Marketing Assignment 代寫:消費者行為理論

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  • 消費者行為理論
     
    消費者態度是消費者對物品、財產和利益的情感反應,是對通過學習形成的商品、品牌或公司的一貫偏好或厭惡反應傾向。學術界在態度上一般有三種不同的觀點。第一種觀點認為,態度主要是情感表達,或反映人們的價值觀,如偏好或厭惡。第二種觀點是情感與認知的統一。美國學者羅森博格認為,態度對象的情感反應是建立在評價對象的信念或知識基礎上的,因此態度既有情感成分,又有認知成分。第三種觀點認為態度是情感、認知和行為的綜合體(Hidayat,Ajeng&Ayu 2013)。
     
    消費者態度的另一個特點是后天學習。人們對幾乎所有事物都持有態度,這些態度不是天生的,而是后天形成的,以及消費者品牌態度的形成(創、蔡、成、孫2009)。無論是出于何種原因,這種印象都是通過逐漸的接觸、觀察和理解形成的,而不是先天的。三星是韓國最大的企業,是韓國經濟發展的中堅力量;人們對三星電子產品的品牌認知度很高,認為三星是高品質和高生活水平的代表。此外,三星還通過廣告等營銷手段不斷向消費者展示自己的品牌,使消費者不斷接受品牌信息,并逐步樹立品牌意識(Verawoot&Waryszak 2004)。
     
    態度一旦形成,就相對持久穩定,并逐漸成為人格的一部分,使個體在反應方式上表現出一定的規律和習慣。如上所述,當韓國國內消費者繼續接受三星品牌信息的刺激時,品牌熟悉度增加,再加上三星本身是一個大型跨國品牌,消費者對自己的產品或獨特的品牌價值有了高度的認可,這就增加了他們的購買欲望,也就是刺激了消費者品牌情感,最終產生消費者購買行為。此時,態度和情緒是不同的,后者往往是情境性的,情緒也會隨著某些情境的消失而減弱或消失。正是因為態度具有持久性、穩定性和一致性,態度的改變才有更大的困難(Friedman&Gould 2007)。因此,如果一個公司能夠成功地培養消費者積極的品牌態度,就可以培養消費者的品牌忠誠度,從而鼓勵他們繼續購買產品。因為消費者對產品、服務或公司形成某種態度,并將其存儲在記憶中,當需要時,會從記憶中提取出來,以應對或幫助解決當前的購買問題。這樣,態度可以幫助消費者更有效地適應動態的購買環境,避免以新的方式為新產品、新的營銷工具解釋和應對新事物。尤其是在這個技術不斷發展的時代,電子產品更新速度越來越快,總有新品牌進入市場,分割現有企業的市場份額,客觀上說,許多新的電子產品可以在功能上取代原來的電子產品,而只有從功能的角度來看,消費者才能輕易地轉換品牌,只要讓消費者對品牌保持忠誠,就能讓企業在這個市場上保持不敗的地位。使消費者對品牌建立穩定的消費態度,將能夠建立其品牌信念、品牌影響力和品牌整合(Verawoot&Waryszak 2004)。

    Marketing Assignment 代寫:消費者行為理論

    Consumer behavior theory
    Consumer attitudes is consumer emotional reactions towards the objects, properties and interests, that are consistent preference or dislike response tendencies towards a commodity, brand, or company which are formed through learning. Academic field in attitudes generally have three different views. The first view is that attitude is mainly the emotional expression, or reflects people’s values such as a preference or aversion. The second view attitudes are the unity of emotion and cognitive. American scholar Rosenberg holds the idea that emotional response for the attitude object was based on object’s evaluation’s beliefs or knowledge, so the attitude both has the affective component and cognitive ingredients. The third opinion considers the attitude as constitute complex of emotion, cognition and behavior (Hidayat, Ajeng & Ayu 2013).
    Another feature of consumer attitudes is acquired learning. People held attitudes towards almost all things, which are not innate, but are acquired, as well as the formation of consumers’ brand attitudes (Chuang, Tsai, Cheng & Sun 2009). No matter stemming from what kind of causes, this impression is formed through gradual contact, observations and understanding, rather than innate. Samsung is South Korea’s largest enterprises, the backbone of Korea’s economic development; people have a high degree of brand recognition of Samsung’s electronic products, that Samsung is the representative of high quality and high living standard. In addition, Samsung constantly exposes its brand through advertising and other marketing tools to consumers, so that consumers continuously accept the brand messages, and gradually build up its brand awareness (Verawoot & Waryszak 2004).
    Attitude, once formed, is relatively durable and stable, and gradually become a part of the personality, so that the individual show some rules and habits in the reaction mode. As mentioned above, when Korean domestic consumers continue to accept Samsung brand messages’ stimulation, brand familiarity increases, coupled with Samsung itself is a large multinational brands, consumers have a high degree of recognition of their products or unique brand value, which increases their desire to buy, that is stimulating consumer brand emotion, and ultimately produce consumer buying behavior. At this point, attitudes and emotions are different, the latter is often situational, emotions will also diminish or disappear accompanied by the disappearance of certain situations. Just because attitudes present persistence, stability and consistency, the change of attitude has greater difficulties (Friedman & Gould 2007). Therefore, if a company can successfully develop a positive consumer’s brand attitude, it can cultivate consumer brand loyalty; which encourages them to continue to buy the products. Because consumer form some kind of attitude of products, services, or companies and store them in memory, when needed, they will be extracted from the memory to cope or help solve the current problems of purchasing. In this way, attitudes can help consumers more effectively adapt to the dynamic purchasing environment to avoid explaining and responding to new things in new ways for new products, new marketing tools. Especially in this era of evolving technology, electronic products update increasingly faster, there are always new brands entering the market and dividing existing enterprises’ market share, objectively speaking, a lot of new electronic products are can functionally replace the original electronic products, and only from the perspective of function, consumers can easily convert the brand, so as long as make consumers remain loyal to the brand, can allow enterprises remain unbeaten position in this market. Making consumers establish a stable consumer attitude towards brands will be able to establish its brand beliefs, brand affect and brand conation (Verawoot & Waryszak 2004).

    Marketing Assignment 代寫:消費者行為理論
     

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