Ch 5
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This document discusses various cultural, social, and personal influences on consumer behavior. It covers cultural influences like values, beliefs, and subcultures. Subcultures discussed include Hispanic Americans, African Americans, and Asian Americans. Social influences like reference groups, social classes, and opinion leaders are also examined. Family influences on consumer decisions are explored such as autonomous, husband dominant, wife dominant, and syncratic styles. Personal determinants of consumer behavior like needs, motives, perceptions, attitudes, and the consumer decision process are summarized as well.
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Ch 9
1. Market segmentation involves dividing the total market into homogeneous groups based on geographic, demographic, psychographic, or product-related factors.
2. Targeting involves selecting specific segments to target with marketing efforts. For example, geographic segmentation can divide the market based on location, climate, or residence type.
3. Positioning places a product in consumers' minds relative to competitors to differentiate it, such as focusing on certain benefits or a niche market.
Consumer Motivation of Subcultures
The document discusses consumer motivation and subcultures, focusing on Hispanic and African American groups in the US. It notes that Hispanic and African American populations have grown significantly in recent decades and now represent sizable consumer markets. Both groups tend to be younger on average than the overall US population. The document provides insights into the traits, preferences, and purchasing behaviors of Hispanic and African American consumers to help marketers effectively target these important subcultures.
5-(I) how do consumer characteristics influene buying behaviour
Consumer characteristics such as cultural, social, and personal factors influence buying behavior. Cultural factors include culture, subculture, and social class. Culture determines values and views, while subcultures provide identity. Social class indicates divisions in society that influence product preferences. Social factors comprise reference groups like family and roles/status. Personal factors consist of age, occupation, personality, lifestyle, and values. These characteristics shape consumer tastes, choices, and consumption patterns.
How do consumer characteristics influence buying behaviour.pptx
This document discusses the various cultural, social, and personal influences that impact consumer purchasing behaviors. It identifies key cultural influences like nationality, religion, and geography that shape value systems and require companies to tailor products for different cultural segments. Social influences include reference groups from family, friends, and other affiliations that expose consumers to new behaviors and create pressures to conform. Personal factors incorporate demographic characteristics, life stages, occupations, economic circumstances, personality, lifestyle, and values that determine the products and brands that appeal to consumers. Marketers must understand these various influences in order to effectively reach different consumer groups.
Chapter 13 Subcultures
This document discusses various subcultures and how they relate to consumer behavior. It defines subculture and examines nationality, religious, geographic, racial, age and sex-based subcultures. Specific examples are provided for each category, including differences in purchasing preferences. Marketers must understand these subcultures to effectively target consumer groups.
Marketing segmentation
This slideshow will educate on how the various markets are segmented and how they target different groups.
Culture and Consumer Behavior
Culture has a significant influence on consumer behavior. It determines values and lifestyle choices that impact thoughts, motives and consumption patterns. Core cultural values define how products are used and perceptions of brands. While globalization is dissolving boundaries, local culture still influences heterogeneity in consumption. Culture is learned and influences language, family structure, product evaluations, and communication style. It must be considered in marketing strategy, particularly regarding products, pricing, distribution and communication.
Soc 02 Irvin John
The document proposes several sociological questions about topics such as the effects of alcohol consumption on families, the impact of celebrity participation in fundraising events, the influence of television on family relationships, the relationship between socioeconomic status and purchases of food and footwear, the role of location and political views on gun ownership attitudes, and the effects of education programs on teen birth rates and disease prevention.
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1. Market segmentation involves dividing the total market into homogeneous groups based on geographic, demographic, psychographic, or product-related factors.
2. Targeting involves selecting specific segments to target with marketing efforts. For example, geographic segmentation can divide the market based on location, climate, or residence type.
3. Positioning places a product in consumers' minds relative to competitors to differentiate it, such as focusing on certain benefits or a niche market.
Consumer Motivation of Subcultures
The document discusses consumer motivation and subcultures, focusing on Hispanic and African American groups in the US. It notes that Hispanic and African American populations have grown significantly in recent decades and now represent sizable consumer markets. Both groups tend to be younger on average than the overall US population. The document provides insights into the traits, preferences, and purchasing behaviors of Hispanic and African American consumers to help marketers effectively target these important subcultures.
