Post on 04-Jan-2016
Chapter 11
The Influence of Culture on Consumer Behavior
CultureCulture
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 culturally-constituted world to consumer goods.
EnculturationEnculturationThe learning of the culture
of one’s own society.
AcculturationAcculturationThe learning of a new or
“foreign” culture.
The Rokeach Value Survey InstrumentThe 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
SubcultureSubculture
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 EXAMPLES
Nationality French, Puerto Rican, Korean
Religion Catholic, Hindu, Jew
Geographic region Southeastern, Midwestern, Eastern
Race African-American, Caucasian, Asian-American
Age Teens, Xers, middle age, elderly
Gender Female, Male
Occupation Engineer, cook, plumber
Social class Lower, middle, upper
Age Age SubculturesSubcultures
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
Cross-Cross-Cultural Cultural
Consumer Consumer AnalysisAnalysis
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 World BrandsBrands
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 Opinion LeaderLeader
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 Market MavenMaven
Individuals whose influence stems from a general knowledge or market
expertise that leads to an early awareness of new products and services.
Adoption Adoption ProcessProcess
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 Adopter CategoriesCategories
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
Innovators2.5%
EarlyAdopters
13.5%
Laggards
16%
Percentage of Adopters by Category Sequence
EarlyMajority
34%
LateMajority
34%
Chapter 15
Consumer Decision Making
Levels of Consumer Decision Making
• Extensive Problem Solving
• Limited Problem Solving
• Routinized Response Behavior
Extensive Extensive Problem Problem SolvingSolving
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 Limited Problem Problem SolvingSolving
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 Routinized Response Response BehaviorBehavior
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
Need RecognitionNeed Recognition
Information SearchInformation Search
Evaluation of AlternativesEvaluation of Alternatives
Purchase DecisionPurchase Decision
Postpurchase BehaviorPostpurchase Behavior
The Buyer Decision ProcessThe Buyer Decision Process
Need Need RecognitionRecognition
The realization by the consumer that there is a
difference between “what is” and “what should be.”
Prepurchase Prepurchase SearchSearch
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 Evaluation of AlternativesAlternatives
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 Postpurchase EvaluationEvaluation
An assessment of a product based on actual trial after
purchase.
Relationship Relationship MarketingMarketing
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).