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Consumer behavior and Audience How Does Consumer Behavior Work? Consumer behavior –Describes how individuals or groups select, purchase, use, or dispose of products – as well as describing the needs that motivate these behaviors Consumer audience –People who buy or use products to satisfy their needs and wants Customers –People who buy a particular brand or patronize a specific store Cultural and Social Influences Culture … Define a group of people or a way of life Social Class The position a person and his/her family hold with in society Reference Groups A group of people who are used as a guide for behavior in specific situations Family Two or more people who are related by blood, marriage, or adoption and live in the same household Demographics The statistical, personal, social, and economic characteristics that describe a population Characteristics •Age •Sexual orientation •Race and ethnicity •Occupation •Income •Geography Psychological Influences Perception/State of Mind Affects how people perceive information as well as determines the particular pattern of consumer behavior Motivations Internal forces that stimulate people to behave in a particular manner Produced by the tension caused by an unfulfilled need Attitudes and Values Attitudes impact motivations Influence how consumers evaluate products, institutions, retail stores, and advertising Personality Distinctive characteristics that make people or brands individual Brand personalities make them distinctive from their competitors Psychographic Influences Lifestyle and psychological characteristics that have a bearing on how people make decisions Psychographics •Lifestyles –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 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 Post-purchase 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 and Targeting Segmenting – Dividing the market into groups of people who have similar characteristics in certain key product-related areas Targeting – Identifying the group that might be the most profitable audience Market aggregation strategy –When planners purposefully use one marketing strategy that will appeal to as many audiences as possible Market segmentation – Assumes that the best way to sell is to recognize differences within the broad market and adjust strategies and messages accordingly Types of segmentation –Demographic segmentation –Geographic segmentation –Psychographic segmentation –Behavioral segmentation –Benefits segmentation Socio-demographic segments Niche markets –Defined by some distinctive trait Targeting the right audience –The target is described using the variables that separate this prospective consumer group from others who are not in the market Profiling the target audience – Describing the target audience as if they are people you know –Used in developing media and message decisions John Gerzema: 金融危機後的消費行為 提出四種新型消費型態 1. Cultural value shift 文化價值觀 低調消費➔購物紙袋、低調觀光旅遊、 2. Ethics and fair play 重視道德與公平競賽 同理心和尊重➔義工的增加、公開高階主管的消費去向 3. Durable living 永續生存 自給自足、回饋➔知識的累計、DIY 趨勢、太陽能面板 4. Return to the fold 恢復對人的信任 社區連結與社會網路連結➔當地貨幣、公佈用電量、揪團、評比網、媽咪 BLOG