消费者行为学-全英论文-清扬洗发水——消费者购买动机分析.doc

Contents1. Introduction22. Models and Theories about motivation32.1 Important of motivation32.2 Maslows hierarchy of needs and McGuries psychological motives32.3 The impact for marketing strategies of motivation43. The target consumer's motivation who may purchase CLEAR43.1 The character of target consumers who may purchase CLEAR53.2 How target consumers' unsatisfied need impact them to purchase CLEAR54. The function of marketing mix of CLEAR74.1 Market mix of CLEAR74.2 The marketing mix of CLEAR solve the unsatisfied needs of target consumers75. Conclusion and recommendation96. Reference11What Motivates Consumers Purchase CLEAR1. IntroductionToday China shampoo and conditioner market is in the phase mature where competition is more and more severe. P&G, who has taken more than 50% market share, played the leading role in the China shampoo market and has developed its star product Head Shoulders for about 20 years which acted as leader of antidandruff shampoo market. Through more than ten years cultivating and developing evolution in the market, Head Shoulders has been deeply taken up people's heart with the propaganda of "Beautiful hair will be more outstanding without dandruff". when people think of antidandruff, the first product is Head Shoulders, it has occupied about 80% share of antidandruff shampoo market. So big cake caused many enterprise chase, and various functional shampoo brand have been came on broad.Unilever, who are the leader of fast-moving consumer goods. On April 27, 2007, Unilever declared that their first antidandruff shampooCLEAR enter Chinese market formally, it will segment the antidandruff shampoo in male and female. With CLEAR come to market, Chinese antidandruff shampoo would be changed completely. It broken the condition that dandruff puzzle Chinese as long as 20 years, and at the same time, it has make up for the blank space of Unilever in shampoo segments of dandruff product market in the market. "if someone is lying to you again and again, you have to dumped him immediately, right?". This is advertising message of CLEAR. Place oneself in the competition complex market environment, the offscreen voice of CLEAR seemed meaningful, and it has spearhead it's attack at Head Shoulders. The goal of CLEAR became the leader of dandruff shampoo with billion-dollar sales in three years. Since CLEARenter in Chinese market in 2007, it has more than four years. But today, CLEAR still face the strong competition in the market, and development condition and achievements is still tepid. Where is the way of CLEAR in Chinese market? How to proceed develop? How to motivate consumers to buy their products? Grasp the consumer purchasing motivation has become the main work of Unilever.The data in the thesis come from magazines, enterprise annual report, enterprise's official website and survey in the store or supermarket. Analysing the motivation which affect the consumers buy CLEAR with Maslow's hierarchy of needs and Mcguire's psychological motives, and find out how the target consumers unsatisfied needs impel them to purchase CLEAR. Finally, find out and solve the motivation and factors which would promote consumers buy CLEAR with 4Ps marketing mix.2. Models and Theories about motivation2.1 Important of motivationMotivation is the reason for behaviour, consumers purchase of each of these brand is caused by a different motive. For example, sometimes, consumers do not buy products. Instead, they buy motive satisfaction or problem solutions, thus, on the choice of hair care products, consumers do not buy shampoo or a chemical compound, instead, they buy fashion, popular, sensual pleasure, and a host of other emotional and psychological benefits. Thus, managers must discover the motives that CLEAR can satisfy consumers' need, and develop marketing mixes and motivation theories around these motives.2.2 Maslows hierarchy of needs and McGuries psychological motivesConsumer motivations are energizing forces that activate behaviour and provide purpose and direction to that behaviour.2.2.1 Maslows hierarchy of needsMaslow's need hierarchy states that basic motives must be minimally satisfied before more advanced motives are activated. It proposes five levels of motivation: physiological, safety, social, esteem, and self-actualization.2.2.2 McGuries psychological motivesMcGuire has developed a more detailed set of motivesthe needs for consistency, causation, categorization, cues, independence, novelty, self-expression, ego-defense, assertion, rein-forcement, affiliation, and modeling. McGuire has developed a motive classification system that is more specific than Maslow's.2.3 The impact for marketing strategies of motivationIt is important that any given consumption behaviour can satisfy more than one need. Likewise, the same consumption behaviour can satisfy different needs at different times. Because of the large number of motives and the many different situations that consumers face, motivational conflict can occur, in an approach-approach conflict, the consumer face a choice between two at tractive alternatives. In an approach-avoidance conflict, the consumer faces both positive and negative consequences in the purchase of a particular product. And finally, in the avoidance-avoidance conflict, the consumer faces two undesirable alternative. 