的音乐，电影，体育，书籍，名人及其他娱乐形式。Marketersplayasignificantroleinourviewo

7、ftheworldandhowweliveinit.Themeaningofconsumption:peopleofterbuyproductsnotforwhattheydo,butforwhattheymean.Typeofrelationshipapersonmighthavewithaproduct1self-conceptattachment:theproducthelpstoestablishtheuser’sidentity.自我概念依附性：产品可以帮助确立使用者的身份。2nostalgicattachment:thepro

8、ductisapartoftheuser’sdailyroutine怀旧依附性：产品与过去的经历有所结合。3interdependence:theproductisapartoftheuser