Consumer Identity In A Multicultural Society
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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.
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A PROJECT REPORT ON A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS SMARTPHONE
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Similar to Consumer Identity In A Multicultural Society
Advert coursework 1 help sheet
This document provides a checklist of questions to analyze advertisements, including denotation and connotation of visual elements, target audience profile in terms of demographics and lifestyle, the advertising appeal and persuasion techniques used, the representation of gender roles and whether they are stereotypical, and institutional aspects such as the campaign, where consumers would access the ad, and relevant regulations.
Audience segmentation
The document discusses various methods for segmenting consumer markets including demographic, behavioral, and psychographic variables. Demographic variables include age, gender, income while behavioral consider product usage and decision making. Psychographic segmentation examines personality, lifestyle, values and attitudes. The document also describes a social class stratification system and the lifestyle groupings of mainstreamers, aspirers, succeeders, and reformers developed by an advertising agency to categorize consumers.
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.
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.
Cultural tension strategy nigel rahimpour
This document proposes a new approach to brand planning called "Planning 2.0" that embeds culture at the heart of brand strategy. It argues the old model of focusing solely on functional and emotional benefits is outdated and has resulted in consumer apathy. Planning 2.0 identifies cultural tensions in society that a brand can align with to define a cultural selling proposition and role in culture beyond just the category. It advocates using grassroots marketing tools to activate consumers and start a movement around the brand, treating people as the media. This cultural tension strategy is presented as a systematic way to ensure brands can tell bigger stories and become part of cultural conversations.
Segment
The document discusses various types of market segmentation used in marketing strategy, including demographic, psychographic, and behavioral segmentation. It provides examples of how companies segment consumers by factors like age, income, lifestyle, and product usage to develop targeted marketing approaches. Effective segmentation involves identifying segments that are identifiable, measurable, substantial, and durable over time.
Target market
The document discusses how to identify and define a target market. It explains that market segmentation involves dividing the overall market into meaningful subgroups based on characteristics like demographics, psychographics, and behaviors. Understanding the target market means knowing who the users, buyers, influencers and decision makers are, as well as their demographics, geographics, psychographics, needs, and buying behaviors. Market research is needed to develop a customer profile and understand competitors to effectively segment and target the right group.
Marketing segmentations
This document provides an overview of market segmentation. It discusses how market segmentation is the process of identifying distinct groups of buyers based on demographic, psychographic, and behavioral differences. The significance of market segmentation is that it allows companies to effectively target and position products and services, rationalize marketing functions, and develop greater customer satisfaction. Common bases for market segmentation include demographic factors, psychographic factors, behavioral factors, and geographic factors. The stages of market segmentation are identified and how segmentation choices can affect marketing decisions.
Consumer Behavior
Consumer behavior,Consumer Buying Behavior, Factors affecting consumer buying behavior, Customer buying role, Customer buying decision process.
Target Market.pptx
The document discusses market segmentation and targeting. It defines key terms like market, market segment, and target market. It also outlines the important factors to consider when developing a customer profile and segmenting the market, including demographics, psychographics, geographics, and buying behavior. The key characteristics that define different market segments are identified as important considerations for targeting the right customers.
Ethical Aspects In Advertising
The document discusses ethics in advertising, summarizing both benefits and harms. While advertising can provide economic, political, cultural, and moral benefits by informing consumers, it also uses manipulative tactics that can mislead consumers and exploit certain groups. Specifically, advertising sometimes relies on false information or sells a lifestyle rather than a product's true value. It can also distort political messages and degrade cultural and moral standards.
