consumer behaviour消费者行为

《consumer behaviour消费者行为》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、ConsumerBehaviourIntroductionandOverviewBlendofEconomics,Marketing,Psychology,Sociology,Anthropologyandotherbehaviouraldisciplines.Needtostudy?‘Youcannottaketheconsumerforgrantedanymore.’ConsumerBehaviour–Thoseactivitiesdirectlyinvolvedinobtaining,consuminganddi

2、sposingofproductsandservices,includingthedecisionprocessesthatprecedeandfollowtheseactions.PeterDrucker1954–thereisonevalidpurposeofdoingbusiness–‘tocreateacustomer.’Perspectives1.Consumerinfluence–LogicalPositivisma)UnderstandandpredictConsumerBehaviourb)Causea

3、ndeffect–relationshipsthatgovernpersuasion/education2.PostModern–tounderstandconsumptionbehaviourwithoutanyintentofinfluencingit.PetersandAustin–‘APassionforExcellence’Takeexceptionalcareofyourcustomersviasuperiorserviceandsuperiorquality.Constantlyinnovateandim

4、prove.CulturalRelevanceBasicconsumerneedsanddecisionprocessesareuniversal.Tounderstandprospectivecustomersandmeettheirneedswithculturallyrelevantalternatives.Eg.‘thumbsup’-badsignforPolesandRussians‘belching’–signofappreciationintheMiddleeast.Whyisthissoimportan

5、t?Iststudy–Outof11000newproductslaunchedby77companies,only56%arepresentfiveyearslater.2ndstudy–Only8%ofnewproductconceptsofferedby112leadingcompaniesreachedthemarket.Outofthis,83%failedtoreachmarketingobjectives.Anewproductmustsatisfyconsumerneeds,nottheneedsand

6、expectationsofamanagementteam.Thereforeunderstandingandadaptingtoconsumermotivationandbehaviourisnotanoption–itisanabsolutenecessityforcompetitivesurvival.FortuneEditor-‘MEETTHENEWCONSUMERandsmilewhenyoudobecausesheisyourboss.Itmaynotbethepersonyouthoughtyouknew

7、.Insteadofchoosingfromwhatyouhavetooffer,shetellsyouwhatshewants.Youfigureouthowtogiveittoher.’Consumersovereigntypresentsaformidablechallengebutskilfulmarketingcanaffectbothmotivationandbehaviouriftheproductorserviceofferedisdesignedtomeetconsumerneedsandexpect

8、ations.Asalessuccessoccursbecausedemandeitherexistsalreadyorislatentandawaitingactivationbytherightmarketingoffering.DominantforcesshapingConsumerResearch·Factorsthat