Transcript Slide 1

Consumer Behaviour,
Second Edition
Martin Evans,
Ahmad Jamal
Gordon Foxall
Cardiff Business School
ISBN:978-0-470-99465-8
Chapters 5 & 6
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Chapter 5
Consumer Demographics
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Segmentation
Segmentation involves identifying homogenous
buying behaviour within a segment (and
heterogeneous buying between segments) such that
each segment can be considered as a target for a
distinct marketing mix
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Segmentation
1.
2.
Typifying the segments
Identification: Differentiation from other segments.
Measurability: Identification of differences in individual and household
characteristics or other 'measurable' characteristics.
Homogeneity
Variation: Heterogeneity between segments in terms of behavioural
response
Stability: segments should be relatively stable over time
But data mining tools allows the identification of individuals’ changed
circumstances or behaviour such that they can now be switched from
one target group to another – e.g. trigger points in FLC change (Chapter
7)
Congruity: Homogeneity within segments in terms of behavioural
responses
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Segmentation
3.
4.
Usefulness
Accessibility: in terms of communications media and distribution
outlets - must be possible to reach the segment
(Media and distribution channel selection – Chapter 2))
Substantiality: profitable enough to have distinct marketing mixes
aimed at them
Strategic Criteria
Potential: The segments should have enough potential for marketing
objectives, such as brand share/profitability
Attractiveness: Segments should be structurally attractive to the
producer, e.g., create a competitive advantage for the company & ‘fit’
with strategy & resources
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Demographics
Age
Gender
Social Grade
Family (Chapter 7)
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Demographics
Typical demographic profile of the drinks market
Beer (%)
Wine (%)
Whisky (%)
18-24
58
23
7
25-34
50
29
8
35-49
45
28
14
50+
30
15
17
A, B
39
40
17
C1
40
30
14
C2
48
20
13
D, E
38
9
10
Male
65
22
19
Female
21
22
8
Age
Social Grade
Gender
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Demographics: Easy to Identify
Should be ‘what’s the occupation of the chief income earner in the household
Significance in
Chapter 11
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Age Categories
(Based on Barak and Schiffman, 1891)
Chronological age
Biological age
Social age
Cognitive age
Subjective age
Personal age
Other perceived age
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Age Categories
(Based on Barak and Schiffman, 1891)
Chronological age Actual age
Biological Age
Relative to lifespan
Social Age
Cognitive
ageroles – eg FLC
Relative to changing
social
Subjective Age
Personal Age
Other Perceived Age
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Cognitive Age: A Non-chronological Age Variable Advances in
Consumer Research, Vol 8, (1981), pp 602-606. Reproduced by
permission of Association for Consumer Research.
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Age Categories
(Based on Barak and Schiffman, 1891)
Chronological age
Biological Age
Social Age
Cognitive age
Relative to your self Subjective
concept – how
Age old you see yourself
Personal Age
Other Perceived Age
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Cognitive Age: A Non-chronological Age Variable Advances in Consumer Research,
11
Vol 8, (1981), pp 602-606. Reproduced by permission of Association for Consumer
Research.
Age Categories
(Based on Barak and Schiffman, 1891)
Chronological age
Biological Age
Social Age
Cognitive age
Subjective Age
Also self concept – Personal
& a component
Age of cognitive age
Age relative to other
– eg Age
middle aged, old etc
Othergroups
Perceived
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Cognitive Age: A Non-chronological Age Variable Advances in Consumer Research,
12
Vol 8, (1981), pp 602-606. Reproduced by permission of Association for Consumer
Research.
Age Categories
(Based on Barak and Schiffman, 1891)
Chronological age
Biological Age
Social Age
Cognitive age
Subjective Age
Personal Age
Also self concept & a component of cognitive age. How old you
Other
Perceived
Age
feel & look - & interest in & doing things typical of a particular
age group
Cognitive Age: A Non-chronological Age Variable Advances in Consumer Research,
Vol 8, (1981), pp 602-606. Reproduced by permission of Association for Consumer
Research.
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Age Categories
(Based on Barak and Schiffman, 1891)
Chronological age
Biological Age
Social Age
Cognitive age
Subjective Age
Personal Age
Other Perceived Age
How you think ‘others’ perceive your age
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Cognitive Age: A Non-chronological Age Variable Advances in Consumer Research,
14
Vol 8, (1981), pp 602-606. Reproduced by permission of Association for Consumer
Research.