3. The target consumer's motivation who may purchase CLEARConsumers are often aware of and will admit to the motives causing their behaviour. These are manifest motives. They can be discovered by standard marketing research techniques such as direct questioning. Direct advertising appeals can be made to these motives. At other times, consumers are unable or are unwilling to admit to the motives that are influencing them. These are latent motives. They can be determined by motivation research techniques such as word association, sentence completion, and picture response. While direct advertising appeals can be used, indirect appeals are often necessary. Both manifest and latent motives are operative in many purchase situations. Thus, if mangers want to know consumers motivation, they should be avoid to ask consumers directly, instead, rely on talks and try to guess it. And make a reasonable marketing planing.Through the market survey and observed friends' habit of buying and using of shampoo, speculating according to the characteristics of the product, the results show that the consumers who used CLEAR have the following purchasing motivation.Good anti-dandruff effectGood smellMy friends used this brandPurchase CLEARMakes me feel more manly and more attractiveMake me more confident and more dynamic3.1 The character of target consumers who may purchase CLEARAs a follower, CLEAR belong to the same segment field as Head Shoulders, through four years playing in the market, CLEAR has taken a piece of cake. Impeccable is the product concept of CLEAR, confident product concept take a group of young consumers. After four years of market test, market research shows CLEAR the largest group target audience is between 20 to 30 years old, most of them has accepted a higher education. Although this consumer groups are not high income groups, CLEAR can attract this consumer groups, because it has a perfect product idea. CLEAR is expensive than other shampoo with the same capacity. CLEAR position in a high-end products line, it has satisfied the consumer who pursuit of individual character and fashion psychological motivation.3.2 How target consumers' unsatisfied need impact them to purchase CLEAR According to the Maslows hierarchy of needs and McGuries psychological motives analysis, consumer still has some unsatisfied needs on shampoo market. And these unsatisfied needs impel them to purchase CLEAR which can satisfy their others need.l Physiological needs of Maslows hierarchy of needs. Shampoo has no segment in sex all the time in China, some products have segment in sex on the spokesman at most. CLEAR position consumers one divides into two, it was a breakthrough and a meaningful challenge. As the leading product, which segment in sex in Chinese marketing, it has filed the blank of male dandruff shampoo market, satisfied male's physiological needs on dandruff shampoo. l Self-actualization needs of Maslows hierarchy of needs. CLEAR emphasized the function of dandruff on the basic of basic need, it is position in the social Needs and Esteem needs on Maslows hierarchy of needs. These have a perfect shown in the advertising of CLEAR. Rain, who speaking the product of CLEAR in male series, showing that CLEAR antidandruff shampoo give confidence and fashion to consumers. The advertising messages is: With the world watching, my hair, my clothes.I like black, Black is confident, Black looks good. Looking good means no dandruff, Confidence means no dandruff, Clear means no dandruff. I trust clear, Dandruff never comes back. My name is rain. With the magnify in advertising marketing, CLEAR not only satisfy the physiological needs, safety needs, social needs and esteem needs, but also satisfied consumers' self-actualization needs.l Need for Consistency and Need for Imitate of McGuries psychological motives. McGuries psychological motives of CLEAR also showing on advertising. Consumers want their image and grade keep in a same level as the star who speaking the product. This is the psychological motive of Need for Consistency and Need for Imitate. The star effect of Xidi Xu, her perfect performance in the ad, calm, confident, let consumers have a impulse of the eager to taste CLEARl Need to Attribute Causation of McGuries psychological motives. CLEAR pay attention to the propaganda of scientific evidence, it is emphasizing the formula professional of