psychology, social psychology, sociology, anthropology, economics,
Second, the basic framework of consumer behavior research
1, the consumer decision-making process (problem awareness, information gathering, evaluation and selection,
Louis Vuitton Sunglasses, purchase, post purchase behavior)
2, influence and determine consumer behavior, personal and psychological factors (consumer resources, needs and motivation, perception, learning and memory, attitudes, personality, self-concept and lifestyle)
3, the environmental factors that influence consumer behavior (cultural, social class, social groups, family, situational, consumer protection, ethical and legal environment)
three types of consumer decision making
extended decision-making: not familiar with the product or brand, no evaluation criteria.
limited decision making: Knowledge, there are some basic evaluation criteria, further selection.
nominal decision making: need more consideration, that is it!
Fourth, the internal process of information gathering consumer brands classified
domain 【brand awareness of all the domains (activation domain, inert domain, excluding domain), no sense of domain】
five, decided to evaluate the importance of scores = average difference between the value of the average evaluation value *
six, alternative indicators
perceived by consumers and can be used to determine the direction or another difficult to observe property property, known as alternative indicators. Used to determine an alternative indicator of product quality has a price, brand, origin and guarantee.
seven, selection rules
connection type rule, focusing on selection rules, exclusionary rule sequential, compilation-style rule, a compensatory selection rules
eight factors that influence consumer choice of shops
1, the consumer shopping motivations (personal motivation, social motivation)
2, affect the choice of stores, shops characteristics (location and size of the store, the store's image (goods, services, customer, hardware facilities, convenience, promotion, shop in the atmosphere, bodies, feelings after the transaction), retail advertising)
3, store choice and consumer characteristics (perceived risk (social risk, economic risk), shopping orientation)
4, of the number of brand choice and purchase in-store product factors (shopping on display, price cuts and promotions, shop layout and atmosphere, merchandise out of stock, sales staff)
nine different types of products, the level of economic and social risks
social risks and economic risks are low (domestic wine, socks, kitchen supplies,
Fendi Sunglasses, pens and pencils, gasoline, etc.)
social risks and economic risks are high (business attire, living room furniture, cars, snowboarding, ski suits, etc.)
high social risk and economic risk is low (fashion accessories, hair, general gifts, guests wine, deodorants)
social risk is low and the high economic risk (personal computers, car repair,
Louis Vuitton Wallet, washing machines, insurance, doctors or lawyers, etc.)
ten, due to consumers
that people act on the causes of others or their own reasoning process. Specifically, the observer of the actions of others or their behavior during the process of causal explanation and reasoning.
XI, the determination of brand loyalty
comparison, the frequency determination, monetary determination
second, perceived risk
of buying goods, in the range of knowledge and experience he can be aware of some risks may be referred to as perceived risk.
including the risk of loss of time, the risk of harm,
Louis Vuitton Wallet, self-loss risk, economic risk
thirteen, how it affects consumer spending behavior of economic resources
economic resources are income, wealth and credit.
income: the structure of consumer demand, Engel's law; focus on changes in consumer demand (quality, speed, comfort, etc.).
different income groups of consumer behavior characteristics:
1, super-rich layers: luxury item, service, travel, continuing education.
2, high-income level: a focus on quality and service, furniture, electrical appliances, high-end clothing, home entertainment products, cosmetics, jewelry. Services market, garden lawn care and beauty services.
3, ordinary income level: popular products, price-sensitive
4, low-income or poverty level: the total consumption of small, daily necessities.
property: Property and more: services, tourism and investment.
your time and availability of goods, purchase of convenience, product and service requirements without failure high.
instrumentation and health, cosmetics, care products, health products, insurance
credit: the difference between China and the West; future decline in purchasing power, short-term promotion of consumption and production.
fourth, Engel's Law: As household income increases, the proportion of food expenditure in the gradual decline in the proportion of household spending, and for housing, education, health, the proportion of leisure spending increased. (The relationship between income and food expenditure)
fifth, the characteristics of motivation
motives or the hidden unobservable
multiplicity of motives
motivation and learning of practical
the complexity of motivation
XVI motivated consumers to buy specific
realistic motivation, novelty motivation, motivation for the United States, find the name of motivation, motivation for seeking honest, we find motivation, imitation or conformity motives, good motives addiction
seventh, motivational research techniques
Lenovo technology, Gestalt techniques, construction techniques
eighth, based on the marketing strategy of multiple motivations, how to make marketing strategies based on motivation
first identify the various motivations of consumers, and then specify the strategy.
1, consumers have multiple motives to purchase, the product should provide multiple benefits, advertising should reflect, to pass these benefits.
2, the hidden motives to take an indirect way of communication to meet the consumer's implicit motives. Multiple demands.
