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Week (1) Lecture

Uploaded by

jiejialing08
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer and Buyer Behaviour

Week 1
Introduction
Organizational buying behaviour vs. consumer behaviour
组织购买行为 vs. 消费者行为

• Consumers: buy and use products for personal and


household use, (smaller scale purchases)
• 消费者 : 购买和使用个人和家庭使用的产品， ( 小
规模购买 )
• Organizational buyers purchase primarily for
organizational purposes. (large scale purchases)
• 组织购买者主要出于组织目的进行购买。 ( 大规模
采购 )
One aspect of our study:
我们研究的一个方面是 :

What factors influence behaviour?


什么因素影响行为 ?
What are drivers of behaviour?
行为的驱动因素是什么 ?
What are antecedents of behaviour?
什么是行为的前提 ?
Personality functioning
人格功能

Person
人

Behaviour
行为

Environment
环境

Social cognitive theory of personality (Bandura, 1986):


Persons and social settings (environment) are viewed as reciprocally
interacting systems to influence behaviour.
人格的社会认知理论 (Bandura, 1986):
人与社会环境 ( 环境 ) 被视为相互影响行为的相互作用的系统。
Examples of person-related factors influencing behaviour:
影响行为的与人有关因素的例子 :

Beliefs (about ourselves and the environment)


信念 ( 关于我们自己和环境 )
Affect (positive or negative emotional states)
影响 ( 积极或消极的情绪状态 )
Needs and motives
需求和动机
• See: Bagozzi, R. 1992, The self-regulation of
Attitudes, Intentions, and Behaviour, Social
Psychology Quarterly, Vol 55, No. 2, pp. 178-204.
Figure 1.2 Maslow’s Hierarchy of Needs

Copyright © 2015 Pearson Education 1-7


• Maslow’s hierarchy of needs highlights that
consumers may have different need priorities
in different consumption situations and at
different stages in their lives.
• 马斯洛的需求层次理论强调了消费者在不
同的消费情境和生活的不同阶段可能有不
同的需求优先级。
Drives and motives at pre-purchase stage (biological factors):
购买前的驱动和动机 ( 生物因素 ):

• A consumer purchases a service or a product to maintain


order (e.g. reduce tension caused by an activated need)
• 消费者购买服务或产品是为了维持秩序 ( 例如，减少
由激活的需求引起的紧张 ) 。
• Examples of hedonic needs: need for joy and pleasure,
• 享乐需求的例子 : 对快乐和愉悦的需求，
• Examples of utilitarian needs: need for an easy to use
means of transportation, communication, etc.
• 功利需求的例子 : 对方便使用的交通工具、通讯工具
等的需求。
Attitude
的态度

• Attitude towards an object or behaviour is a


person’s overall appraisals towards that object
or behaviour.
• 对一个物体或行为的态度是一个人对该物
体或行为的总体评价。
Figure 1.2 Maslow’s Hierarchy of Needs
图 1.2 马斯洛需求层次理论

Copyright © 2015 Pearson Education 1-13


Attitude
的态度

• Attitude towards an object or behaviour is a


person’s overall appraisals towards that object
or behaviour.
• 对一个物体或行为的态度是一个人对该物
体或行为的总体评价。
Drivers of behaviour

Attitude
的态度

Subjective social Behaviour


Intention
norms 行为
意图
主观社会规范
Perceived
behavioural
control
感知行为控制
Theory of Planned Behaviour (Ajzen 1985)
计划行为理论 (Ajzen 1985)
• Influences of external events:
• 外部事件的影响 :
– Context and situational factors
– 背景和情境因素
– Influence of others (e.g. subjective social norms, and
positive or negative word of mouth)
– 他人的影响 ( 例如主观的社会规范，正面或负面的口
碑)
– Marketing communications
– 营销传播
– Promotions and price
– 促销及价格
Personality functioning
人格功能

