市场营销6ppt课件.ppt

CHAPTER6ANALYZING CONSUMER MARKETS
LEARNING OBJECTIVES
Know how consumer characteristics influence buying decisions
Know what major psychological processes influence consumer responses to the marketing program
Know how consumers make purchasing decisions
Know how marketers analyze consumer decision-making
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INFLUENCES CONSUMER BEHAVIOR?
A consumer’s buying behavior is influenced by cultural, social, and personal factors. Cultural factors exert the broadest and deepest influence.
Cultural Factors
Family
Personal Factors
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Factors
Culture is the fundamental determinant of a persons’ wants and behaviors.
Each culture consists of smaller subcultures that provide more specific identification and socialization for their members.
硕经管112班赵欣 North China Electric Power University
Subcultures include nationalities, religions, racial groups, and geographic regions.
Multicultural marketing grew out of careful marketing research that revealed that different ethic and demographic niches did not always respond favorable to mass-market advertising.
Virtually all human societies exhibit social stratification(社会分层). Social stratification sometimes takes the form of a caste system where members of different castes are reared for certain roles and cannot change their caste membership.
More frequently, it takes the form of social classes, relatively homogeneous and enduring divisions in a society that are hierarchically ordered and whose members share similar values, interests, and behavior.
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They create pressures for conformity that may affect actual product and brand choices.
People are also influenced by groups to which they do no belong.
C) Manufacturers of products and brands where group influence is strong must determine how to reach and influence opinion leaders in these reference groups.
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