5-(I) how do consumer characteristics influene buying behaviour
Consumer characteristics such as cultural, social, and personal factors influence buying behavior. Cultural factors include culture, subculture, and social class. Culture determines values and views, while subcultures provide identity. Social class indicates divisions in society that influence product preferences. Social factors comprise reference groups like family and roles/status. Personal factors consist of age, occupation, personality, lifestyle, and values. These characteristics shape consumer tastes, choices, and consumption patterns.
How do consumer characteristics influence buying behaviour.pptx
This document discusses the various cultural, social, and personal influences that impact consumer purchasing behaviors. It identifies key cultural influences like nationality, religion, and geography that shape value systems and require companies to tailor products for different cultural segments. Social influences include reference groups from family, friends, and other affiliations that expose consumers to new behaviors and create pressures to conform. Personal factors incorporate demographic characteristics, life stages, occupations, economic circumstances, personality, lifestyle, and values that determine the products and brands that appeal to consumers. Marketers must understand these various influences in order to effectively reach different consumer groups.
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This document discusses various subcultures and how they relate to consumer behavior. It defines subculture and examines nationality, religious, geographic, racial, age and sex-based subcultures. Specific examples are provided for each category, including differences in purchasing preferences. Marketers must understand these subcultures to effectively target consumer groups.
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This slideshow will educate on how the various markets are segmented and how they target different groups.
Culture and Consumer Behavior
Culture has a significant influence on consumer behavior. It determines values and lifestyle choices that impact thoughts, motives and consumption patterns. Core cultural values define how products are used and perceptions of brands. While globalization is dissolving boundaries, local culture still influences heterogeneity in consumption. Culture is learned and influences language, family structure, product evaluations, and communication style. It must be considered in marketing strategy, particularly regarding products, pricing, distribution and communication.
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The document proposes several sociological questions about topics such as the effects of alcohol consumption on families, the impact of celebrity participation in fundraising events, the influence of television on family relationships, the relationship between socioeconomic status and purchases of food and footwear, the role of location and political views on gun ownership attitudes, and the effects of education programs on teen birth rates and disease prevention.
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This document summarizes research on cross-cultural variations in consumer behavior. It discusses how interest in cross-cultural consumer research has grown since the 1940s. Key areas of research covered include innovativeness, modernity, how culture interacts with consumer behavior, characteristics of firms operating globally, emerging research issues like the impact of the internet, and challenges of cross-cultural marketing. The document provides an overview of the history and development of research in this area.
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The document discusses several factors that influence consumer behavior, including reference groups, family and culture. It defines reference groups as individuals or groups that serve as a point of comparison and influence evaluations, aspirations, and behaviors. Reference groups can include family, friends, and celebrities. Family and culture also shape consumer decisions. Culture refers to shared values, norms, and beliefs passed down through generations that impact tastes and preferences. Subcultures within a culture may differ based on attributes like ethnicity, age, religion, and location. Social classes and groups further influence consumer norms and status. Marketers study these factors to understand consumer decision-making.
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Racial Subcultures
Age subcultures
Sex as a Subculture
Article an integrative framework for cross cultural consumer behavior
This document presents a framework for understanding cross-cultural consumer behavior. It discusses how culture, manifested in symbols, values, heroes and rituals, shapes consumer behavior. The framework integrates existing research and can help marketers better understand foreign consumers. It distinguishes between emic and etic definitions of culture - an emic view focuses on understanding from the culture's perspective, while an etic view compares cultures. The framework identifies areas needing further research to understand the relationships between cultural manifestations and dimensions of consumer behavior.
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Influence of culture on consumer behaviour
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR
3. WHAT IS CULTURE?
4. BELIEFS AND VALUES:
5. WHAT IS CONSUMER BEHAVIOUR?
6. THE INVISIBLE HAND OF CULTURE
7. Culture exists at different subjective levels:
8. CULTURE SATISFIES NEEDS
10. HOW IS CULTURE LEARNED?
11. How Culture Is Learned
12. ACQUISITION OF CULTURE
13. LANGUAGE AND SYMBOLS:
15. RITUALS:
16. SHARING OF CULTURE
18. CULTURE IS DYNAMIC
20. Mythology
21. THE MEASUREMENT OF CULTURE:
25. Value Measurement Survey Instruments:
27. CONCLUSION
29. REFERENCES:
CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK
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Why & how consumer buy in different cultures
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Cultures and sub cultures
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Culture and consumer behaviour
Core values define how products are used in societies and influence acceptable market relationships and behaviors. Culture includes learned beliefs, values, customs, and responses that direct consumer behavior. Cultural characteristics are learned and shared within groups. Marketers must understand how culture affects consumer pre-purchase activities like information search and post-purchase activities like product use. Culture also influences social classes that are hierarchical groups distinguished by factors like occupation, income, education, and prestige. Understanding differences in subcultures and cross-cultural groups is important for marketers to effectively target various national markets.
