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1、Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth EditionCopyright 2001 by Harcourt, Inc. All rights reserved.Consumer Behavior and Consumer ResearchCHAPTER 11Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights
2、reserved. What is Consumer Behavior?Activities people undertake when obtaining, consuming, and disposing of products and services2ObtainingObtainingConsumingConsumingDisposingDisposingConsumerConsumerInfluencesInfluencesOrganizationalOrganizationalInfluencesInfluencesConsumer BehaviorBlackwell, Mini
3、ard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 3Consumer Consumer InfluencesInfluencesOrganizational Organizational InfluencesInfluencesCulture EthnicityPersonality Values Life-stage Family Income Feelings Attitudes OpinionsAvailable Resources
4、Motivations Past ExperiencesPeer GroupsKnowledgeBrand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product AvailabilityBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Har
5、court, Inc. All rights reserved. 4ObtainingObtainingConsumingConsumingDisposingDisposingConsumerConsumerInfluencesInfluencesOrganizationalOrganizationalInfluencesInfluencesConsumer BehaviorBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights re
6、served. 5ObtainingObtainingConsumingConsumingDisposingDisposingBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 6ObtainingObtainingConsumingConsumingDisposingDisposingHow you decide you want to buyProducts you consider buyingWhere
7、 you buy How you pay for productHow you transport product homeHow you use productHow you store the product in your homeWho uses the product How much you consumeHow product compares with expectationsHow you get rid of remaining productHow much you throw away after useIf you resell items yourself or t
8、hrough a consignment storeHow you recycle productsBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 7OBTAININGHow you decide you want to buyProducts you consider buyingWhere you buy How you pay for productHow you transport product
9、homeCONSUMINGHow you use productHow you store the product in your homeWho uses the product How much you consumeHow product compares with expectationsDISPOSINGHow you get rid of remaining productHow much you throw away after useIf you resell items yourself or through a consignment storeHow you recycl
10、e productsCONSUMER INFLUENCESCulture EthnicityPersonality FamilyLife-stage ValuesIncome Available ResourcesAttitudes OpinionsMotivations Past ExperiencesFeelings Peer GroupsKnowledgeORGANIZATIONAL INFLUENCESBrand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService
11、 Store AmbianceConvenience Loyalty ProgramsPackaging Product AvailabilityConsumer BehaviorBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 8Why Study Consumer Behavior?Consumer Behavior Helps Analyze Consumers Increasing Influence
12、Consumer Behavior Educates and Protects ConsumersConsumer Behavior Helps Formulate Public PolicyConsumer Behavior Affects Personal PolicyBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 9Consumer Research: How To Study Consumer Be
13、haviorBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 10Consumer Research MethodsObservationGaining information by observing consumers in different situations, in natural or artificial settingBlackwell, Miniard, and Engel, Consum
14、er Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 11Consumer Research MethodsObservationGaining information by observing consumers in different situations, in natural or artificial settingIn-home observation: examining how and when consumers use and consume products i
15、n their householdsShadowing: following and observing consumers in the shopping and consumption processes. Researchers may ask questions about reasons for behaviorsBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 12Consumer Researc
16、h MethodsInterviews and SurveysSurveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts and mail questionnaires)Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Co
17、pyright 2001 by Harcourt, Inc. All rights reserved. 13Consumer Research MethodsInterviews and SurveysSurveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts and mail questionnair
18、es)Focus Groups: a group discussion lead by a skilled moderator and designed to probe specific topics in-depthBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 14Consumer Research MethodsInterviews and SurveysSurveys: efficient met
19、hod for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts and mail questionnaires)Focus Groups: a group discussion lead by a skilled moderator and designed to probe specific topics in-depthLongitudinal
20、Studies: repeated measures of activities over time to examine changes in behaviors/opinionsBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 15Consumer Research MethodsExperimentationMeasuring cause-and-effect relation-ships by man
21、ipulating independent variables to determine the effects of changes on dependent variables-Laboratory experiment-Field experimentBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 16Consumer Research MethodsExperimentationMeasuring
22、cause-and-effect relation-ships by manipulating independent variables to determine the effects of changes on dependent variables-Laboratory experiment-Field experimentIndependent variables might include advertising frequency and package design. Dependent variables might include purchase intent or be
23、havior. Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 17Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how people buy and use products and services.Blackwell, Miniard, and
24、Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 18Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how people buy and use products and services.May use ethnographic tools to under-stand how values and
25、 culture influence usage of products and other behaviors.Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 19Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how people buy and u
26、se products and services.May use ethnographic tools to under-stand how values and culture influence usage of products and other behaviors.May identify new uses for existing products or new product to satisfy unmet or changing consumer needs. Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Ed
27、ition, Copyright 2001 by Harcourt, Inc. All rights reserved. 20The Underlying Principles of Consumer BehaviorThe Consumer is SovereignThe Consumer is GlobalConsumers are Different; Consumers are AlikeThe Consumer has RightsEveryone Needs to Understand ConsumersBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved. 21
