伯曼 零售管理（第13版）berman_rm13_ppt_07.pptxVIP

Retail Management: A Strategic ApproachThirteenth EditionChapter 7Identifying And Understanding ConsumersCopyright ? 2018, 2014, 2012 by Pearson Education, Inc. All Rights Reserved Learning Objectives (1 of 2)7.1 To discuss why it is important for a retailer to properly identify, understand, and appeal to its customers7.2 To enumerate and describe a number of consumer demographics, lifestyle factors, needs and desires – and to explain how these concepts can be applied to retailing7.3 To examine consumer attitudes toward shopping and consumer shopping behavior, including the consumer decision process and its stages7.4 To look at retailer actions based on target market planning7.5 To note some of the environmental factors that affect consumer shopping Figure 7.2 What Makes Retail Shoppers Tick Consumer Demographics and LifestylesConsumer Demographicsobjective, quantifiable, easily identifiable, and measurable population dataConsumer Lifestylesways in which individual consumers and families (households) live and spend time and money Helpful Facts for Understanding U.S. Demographics (1 of 2)Typical household has an annual income of $54,000Top 1/5 of households earn approximately $100,000 or moreLowest 1/5 of households earn $20,000 or lessHigh incomes lead to high discretionary income Helpful Facts for Understanding U.S. Demographics (2 of 2)There are about 6.5 million more females than males57 percent of adult females are in the labor forceMost U.S. employment is in servicesApproximately 32 percent of all U.S. adults age 25 and older have at least a four-year college degreeAfrican Americans, Hispanic Americans, and Asian Americans account for one-third of U.S. residents. their total annual buying power is more than $3.4 trillion. Understanding Consumer Lifestyles: Social FactorsLifestyleCultureReference GroupsSocial ClassTime UtilizationHousehold Life CycleFamily Life Cycle Understanding Consumer Lifestyles: Psychological FactorsLifestylePersonalityAttitudesPerceived R