Chapter 12 Influence Of Culture On Consumer Behavior
The document discusses how culture influences consumer behavior. It defines culture as the learned beliefs, values and customs shared by members of a society. Culture is transmitted through enculturation, acculturation, language, symbols, rituals and sharing. Marketers must understand a target culture to effectively appeal to consumers within that culture.
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This document discusses how culture influences consumer behavior. It defines culture and discusses issues in analyzing culture. It also covers measuring the content of culture, how cultural meanings are expressed in products, and approaches to developing international marketing strategies. Specifically, it discusses adapting, standardizing, or changing marketing strategies across cultures. It provides examples of cultural differences and trends that marketers must consider when developing cross-cultural strategies.
Consumer behavior Values
This document discusses how cultural values shape consumer behavior and how marketers can respond. It begins by explaining that cultural values are widely held beliefs that influence consumption patterns. When cultural values shift over time, consumer behavior also changes. Therefore, understanding evolving values is key to predicting future consumer trends. The document then outlines different types of cultural values (self-oriented, environment-oriented, and other-oriented) and provides examples of how American values have changed in these areas. It concludes by recommending several marketing strategies like green marketing and cause-related marketing that can appeal to modern cultural values oriented around environmental and social issues.
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This document discusses several key factors that influence consumer behavior, including culture, social class, personal factors like age and lifestyle, and psychological factors like personality and perception. It also outlines the buyer decision process, from need recognition to post-purchase evaluation, and factors that influence the adoption of new products like perceived advantages and complexity. Marketers must understand these influences to effectively target consumer groups and appeal to motivations for purchase beyond superficial reasons.
Ibahrine Chapter 5 Culture Consumer Behavior
The document discusses several key topics related to consumer behavior:
1) It outlines the consumer perception process and explains how perception influences behavior.
2) It describes how a consumer's level of involvement with a product influences their decision making process.
3) It explains the fundamental motives behind consumer purchases, such as fulfilling needs, wants, and achieving benefits or rewards.
4) It discusses various cultural, social, and personal influences that shape consumer behavior, including family, reference groups, opinion leaders, and cultural values.
Culture & Consumer Behaviour
The document summarizes a presentation on how culture and cross-cultural variations influence consumer behavior. It defines culture and discusses how cultural values are classified into other-oriented, environment-oriented, and self-oriented categories. It also examines how cross-cultural differences in areas like non-verbal communication, time orientation, and etiquette can impact marketing strategy when expanding to other cultures. The presentation was given by N. Chandra Sekhar, an MBA student at Prabhath Institution of Business Management, under the guidance of Assistant Professor Raghavendra Prasad.
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Should companies assimilate to local tastes or are they expected to be exporting their own taste to provide locals with something new?
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Culture plays an important role in shaping consumer behavior. The elements of culture, such as beliefs, traditions, language and symbols, influence consumers' perceptions, preferences and purchase decisions. For marketers, it is essential to understand the cultural factors and their impact on behavior in both domestic and global markets. Failing to account for cultural differences can lead to ineffective marketing strategies. Learning about a culture allows marketers to develop communications and position products in a way that addresses local needs and is acceptable to target consumers.
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This document summarizes research on cross-cultural variations in consumer behavior. It discusses how interest in cross-cultural consumer research has grown since the 1940s. Key areas of research covered include innovativeness, modernity, how culture interacts with consumer behavior, characteristics of firms operating globally, emerging research issues like the impact of the internet, and challenges of cross-cultural marketing. The document provides an overview of the history and development of research in this area.
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The document discusses several factors that influence consumer behavior, including reference groups, family and culture. It defines reference groups as individuals or groups that serve as a point of comparison and influence evaluations, aspirations, and behaviors. Reference groups can include family, friends, and celebrities. Family and culture also shape consumer decisions. Culture refers to shared values, norms, and beliefs passed down through generations that impact tastes and preferences. Subcultures within a culture may differ based on attributes like ethnicity, age, religion, and location. Social classes and groups further influence consumer norms and status. Marketers study these factors to understand consumer decision-making.
10. Perilaku Wisatawan - Sub Culture & Consumer Behaviour
What Is Subculture?