Shampoo, eliminating consumers doubt, and breakthrough the line of defencing of the Need to Attribute Causation.l Need for Self-Expression of McGuries psychological motives. Although CLEAR insight into the consumer psychological motivation comprehensive, there is a short of the Need for Self-Expression. Through the market survey, its show that CLEAR not satisfy consumers expectation in the packaging.4. The function of marketing mix of CLEAR4.1 Market mix of CLEARIn the domestic shampoo market, many companies are facing a same problem Homogenization. In their marketing process, a significant task is to find thecustomer of their own products, to differentiate the needs of their customer, which is extremely important in executing the differentiated marketing strategy. For those homogenized companies, the model of using a unique marketing strategy and differentiate a brand is a strategy that worth considering. 4Ps are the controllable factors in corporate marketing activities: Product, from a marketing point of view, the product is able to provide anything that used of people and meet the people of a need, including tangible products, services, personnel, organization, ideas, or their combination. Price, is the price the customers to buy products, including the discount, payment deadlines, price or pricing decisions related to the profits of an enterprise, the cost of compensation and whether it is conducive to product sales, promotion and other issues. Place, the so-called sales channels is all aspects of the whole processin from manufacturers to consumers in commodity circulation. Promotion, promotion is a way, which company or organization for notification to the target market their products, services, image and philosophy, to convince and remind them trust, support and attention to any form of communication of the company's products. Advertising, promotion, personal selling, sales promotion is the four elements of the promotional mix of an institution. All below of those would using the 4P theory to analysis the marketing strategy of CLEAR and to find the current problems in its strategy. Several suggestions have also been made on how to improve its marketing strategy in the future.4.2 The marketing mix of CLEAR solve the unsatisfied needs of target consumersl ProductFirst, there are three conditions to make the characteristics of the product to become a competitive advantage: consumers care about, competitors do not, the advantage of the enterprise. is hard to say it is an effective difference if do not meet a condition of any. CLEAR launched with four differentiated: Dandruff and scalp nourishment function. It is a professional anti-dandruff shampoo tailored for the Chinese of "CLEAR French technical center". Containing vitamin mineral group, depth nourish the scalp. The first professional male anti-dandruff shampoo. All of these showing that CLEAR is better than Head Shoulders, and motives consumers purchase CLEAR. Second, on design, did not follow the usual luxury exogenous of Unilever is the worst plan of CLEAR with a too simple appearance of the packaging. So long time consumers see as CLEAR is a domestic second-tier brands. Chinese like the warm colors, warm colors to make them feel happy, Chinese people like luxury packaging, because they believe that luxurious things that will make them seemed noble. Therefore, a popular product abroad may not popular in Chinese market. So CLEAR should "do as the Romans do".l PriceProductHead ShouldersREJOICEPANTENTHAZELINEVolume（ml）200400200400200 400200 400Price（yuan）19.538152918.5331323ProductVS SASSOONLUXCAILECLEARVolume（ml）200400200400200 400200 400Price（yuan）2141183113 272240The price of 200ml CLEAR higher than VS SASSOON, the most high-end shampoo brand, higher almost doubled than domestic local professional anti-dandruff brand Caile, so that many consumers are terrified. In fact, this is the universal to the risks faced by the differentiation strategy. Unilever ignored to consider "quality premium" risk, but to meet their consumption values from the customer psychology, customer often have a psychological value of feeling from psychologically enhance their own sense of superiority, when they need in its "high quality" to pay a higher purchase price.l Place As FMCG, shampoo can be sold almost all the channels, such as shopping malls, supermarkets, grocery store, bath, hair salons, hotels and other channels. However, due to the high prices at CLEAR, its presence only in the large shopping malls and supermarkets. 80% of the grocery store and small shops can not to purchase, and lead to resonant levels of coverage in the channels and the arrival rate levels lower than Head Shoulders. Therefore, the biggest problem need to solve to CLEAR is rapiding development of sales channels.ProductHead ShouldersREJOICEPANTENTHAZELINEMarket share22%18%15%12%ProductVS SASSOON