Transcript Chapter 12
Chapter 11 The Influence of Culture on Consumer Behavior Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. Forms of Cultural Learning • Formal Learning • Informal Learning • Technical Learning Learning and Advertising • It seems that advertising can influence all three forms of learning. It most influences informal learning by providing models. • The repetition of advertising messages creates and reinforces cultural beliefs and values. • Cultural meaning moves from the culturallyconstituted world to consumer goods. Enculturation The learning of the culture of one’s own society. Acculturation The learning of a new or “foreign” culture. The Rokeach Value Survey Instrument TERMINAL VALUES INSTRMENTAL VALUES A COMFORTABLE LIFE AMBITIOUS AN EXCITING LIFE BROAD-MINDED A WORLD AT PEACE CAPABLE EQUALITY CHEERFUL FREEDOM CLEAN HAPPINESS COURAGEOUS NATIONAL SECURITY FORGIVING PLEASURE HELPFUL SALVATION HONEST SOCIAL RECOGNITION IMAGINATIVE TRUE FRIENDSHIP INDEPENDENT WISDOM INTELLECTUAL American Core Values • • • • • • • • • • • Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health Chapter 12 Subcultures and Consumer Behavior Subculture A distinct cultural group that exists as an identifiable segment within a larger, more complex society. Issues in Studying Hispanic Subcultures • Hispanic Consumer Behavior – – – – Next biggest minority Stronger preference for well-established brands Prefer to shop at smaller stores Some are shifting food shopping to non-ethnic American-style supermarkets – Youths are more fashion-conscious • Defining and Segmenting the Hispanic Market – Six ways of defining and segmenting the market Major Racial Subcultures • The African-American Consumer – Largest racial minority in U.S. (= 13%) – Purchasing power estimated at $469 billion • Asian-American Consumers – Currently about 10 million in size – Estimated at 10.9 million in 2001 – Gain of almost 50% since 1990 Asian-American Consumers • Where Are the Asian-Americans? – Largely urban • Asian-Americans As Consumers – Buying power of $110 billion annually (largest buying power per each Asian) – Brand loyal customers – Frequently male-oriented consumer decisions – Attracted to retailers who welcome Asian-American patronage Major Subcultural Categories CATEGORIES Nationality Religion Geographic region Race Age Gender Occupation Social class EXAMPLES French, Puerto Rican, Korean Catholic, Hindu, Jew Southeastern, Midwestern, Eastern African-American, Caucasian, Asian-American Teens, Xers, middle age, elderly Female, Male Engineer, cook, plumber Lower, middle, upper Age Subcultures Age subgroupings of the population. Issues in Understanding Older Consumer • • • • Defining “Older” in Older Consumer Segmenting the Elderly Market Shopping Experiences of the Older Consumer Perception of your age is key in defining older consumers Issues in Understanding Sex as a Subculture • Sex Roles and Consumer Behavior – Masculine vs. Feminine Traits • The Working Woman – Segmentation Issues – Shopping Patterns Chapter 13 Cross-Cultural Consumer Behavior: An International Perspective The Imperative To Be Multinational • Global Trade Agreements – EU – NAFTA • Acquiring Exposure to Other Cultures • Country-of-origin Effects CrossCultural Consumer Analysis Research to determine the extent to which consumers of two or more nations are similar in relation to specific consumption behavior. Issues in Cross-Cultural Consumer Analysis • Similarities and Differences Among People – Time Effects • The Growing Global Middle Class • Acculturation – Research Techniques World Brands Products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold. Alternative Multinational Strategies: Global Versus Local • Favoring a “World Brand” • Adaptive Global Marketing • Framework for Assessing Multinational Strategies – Global – Local – Mixed Chapter 14 Consumer Influence and the Diffusion of Innovations Opinion Leader A person who informally gives product information and advice to others. Reasons for the Effectiveness of Opinion Leadership • Credibility • Positive and Negative Product Information • Information and Advice • Opinion Leadership Is Category-Specific • Opinion Leadership Is a Two-way Street Motivations Behind Opinion Leadership • The Needs of Opinion Leaders – – – – Self involvement Social involvement Product involvement Message involvement • The Needs of Opinion Receivers – – – – New-product or new usage information Reduction of perceived risk Reduction of search time Receiving the approval of the opinion leader • Purchase Pals • Surrogate Buyers Versus Opinion Leaders The Interpersonal Flow of Communication • Two-Step Flow – Views opinion leader as a middleman between the impersonal mass media and the majority of society • Multistep Flow – Takes into account the fact that information and influence often are two-way processes Market Maven Individuals whose influence stems from a general knowledge or market expertise that leads to an early awareness of new products and services. Adoption Process The stages through which an individual consumer passes in arriving at a decision to try (or not to try), to continue using (or discontinue using) a new product. The five stags of the traditional adoption process are awareness, interest, evaluation, trial, and adoption. Defining Innovations • • • • Firm-oriented definitions Product-oriented definitions Market-oriented definitions Consumer-oriented definitions Adopter Categories A sequence of categories that describes how early (or late) a consumer adopts a new product in relation to other adopters. The five typical adopter categories are innovators, early adopters, early majority, late majority, and laggards. Figure Adopter Categories Early Adopters 13.5% Innovators 2.5% Laggards Early Majority 34% Late Majority 34% Percentage of Adopters by Category Sequence 16% Chapter 15 Consumer Decision Making Levels of Consumer Decision Making • Extensive Problem Solving • Limited Problem Solving • Routinized Response Behavior Extensive Problem Solving A search by the consumer to establish the necessary product criteria to evaluate knowledgeably the most suitable product to fulfill a need. Use of Heuristics in some cases to simplify = Use of a single criteria to simplify decision. E.g., brand, price, … Limited Problem Solving A limited search by a consumer for a product that will satisfy his or her basic criteria from among a selected group of brands. Routinized Response Behavior A habitual purchase response based on predetermined criteria. Models of Consumers: Four Views of Consumer Decision Making • • • • An Economic View A Passive View A Cognitive View An Emotional View A Model of Consumer Decision Making INPUT PROCESS OUTPUT The Buyer Decision Process Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior Need Recognition The realization by the consumer that there is a difference between “what is” and “what should be.” Prepurchase Search A stage in the consumer decision-making process in which the consumer perceives a need and actively seeks out information concerning products that will help satisfy that need. Evaluation of Alternatives A stage in the consumer decision-making process in which the consumer appraises the benefits to be derived from each of the product alternatives being considered. Issues in Alternative Evaluation • • • • • Evoked Set, inert + inept set of Brands Criteria Used for Evaluating Brands Consumer Decision Rules Lifestyles as a Consumer Decision Strategy Incomplete Information and Noncomparable Alternatives • Series of Decisions • Decision Rules and Marketing Strategy • Consumption Vision Consumer Decision Rules • Compensatory • Noncompensatory – Conjunctive Decision Rule – Disjunctive Decision Rule – Lexicographic Rule • These decision rules are particularly helpful for Promotional purposes (more than the 3 other Ps). Postpurchase Evaluation An assessment of a product based on actual trial after purchase. Relationship Marketing Marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business. Very important to create trust and commitment between Organization and consumers (exchange goods for loyalty).