紡織 營銷 服裝 第四部分 大綱課件

1、CONSUMBE BEHAVIORChapter 10 Household Decision MakingChapter 11 Group FactorsChapter 12 Social Class InfluencesChapter 13 Cultural Influences and Consumer ValuesChapter 14 Subcultural and Cross-Cultural InfluencesChapter 15 Communication and Public Opinion LeadershipCONTENTPART4Part4 Environmental I

2、nfluences on Consumer中文CONSUMER BEHAVIORPart4 Environmental Influences on ConsumerLAST CHAPTERNEXT CHAPTERCONTENTChapter10 Household Decision MakingChapter 10 Household Decision Making Part4 Environmental Influences on Consumer What is household? The U.S, Census Bureau defines a housing unit as havi

3、ng its own entrance(inside and outside ) and basic facilities .If the housing unit has people living in it ,they constitute a household. what is family? A family is a group of two or more persons related by blood, marriage, or adoption who reside together.In view of function it can be defined as the

4、 basic unit of society , in which two or more persons live together for personal and municipal purpose. So family is one kind of household.10.1 Family Influences on Consumer Behavior Family has great influence on its members. Because: Childrens early contacting with consuming is in family.Family det

5、ermines its members consuming model to a large extent.Most of products are focused on families.LAST CHAPTERNEXT CHAPTER10.2 Types of household Traditional household Nontraditional householdMarried couples without childrenSingle-parent families with children under 18Individuals share with othersUnmar

6、ried cohabitantsPart4 Environmental Influences on ConsumerTypes of FamilyFamily of procreation: Family established by marriage.The nuclear family: It is the immediate group of father, mother, and child living together.The extended family: It includes the nuclear family plus other relatives, such as

7、grandparents, uncles and aunts, cousins, and in-laws.10.3 Family Life Cycle (FLC)LAST CHAPTERNEXT CHAPTERFLC is used most often in classification. It describes how families change over time.FLC includes some factors such as marriage statues , age of family members an their working situations and fam

8、ily scale. Part4 Environmental Influences on ConsumerTABLE10.1 Nontraditional household life cycle sequence 1 young couples with childrenyoung divorced couples single parents with older children unmarried oldersequence 2 divorced young spouses with none child middle-aged couple with none child old c

9、ouple with none childsequence 3 young couple with children middle-aged divorced parents middle-aged remarried parents with children of their ownsequence 4 young unmarried spouses without a child middle-aged couple without a child old couple without a child widow（widower）LAST CHAPTERNEXT CHAPTERNeed

10、ArousalConsumptionConflict ResolutionRoleSpecificationIndividualDecisionMakingJointDecisionMakingPostpurchase Evaluation10.4 A Mode of Family Decision Making Figure10.1 A Mode of Family Decision MakingPart4 Environmental Influences on ConsumerLAST CHAPTERNEXT CHAPTERJoint Decision MakingWhen the lev

11、el of perceived risk in buying is high.When the purchasing decision is important to the family.When there are few time pressures.For certain demographic groups. Joint decision making is less likely among and upper and lower socioeconomic groups.Younger families (those under 24) show a higher frequen

12、cy of joint decision making.Joint decision making is more likely if there are no children in the family.Joint decision making is more likely if only one of the parents is working.Part4 Environmental Influences on ConsumerRoles in family decision makingThe information gather The influencerThe decisio

13、n makerThe purchasing agent The consumer Conflict in family decision making In problem solving there are three means of decision making that are likely to consensus among family members:LAST CHAPTERNEXT CHAPTERFigure 10.2 Husband-wife Roles in Family Decision by Product Category EXTENT OF ROLE SPECI

14、ALIZATIONRELATIVE INFLUENCE OF HUSBANDS AND WIVES100% 50% 0%Wife clothingFoodKitchenwareWIFE DOMINANTSYNCRATICAUTONOMICHUSBAND DOMINANTHusbands clothingCameraFurnitureVacationCarTVFinancial planRefrigeratorLawnmowerHardwareSports appliancesHandbagPart4 Environmental Influences on ConsumerLAST CHAPTE