Nationality Subcultures
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Article an integrative framework for cross cultural consumer behavior
This document presents a framework for understanding cross-cultural consumer behavior. It discusses how culture, manifested in symbols, values, heroes and rituals, shapes consumer behavior. The framework integrates existing research and can help marketers better understand foreign consumers. It distinguishes between emic and etic definitions of culture - an emic view focuses on understanding from the culture's perspective, while an etic view compares cultures. The framework identifies areas needing further research to understand the relationships between cultural manifestations and dimensions of consumer behavior.
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The document discusses different approaches for companies to enter new markets, including the waterfall approach which focuses on one market at a time and the sprinkler approach which targets multiple markets simultaneously. It also outlines factors to consider when evaluating potential new markets such as income and population levels, political climate, and whether the market is developed or developing. Developed markets offer large potential customer bases while developing markets provide opportunities for growth but also economic and cultural challenges. Overall, the document provides guidance on strategies and considerations for companies looking to expand into new international markets.
Influence of culture on consumer behaviour
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR
3. WHAT IS CULTURE?
4. BELIEFS AND VALUES:
5. WHAT IS CONSUMER BEHAVIOUR?
6. THE INVISIBLE HAND OF CULTURE
7. Culture exists at different subjective levels:
8. CULTURE SATISFIES NEEDS
10. HOW IS CULTURE LEARNED?
11. How Culture Is Learned
12. ACQUISITION OF CULTURE
13. LANGUAGE AND SYMBOLS:
15. RITUALS:
16. SHARING OF CULTURE
18. CULTURE IS DYNAMIC
20. Mythology
21. THE MEASUREMENT OF CULTURE:
25. Value Measurement Survey Instruments:
27. CONCLUSION
29. REFERENCES:
CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK
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This document discusses multicultural marketing and consumer identity. It notes that consumer identity is shaped by many social and cultural factors like age, gender, race, ethnicity, lifestyle and disability. Marketers are changing their strategies to satisfy the needs of different consumer groups in a multicultural society by developing cultural compatibility with target markets and communicating shared brand and social identities. The document provides an example of McDonald's using a matrix marketing strategy to target specific ethnic groups like African Americans and Latinos through tailored advertising and community support.
Consumer Behaviour
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as the study of how people buy products, what they buy, why they buy, and when they buy. It identifies cultural and social influences like culture, social class, and family as well as psychological influences like perception, learning, motives, and attitudes that shape consumer behavior. The document also outlines the buyer decision process that consumers go through when making a purchase.
Why & how consumer buy in different cultures
Abraham Maslow's hierarchy of needs theory proposes that people's needs are arranged in a hierarchy from basic physiological needs to more advanced needs for esteem and self-actualization. According to the theory, consumers' purchasing decisions are driven by their desire to fulfill needs at different levels of the hierarchy. Marketers must understand how cultural factors influence which needs dominate in a given society as well as how culture shapes what products are purchased, who makes decisions, and purchasing behaviors. Adapting to local cultural norms is important for international marketing success.
Cultures and sub cultures
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Culture and consumer behaviour
Core values define how products are used in societies and influence acceptable market relationships and behaviors. Culture includes learned beliefs, values, customs, and responses that direct consumer behavior. Cultural characteristics are learned and shared within groups. Marketers must understand how culture affects consumer pre-purchase activities like information search and post-purchase activities like product use. Culture also influences social classes that are hierarchical groups distinguished by factors like occupation, income, education, and prestige. Understanding differences in subcultures and cross-cultural groups is important for marketers to effectively target various national markets.
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Consumer behavior Values
This document discusses how cultural values shape consumer behavior and how marketers can respond. It begins by explaining that cultural values are widely held beliefs that influence consumption patterns. When cultural values shift over time, consumer behavior also changes. Therefore, understanding evolving values is key to predicting future consumer trends. The document then outlines different types of cultural values (self-oriented, environment-oriented, and other-oriented) and provides examples of how American values have changed in these areas. It concludes by recommending several marketing strategies like green marketing and cause-related marketing that can appeal to modern cultural values oriented around environmental and social issues.
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10. Perilaku Wisatawan - Sub Culture & Consumer Behaviour
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Article an integrative framework for cross cultural consumer behavior
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How can companies evaluate and select specific foreign markets to enter?