Cultural Sensitivity in Advertisements: Avoiding Stereotypes and Controversies
In a globalised world, where diversity is not just a buzzword but a reality, the impact of cultural sensitivity in advertisements cannot be overstated. According to the Advertising Filmmakers in India, advertising is a powerful tool that shapes societal norms, influences perceptions, and drives consumer behaviour. However, the portrayal of cultures, ethnicities, and identities in advertising campaigns has often been marred by stereotypes and controversies, raising pertinent questions about the need for a more nuanced and culturally sensitive approach.
consumer behaviour- Unit II
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
Multicultural marketing 3rd Session
This document outlines an agenda for a multicultural marketing class session. It includes discussions on cross-cultural consumer behavior, globalization of consumption, marketing research challenges, and a group assignment comparing word-of-mouth communication across cultures. A quiz on dating customs around the world is also included. The session will cover convergence of marketing environments and legal/ethical issues in cross-cultural research.
Cairo uni pres
This document provides an overview of key concepts related to developing an effective communications strategy. It outlines 10 essential elements to consider: 1) reviewing past communications, 2) setting objectives, 3) understanding audiences, 4) defining messages, 5) choosing appropriate communication products, 6) selecting channels, 7) allocating resources, 8) establishing a timeline, 9) maintaining brand consistency, and 10) obtaining feedback. The document emphasizes understanding audiences, crafting clear and tailored messages, using a variety of communication channels, creating a realistic budget and timeline, and assessing the strategy's success through measurable outcomes.
Consumer Behavior and Marketing Research
The document discusses factors that influence consumer behavior. There are four main types of factors: cultural factors, social factors, personal factors, and psychological factors. Cultural factors include culture, subcultures, and social classes that shape a person's values and preferences. Social factors encompass reference groups like family, friends, and social roles/status that provide social influence. Personal factors relate to demographics like age and lifestyle as well as income that impact purchasing power. Psychological factors refer to personality, self-concept, and motivations that underlie consumer decision making. Understanding how these various factors intersect is important for marketers to effectively target and influence consumers.
Sub 2 2_2
There are several ways to segment a market, including by geography, demographics, and psychographics. Geographic segmentation divides the market by factors like region, city size, population density, and climate. Demographic segmentation considers income, age, gender, lifestyle, race, culture, and more. Psychographic segmentation examines personality traits, values, attitudes, and lifestyles. Within psychographic segmentation, people can be classified into categories such as innovators, achievers, believers, and survivors based on their characteristics and resources. Market segmentation allows companies to better understand customer groups and tailor their products and marketing accordingly.
Impact of culture on international marketing
Culture has a significant impact on international marketing. Geert Hofstede identified five cultural dimensions that influence behavior: power distance, individualism vs collectivism, masculinity vs femininity, uncertainty avoidance, and long-term orientation. Elements of culture like values, attitudes, beliefs, language, and social norms shape consumption processes including access, buying behavior, product use, and disposal. Marketers must understand how cultural factors influence thinking, decisions, and preferences to develop effective marketing strategies for different countries and regions. Failing to consider cultural differences can lead to embarrassing mistakes in international markets.
Guess Who Is Coming To Aspin Research
The document discusses consumer behavior and how marketers can identify, understand, and communicate with target customers. It covers topics like market segmentation, the consumer decision process, and factors that influence consumer behavior such as culture, family, and the economy. The goal is to help marketers develop effective marketing strategies to attract customers.
Module 7-Cultural influences on CB.pdf
The document discusses learning objectives around culture and global marketing opportunities. It defines culture and discusses key tenets, including that culture is comprehensive, cultures differ significantly, and culture isn't prescriptive. Marketers have four options when tackling global opportunities: using a global strategy, local strategy, or two hybrid strategies of customizing either the product or communications. To develop effective strategies, marketers should conduct cross-cultural analysis considering linguistic, legal, advertising, and macro factors to understand consumer behavior. The first step in acculturating consumers is understanding their behavior regarding a company's product.
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Cultural Sensitivity in Advertisements: Avoiding Stereotypes and Controversies
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The Role Of Culture
The document discusses several aspects of culture and how they impact consumer behavior globally. It examines differences between individualist and collectivist cultures, masculine and feminine cultures, high and low power distance cultures, and cultures with high versus low uncertainty avoidance. Examples of countries scoring high or low on various cultural dimensions are provided. The role of these cultural factors in new product development processes is also briefly addressed.
