MindMap Gallery Marketing-Consumer Market Mind Map
Marketing mind map: the concept of consumer market, consumer behavior process, factors affecting consumer purchasing behavior, etc.
Edited at 2023-11-02 18:27:06This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
consumer market purchasing behavior
consumer market concept
consumer market concept
It is the foundation of all markets and the market that ultimately plays a decisive role.
Features
Infinite scalability of needs
Productivity and scientific standards increase, consumer incomes increase, and new demands arise
Differences in needs
Age, personality, class, living habits, income, occupation, preferences, religious beliefs, education, ethnicity, market environment, etc.
inducible demand
Spontaneity, impulsiveness (different from the producer market, which is often subject to national policies and production restrictions)
Non-professional purchases, heavily influenced by advertising and publicity
elasticity of demand
% change in quantity demanded divided by % change in price
Connectivity and substitution of needs
complements and substitutes
Seasonality of demand
seasonal consumption
Purchasing object (consumer)
Consumer buying habits
Optional items
Clothing, home appliances, etc. I don’t know much about such products.
Convenience products
Food, drinks, shampoo, etc.
Not found
Consumers have little knowledge, so sales often take a lot of effort
Special product
Consumer special preferences, watches, cosmetics
Product tangibility, durability, frequency of use
Durable goods are used many times and have a long life, such as televisions, refrigerators, stereos, computers, etc.
nondurable goods
Frequently needed purchases, food, culture and entertainment, etc.
service
Provide activities for sale, haircuts, beauty treatments, repairs, theatrical performances, etc. (intangible non-durable goods)
consumer behavior process
Types of consumer buying behavior
complex purchasing behavior
It costs a lot to buy for the first time, and it’s risky to buy occasionally (you don’t understand it at first)
coordinated buying behavior
(Consumers often regret their purchases) For the purchases of clothing, jewelry, furniture and certain small household appliances, the product value is high and they are not consumed and purchased frequently. Consumers often cannot see or think that there is any difference between the brands, but they often regret it after purchasing. Psychological imbalance will occur
habitual
Low price, frequent purchase, little brand difference
Multiple variations
Toothpaste, laundry detergent purchases, discretion (discounts, coupons, new varieties)
consumer purchasing decision process
cause need
collect information
personal
market
society
experience
Judgment and choice
purchasing decision
There are two more reasons to actually buy it
attitude of others
accidents
Price increase, insufficient funds
Post-purchase feelings
Content analysis of consumer purchasing decisions
5w1h
Consumer data collection and user profiling
data collection
User portrait
Factors affecting consumer purchasing behavior
psychological factors
motivation
Theory: Maslow’s “Hierarchy of Needs Theory”
Physiological needs
security needs
social needs
respect needs
Self-actualization needs: the highest level of human needs
motivation type
Physiological needs
Caused by physiological instincts, demand elasticity is relatively small, universal and dominant, and is often mixed with other non-physiological factors, such as the demand for color, flavor, shape and nutrition of food. Safe survival, purchasing motivation for food, clothing and safety
psychological needs
Behavioral motivations caused by cognitive, emotional and volitional activities. When the economic level reaches a certain level, psychological motivations occupy an important position and are divided into emotional motivations, rational motivations and patronage motivations. They are the purchasing motivations for starting a family and continuing future generations.
know
study
Driving force, stimulus, prompt, response (response reinforcing stimulus)
beliefs and attitudes
personal reason
age
Profession
personality
lifestyle
economic factors
Product price
The most direct and critical factors that influence consumer purchases
commodity effect
consumer income
sociocultural factors
culture and subculture
Social class
Related groups
family
Product utility is the degree of consumer satisfaction, and consumer income is the most fundamental factor in whether consumers purchase it. Families are one of the primary reference groups for consumers.
The foundation of successful marketing: researching and understanding consumer needs and their buying process
floating theme
From the starting point to the end of purchasing decisions: eliciting needs to post-purchase feelings