3, in an ad can only focus on the needs of focus on one or a few, but in the entire communication process, companies need to consider the target customers of all important motivation to pursue so that all communication with consumers the combination of explicit and implicit motives, and not turn a blind eye to some motivation.
nineteenth, avoidance of conflict
that consumers want to avoid when approaching a target motivation caused conflict. When people buy a product both of the inviting and attractive characteristics, but also the place where there is not satisfactory, will the resulting avoidance conflict.
twenty, difference threshold (note the point difference)
can make the individual feel the smallest change in stimulation.
the twenty-first, Weber's law
individual can be aware of the change in stimulus intensity obtained with the original stimulus intensity ⊿ i i ratio is a constant K, which ⊿ i / i = K, this is Weber's law, K is a feeling in every state a constant under the city, but it changes with the different feeling states.
XXII,
Louis Vuitton Hats, perceived quality (perceived quality)
applicability of consumer products, and other features suitable for their intended use is called the subjective perception of understanding of the quality or perceived quality.
xxiii, how to form the consumer perception of quality and inspiration to our marketing
a view that the consumer is based on the inherent characteristics of the product or the formation of the intrinsic quality cues or overall cognitive impression.
another point of view, consumer products, mainly based on external cues such as price, country of origin, trademark or corporate reputation such as the formation of the overall perception of product quality.
consumers choose products and brands, some clues generally need to form an overall impression of product quality, when the characteristics of the product itself can indicate a greater degree when the intrinsic quality of the product, consumers may based primarily on internal cues to judge and evaluate the quality of products; feature indicates if the role is relatively small, the lack of consumer confidence in the purchase, the product may be more dependent on external cues to form the recognition of product quality.
Marketing Implications: Since consumers generally based on some clues to the formation of product-related awareness of product quality, companies should focus on their products or services launched an investigation to understand what leads consumers to the quality of the main basis inference, and marketing strategies accordingly.
the other hand, enterprises should pay full attention to external clues to the formation of perceived quality. Now that the price, well-known trademark, and other places selling the consumer to judge the quality of good or bad enough to constitute an important clue, the enterprises should be aware of these cues relative importance to consumers, and consumers in the evaluation of the different clues to the existence of a difference, and according to to make light of this.
In short, enterprises should fully understand that quality is the consumer, the environment and the results of the combined effects of business activities, just from the manufacturing process or the design process to start, do not grasp the needs and responses of consumers, it is impossible to provide recognized and accepted by consumers quality.
round, perceived risk
is in the product purchase process, consumers can expect to buy because of the merits of the results arising from a feeling of uncertainty.
XXV, the theory of consumer learning
classical conditioning theory, operant conditioning theory, the understanding of learning theory, social learning theory
XXVI, stimulus generalization
is the consumer's reaction to a particular stimulus will be extended to other similar stimuli in the. In other words, when consumers in a secondary position to stimulate a reaction, in the event of other similar stimuli, he would make the same or similar response.
xxvii, attitude toward the object model, cost model of hope in this behavioral intention
attitude object model: object attitude model that predict or determine consumer attitudes have three main factors, one prominent object of faith in consumers, and second, the strength of these convictions, the third is above every an important object of property evaluation.
Ao = Σbiei (i = 1 ~ n) Ao is subject to the object O's overall attitude, i said that i-an important property, bi for the belief strength, ei strength for the likes and dislikes.
behavioral intention models:
1. behavior is the result of a specific purchase intention, attitude itself can not be used to directly predict behavior, but rather used to predict behavioral intention.
2. behavioral intention model of subjective norm, this decision increased the behavioral intention variables.
3. The model is not asking consumers to products or trademarks directly to the expression of attitude, but asked him to buy the product or the trademark of the behavioral expression of attitudes and perceptions.
B ≈ BI = W1 * AB + W2 * SN
B said behavior, BI said that behavioral intention, AB said that the attitude of the behavior of B, SN said that subjective norms, W1 that the impact of attitude on behavioral intention weight, W2, said the formation of subjective norms on behavioral intention of weight.
xxviii, buying behavior and attitude factors are inconsistent
purchase motivation, purchasing power, situational factors, measurement issues, attitude measurement and the delay between actions.
twenty-nine, Likert scale and semantic differential scale of the difference between P213-214
Likert scale testing in the use of consumer attitudes, a problem often encountered is how to determine the appropriate use of declarative statements, ie to determine whether there is a characterization of these statements or to reflect the consumer attitude of a particular aspect of the potential or ability.
language differences scale is simple, widely used, but with the attitude levels of self-report method, the problem is the tendency to simplify the processing, due to direct questions, in some sensitive issues there may be concerns on the subjects to cover, affect the test results.
language differences scale, the measurement of attitudes from several angles and using the direct method; theme concept by analyzing the semantics of words to determine relevance.
relatively simple structure of the table, try a wide range of subjects limitation is not free from self-reporting program, and the table to determine the evaluation of the project is still with a certain subjectivity.
thirty, changing consumer attitudes to convince model P223
external stimuli: a bearer; communication; scenario
target target: believe in the degree of vaccination, personality factors
intermediation process: information learning, emotional migration, consistent mechanism to refute
Results: attitude change; source derogatory, information distortion, cover up refusal
important a way of life measurement
1.AIO law. Activities, interests, opinions measurements (AIO method), AIO questionnaire mainly consists of 3 parts:
first part is about the activities of the problems, such as what activities consumers engage in, what products to buy, how to spend your time and so on.
