The document discusses the key cultural factors that influence fashion trends and consumer behavior, focusing on a target demographic of men aged 28-35. It analyzes how environment, social classes, and cultural trends shape perceptions and expectations. Specifically for Spain, it notes fashion tends to be conservative, stylish, and modern. It also examines how advertising constructs ideals of masculinity to sell brands by appealing to desires for power and status, and in the process influences how men see themselves.
Join AIPMM Anthropologist Paula Gray as she concludes the in-depth webcast series focusing on Consumer Behavior. This 3 part series has been a tremendous success as Paula has taken the time to unpack the somewhat mysterious buyer decision process. Part 1 focused on the product purchasing process, part 2 focused on internal process that shape buying decisions. Now join us for the final installment where we will look at how cultural and societal rules, laws, conventions, customs and values also affect the consumer’s purchase decision.
Your customer does not make buying decisions in a vacuum, but rather under the societal and cultural pressures that exist anywhere. Who better to uncover the complexity of that socio-cultural framework than our own AIPMM Anthropologist, Paula Gray? Join us as we learn more about these external influences and how they shape the internal buying decision.
As with the rest of this series you can use this information to inform your marketing strategy, create more relevant messaging and improve your social media strategy. This information is relevant for both tangible goods and intangible services.
Key topics in Part 3 will include:
· Definition of culture and how the components affect your customer’s buying decisions
· Subcultures and their “languages”
· Family and household member influence
· Reference groups and their influence
About Paula Gray
Paula Gray is an anthropologist and the Director of Research and Knowledge Development at AIPMM. She has traveled the globe to work with companies throughout the US, Europe, Africa and Asia-Pacific to help them gain a deeper understanding of their customers. She is featured in Linda Gorchels' book The Product Manager's Handbook and has contributed to several books on product management including The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK). She is also the author of numerous blog posts and papers including Business Anthropology and the Culture of Product Managers.
CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR pptIna Negi
Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society.
To suggest, as textbooks tend to do, that politics takes place in a social context fails to convey just how intimately politics and social life are related. Politics, by its very nature, is a social activity, and it is viewed by some as nothing more than the process through which the conflicts of society are articulated and, perhaps, resolved. In this sense, society is no mere 'context', but the very stuff and substance of politics itself. Although later chapters examine the interaction between society and politics in relation to particular channels of communication, such as the media, elections, political parties, interest groups and so on, this chapter focuses on the broader political implications of how society is structured and how it has changed and continues to change. For example, the transition from agrarian societies to industrial societies and then to so-called post-industrial society has profoundly altered levels of social connectedness and given rise to new political battle lines. Not only has post-industrialism been associated with the declining significance of social class, but technological change, particularly in the fields of information and communication, has altered the breadth of connections between and among people, as well as the nature of these connections. These and related factors have been linked to the strengthening of individualism, with major political consequences. Modern thinking about the relationship between politics and society is, nevertheless, increasingly focused on the issue of identity, which, many claim, has given rise to a new politics of group self-assertion, commonly called identity politics. Amongst its other implications, this trend has highlighted the political significance of factors such as race and ethnicity, gender and culture
Post-industrialism is characterized, amongst other things, by an increasing emphasis on knowledge and information generally, with the advent of the internet and the wider use of computer-based technologies having given rise to the 'information society'. Not only do information societies connect more people to more other people, but the nature of those connections has also changed, especially through the development of looser and more diffuse networks
Join AIPMM Anthropologist Paula Gray as she concludes the in-depth webcast series focusing on Consumer Behavior. This 3 part series has been a tremendous success as Paula has taken the time to unpack the somewhat mysterious buyer decision process. Part 1 focused on the product purchasing process, part 2 focused on internal process that shape buying decisions. Now join us for the final installment where we will look at how cultural and societal rules, laws, conventions, customs and values also affect the consumer’s purchase decision.
Your customer does not make buying decisions in a vacuum, but rather under the societal and cultural pressures that exist anywhere. Who better to uncover the complexity of that socio-cultural framework than our own AIPMM Anthropologist, Paula Gray? Join us as we learn more about these external influences and how they shape the internal buying decision.