Baby Boomers
1945 and 1965. Very important target for
marketers. Involved in a massive social
revolution which changed music, fashions,
political thought and social attitudes
forever (Fifield 2002).
Now turning 50 and there are over 20
million people, In USA a baby boomer
turned 50 every 6.8 seconds in 2001.
‘Cognitive age’ less than their
‘chronological’ age’ .
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© Marketing Week. Used with permission
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Demographics: Age
Baby Boomers are as young as they feel and as old as they
are
© Age Concern
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Demographics: Age
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Social Grade
Ozzy Osborne
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and
Prince Charles
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Income
• There are about 500,00 people earning £100,00
pa or more in the UK
• Top 1% of earners account for over 20% of
spending on hotels
• Top earners often likely to try new products
(early adopters) and be influential over friends’
buying
• Lawson J (2007), Super Rich Set Agenda,
Marketing Week, 12.7.07 30-31
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Income
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Gender
Mother image stereotype
© Johnson & Johnson. Reproduced by
permission.
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Changing males images
© Sanyo Europe Ltd. Reproduced by permission
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Gender
Girl Power – the independent assertive woman
Source: Wonderbra
Image courtesy of the
Advertising Archive
Or too assertive?
Source: Lee
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Sexist vs. Sex Appeals
Perhaps it’s OK to use
sex appeals where
relevant. Only
becomes sexist when
demeaning to men or
women?
Sexy or Sexist?
© Sketchers Footwear USA/Phil Mucci
Photography LLC. Reproduced by
permission
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Gender
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Demographics: Not
Exactly ‘Gender’: Gay
Acceptance of self expression: gay/gender bending etc
• Gay Market:
• Out Now 2005 Diva and Gay Times Readers Surveys: 3
million gay/lesbians earn £70bn pa
• Often attractive targets
• Gay men spend 2x as much on clothing & 4x as much on
grooming as straights
• Affluent ‘innovators’ with few dependants
• Easier to reach gay market now (more gay
magazines/TV/Internet & Sponsorship by (e.g.) Smirnoff,
Levi’s, Virgin etc of gay events (Gay Pride etc.)
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Demographics: Gay
Consumer Behaviour
•
•
•
•
•
•
•
•
•
•
•
•
£1.4 billion spent on leisure each year
£730m spent on the home each year
90% eat out regularly
79% take more than two holidays per year
Lesbians earn £3000 more than the average UK woman
27% have higher education
42% spend more than £500 pa on clothes
50% gay men wear Levis
More than 30% spend between £50 - £100 on CDs pa
35% visit a gay club or pub each week
65% claim they will boycott gay-unfriendly polices
Bass’ portfolio of gay clubs/pubs turned over £8.7m up 18% year
on year.
Rainbow TV, 1997
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Demographics: Not
Exactly ‘Gender’: Gay
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© Diesel. Reproduced by permission. Image
Courtesy of the Advertising Archive
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Demographics:
Sexuality
An extension of gender is sexual identity. Most of us are male or female (there are
some who are transgender/transsexual) but the concepts of masculinity and
femininity are aligned along a continuum based to a large extent on:
•
the socialisation of our culture (men kiss each other in some cultures but not
others)
•
our own self image (see Consumer Psychographics later)
•
how we use our bodies to reflect this and indeed how we clothe, enhance
and even physically modify our bodies to achieve the image we wish to
project to others.
Androgyny and bi-sexuality are mixes of the two poles of the continuum.
Marketers can appeal to our opposite pole in appropriate circumstances – e.g.…
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Demographics:
Sexuality
Line reads:
‘Get in touch
with your
masculine side’
© Jim Bean Brands Co.