Person

Behaviour
行为

environment

Social cognitive theory of personality (Bandura, 1986):


Persons and social settings (environment) are viewed as reciprocally
interacting systems to influence behaviour.
人格的社会认知理论 (Bandura, 1986):
人与社会环境 ( 环境 ) 被视为相互影响行为的相互作用的系统。
Consumer behaviour is a process
消费者行为是一个过程
Purchase behaviour is an ongoing process not
simply an exchange of money or credit card with
a product or service!
购买行为是一个持续的过程，而不仅仅是用
金钱或信用卡交换产品或服务 !
Consumer behaviour is a process
消费者行为是一个过程
• Consumer behaviour (as a field of study) includes issues that
influence the consumer:
• 消费者行为 ( 作为一个研究领域 ) 包括影响消费者的问题 :
– before,
– 之前 ,
– during, and
– 期间 ,
– after
– 后
a purchase.
一个购买。
Implications for practice
对实践的启示
• Marketers need to know:
• 营销人员需要知道 :
– What these expected positive outcomes are,
– 这些预期的积极结果是什么，
– What consumers’ needs are,
– 消费者的需求是什么，
– What consumers expectations are,
– 消费者的期望是什么，
– How expectations are shaped and needs are activated
– 期望是如何形成的，需求是如何被激活的
– How consumers evaluate products/service,
– 消费者如何评价产品 / 服务 ;
– How their attitudes and intentions towards purchasing a product/service are shaped,
and
– 他们对购买产品 / 服务的态度和意图是如何形成的
– What factors influence their expectations, evaluations, attitude, intention and actual
purchase behaviour.
Why should practitioners learn about consumer
behaviour?
为什么从业员要学习消费者行为 ?
• The philosophy of relationship marketing:
• 关系营销的理念 :
– Existing customers are valuable
– 现有客户很有价值
– Keeping exiting customers loyal
– 保持现有客户的忠诚度
– To maintain and strengthen relationships with customers, it is important to provided
specialised and personalised products/services.
– 为了维持和加强与客户的关系，提供专业和个性化的产品 / 服务是很重要的。
– To satisfy consumers needs, it is important to know what their needs are!
– 为了满足消费者的需求，了解他们的需求是很重要的 !
– Marketers carefully define customer segments (based on their needs and
preferences) and provide differentiated and customized products and services to
those segments
– 营销人员仔细地定义客户细分 ( 基于他们的需求和偏好 ) ，并为这些细分提供差
异化和定制化的产品和服务
• Marketers have to understand the wants and needs
of different consumer segments.
• 营销人员必须了解不同消费者群体的需求。

Copyright © 2015 Pearson Education 1-22


Segmenting Consumers:
细分消费者 :
Demographics:
人口 :
• Age
•年龄
• Gender
•性别
• Family structure
•家庭结构
• Social class/income
•社会类 / 收入
• Ethnicity
•种族
• Geography
•地理位置 Copyright © 2015 Pearson Education 1-23
What is Consumer Behaviour (as a field of
study)?
什么是消费者行为 ( 作为一个研究领域 )?
Consumer behaviour as a field of study:
消费者行为作为一个研究领域 :
• The study of the processes involved when individuals or groups:
• 研究个人或群体活动时所涉及的过程 :
– select,
– 选择、
– purchase,
– 购买
– use, and
– 使用 ,
– Dispose
– 处理
• of products and services
• 产品和服务
• to satisfy needs and desires.
Consumer behaviour is a process
消费者行为是一个过程
• Consumer behaviour as a field of study includes issues
that influence the consumer:
• 消费者行为作为一个研究领域包括影响消费者的问题 :
– before,
– 之前 ,
– during, and
– 期间 ,
– After
– 后
a purchase.
一个购买。
Figure 1.1
Stages in the Consumption Process
图 1.1 消费过程的各个阶段

Copyright © 2015 Pearson Education 1-27

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