清華mba系列課件：消費(fèi)行為學(xué)—lec2-資料下載頁
2025-03-05 12:23本頁面
【正文】 enthusiasts, status seekers American, Italian, Chinese, Mexican, French, Pakistani Catholic, Protestant, Jewish, Moslem, other AfricanAmerican, Caucasian, Asian, Hispanic Family life cycle Social class Lower, middle, upper Bachelors, young married, full nesters, empty nesters Attitudes Positive attitude, negative attitude Sociocultural Segmentation SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES UseRelated Segmentation Brand loyalty Awareness status Usage rate Heavy users, medium users, light users, non users Unaware, aware, interested, enthusiastic None, some, strong UsageSituation Segmentation Location Objective Time Leisure, work, rush, morning, night Personal, gift, snack, fun, achievement Home, work, friend’s home, instore Person Self, family members, friends, boss, peers Benefit Segmentation Convenience, social acceptance, long lasting, economy, valueforthemoney Geodemographics “ Money and Brains,” “Black Enterprise,” “Old Yankee Rows,” “Downtown DixieStyle” Demographic/ Psychographics Combination of demographic and psychographic profiles of consumer segments profiles SRI VALSTM Actualizer, fulfilled, believer, achiever, striver, experiencer, maker, struggler Hybrid Segmentation Case: Mingming and Lily Types of Consumer Decision Making ? Initial Purchases – Complex Decision Making – Limited Problem Solving ? Habitual Purchases – Brand loyalty – Inertia ? Determinants of active reasoning and problem solving – Involvement ? The level of perceived personal importance and/or interest evoked by a stimulus – Differentiation – Time Pressure
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