15、RNEXT CHAPTER Problem recognition Information search The final decisionWhen to buy Where to buy How much to spend What make or type to buy What model or style to buy What color to selectBy type of decision Davis defined six types of decisions for each product:Part4 Environmental Influences on Consum

16、er By family characteristics Various studies show that a husband will be more influential in the purchase decision than his wife when:LAST CHAPTERNEXT CHAPTER His level of education is higher than his wifes His income and occupational status are higher than his wifes His wife is not employed The cou

17、ple is at an earlier stage in the family life cycle (young parents), or The couple has a greater than average number of children. Changing patterns of husband-wife influences Changes in marital roles have led to greater influence by the husband in decisions traditionally assumed by the wife , and gr

18、eater influence by the wife in areas traditionally assumed to be the domain of the husband.Part4 Environmental Influences on Consumer10.6 Parent-child Influences Consumer socialization It refers to how children acquire knowledge about products and services and various consumption-related skills(such

19、 as how to search for bargains).Methods of consumer socializationLAST CHAPTERNEXT CHAPTER10.7 Family Decision Making and Marketing strategies Content of advertising messages. The nature of family decision making will influence the content of ad messages. For example, in deciding on an automobile, th

20、e husband and wife are likely to place different values on benefits such as performance, style. One solution is to direct separate ad messages to husband and wives.Media The selection of ad media will be based on who is involved in the decision. The husband and wife contact different media. Part4 En

21、vironmental Influences on Consumer Product development Products designed for one member of the family provide the marketer with less of a problem than products designed for two or more members. Pricing The fact that husbands generally determine how much to spend and wives determine what to buy means

22、 that price levels must reflect the price sensitivity of those individuals.LAST CHAPTERNEXT CHAPTER10.8 The Measurement of Family Influence Whom to interview Three approaches have been used in determine husband-wife influences:Interview both togetherInterview each separatelyInterview the wife to det

23、ermine her influence and the husbands Whom to measure influencePart4 Environmental Influences on ConsumerDistribution Family decision making may also influence distribution strategies. If decisions are made jointly, stores may be required to stay open longer to accommodate both the husband and the w

24、ife.10.9 Families in The FutureLittle scale Economical conditions will better, so the expenditure will increase.More spare time. Family entertainment and social iteration will be more. LAST CHAPTERNEXT CHAPTERPart4 Environmental Influences on ConsumerChoices1.One factor that is important in family d

25、ecision making but not in individual decision making is :A:stimulus expose B:changes in attitudes C:role specialization D:advertising awareness E:post-purchase evaluation2.The individual who has the role of influencing the type of stimuli the decision unit is exposed to is known as the:A:information

26、-gatherer B:influencer C:decision maker D:purchasing agentE:consumer3.Joint decisions are more likely whenA:the product is purchased frequentlyB:there is little time to make a decisionC:the product is technologically complexD:the level of perceived risk in purchasing is highE:the product is likely t

27、o be used by more than one family member4.When family members agree about goals, the primary strategy for conflict resolution is through A:consensus B:accomodation C:coercion D:bargaining E:persuasion LAST CHAPTERNEXT CHAPTERPart4 Environmental Influences on Consumer5.When family members disagree ab

28、out goals, the primary strategy for conflict resolution is through:A:consensus B:accomodation C:problem solving D:budgetary allocation E:role specialization6.Wives tend to make the decision for:A:automobiles B:food C:housing D:vacations E:garden tools7.A joint decision is most likely to be made for

29、A:small appliances B:food C:housing D:automobiles E:garden toolsTrue-False Questions1.Expressive roles are more likely to be performed by the husband, instrumental roles by the wife.2.Joint decision making is more likely when there is little time pressure in making the decision.3.Conflict is norm in

30、 family decision making.4.The profile of the husband-dominant family suggests a family with more traditional values and attitudes towards marital roles. LAST CHAPTERNEXT CHAPTER5.The mother is the most important source of information for a child in evaluating alternative brands.6.Most studies that h