Reproduced with permission
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References
•
General Household Survey
•
Social Trends
•
Schor J (2004) Born to Buy, Scribner
•
Holbrook M B and Schindler R M (2003) Nostalgic
Binding: Exploring the Role of Nostalgia in the
Consumption Experience, Journal of Consumer Behaviour,
3.2 107-128
•
Schewe C D and Meredith G (2004) Segmenting Global
Markets by Generational Cohorts: Determining Motivations
by Age, Journal of Consumer Behaviour, 4.1 51-63
•
Szmigin I and Carrigan M (2001) Learning to Love the
Older Consumer, Journal of Consumer Behaviour, 1.1, 2234
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Chapter 6
Consumer Psychographics
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Chapter Objectives
• Demonstrate an understanding of psychographic
profiling of consumers
• Analyse and evaluate the contribution of ‘traditional’
life style research to understand consumer behaviour
• Analyse and evaluate the contribution of consumer
personality to understanding consumer behaviour
• Analyse and evaluate the contribution of self-concept
theory to understanding consumer behaviour
• Recognise the two approaches to self-concept
measurement
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What is Personality?
• “The relatively stable organisation of a
person’s motivational disposition arising from
the interaction between biological drives and
the social and physical environment” (Eysenck
et al., 1975)
• Function of innate drives, learned motives and
experiences
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Big Five Personality
Factors
1. Emotional Stability
• Calm ………………………… Anxious
• Secure ………………………... Insecure
• Self-satisfied ………………………. Self-pitying
2. Extraversion
• Sociable ………………………... Retiring
• Fun Loving ………………………… Sober
• Affectionate …………………………Reserved
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• 3. Openness to Experience
• Imaginative ………………………... Practical
• Independent ………………………… Conforming
• Variety Seeker ………………………… OK with routine
• 4. Agreeableness
• Soft hearted ………………………... Ruthless
• Trusting ………………………… Suspicious
• Helpful ………………………… None cooperative
• 5. Conscientiousness
• Organized………………………... Disorganized
• Careful ………………………… Careless
• Disciplined ………………………… Impulsive
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From Human to Brand
Personality
• The charismatic personality of its founder, Sir
Richard Branson has played a key role in
developing the overall attractiveness,
distinctiveness, and self-expressive value of
Virgin’s brand personality. Consequently, the
brand is now one of the most admired brands
in the UK with significant levels of brand
engagement and brand attachment shown by
consumers
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Compare and contrast the typical brand users’ imagery for
each of the following brands and then list the features down
against each brand. In other words, what sort of person
uses each of the following brands?
• Volvo
• Starbucks
• Microsoft Apple
• iPod
• Calvin Klein
• Nike
• Rolex
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Psychographics:
Self Concept
• Self concept refers to all the subjective personality thoughts
and feelings that a person has about themselves
• Also includes extended self
• E.g. cosmetics, body piercing, tattoos, etc. to change body
(and therefore self) image
• E.g. clothes (you are what you wear)
• E.g. cars (we ‘wear’ these), music and other possessions
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Self Concept Theory
Looking
glass self
Extended self
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And Now Online/Virtual Self
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Summary
• Psychographic profiling of consumers
• The contribution of (‘traditional’) life style
research to understanding consumer behaviour
• The contribution of consumer personality to
understanding consumer behaviour
• The importance of the notion of self-concept
References
http://www.tgisurveys.com/
http://www.sric-bi.com/VALS/presurvey.shtml
Baudrillard J (1999) The Consumer Society: Myths and Structures,
Sage
Evans, M (1989), Consumer Behaviour Toward Fashion. European
Journal of Marketing, 23(7), 7-16.
Jamal, A. and Al-Mari, M. (2006),"Exploring the Effects of SelfImage Congruence and Brand Preference on Satisfaction: The
Role of Expertise," Journal of Marketing Management, Vol. 23,
No. 7,p. 613-630
Jamal A., and Gboyega, A. (2008/9), Customer Employee
Relationships: The Role of Self Employee Congruence,
European Journal of Marketing, Vol. 41 (forthcoming).
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References
Jamal, A., Davies, F., Chudry, F., and Al-Mari, M., (2006),
"Profiling Consumers: A Study of Qatari Consumers'
Shopping Motivations," Journal of Retailing and Consumer
Services , Vol.13 (1), pp.67-80.
Todd S (2001) Self Concept: A Tourism Application, Journal
of Consumer Behaviour, 1.2, 184-196
Willmott M and Nelson W (2003) Complicated Lives:
Sophisticated Consumers, Intricate Lifestyles, Simple
Solutions, John Wiley & Sons, Chichester
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