consumer markets and consumer buyer behavior课件课件

《consumer markets and consumer buyer behavior课件课件》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、ConsumerMarketsandConsumerBuyerBehaviorChapter46-2ObjectivesBeabletodefinetheconsumermarketandconstructasimplemodelofconsumerbuyerbehavior.Knowthefourmajorfactorsthatinfluenceconsumerbuyerbehavior.6-3ObjectivesUnderstandthemajortypesofbuyingdecisionbehavioran

2、dthestagesinthebuyerdecisionprocess.Beabletodescribetheadoptionanddiffusionprocessfornewproducts.6-4DefinitionsConsumerBuyingBehaviorBuyingbehaviorofindividualsandhouseholdsthatbuyproductsandservicesforpersonalconsumption.ConsumerMarketAllindividuals/househol

3、dswhobuyproductsforpersonalconsumption.6-5StimulusResponseModelMarketingandotherstimulienterthebuyer’s“blackbox”andproducecertainchoice/purchaseresponses.ModelofConsumerBehavior6-6ModelofBuyerBehaviorFigure4.1Marketersmustfigureoutwhatisinsideofthebuyer’s“bla

4、ckbox”andhowstimuliarechangedtoresponses.6-7FactorsInfluencingConsumerBehaviorFigure4.26-8CharacteristicsAffectingConsumerBehaviorCulturalSocialPersonalPsychologicalCultureSubculturesinAsiaRacialReligiousRegionalSocialClassKeyFactors6-9CultureCultureistheMost

5、BasicCauseofaPerson'sWantsandBehavior.Cultureincludesbasicvalues,perceptions,wants,andbehaviors.Cultureislearnedfromfamily,church,school,peers,colleagues.CulturebehindBirthRateCulturetypesofHofstede“Cultureismoreoftenasourceofconflictthanofsynergy.Culturaldif

6、ferencesareanuisanceatbestandoftenadisaster."Prof.GeertHofstede,MaastrichtUniversity.DutchWhatarethepracticalapplicationsforGeertHofstede'sresearchonculturaldifferences?Wetendtohaveahumaninstinctthat'deepinside'allpeoplearethesame-buttheyarenot.Therefore,ifwe

7、gointoanothercountryandmakedecisionsbasedonhowweoperateinourownhomecountry-thechancesarewe'llmakesomeverybaddecisions.GeertHofstede'sresearchgivesusinsightsintootherculturessothatwecanbemoreeffectivewheninteractingwithpeopleinothercountries.Ifunderstoodandapp

8、liedproperly,thisinformationshouldreduceyourleveloffrustration,anxiety,andconcern.CultureGPSProfessionalCultureGPSProfessionalisanintelligentandeasy-to-useiPhonetoolthatenablesyoutoanalys