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Chapter 12 Influence Of Culture On Consumer Behavior
Chapter 12 Influence Of Culture On Consumer Behavior
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Consumer behavior notes
This document discusses several key factors that influence consumer behavior, including culture, social class, personal factors like age and lifestyle, and psychological factors like personality and perception. It also outlines the buyer decision process, from need recognition to post-purchase evaluation, and factors that influence the adoption of new products like perceived advantages and complexity. Marketers must understand these influences to effectively target consumer groups and appeal to motivations for purchase beyond superficial reasons.
Ibahrine Chapter 5 Culture Consumer Behavior
The document discusses several key topics related to consumer behavior:
1) It outlines the consumer perception process and explains how perception influences behavior.
2) It describes how a consumer's level of involvement with a product influences their decision making process.
3) It explains the fundamental motives behind consumer purchases, such as fulfilling needs, wants, and achieving benefits or rewards.
4) It discusses various cultural, social, and personal influences that shape consumer behavior, including family, reference groups, opinion leaders, and cultural values.
Culture & Consumer Behaviour
The document summarizes a presentation on how culture and cross-cultural variations influence consumer behavior. It defines culture and discusses how cultural values are classified into other-oriented, environment-oriented, and self-oriented categories. It also examines how cross-cultural differences in areas like non-verbal communication, time orientation, and etiquette can impact marketing strategy when expanding to other cultures. The presentation was given by N. Chandra Sekhar, an MBA student at Prabhath Institution of Business Management, under the guidance of Assistant Professor Raghavendra Prasad.
Solomon05
The document discusses how consumers develop their self-concept and how it influences purchasing behaviors. It explains that self-concept is shaped by social and cultural expectations of gender roles and ideals of beauty. Products are often used to express or enhance one's self-image and identity. The media plays a key role in promoting standards of attractiveness that consumers internalize and strive for through consumption.
Culture of Consumer Behavior
This document discusses various aspects of culture and how it impacts marketing. It defines culture and discusses how culture manifests through norms, consumption patterns, values and sanctions. It classifies cultural values into other-oriented, environment-oriented and self-oriented categories. It also discusses how culture is learned through enculturation and acculturation. Key elements that are part of a culture are discussed such as material culture, language, aesthetics, education, religion and social interactions. The document provides examples of how these different elements impact marketing tasks.
Consumer Behaviour- Influence of culture
Culture refers to the learned beliefs, values, and customs that regulate consumer behavior within a society. Culture provides order and guidance for important consumer decisions like what and where to eat. Cultural learning occurs through both formal and informal means. Issues in culture include enculturation, acculturation, the role of language and symbols, and the sharing of cultural rituals and artifacts. Common rituals include weddings, birthdays, and holidays, each with typical artifacts. Advertising aims to socialize consumers on topics like fashion, home decorating, and food and wine choices. Researchers measure culture through content analysis, consumer fieldwork, and value measurement instruments like the Rokeach Value Survey.
Consumer Behavior
The document discusses key concepts in understanding consumer behavior, including perception, learning, personality, and social factors. It covers topics like the aspects of perception (selection, organization, interpretation), theories of learning (classical and instrumental conditioning), personality theories (Freudian, trait theory), and variables that influence consumer behavior (innovativeness, dogmatism, need for uniqueness, compulsive consumption). The goal of understanding consumer behavior is to better satisfy consumer needs and influence behaviors through effective marketing strategies.
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This document discusses consumer buying behavior and the factors that influence it. It outlines the consumer buying decision process which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also describes types of buying behavior like routine response, limited decision, and impulse buying. Key factors that influence consumer behavior are personal factors, psychological factors, social factors, cultural factors, and groups or family. The stages of the consumer buying process and examples of psychological versus functional motives are also summarized.
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This document discusses consumer subcultures and social classes in the United States. It identifies several key subcultures including age (dividing older consumers into categories), ethnicity (focusing on Black, Hispanic, and Asian subcultures), and gender. Income levels are used to define three social classes - upper, middle, and lower class. The relationship between social class and income in predicting consumer behavior is also examined.
Socio cultural factor in Marketing
This document discusses socio-cultural factors that influence rural marketing. It defines culture and identifies key cultural elements like religion, social class, groups, and family structure that marketers must consider. Culture includes shared behaviors, norms, beliefs, and customs transmitted between generations. Rural consumers are influenced by social class, opinion leaders, family roles in purchasing, and sociability within their communities. Marketers need to understand these socio-cultural factors to effectively target and design products for rural consumers.
