Ethnocentric tendencies presentation fobe
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This document summarizes a study on ethnocentric tendencies of Indian students. It begins with an introduction discussing the importance of understanding consumer behavior and how consumer ethnocentrism influences product purchasing decisions. It then reviews literature on the topic, defining consumer ethnocentrism and its cultural and economic components. The literature review also discusses the CETSCALE, a measurement tool for consumer ethnocentrism. The presentation flow and objectives are then outlined.
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Culture in Consumer Behaviour By Ray Bawania and Abhishek Chand
How does culture affect consumer behavior?
Should companies assimilate to local tastes or are they expected to be exporting their own taste to provide locals with something new?
COSUMER BEHAVIOUR
Consumer behavior is influenced by reference groups, social class, culture, and subcultures. [REFERENCE GROUPS] such as friends, celebrities, coworkers can influence purchasing decisions. [SOCIAL CLASS] is a hierarchy that impacts status and consumption patterns. [CULTURE] is learned and influences symbols, rituals, and sharing beliefs. [SUBCULTURES] like age, religion, region also shape behavior. Cross-cultural analysis examines psychological and social similarities and differences between nations to effectively target foreign consumers.
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Culture is defined as the learned beliefs, values, and customs that guide consumer behavior in a society. Consumer behavior is largely dependent on cultural factors like norms, values, and standards that are shared within a culture. Cultural factors can vary between countries and become more complex when people migrate and are exposed to new cultural influences, ultimately affecting their purchasing decisions. Culture exists to satisfy personal and social needs through establishing rules and standards. Marketers must understand target cultures to ensure products are acceptable and how to best communicate to persuade cultural groups, including using appropriate symbols and language.
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The document discusses various theories and models of motivation and consumer behavior. It describes Maslow's hierarchy of needs which proposes that humans seek to satisfy higher level needs after fulfilling basic needs. McGuire's psychological motives model divides motivation into cognitive vs affective and status quo vs growth categories. Murray identified six psychogenic needs like autonomy and dominance. The consumer decision process model outlines stages like problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Attitudes are influenced by affect through mere exposure effect, classical conditioning and attitude toward the ad.
Intercultural competence and maturity model seminar 26 aug 2014
Intercultural competence and maturity model seminar 26 aug 2014InfinIT - Innovationsnetværket for it
On 26 August 2014 the Center for Persona Research and Application hosted a seminar on International User Studies and Personas at the IT University of Copenhagen. 40 people from 35 different companies participated. Read more about the seminar here:
http://infinit.dk/dk/hvad_kan_vi_goere_for_dig/viden/reportage//seminar_on_international_user_studies_and_personas.htm Consumer behavior
The document discusses various factors that influence consumer behavior, including internal psychological factors, social factors, cultural factors, economic factors, personal factors, and environmental factors. It provides detailed explanations of each factor and how they shape consumer decisions. Some key internal factors mentioned are motivation, perception, learning, beliefs, attitudes, and personality. Social factors discussed include family, reference groups, roles and status. Cultural influences incorporate culture, subculture and social class.
Chapter 5_Consumer Markets and Buyer Behavior.pptx
1) The document discusses consumer markets and buyer behavior, outlining key factors that influence consumer purchasing decisions.
2) It introduces a model of consumer behavior that shows how marketing stimuli enter a consumer's "black box" and produce responses, influenced by consumer characteristics and decision processes.
3) The document then examines various cultural, social, personal, and psychological characteristics that shape buyer behavior, such as cultural and subculture influences, reference groups, motivation, perception, learning, beliefs and attitudes.
Individual Determinants of Consumer Behaviour
This document discusses various theories of personality and their implications for understanding consumer behavior. It covers Freudian theory which suggests unconscious drives influence behavior. Neo-Freudian theory emphasizes social relationships in personality development. Trait theory approaches personality as a set of traits. The document also discusses self-concept and how personality traits relate to consumer segmentation, innovation adoption, and responsiveness to marketing messages. Memory and learning processes are also examined in the context of consumer behavior.
Consumer Audience
Cultural, social, psychological, and behavioral factors influence consumer behavior and decision-making. Market segmentation involves dividing the overall market into distinct subgroups based on characteristics like demographics, geographics, psychographics, and behaviors. When targeting specific market segments, companies profile the segments to understand their needs, attitudes, and lifestyles in order to develop effective marketing strategies.
consumer psychology slides with proper comparison.pptx
This document discusses consumer behavior theory and the factors that influence consumer purchasing decisions. It covers rational choice theory, budget constraints, and preference ordering models. Key influences on consumer behavior include demographics, economic factors, situational influences, social factors, culture, lifestyle, psychology, marketing activities, and household dynamics. Consumer decision-making involves evaluating combinations of goods based on income and prices to select the preferred bundle.
Consumer behaviour, ch 3
This document discusses consumer behavior and how understanding consumers is essential for business success. It explains that studying consumer behavior involves asking the right questions to analyze who consumers are, what they buy, and why they make purchases. Key factors that influence consumer behavior are discussed such as cultural, social, personal, and psychological characteristics. The document also outlines the consumer purchase process and different types of buying decisions.
Consumer Behaviour- Factors influencing CB.ppt
The document discusses factors that influence consumer buyer behavior, including cultural, social, personal, and psychological factors. It outlines models of consumer behavior, such as the 7 O's framework that examines occupants, objects, objectives, organizations, operations, occasions, and outlets. It also summarizes the consumer decision process, which involves need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Key influences on adoption of new products are also outlined.
