First, consumer behavior patterns.
(A) the concept of consumer behavior
Consumer behavior refers to consumers' buying behavior, which is an activity process in which consumers form purchasing decisions and make purchases according to their own characteristics and decision-making process under the influence of marketing stimulus and other stimuli.
1。 Purchase behavior: (1) Pre-purchase behavior (2) post-purchase behavior.
2。 The formation process of purchase decision:
(B) Study the role of consumer behavior
1。 Develop new market opportunities
2。 Effectively divide the market
3。 Improve the current marketing.
4。 Promote retail sales
Second, the factors affecting consumer behavior
(1) Cultural factors From the perspective of management psychology, culture is the attitude, type, values and norms that affect the overall behavior of a group of people. It is the programming of people's collective spirit in an environment.
1。 Culture: the most basic determinant of human desire and behavior. Procter & gamble McDonald's
2。 Sub-culture: bring members a clearer sense of identity and collectivity.
3。 Social stratum: a group with relative homogeneity and persistence arranged according to rank in society.
[Function]
(1) behavior is close
(2) judging status according to class
(3) Class is determined by many variables, such as occupation, income, property, educational background and value orientation.
(4) Social stratum will change.
[Seven social strata]
(1) upper-class people (1%): celebrities who inherit a lot of wealth and have a prominent family background. Jewelry, antiques, houses and vacations are their main consumer markets; Often shopping, dressed conservatively, not vain. The number of people is small, but it is the main reference object of people's consumption.
(2) people from the lower and upper classes (2%): They have extraordinary talents in their own occupations or careers and get high marks.
People who earn money. A positive attitude towards society and the public always buys symbolic status for children or themselves.
Something.
(3) Upper middle class (1 1%): no noble family background, no rare wealth. The main concern is career. Professionals, independent industrialists and company managers. They pay attention to education and expect their children to have professional or management skills. They are engaged in ideology and aristocratic culture, the best market for high-end houses, clothing, furniture and electrical appliances, and like to entertain friends and colleagues in decent homes.
(4) Middle class (32%): middle-income white-collar workers and blue-collar workers. Living in the noble area of the city, expecting to do decent work. Buy fashionable goods, pay attention to fashion, pursue brands, be willing to spend more money to let children have useful experiences, and expect their children to receive college education.
(5) Working class (38%): blue-collar workers with middle income or living in working class.
Living people, regardless of income, education and occupation. Rely on support and introduce employment opportunities,
According to the shopping advice, the holiday is to stay in the city and go out to the lake less than two hours away.
Or scenic spots, keep gender differences and stereotypes.
(6) Upper and lower classes (9%): The living standard is just above the poverty line, but they are not unemployed and do not rely on welfare. Lack of education, engaged in jobs that do not require special skills, although the income is low, but still can show the image of self-discipline and innocence.
(7) Lower class (7%): living on welfare, obviously poor, often unemployed and engaged in the dirtiest jobs. Their houses, clothes and belongings are dirty and shabby.
2) Social factors
1。 Reference group
Reference groups refer to all groups that have a direct or indirect influence on individuals' attitudes and behaviors. It affects personal beliefs, behaviors and judgments in the process of consumption.
(1) belongs to group ① major group ② minor group.
(2) Non-affiliated groups ① Ideal groups ② Alienated groups
[Function]
(1) influences the socialization process of individuals.
② Affect personal attitude and self-concept.
③ It is a tool of social norms.
(4) Impact on products A. Different products and brands B. Different life cycle stages
[management decision]
(1) determine to participate in the group.
(2) Contact and influence the idea advocates in the participating groups.
2。 Family is the most influential reference group.
(1) Pre-marital family: parents and siblings.
(2) Married families: spouses and children. The most important consumer goods purchasing unit.
Husband dominates; Wife-led; * * * Homodominant type
3。 Role and status
An individual belongs to many groups in his life and plays different roles in different groups, and each role affects his buying behavior to varying degrees. Because roles are often associated with identity, and products and brands may become symbols of identity.
(3) Personal factors
1。 Age and life stage
People buy different goods and services in their life; Different stages of the family also
Affect consumption.
2。 Professional farmers; Workers; Intellectuals and so on. Professional groups that are often needed.
3。 economic conditions
Economic conditions include: income for consumption (income level, income stability and
Spending time), savings and assets, debt, lending capacity and its impact on consumption and savings.
Attitude, etc.
4。 Lifestyle refers to the life pattern that people show in their activities, interests and opinions.
Change, sharing, freestyle and stability.