104061 633615339364525000
This document discusses how culture and subculture influence consumer behavior. It defines culture as the beliefs, values and customs of a society, while subculture refers to identifiable segments within a larger culture. The document outlines different subcultures like age, ethnicity, region, and examines how they impact consumption patterns. It also looks at how culture is learned, shared and dynamic. Various methods for measuring culture like content analysis, fieldwork and surveys are also summarized.
How to Reach the Emerging Multicultural Audiences
This document summarizes a panel discussion on reaching emerging multicultural audiences. The panelists included experts from advertising, marketing, and research firms. They discussed trends showing the growing diversity of the US population and importance of targeting specific cultures rather than general multiculturalism. Panelists provided examples of successful campaigns for Hispanic, Asian, and African American audiences and emphasized understanding each group's unique attributes and preferences. The key takeaway was that customizing marketing communications for individual cultures leads to greater marketing returns.
How to Reach the Emerging Multicultural Audiences
This document summarizes a panel discussion on reaching emerging multicultural audiences. The panelists included experts from advertising, marketing, and research firms. They discussed trends showing the growing diversity of the US population and importance of targeting specific cultures rather than general multiculturalism. Panelists provided examples of successful campaigns for Hispanic, Asian, and African American audiences and emphasized understanding each group's unique values and preferences to improve marketing returns. The key is modifying campaigns for population segments' nuances in language, creative content, and more.
Ahaa gen co members only web acc vs co 09-24-13-f
Understanding Cultural Orientation and media usage among target category users by generational segments and cross-culturally may allow marketers to increase conversions and deepen engagement with their most promising Hispanic niche
socilaclass-160228165440.pdfjfjf bhbbhdj
Social class is a social hierarchy defined by factors like wealth, occupation, and education that determine social status and influence behaviors related to consumption, leisure activities, and responses to marketing. Social class is measured both objectively using socioeconomic data and subjectively based on self-reported class. Understanding social class segmentation allows marketers to tailor their products, services, pricing, placement, and promotional strategies to different classes.
Influence of culture on consumer behavior by jayshah316
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
11thEd_Wilcox_PPT_Chapter11.ppt
This chapter discusses communicating with diverse audiences. It covers reaching ethnic audiences like Hispanics, African Americans, and Asian Americans, as well as different age groups from Millennials to seniors. Gender and lifestyle audiences are also examined, such as women, the LGBT community, religious groups, and the disability community. The objectives are to understand campaigns directed at specific audiences and how to effectively communicate with a diverse range of groups in a multicultural nation.
Social Classes
1. Social class is a social hierarchy based on factors like wealth, power, and prestige that influences consumer behavior.
2. Higher social classes seek to demonstrate their status through conspicuous consumption of luxury goods and experiences.
3. Marketers use knowledge of social class differences in spending patterns, media consumption, and values to segment markets and tailor marketing strategies.
Ch2 Conusmer Identity In A Mcs
This document discusses the changing nature of consumer identity and behavior in a multicultural American society. As the declining influence of traditional institutions gives rise to new social influences like shopping malls and media, consumer identity is increasingly expressed through marketplace choices and consumption of brands. Ethnic identity plays a role in how consumers define themselves and others, and is reflected in both public and private consumer behaviors. The marketplace has become both an economic exchange and a medium for cultural communication, where consumer choices help express and reinforce identities and values in this multicultural environment.
Branding Marketing & Selling to Muticultural Audiences
Branding Marketing & Selling to Muticultural Audiences MFHA - Multicultural Foodservice and Hospitality Alliance
#multiculturaldemographics #multiculturalmarketing
Presentation by Shawne Howell of Marketing Strategies, for MFHA in 2013. Presents facts and figures on key multicultural demographics in the US and makes a case to businesses on leveraging these findings to connect with multicultural targets. Similar to Ch 5 (20)
Marketing 1 (Chapter 5: Market Segmentation, Targeting and Positioning)
Marketing 1 (Chapter 5: Market Segmentation, Targeting and Positioning)
Consumer/Industrial behavior Characteristics based on different regions.
Consumer/Industrial behavior Characteristics based on different regions.
Consumer Behavior Chapter 13: Subcultures and Social Class
Consumer Behavior Chapter 13: Subcultures and Social Class
Influence of culture on consumer behavior by jayshah316
Influence of culture on consumer behavior by jayshah316
Branding Marketing & Selling to Muticultural Audiences
Branding Marketing & Selling to Muticultural Audiences
More from mhatcher
Ch.17
This document discusses personal selling and sales promotion. Personal selling involves interpersonal influence through in-person presentations and is used when consumers are small in number and geographically concentrated or the product is expensive, complex, custom-made or requires special handling. There are four sales channels - over-the-counter, field, telemarketing, and inside selling. Trends in personal selling include relationship selling, consultative selling, and team selling. The sales process involves prospecting, approaching customers, presenting the product, demonstrations, handling objections, closing the sale, and follow-up. Sales promotion includes tactics other than advertising to stimulate purchases, such as coupons, samples, contests, displays, and trade shows.
