Consumer behavior: is the decision processes and acts of people involved in buying and using products. Consumer buying behavior refers to the buying behavior of the ultimate consumer.
1.4
彭婧 2015-2016 重庆工商大学国际商学院
1.1 Introduction
Consumer
Individuals and households who buy or acquire goods and services for personal consumption.
彭婧 2015-2016 重庆工商大学国际商学院 彭婧 2015-2016 重庆工商大学国际商学院
Be sensitive to colour, choosing from ranges that include warm pink, breeze blue and meadow green. The reason for this is their desire that the colour of the tissue matches their bathrooms.
1.3.2 Social Factor
Membership Group
Reference Group
Aspirational Group
彭婧 2015-2016 重庆工商大学国际商学院
1.3.2 Social Factor
Case Study
Procter & Gamble came a cropper in the European market after their A40 million launch of their new Charmin toilet roll. The company found the product’s wet strength was wrong so it blocked European drains. The British pay more than twice as much as Americans for their toilet rolls.
彭婧 2015-2016 重庆工商大学国际商学院
Case Study Culture-2
Exercise Equipment
Sports Clothing
Fitness Services
Natural Food
Health Services
Lower Calorie Food
彭婧 2015-2016 重庆工商大学国际商学院
彭婧 2015-2016 重庆工商大学国际商学院
1.3.1 Culture
B Family
Family of Orientation
Family of Precreation
彭婧 2015-2016 重庆工商大学国际商学院
1.3.2 Social Factor
C Roles & Status
彭婧 2015-2016 重庆工商大学国际商学院
1.2 Model of Consumer Behavior
Input
Other Market- Stimuli ing Eco. Tech. Mix Politics
Culture
BlackLeabharlann boxCharacteristics Buyer Decision Process
Output
Response
彭婧 2015-2016 重庆工商大学国际商学院
1. Consumer Market
1.1 1.2 1.3
1.2 Model of consumer behavior
1.4
彭婧 2015-2016 重庆工商大学国际商学院
Practice
1. 大学生在学生食堂选择吃什么的过程
彭婧 2015-2016 重庆工商大学国际商学院
1.3.1 Culture
The cultural shift towards greater concern about health and fitness has created a huge industry for exercise equipment and clothing, lower-calorie and more natural foods, and health and fitness services.
彭婧 2015-2016 重庆工商大学国际商学院
1.3.3 Personal Factor
Personal
•Age •life-cycle stage •Occupation •Economic circumstances
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•Lifestyle
•Personality Self-concept
US: 13% of America’s population who go to the gym make it the most fitness-conscious nation (30% of them are obese, 50% overweight.)
UK 7% of the less obese go to the gym France and Italy, 4% of the people take regular vigorous exercise.
5 Lower supervisory, craft and related occupations (skilled manual workers) 6 Semi-routine occupations (shop assistants, etc.) 7 Routine occupations (semi-skilled or unskilled manual workers)
• Subculture—A group of people with shared value systems based on common life experiences and situations.
• Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors.
彭婧 2015-2016 重庆工商大学国际商学院
1.3.1 Culture
Culture Shifts
彭婧 2015-2016 重庆工商大学国际商学院
1.3.1 Culture Culture-3
Social Class: Relatively Permanent and ordered division in a society whose members share similar value, interests and behaviors.
Culture
• The set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions.
Subculture Social Class
彭婧 2015-2016 重庆工商大学国际商学院
1.3.1 Culture
1 Higher managerial and professional occupations 1.1 Employers and managers in large organisations (senior private and public sector employees) 1.2 Higher professionals (partners in law firms, etc.)
2 Lower managerial and professional occupations (middle managers and professionally qualified people) 3 Intermediate occupations (secretaries, policemen, etc.) 4 Small employers and sole traders
1.1 Introduction
Consumer
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All
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Consumer Market
彭婧 2015-2016 重庆工商大学国际商学院
1.1 Introduction
How do they buy?
How many do they buy?
彭婧 2015-2016 重庆工商大学国际商学院
1.1 Introduction
Europeans fold their toilet paper while Americans scrunch it. Demand a toilet papers with a softer, more luxurious texture, more sheets per roll, 2 mm wider and 14 mm longer than other countries.
彭婧 2015-2016 重庆工商大学国际商学院
1.3.1 Culture
A. Group
Membership groups—Groups that have a direct influence on a person’s behaviour and to which a person belongs. Reference groups—Groups that have a direct (face-to face) or indirect influence on the person’s attitudes or behaviour. Aspirational group—A group to which an individual wishes to belong.