5。 Personality self-confidence, control, self-awareness, obedience, communication, defense,
Adaptability and so on.
Psychological influence
1。 Perceptual selectivity; Organized; Irritant; Self.
(1) selective attention
① Stimulation related to current demand
(2) The stimulus expected by consumers.
③ Stimulation beyond the normal stimulation range.
(2) selective misinterpretation
(3) Selective memory
(4) Don't judge a book by its cover.
(5)*** Sexual perception and perceptual differences
2。 study
(1) The concept of consumer learning
Consumer learning is a process in which marketers take some marketing measures to make consumer behavior constantly change. Drive, clue, response, enhancement
(2) Two functions:
① Analogy: Push the response to a similar stimulus. brand loyalty
② Discrimination: Consumers do not simply analogize similar clues, but identify the differences of similar stimuli, make choices and adjust their responses accordingly.
(3) Significance: The learning process is the promotion of a person's progress in cognition, emotional transfer, quality, cultivation and rationality. For marketers, the value of learning theory lies in how to connect products with powerful driving forces and establish demand for products by means of stimulating clues to provide positive reinforcement.
3。 motive
(1) Freud's Theory of Subconscious Motivation
In the process of people's growth and acceptance of norms, many desires are suppressed, but they cannot be eliminated or perfectly controlled. They will appear in dreams, blurt out or appear in neurotic behavior, and individuals can't really understand their motives.
(2) Maslow's hierarchy of needs theory.
Help marketers understand how various products adapt to the plans, goals and lives of potential consumers.
(3) Herzberg's two-factor theory.
When making product marketing strategies, marketers should try their best to eliminate dissatisfaction factors and identify satisfaction factors and motives of a certain consumption behavior.
4。 Psychological types of consumers' buying behavior
(1) word-of-mouth type: brand word-of-mouth advocating brands; Corporate reputation; Business reputation.
(2) Habitual: frequent purchase is not loyalty but habit. Most low-priced and frequently purchased products are generally habitual, such as salt, sugar, toothpaste and so on. The price and promotion are very effective.
(3) Purchase type: price choice is the main factor; Quality selection is the main factor. Be very careful, look around and invite your partner to be a consultant.
(4) Random type: there is no predetermined idea, and everything is subject to interest.
(5) Trigger type:
(6) Executive type: entrusted by elders, entrusted by colleagues, forced by children, etc.
4。 Psychological types of consumers' buying behavior
(1) word-of-mouth type: brand word-of-mouth advocating brands; Corporate reputation; Business reputation.
(2) Habitual: frequent purchase is not loyalty but habit. Most low-priced and frequently purchased products are generally habitual, such as salt, sugar, toothpaste and so on. The price and promotion are very effective.
(3) Purchase type: price choice is the main factor; Quality selection is the main factor. Be very careful, look around and invite your partner to be a consultant.
(4) Random type: there is no predetermined idea, and everything is subject to interest.
(5) Trigger type:
(6) Executive type: entrusted by elders, entrusted by colleagues, forced by children, etc.
5。 Beliefs and attitudes
Faith is people's descriptive thinking about things. Through practice and study, people
Get your own beliefs and attitudes, and then affect people's consumption behavior.
Because faith constitutes the image of products and brands, and people act according to their own beliefs.
Yes If there are false beliefs that hinder the purchase behavior, enterprises should promote them.
Pin to correct these beliefs.
Attitude refers to a person's positive or negative understanding of certain things or ideas.
Evaluation, emotional feeling and action tendency. For example: "Vacation is a must for professionals.
"indispensable", "should travel to foreign countries", "the land with the richest heritage in China".
Party "and so on. Attitude can make people behave quite consistently on similar things. Once the attitude
The formation is difficult to change. It is best for enterprises to make products cater to existing attitudes, rather than trying to change them.
People's attitude, of course, can be compensated if they change their attitude.
It's another matter.
Third, the purchase decision-making process.
(A) the role of procurement
1。 Sponsor: the first person who proposes to buy a product or service.
2。 Influencer: a person whose opinions or suggestions have an influence on decision makers.
3。 Decision maker: A person who makes decisions on certain aspects of a purchase decision.
4。 Buyer: the person who actually buys it.
5。 Users: people who consume and use products.
For example, the choice of family car may be that children propose to buy a new car and friends recommend a new car.
The type of car, the brand of the car chosen by the husband, the specifications and interior of the car that the wife may have.
There are clear requirements for decoration. Maybe the husband pays for it, but the wife uses the car more frequently than her husband.
Note: Look below.