As with the rest of this series you can use this information to inform your marketing strategy, create more relevant messaging and improve your social media strategy. This information is relevant for both tangible goods and intangible services.
Key topics in Part 3 will include:
· Definition of culture and how the components affect your customer’s buying decisions
· Subcultures and their “languages”
· Family and household member influence
· Reference groups and their influence
About Paula Gray
Paula Gray is an anthropologist and the Director of Research and Knowledge Development at AIPMM. She has traveled the globe to work with companies throughout the US, Europe, Africa and Asia-Pacific to help them gain a deeper understanding of their customers. She is featured in Linda Gorchels' book The Product Manager's Handbook and has contributed to several books on product management including The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK). She is also the author of numerous blog posts and papers including Business Anthropology and the Culture of Product Managers.
CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR pptIna Negi
Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society.
To suggest, as textbooks tend to do, that politics takes place in a social context fails to convey just how intimately politics and social life are related. Politics, by its very nature, is a social activity, and it is viewed by some as nothing more than the process through which the conflicts of society are articulated and, perhaps, resolved. In this sense, society is no mere 'context', but the very stuff and substance of politics itself. Although later chapters examine the interaction between society and politics in relation to particular channels of communication, such as the media, elections, political parties, interest groups and so on, this chapter focuses on the broader political implications of how society is structured and how it has changed and continues to change. For example, the transition from agrarian societies to industrial societies and then to so-called post-industrial society has profoundly altered levels of social connectedness and given rise to new political battle lines. Not only has post-industrialism been associated with the declining significance of social class, but technological change, particularly in the fields of information and communication, has altered the breadth of connections between and among people, as well as the nature of these connections. These and related factors have been linked to the strengthening of individualism, with major political consequences. Modern thinking about the relationship between politics and society is, nevertheless, increasingly focused on the issue of identity, which, many claim, has given rise to a new politics of group self-assertion, commonly called identity politics. Amongst its other implications, this trend has highlighted the political significance of factors such as race and ethnicity, gender and culture
Post-industrialism is characterized, amongst other things, by an increasing emphasis on knowledge and information generally, with the advent of the internet and the wider use of computer-based technologies having given rise to the 'information society'. Not only do information societies connect more people to more other people, but the nature of those connections has also changed, especially through the development of looser and more diffuse networks
MKT334 Consumer BehaviorDr. Stella LiAssistant Professor in IlonaThornburg83
MKT334 Consumer Behavior
Dr. Stella Li
Assistant Professor in Marketing
1
Week 11—
Cultural Values & Age Cohorts
1
Understand core American cultural valuesSummarize changes in self-, environment-, and other-oriented valuesDiscuss values as they relate to green marketingDiscuss values as they relate to cause-related marketingDiscuss values as they relate to marketing to gay and lesbian consumersDiscuss values as they relate to gender-based marketing
Learning Objectives
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L06
L05
L01
L04
L03
L02
Culture
Culture is a set of socially acquired values that society accepts as a whole and transmits to its members through language and symbols.
Reflects a society’s shared meanings and traditions.
Includes language, knowledge, religions, food customs, music, art, technology, work patterns, products, that distinct it from others.
3
Cultural Value
Cultural values are
personally socially worth striving for.
widely held beliefs that affirm what is desirable.
Value systems are the relative importance cultures place on different values.
Asian culture emphasizes “inner harmony”, collectivism.
Western cultures emphasize individual achievement, individualism.
Observable shifts in behavior, including consumption behavior, often reflect underlying shifts in cultural values.
4
Traditional, Current, and Emerging American Values
Changes in American Cultural Values
5
5
Characteristics of Cultural Values (1)
Cultural values are learned
Enculturation—learn the values of one’s own culture since childhood
Family passes values to the next generation
Learn through school, religious institutions.
Acculturation—learn the values of another culture.
A person may adapt the consumption values and behavior of another country.
Learn through observation, word-of-mouth communication, and mass media.