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Influence of culture on consumer behavior by jayshah316
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Consumer markets and consumer buying behavior mmda
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Intercultural competence and maturity model seminar 26 aug 2014
Intercultural competence and maturity model seminar 26 aug 2014
Chapter 5_Consumer Markets and Buyer Behavior.pptx
Chapter 5_Consumer Markets and Buyer Behavior.pptx
consumer psychology slides with proper comparison.pptx
consumer psychology slides with proper comparison.pptx
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Rural mktng
The document discusses trends in rural vs urban markets in India. Some key points:
1) Rural markets are growing twice as fast as urban markets and rural consumers are purchasing more appliances like refrigerators and mixers.
2) Rural purchasing power is increasing, with the average rural household owning 3 durables vs 7 for urban households.
3) FMCG, consumer durables, apparel, pharmaceuticals, and food/grocery sectors see over 50% of sales coming from rural India.
CRM at Timex Watches
1) Titan and Timex entered into a joint venture where Titan was responsible for marketing and distributing Timex watches but tensions arose as they started entering each other's territories.
2) There were reports of Titan employees denigrating Timex watches and only promoting Titan watches since employees were unaware Titan had a stake in the Timex JV.
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Westside
Tata Retails operates several retail chains in India including Westside, Croma, and Star Bazaar. Westside is Tata's flagship retail chain with 49 stores across major cities. It focuses on affordable fashion and lifestyle products. Over time, Westside has expanded its product ranges and services while pursuing a strategy of value pricing, promotional discounts, and celebrity brand ambassadors to promote its in-house brands. Tata Retails aims to be the most preferred retailer through quality products and an enhanced shopping experience across its growing network of stores.
Honda completed
Group 6 was established in 1948 in Tokyo, Japan and produces motorcycles, automobiles, and power products. Honda emphasizes respect for individuals and three principles of joy. Honda established its Guangzhou Honda Development Research center (GHRD) in China as the first automaker to develop products under an original brand through a joint venture. The goal of GHRD was to become an inspiring and energetic research environment to develop whole car research and development, including the Li Nian brand which aims to be a top international automobile brand supported by Honda's technologies.
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The document discusses the appropriateness and effectiveness of using humor in marketing campaigns. It notes that humor can help attract attention to ads but does not necessarily increase persuasion or enhance source credibility. The nature of the product affects whether humor is appropriate, as humor works best for products consumers do not think deeply about. Successful humorous ads are relevant to the product but may not improve product recall or buying intentions.
Brand longevity
Strategic brand management requires a long-term perspective. Building a brand takes sustained efforts over many years, not a short-term sprint. It is a marathon, not a sprint. A brand's longevity depends on factors like its ability to reinvent itself, respond to environmental changes, innovate, and have visionary leadership over many years.
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Ethnocentric tendencies presentation fobe
- 1. A Study on Ethnocentric Tendencies of Indian Students Presentors Harsh Ajmera Korada Rahul Gupta Prof. Sandeep Puri
- 2. Presentation Flow • Introduction • Literature Review • Objective • Methodology • Finding • Conclusions and recommendations
- 3. Introduction • Stiff cut throat competition leads to forcing any manager to understand his consumers. • Understanding would lead to better strategies • consumers love for the products made in own country has attracted interest amongst practitioners to develop and evaluate their marketing strategies and policies. • The decision to purchase products made locally or internationally can be stimulated by this expression. (CE). • Big shift in Indian Economy since 1991
- 4. • Big changes in Consumer Behavior, Entry of foreign players, competitive pricing, • CE refers to views of consumers about appropriateness and morality purchasing products made in foreign land. • For people of ethnocentric opinion it is wrong to purchase imported products because it hurts economy, causes to loss of jobs. • For highly ethnocentric consumers, products from foreign land are a matter of great contempt. • While for the non ethnocentric consumers the products irrespective of their origin have to be evaluated on the basis of its merits alone.
- 5. Literature Review (1) • Term Introduced by W G Summers in 1906It is psychological construct that aids in shaping attitudes and moral grounds of purchasing products made not in one’s own country. • Shankermahesh, 2006 sociological construct, as a view of things in which the center of one’s decision making is one’s own group and others are scaled and rated with respect to it. • Luque Martizez et al 2000 – A difference arises between the in group and out group or the we- group and other group or the us and everybody else as a group – It’s a tendency of a person to identify strongly with his group culture or to view any political, social or economic activities from point of in- group
- 6. Literature Review (2) • Shimp and Sharma 1987, consumer ethnocentrism is a universal phenomenon rooted to racial and cross cultural relations such views would be natural and even unconscious. Though • Shankarmahesh 2006 argued on the contrary that they are part of human nature. People have tendencies to – Define their own culture correct and natural and while discard others. – Perceive their customs are natural and universally good. – Favor one’s own group. – Feel proud of in-group and hostile of out-group
- 7. Literature Review (3) • Ethnocentrism has two major components- cultural and economic. – Cultural ethnocentrism would relate to views of a person that would give preference to one’s own cultural norms and attitudes and devalue others. This comes as visible by view of their clothing, religious symbols, etc – Economic Ethnocentrism views other groups as economic competitors and therefore should be limited in their capacity. It is visible by the preference one gives to goods and services of one’s own group.
- 8. Literature Review (4) • The CETSCALE: Shimp and Sharma 1987, developed the consumer ethnocentrism to a measurable construct. CETSCALE is a 17 items instrument formulates to better understand and explain and predict consumer’s behavior for foreign products or services. The Likert type sentences in this instrument measure the tendency of consumers to act consistently towards and their origin. • Bawa (2004), CETSCALE can be linked to the following four concepts: – It results in the loss of jobs – It is unpatriotic – It hurts the domestic economy – It is tied to product availability – The instrument is well tested for validity and reliability as a measure of Consumer Ethnocentrism with sample from USA, Spain and other nations.