31、ave interviewed husbands and wives separatly have found little agreement between them regarding their respective influence on the purchase decision.Answer1 C 2 A 3 D 4 A 5 B 6 B 7 C1 F 2 T 3 T 4 T 5 F 6 FPart4 Environmental Influences on ConsumerLAST CHAPTERNEXT CHAPTERCONSUMER BEHAVIORPart4 Environ

32、mental Influences on ConsumerLAST CHAPTERNEXT CHAPTERCONTENTChapter11 Group FactorsChapter11 Group Factors11.1Types of groupsPrimary groups: they are groups that the consumer frequently comes into contact with each other. e.g. business groups. They have no formal structure. E.G. ports groups that ge

33、t together once for a while.Secondary groups: they are groups that consumers meet infrequently. We have much interest in primary groups, because they have much influence on consumers and their behaviors can easily be predicted.Formal groups.They have a more formal structure.Informal groups. Big grou

34、ps. People dont know all the people in the group.Small groups. People know each other. It has large influence on people.Part4 Environmental Influences on ConsumerLAST CHAPTERNEXT CHAPTER Part4 Environmental Influences on ConsumerAnticipatory groups They are groups the individual anticipates joining

35、at some future time and has direct contact with.Symbolic groups They are groups that an individual is not likely to belong to, despite the acceptance of the groups beliefs and attitudes.11.2 Reference group influences11.2.1 Types of reference groups Membership group: be a member of a reference group

36、 . Aspiration group: aspire to belong to a group . Disclaimant group: belong to or join a group and then reject the groups values . Avoidance group: regard membership in a particular group as something to be avoided . Reference group: a group that serves as a reference point for the individual in th

37、e formation of his or her beliefs, attitudes, and behavior.LAST CHAPTERNEXT CHAPTERPart4 Environmental Influences on Consumer11.2.2 The nature of reference groupsNorms: Norms are the rules and standards of conduct established by the group.Values: Values are the believes shared among groupers about w

38、hich conduct is suitable and unsuitable. Roles: Roles are functions that the group assigns to the individual in order to attain group objectives. Socialization: The process by which the individual learns the groups norms and role expectation is called socialization. PowerExpert power: To have experi

39、ence and knowledge.Referent power: The basis of referent power is the individuals identification with members of the group.Reward power. Reward power is based on the groups ability to reward the individual. Status: Status refers to the position the individual occupies in the group.LAST CHAPTERNEXT C

40、HAPTERPart4 Environmental Influences on Consumer11.2.3 Reference group influences on the consumerInformational influence: A consumer will accept information from a source if he or she believes the information will enhance knowledge about product choices.Comparative influence: The basis for comparati

41、ve influence is in the process of comparing oneself to other members of the group would be supportive.Normative influence: Normative influence refers to the influence exerted by a group to conform to their norms and expectation. (TABLE11.1 TABLE11.2)11.3 Application in Marketing StrategyAdvertising

42、strategy act as informational influence role act as comparative influence role act as normative influence rolePersonal selling strategy the significance of marketing strategies of informational influence and comparative influence the significance of marketing strategies of bargaining powerLAST CHAPT

43、ERNEXT CHAPTERInformational influenceThe individual seeks information about various brands of the product from an association of professionals or independent group of experts .The individual seeks brand-related knowledge and experience (such as how Brand As performance compares to Brand Bs ) from th

44、ose friends,neighbors,relatives ,or work associates who have reliable information about the brands .The individuals observation of what experts do influences his or her choice of a brand (such as observing the type of car which police drive or the brand of TV which repair people buy ).Comparative in

45、fluenceThe individual feels that the purchase or use of a particular brand will enhance the image which others have of him or her .The individual feels that the purchase of a particular brand helps show others what he or she is ,or would like to be (such as an athlete ,successful businessperson ,etc