Ch.16
This document provides an overview of advertising, sales promotion, and public relations. It defines different types of advertising like product advertising and institutional advertising. It also discusses advertising objectives, strategies, and the process for creating advertisements. Additionally, it covers various media channels for advertising, how to select media, and how to measure advertising effectiveness. Public relations is defined as communicating with various stakeholders. Ethics in non-personal selling are also briefly addressed.
Ch.15
This document discusses integrated marketing communications and the promotional mix. It defines integrated marketing communications as coordinating all promotional activities, including advertising, direct mail, personal selling, sales promotion, and public relations to deliver a unified customer-focused message. The promotional mix includes personal selling, non-personal selling like advertising, sales promotion, direct marketing, publicity/PR, sponsorships, and electronic marketing. The document also covers objectives of promotion, the communications process, direct marketing methods, budgeting promotional activities, and measuring effectiveness.
Ch.14
This document provides an overview of the evolution and strategies of retailing. It discusses the historical progression of retail formats from trading posts to internet retailing. It also outlines the "wheel of retailing" concept where a new retailer offers lower prices, adds services as it grows, and is then supplanted by another retailer. Finally, it examines the key elements of a retailing strategy including target market selection, merchandising, pricing, location, promotion, and store atmospherics.
Ch.13
This document discusses marketing channels and logistics/supply chain management. It defines marketing channels as the system that promotes the flow of goods from producer to consumer, including ownership transfers. There are different types of channels like direct, wholesale, and dual distribution. Channel strategy decisions include determining distribution intensity like intensive, selective, or exclusive distribution. Logistics and supply chain management coordinates information and physical flow among channel members. It includes transportation, warehousing, inventory control and other physical distribution functions.
Ch 12
This document discusses key concepts around developing and managing brands and product categories. It defines what a brand is and different types of brands. It also covers brand loyalty and how it is measured. Product identification, trademarks, packaging, labeling, new product planning and development, product positioning, and product safety are also summarized. The overall purpose is to introduce important branding and product management topics.
Ch 11
This document discusses product and service strategies, including different types of products and classifications. It covers:
1) Goods are tangible products that can be seen, heard, smelled, tasted or touched, while services are intangible and require interaction between the buyer and seller.
2) Products are classified based on consumer buying habits into convenience, shopping, and specialty categories which have different behavior patterns.
3) Business products are classified based on use into installations, accessory equipment, component parts and materials, raw materials, and supplies.
Ch 10
The document discusses building buyer-seller relationships through relationship marketing and customer relationship management (CRM). It contrasts transactional marketing with relationship marketing, which focuses on developing long-term partnerships. Relationship marketing involves gathering customer data to enhance satisfaction, while CRM combines strategies and tools to focus the organization on satisfying customers. The document also identifies four types of business partnerships in business-to-business marketing.
Ch 7
Global marketing allows companies to expand profits and growth by accessing international markets for raw materials and customers. It reduces dependence on a single domestic economy. The US exports major agricultural products, machinery, computers and manufactured goods. Leading exporters include Boeing, Intel and Caterpillar. Services and retailing are also important exports, such as from American Express, Disney and Walmart. Benefits of going global include additional revenue, new consumer insights, and learning new techniques. Companies must consider international factors like culture, laws, economics and technology when developing global marketing strategies.
Ch 8
The document discusses the marketing research function and process. It covers:
1. The purposes of marketing research which include analyzing competition, gauging new product/package acceptance, and developing promotional campaigns.
2. How Charles C. Parlin helped develop the marketing research function. Technology has allowed for more data storage and simulation testing.
3. The marketing research process involves problem definition, exploratory research, hypothesis formulation, research design, data collection, and interpreting/presenting findings. Research methods can include secondary data, surveys, observations, experiments, and test marketing.
4. Conducting international marketing research presents additional challenges around language, culture, and obtaining reliable local information.