Cultural learning can occur through informal learning (e.g., observation), formal learning (e.g., family), technical learning (e.g., school)
6
Marketers influence our cultural learning
Repetition of marketing messages creates & reinforces cultural beliefs & values.
Example: ads of coffee , Coffee break
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Product marketing messages enhance informal cultural learning by provding the audience with a model of behavior to imiae. The is true for the visible and conspicuous consumption, where peer evaluation plays a rol.
7
Marketers influence our cultural learning
8
9
Green Marketing
Cause-Related Marketing
Marketing to Gay and Lesbian Consumers
Gender-Based Marketing
Marketing Strategy and Values
Will discuss these more in the lecture about marketing ethics
10
10
The gay market is estimated to be approximately 4% of the adult U.S. population, or approx. 10 million people over age18.
The purchase power of the gay market has been estimated at over $900 billion.
Marketing to Gay and Lesbian Consumers
Getty Images/Westend61
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11
Marketing to Gay and Lesbian Consumers
Hero Images/Image Source
Many companies find the gay m ...
Consumer Behavior and Marketing ResearchNagendra Babu
Consumer Behavior and Marketing Research
introduction, Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles, Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Factors Influencing Consumer Buying Decision
Influence of Culture on Consumer Behavior-Concept of Culture; The measurement of Culture; Indian Core
Values; Cultural aspects of emerging markets, Values, Lifestyles, and Psychographics- Impact of Values,
Lifestyles and Psychographics on buying behavior; Demographics, Lifestyles and Psychographics; Values and
Value Systems, Group Influence on Consumption- Role of reference groups; Effect of reference groups on
consumer decision making; Celebrity endorsements
2. The 4 C’s: Culture
Table of Content:
- Core target
- Cultural factors of influence: Environment, Social
classes, Cultural trends
- Sockaholic in advertising
3. - 28-35 years old, male and single.
- Works in design, technology, or fashion
- Has an Academic degree
- Is interested in culture and his appearance
is important to them with eye for detail
- Want to portray a clean cut, polished and
modern image
CORE TARGET
4. Fashion has evolved greatly because our culture and our way of thinking have
also evolved:
- More interconnected world
- Society tends to be more open minded.
These two factors have molded fashion, making it possible both for men and
women to express themselves in a more open and natural way.
Every country and it’s own society is different, but the factors that influence
the consumer are the same.
CULTURE: KEY IDEAS
5. Cultural factors:
- Environment
- Social classes
- Cultural trends
Also worth mentioning:
- Social factors (reference groups, family and
friends)
- Personal factors (age and lifestyle,
personality)
- Physological factors (motivation, beliefs,
attitudes)
FACTORS OF INFLUENCE
6. The environment is the surroundings of the
individual.
It will shape his perception, habits, behavior and
expectations.
Brands and companies have to understand it to
adapt a product and its marketing strategy.
ENVIRONMENT
8. Broad group in society having in common economic, cultural, or political
status.
Three general categories among social classes : lower class (price), middle
class, and upper class (quality, innovation, features, “social benefit”)
SOCIAL CLASSES
9. Consumers will be influenced, consciously or
unconsciously, by these trends, affecting their
behavior and shopping habits.
Male fashion ads are shown on TV and
magazines, but the rising popularity of blogging
(Men in this Town, Mr Porter, Fashionbeans),
social media and online shopping is having a
bigger influence.
CULTURAL TRENDS
10. Advertising reflects the current cultural ideals of
masculinity.
By creating a world that is based on desire,
power and status the consumer is enticed to
purchase and consume a product.
This image of masculinity constructed to sell a
brand name product also shapes the way in
which men see themselves and others.
The male body has become a work of art that is
toned, dressed and groomed with the intention
to be viewed as an object of art.
ADVERTISING
The Joy of Pecs: Representations of masculinities in fashion
brand advertising (Joseph Hancock & Vicki Karaminas)
12. Fashion evolves constantly. It is shaped by various cultural, psychological,
social and personal factors.
These factors will influence, consciously or unconsciously, the consumer
behaviour and shopping habits.
Advertising creates a world based on ideas and desires.
QUICK RECAP!
