Consumer behavior消費者行為
Describes how individuals or groups select, purchase, use, or dispose of products – as well as describing the needs that motivate these behaviors
Perception/State of Mind心理的影響
Affects how people perceive information as well as determines the particular pattern of consumer behavior
Personality動機
Attitudes and Values態度與價值觀
Attitudes impact motivations
Influence how consumers evaluate products, institutions, retail stores, and advertising
Personality人格
Psychographic Influences消費者心態的影響
Lifestyle and psychological characteristics that have a bearing on how people make decisions
Psychographics消費心理學
Looks at the ways people allocate time, energy, and money
The VALS system
Lifestyle profiles that collectively reflect a whole culture
Trends
The Consumer Decision Process消費者決策過程
Need recognition
The consumer recognizes the need for a product
Advertising should activate or stimulate this need
Information search
Can be casual or formal
Advertising helps the search process by providing information and making it easy to find, as well as remember
Evaluation of alternatives
Consumers compare various products and reduce the list of options
Advertising helps sort out products on the basis of tangible and intangible features
Purchase decision
Often a two-part decision
Select the brand
Select the outlet from which to purchase
In-store promotions affect these choices
Postpurchase evaluation
The customer reconsiders and justifies the purchase
Determines whether the customer will keep the product, return it, or refuse to buy the product again
Segmenting區分…
Dividing the market into groups of people who have similar characteristics in certain key product-related areas
Targeting定位…
Identifying the group that might be the most profitable audience
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