Ch 6
The document outlines the key components and objectives of business-to-business (B2B) marketing. It discusses segmenting B2B markets, the nature of business demand, and the organizational buying process. This involves multiple decision makers, is more formal than consumer buying, and may require bidding. The buying center concept and influences on purchase decisions are also examined.
Ch 4
E-business involves a wide range of internet-based business activities including e-tailing (online stores), B2B commerce, electronic data interchange, and social media marketing. E-marketing uses computer and internet technologies to create, promote, price and distribute goods to target markets online. It offers benefits like global reach, personalization, interactive and real-time marketing. B2B e-marketing makes business transactions more cost effective while EDI facilitates exchange of documents like invoices between businesses. B2C e-marketing involves direct online sales to consumers with advantages of competitive pricing, convenience and personalized service. Typical online buyers are affluent and educated, and popular product categories sold online include travel, software, cars and app
Ch 3
This document summarizes key aspects of a company's marketing environment including competitive, political/legal, economic, technological, and social/cultural factors. It discusses how each element can influence an organization and provides examples. Marketing ethics and social responsibility are also covered, emphasizing the need for marketers to balance profitability, consumer satisfaction, and social well-being.
Ch 2
Strategic planning involves determining long-term objectives and courses of action at the top management level, while tactical planning focuses on shorter-term and more specific activities overseen by middle management. Marketing planning begins with establishing a mission statement and objectives at the corporate level before assessing strengths, weaknesses, opportunities, and threats through a SWOT analysis. An effective marketing strategy identifies a target market and uses elements of the marketing mix like product, distribution, promotion, and pricing to satisfy customer needs.
Ch 1
This document provides an overview of key marketing concepts. It defines marketing as creating and delivering value to customers through product development, pricing, promotion, and distribution. It also discusses the evolution of marketing from a production focus to today's customer-centric approach. New areas discussed include relationship marketing, overcoming "marketing myopia," and expanding traditional boundaries to include non-profits and places. The impacts of technology and tools for interactive marketing are also summarized.
Ch.18 And 19
The document discusses various concepts and strategies related to pricing, including legal considerations like the Robinson-Patman Act. It outlines different pricing objectives such as profit maximization and market share goals. Methods for determining price are examined, including cost-oriented analysis and supply/demand factors. Elasticity and its impact on pricing decisions are defined. Various pricing strategies like skimming, penetration, and everyday low pricing are presented. The document also covers pricing determinants in practice and pricing policies involving psychological factors.
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Presented by Vladimir Iglovikov:
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Ch 5
- 1. Consumer Behavior Marketing: Chapter 5
- 2. Interpersonal Determinants of Consumer Behavior Cultural Influences Social Influences Family Influences
- 3. Cultural Influences Values, beliefs, preferences, tastes, handed down from previous generations Cultural values change, basic core values do not Ethnocentrism- tendency to view your own culture as the norm
- 4. International Perspective Successful marketing strategies in one country may not work in another country.
- 6. Subcultures: Based on factors such as race, nationality, age, rural vs. urban, sex, religion, & geographical distribution Groups with their own distinct modes of behavior.
- 7. Hispanic American More Disposable Income Than Any Other Minority Group Large, Fast Growing Market Younger Median Age Concentrated in CA, FL, NY, & TX, NM Larger households Acculturation Degree that newcomers have adapted to US culture
- 8. African American Family structure differs Make More Shopping Trips Per Year Purchase Beauty Supplies, Automotive Supplies & Electronics Students Buy Technology Products, Purchase Online Marketers use different approaches
- 9. Asian American Two dozen ethnic groups Chinese, Japanese, Indians, Koreans, Filipinos, Vietnamese with their own language, religion, and values.
- 10. Benetton Also Has Been Successful Extending Strategies Across Subcultures
- 11. Social Influences Norms Asch phenomenon People tend to conform to majority rule even if it goes against beliefs Impact of group on behavior Reference Groups Social Classes Opinion Leaders
- 12. Family Influences Autonomic Equal # of decisions by both. Sometimes he decides, sometimes she does Husband Dominant Wife dominant Syncratic Decisions made together Children & Teenagers
- 13. Personal Determinants Needs & Motives Maslow’s Hierarchy of Needs Physiological Safety Belongingness or social Esteem Self - actualization Continued
- 15. Appealing to social needs. Appealing to self-actualization.
- 16. Perceptions Perceptual screens Subliminal Perception Attitudes Self Concept Personal Determinants
- 18. Consumer Decision Process Problem Recognition Search Evaluation of Alternatives Purchase Decision Post- Purchase Evaluation