The second part is about the interest in issues such as what consumers prefer, what things of particular interest.
The third part is an opinion
problems, such as world and local affairs, life, moral, economic development and other aspects of the views and feelings.
2. Comprehensive measurement
thirty, VALS lifestyle
demand-driven: those who survive, to maintain those
external boot type: vested, competitors, Achievers
Internal guided
: go its own way by, experience, social conscience who integrator
xxxiii, sub-culture
refers to a cultural group members of their respective sub-groups of the unique shared beliefs, values and habits.
such as ethnic sub-cultural, religious sub-culture, ethnic sub-culture, geography, sub-culture.
Thirty
impact of cultural factors in non-verbal communication
time and space, symbolic, contract and friendship, manners and etiquette
xxxv determinants of social class
economic variables (occupation, income, wealth);
social interaction variables (personal reputation, social relations, social);
political variables (power,
Louis Vuitton Monogram, class consciousness, mobility)
professional, personal performance, social interaction, with the property, value orientation, class consciousness
XXXVI, the division of social classes
single indicator method: education, occupation, income.
xxxvii, Hollington House index of social status
social status, occupation points = points * Education * 7 + 4
xxxviii, according to social class to develop marketing strategy (short answer P305)
1. deciding the product and its consumption by the process in which aspects of the impact of social status, the status of the relevant variables linked with the consumption of products, for which, in addition to the use of relevant variables of social stratification, it also To collect the consumer product, purchase motivation, products and other aspects of the social meaning of the data.
2. determine the target market. It is necessary to consider the different social strata as market attractiveness, but also consider their own characteristics. Collected the following data: the actual way of life, desires lifestyle, media usage, shopping patterns.
3. according to the needs and characteristics of the target consumer for product positioning.
4. to develop the marketing mix strategy to achieve the objectives. Product, price, distribution, promotion.
thirty-ninth, reference group
is actually in the formation of their individual purchase or consumption decisions, used as reference to compare individuals or groups
aged, the impact of reference group approach
normative influence, informational influence, the impact on the value of the performance
XLI, the visibility of product use, product features and the impact of reference group (P316)
a necessity for high visibility (public necessity), reference group influence on whether to buy such products smaller, but the impact on brand choice in relatively large, such as watches, cars.
necessities for low visibility (private necessity), regardless of the decision in the product category or on the choice of brands are relatively small, such as mattresses, refrigerators.
for the high visibility of non-necessities (public luxury), product and brand are strong, such as skiing, health club.
visibility low for the non-essentials (private luxury), the product of strong, weak brands, such as hot water bath, home entertainment center.
forty, the concept of reference groups in the use of marketing
celebrity: celebrity or public figure as a reference group, on the public worship of their great influence and inspiration.
experts effects: experts in the public mind with a kind of authority, resulting in unique credibility and influence.
ordinary effect: ordinary people to make the public more intimacy, making advertising more likely to cause consumers to resonate with the public.
manager type Spokesperson: On the one hand to attract people interested in advertising, on the other hand also shows that executives focus on the amount of consumer interest, which may arouse consumer confidence in the company and its products.
xliii, the role of evolution, bringing both opportunities to the marketing challenge, for example, the changing role of women so that they can be the same as men engaged in vigorous exercise, so many companies provide a variety of sporting goods to women and sports equipment ... ... in the promotional products and product positioning in the process, retailers need to recognize the role-based identity arising from the difference between shopping motives.
xliv, family life cycle
traditional family life cycle: a single stage, wedding stage, the full nest stage (full nest I0 ~ 6 years old, full nest II6 ~ primary, secondary, full nest IIIX ~ 20), empty-nest phase, the disintegration stage
forty-five, family decision-making
Davis four ways: his wife led the husband-led, autonomous, co-type
xlvi, opinion leaders
process in the mouth can often be found that some consumers will more often than other consumers, or more to provide information for others to greater influence in the purchasing decisions of others, so that consumers known as opinion leaders or opinion leaders.
XLVII, innovative information transfer process
trickle effect theory: first by wealthy, go to affect the lower classes.
two-step flow model: the first group of opinion leaders to influence the followers of those products.
multi-step flow model: opinion leaders, information gatekeepers, the follower with the spread and influence each other, and from the delivery.
xlviii, innovative features
According to a product, service or idea of the degree of influence consumer behavior change, innovation can be divided into three types: continuous innovation, dynamic continuous innovation, continuous or discontinuous innovation.
First, the theoretical source of consumer behavior
Linear Mode
