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. Introduction 22. Models and Theories about motivation 32.1 Important of motivation 32.2 Maslow’s hierarchy of needs and McGurie’s psychological motives 32.3 The impact for marketing strategies of motivation 43. The target consumer's motivation who may purchase CLEAR 43.1 The character of target consumers who may purchase CLEAR 53.2 How target consumers' unsatisfied need impact them to purchase CLEAR 54. The function of marketing mix of CLEAR 74.1 Market mix of CLEAR 74.2 The marketing mix of CLEAR solve the unsatisfied needs of target consumers 75. Conclusion and recommendation 96. Reference 11What 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 shampoo—CLEAR 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 Maslow’s hierarchy of needs and McGurie’s psychological motivesConsumer motivations are energizing forces that activate behaviour and provide purpose and direction to that behaviour.2.2.1 Maslow’s 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 McGurie’s psychological motivesMcGuire has developed a more detailed set of motives—the 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.。