最新topic4conehviou消费者行为分析r(共51张PPT课件).pptx
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1、Consumer Behaviour第一页,共五十一页。Coke knows that we put 3.2 ice cubes in a glass, see 69 commercials in a year, and prefer cans to pop out of vending machines at 35 degrees P&G found that Europeans fold toilet papers while Americans crumpled them. Also 68% of consumers preferred the paper to unwind over
2、the spool rather than under it 第二页,共五十一页。51% of all males put their pants on the left leg first while 65% of women start with their right leg Our favourite toothbrush colour is blue, 37% are using one thats over 6 months old, 47% put water on our brush before putting paste, 15% put water after, 24%
3、do both, and 14% dont wet their brush 第三页,共五十一页。Hoover learnt that we spend 35 minutes a week vacuuming, sucking up 8lbs of dust and 6 bags a year Kodak knows that 2 billion pictures are muffed by amateurs every year, led to the disk camera第四页,共五十一页。What do consumers look for when purchasing shampoo
4、?Do you have a favourite brand of bottled water?Will you still eat at McDonalds, if you experienced poor customer service?Would your answer be the same if this occurred at an expensive restaurant?第五页,共五十一页。Marketers want to know what makes a consumer prefer product A to B Understanding it allows mar
5、keters to influence the choice process第六页,共五十一页。Consumers are people who buy or use products/services to satisfy needs and wantsThree types exist: Those who purchase the product Those who pay for the product Those who use the product第七页,共五十一页。第八页,共五十一页。The decision process and physical activity that
6、 individuals or groups of individuals or organisations engage in when: Evaluating Acquiring Using, or Disposingof goods and services they expect will satisfy their needs - Schiffman Bednall Watson Kanuk (1997) - 第九页,共五十一页。Who buys what? Who consumes it?What is bought? What is the decision process?Wh
7、y is something bought?When is something bought?Where is something bought?How often is something bought or consumed?第十页,共五十一页。Create smarter consumersMake better strategic marketing decisionsIntroduce new products and servicesTo see how consumers have changedTo see how markets have changedBehavioural
8、 analyses helps to tailor offerings to diverse consumer markets第十一页,共五十一页。Assists in positioning strategiesPolicy issues e.g. nutritional labellingEthical issues e.g. targeting vs. exploiting consumers 第十二页,共五十一页。PsychologicalCulturalSocialPersonal第十三页,共五十一页。 Motivation Perception Learning Attitudes
9、, Values & Beliefs 第十四页,共五十一页。Motivation is the energizing force that causes behaviour that satisfies a needOnce each level of needs has been met, one can move on to the next level第十五页,共五十一页。What particular motive is the ad appealing to?第十六页,共五十一页。What need is being appealed to in this ad?Explain wh
10、at is happening with “Calvin”第十七页,共五十一页。Motivational AdvertisementIn McDonalds commercial entitled Calvin, we see a young boy transformed from 1) a potential gang member into 2) a productive young member of civil society because McDonalds provided him with work discipline. The movement from potentia
11、l sociopath to socially responsible young man is indicated by the signifier of the hat and how it is worn.第十八页,共五十一页。One person sees a BMW as a sign of achievement, another sees it as a sign of boastfulness Perception is the process an individual selects, organises and interprets information to crea
12、te meaningful pictures of the worldOur five senses receive stimuli, recognise it and assign(give) meaning to it第十九页,共五十一页。Stimuli may include products, packages, brand names, advertisements and commercialsOur senses play an important role for marketers as they try to increase sensory input from cons
13、umers第二十页,共五十一页。Magazine inserts Aramis introduced its new mens Havana fragrance using a scent strip Rolls Royce put the aroma of leather upholstery on a scent strip in Architectural Digest Toyota bound 3D glasses into magazine ads for Corolla cars Schiffman et al - 第二十一页,共五十一页。Subliminal perception
14、:It means that you see or hear messages without being aware of themEvidence suggests that subliminal messages have some effect on behaviourPerceived risk:Represents anxieties felt because the consumer cannot anticipate outcomes of a purchase but believes negative consequences will follow第二十二页,共五十一页。
15、Many stimuli makes it hard to be noticedTo attract attention, information inputs are more likely to catch a persons attention if they are linked to an event or something, which satisfies a persons current needMarketers have to work harder to catch our attention 第二十三页,共五十一页。Changing or twisting infor
16、mation to suit our own way of thinkingInterpreting information differently to how it was supposed to be understood第二十四页,共五十一页。Remembering information that tends to support your beliefs and forgetting those that do not第二十五页,共五十一页。Learning refers to those behaviours that result from repeated experienc
17、e and thinkingLearning process:StimulusDriveResponseReinforcement 第二十六页,共五十一页。An attitude refers to the way in which a person orientates themselves to aspects of their environmentLearned predisposition to respond to an object or class of objects in a consistently favourable or unfavourable wayIf you
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