Cracking Brand Value Code
The document discusses how brands appeal to people at different motivational levels and develop relationships with cultural groups. It explains that people are motivated at a basic, reptilian level by survival instincts, at an emotional, limbic level by early experiences, and at a rational level by logic. Successful brands develop intimate relationships with cultural groups seen as "rebels" to appeal to people at the limbic and reptilian levels. Examples given are MTV appealing to rebels, Starbucks to intellectuals, and Harley Davidson to outlaw bikers.
Ethnic Media
The document discusses ethnic media and consumer trends. It notes that ethnic media outlets have increased to 1,600 while ethnic language usage in media remains lacking. Various ethnic groups have different media preferences, with Hispanics preferring television, African Americans preferring radio, and Asian Americans preferring print media. Somalis rely on community leaders. Outlook's expenditure on ethnic media has doubled to $3.9 billion out of their $200 billion budget.
Multicultural Communication
1. Culture plays an important role in how people communicate and behave.
2. When communicating across cultures, there can be misunderstandings due to differences in cultural norms, values, and ways of assigning meaning.
3. To communicate effectively across cultures, it is important to be aware of one's own cultural biases and mental representations, as well as cultural differences in communication styles like high versus low context.
Adjusting To New Culture
This document discusses three aspects of adjusting to a new culture: 1) The stages of adjustment include a honeymoon period, initial culture shock, initial adjustment, further culture shock, and further adjustment. 2) There are four levels of cultural awareness - unconscious incompetence, conscious incompetence, conscious competence, and unconscious competence - that correspond to increasing understanding of the host culture. 3) Attitudes toward cultural differences change as one progresses through the stages of adjustment and levels of cultural awareness.
Culture And Negation 2
There are two main types of negotiators from different cultures - type A and type B. Type A negotiators start with small agreed details and work up, taking a more dynamic risk-taking approach similar to Americans. Type B negotiators want to first agree on an overall framework and take a slower more mature approach to avoid risk, similar to Asian Americans. Cross-cultural negotiations can be impacted by differences in views of time, space, and group dynamics as well as cultural values around power distance, uncertainty avoidance, individualism vs collectivism, and masculinity vs femininity. Key American values that contrast with Asian values include action, freedom, equality and performance versus patience, harmony, hierarchy and relationship.
Intercultural Comm Values Apr06 Handout
This document discusses intercultural communications and cultural differences. It notes that effective communication involves understanding how cultural values can impact messaging and how meanings are encoded and decoded differently. Some key cultural differences highlighted are individualism versus group orientation, direct versus indirect communication styles, and varying concepts of personal space and age roles. The document also cautions that generalizations should be avoided and one should consider the local context when analyzing cultural barriers to communication.
Consumption Efficience
Chapter 3 discusses the concept of efficiency as it relates to McDonaldization. It explores both the advantages and disadvantages of efficiency. It provides numerous examples of how various aspects of daily life have become increasingly efficient, such as fast food, shopping, education, entertainment, social interaction, and customer service. Efficiency allows things to be done more quickly, easily and profitably for consumers, workers and businesses.
McDonaldization of your busienss
This document discusses the concept of McDonaldization, which refers to the increasing influence of the principles of fast food restaurants in other sectors of society. It outlines the key dimensions of McDonaldization as efficiency, calculability, predictability, and control. While McDonaldization offers some benefits like wider availability and uniformity, it can also lead to irrational results and a loss of control for workers and customers. The document uses examples like IKEA to illustrate how McDonaldization can both provide value but also negative unintended consequences.
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Consumer Identity In A Multicultural Society
- 1. Multicultural Marketing & Consumer Identity
- 3. Goods and services have always been means to measure social station The social world, functions simultaneously as a system of power relations and as a symbolic system in which minute distinctions of taste become the basis for social judgment. PIERRE BOURDIEU .