. , , , . , , , . , , 2 ., , , , . , , .

, , , , , , , .

, . , . , . , . , , .

1960- . . 1960- , , , , . , , . , . . : . , , . . , .

: , , . 25- .

, . ,

, , : , , , . , . , . , .

, . , ; ; ; .

, , ,

& &

16Factors influencing Consumer BehaviourThis CTR corresponds to Figure 6-2 on p. 184 and to the material on pp. 183-211.Influences on ConsumersPsychological. Maslow's hierarchy reminds marketers that need states vary in their intensity or motivation. Perception is the process of organizing stimuli and is influenced by selective exposure, distortion, & retention. Learning occurs in response to the presentation of information linked to relevant drives, cues, responses, and reinforcement only some of which is under the control of the marketer. Beliefs and attitudes, though shaped by cultural and social forces, may vary considerably on the individual level. Personal. Major personal factors are age and life cycle stage, occupation, economic situation, life style and personality/self-concept. Texts vary in their treatment of the PLC stages but it is clear that singles buy different products than do young marrieds with small children. Occupations differ in time constraints and social pressures to conform that affect consumption decisions. Lifestyles measured by AIO or VALS typologies can reveal different consumption patterns across otherwise dissimilar groups. The unique characteristics of each person that make up their personality also affect Behaviour.Cultural. Culture is the most basic influence on a person's values, priorities, and beliefs. Cultural shifts make marketing opportunities although most such changes are in secondary rather than core cultural values. Subcultures are important markets as these groups are often significantly different in their needs to warrant different marketing approaches.Social. Social class is determined by a combination of income, occupation, education, wealth and other variables. Social factors within one's class that affect consumer Behaviour include reference groups & aspirational groups. Families also exert strong social influences. Finally, each relationship a person has with his or her group carries with it certain roles and status that may carry consumptive responsibilities.

17Consumer Buying RolesThis CTR relates to the material on pp. 197-198.Teaching Tip: Involving students in a discussion of different consumer buying roles can be challenging. You might wish to link a discussion to social influences or family roles and have students describe purchasing responsibilities each role has.Consumer Buying Roles IncludeInitiator. The person who first suggests or thinks of the idea of buying a particular product or service. For example, Bill may suggest a Disney World trip for a family vacation.Influencer. The person whose views or advice carries some weight in the final decision. This person may influence the decision criteria used as well. For example, Dad's feelings about Florida may influence the Disney World trip.Decider. The person who authorizes the purchase. For example, Mom's vacation time may be limited by her schedule as an attorney, so she decides when and where the family goes.Buyer. The person who actual makes the purchase. For example, Jane may telephone the reservation at Disney World once given the authorisation.User. The person who consumes the product. For example, the whole family would use the Disney product. For equipment purchases like computers at universities, it might be students enrolled in courses coming to the computer lab. - -

19 20 21 () :1. 2.3. - , 4. 5. -6. :1., 3. 4.5. 6. ? :1.2.3. 4. , - 5. () () :1. 2.3. - , 4. 5. -6. :1., 3. 4.5. 6. ? :1.2.3. 4. , - 5. / 24 - 25So lets relate this to things that are a little easier to understand. These things are all marketing actions.

Your company name is it Nomin or Nomin Electronics?Company goals make $1 million or customer serviceLocation Prime shopping center location or dilapidated building that is hard to find? Pricing TV at $199 or microwave at $99Packaging Bag with blue and yellow label or full color?Promotional Activities no promotion or buy one and get 10% off your next purchase?Advertising Local newspaper or no newspaper?Sales Technique is every customer acknowledged when they enter your store or must they approach a salesperson before they are spoken to?Business Cards What do they say? Do they state your mission?Employee Uniforms do you have them? Are your employees dressed alike so they can be easily recognized or do they wear worn-out jeans and T-shirts?

/

} 26 27

28 29

--- - 30

---, 31 -, ./ / , 32 vs 33 34 : 35 ( ); ; . . ; . , .

e= +5e=+2e=-1e=-2b=5b=3b=1b=3 =bi ei = 18 , ,

1. 2. 3. :) ;) ;) 1.

2.

3. ,

? : 4) 5) 6) 7) :2) ? : 4) 5)

- : - :- - - - - :-- - -

- ---

- --

(1)

(2) 3

(4)

(5) 4,29 ?46

, , - - , - , 1 47 //

-

?

48 , 49

(, )50

51 2

( ) ( ) 52 12345640%40%65%45%40%40%50%70%55%45%45%45%50%45%45%45%60% // 53 . , , , . , . . . , , , , . , , . , , . . , , . , . , , , . . . , , . , . . , . . . . 0 - bi i ei n

. . . , . . . . . : . . . :1. 2.

1. : . . . . . . . . .2. : . . : . . . . , . , .

. 1. 2. . . . . . . . . . .