46、. ).The individual feels that those who purchase or use a particular brand process the characteristics which he or she would like to have. The individual sometimes feels that it would be nice to be like the type of person which advertisements show using a particular brand .Normative influenceThe ind

47、ividuals decision to purchase a particular brand is influenced by the preferences of people with whom he or she has social interaction .The individuals decision to purchase a particular brand is influenced by the preferences of family members .The desire to satisfy the expectation which others have

48、of him or her has an impact on the individuals brand choice . TABLE11.2 Conditions Reflecting Informational,Comparative, and Normative Influences Part4 Environmental Influences on ConsumerLAST CHAPTERNEXT CHAPTERPart4 Environmental Influences on ConsumerChoices1.Which of the following is membership

49、groupA:symbolic groups B:avoidance groups C:aspirational groupsD:disclaimant groups E:none of the above2.The most important influence on purchasing decisions is generally provided byA:primary informal groups B:secondary informal groupsC:primary formal groups D:secondary formal groupsE:aspiration gro

50、ups3.A consumer whose main objective is self-maintenance and enrichment is most likely to accept which of the following types of influenceA:informational B:material C:comparative D:cultural E:normative4.Normative influence is most closely linked to which of the following types of power A:expert powe

51、r B:bargaining power C:referent power D:reward power E:coercive powerTrue-False Questions1.Both membership and aspiration groups are reference groups.LAST CHAPTERNEXT CHAPTERPart4 Environmental Influences on Consumer2.A disclaimant group is a membership group.3.Most group influence on consumer purch

52、asing behavior is achieved through reward power.4.Informational influence is an overrated aspect of group influence.Much of what passes for informational influence is really normative influence.Answer1 D 2 A 3 C 4 D1 T 2 T 3 F 4 FLAST CHAPTERNEXT CHAPTERCONSUMER BEHAVIORPart4 Environmental Influence

53、s on ConsumerLAST CHAPTERNEXT CHAPTERCONTENTChapter12 Social Class Influences Chapter12 Social Class Influences Social class Social class refers to the position of an individual or family on a social scale based on criteria valuable to society.Social Stratification Society can be divided into severa

54、l stratification, each has the same social status. The simple classification is the blue collar and the white collar.Part4 Environmental Influences on Consumer12.1 The importance of social class to marketing strategyMarket segmentation. Different social classes reflect different values, and these di

55、fferences are manifested in consumer buying behavior.Advertising. The symbols used in ad must be understood by the social class to which the ad is directed. Distribution. Lower class consumers are more likely to shop in discount stores, in local stores. Upper class consumers are likely to shop in re

56、gular department stores.LAST CHAPTERNEXT CHAPTERProduct development. Social class may react differently to product characteristics and styles.Part4 Environmental Influences on Consumer12.2 The Nature of Social Class.Social classes have status. Social classes are hierarchical.Social classes serve as

57、a frame of reference for individual norms, attitudes, and behavior.Social classes are dynamic.Social classes discourage contact with members of other class groups.12.3 Social Class Categories and MeasurementIndex of Status Characteristics(ISC) The ISC is based on the following socioeconomic indicato

58、rs:LAST CHAPTERNEXT CHAPTER 1.Occupation(weighted by a factor 4) 2.Source of income(weighted by a factor3) 3.House type(weighted by a factor 3) 4.Dwelling area(weighted by a factor 2)Coleman-Rainwater Social Standing Hierarchy 1.The Upper Upper Class(0.3% of the population) 2.The Lower Upper Class(1

59、.2% of the population) 3.The Upper Middle Class(12.5% of the population) 4.The Lower Middle Class(32% of the population) 5.The Upper Lower Class(38% of the population) 6.The Lower Lower Class(16% of the population)Part4 Environmental Influences on Consumer12.4 The Limitation of Social Class As A Det

60、erminant of Consumer BehaviorWhat is the advantage of using a composite social class index over a simper one-dimensional classification such as occupation or income?LAST CHAPTERNEXT CHAPTERWhat happen if there is social class incongruence (e.g., an individual is high in one component of the social c