class diversity, household and social influence


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class diversity, household and social influence

  1. 1. Consumer DiversityHousehold and Social Influences
  2. 2. Exhibit 12.1ConsumerDiversity
  3. 3. How Age Affects ConsumerBehavior3
  4. 4. Marketing to Cohorts4Kids and TweensTeensYoung AdultMiddle AdultOlder AdultHaving cool stuffMaking friendsFitting inRebellingDatingCollegeJobCarHousing and furnishingsMarriage/Committed partnerChildrenChildrenBigger house and more furnishingsAging parentsManaging timeRetirementManaging healthMaintaining social relationsAge Challenges Implications:ConsumerizationTrends, Differentiate fromparentsSettling into a lifestyle,Major investments,Disposable incomeSaving andinvestment,planning forretirementDecline in info processingability, possible disposableincome
  5. 5. This ad shows an elderlygentleman enjoying hisretirement in a state offinancial freedom andindependence as a potentialresult of long-term retirementplanning with Allianz.
  6. 6. Regional Influences6
  7. 7. Regional Influences7
  8. 8. McDonald’sProduct Strategy8
  9. 9. 9McDonald’sGlobalized Food OfferingsBig MacFrench FriesEgg McMuffin(McEgg Muffin)
  10. 10. McDonald’sLocalized Food Offerings10Bubur Ayam McDMalaysiaSolero McFlurrySouth AfricaQuarter PounderDeluxe with BaconUK
  11. 11. McDonald’sLocalized Food Offerings11India - Veg MenuA rich Béchamel egglesssauce mixed with exoticvegetables like broccoli,baby corn, mushrooms, redcapsicum and freshly bakedon rectangular spiced breadwith a cheese topping.A traditional Mexican soft flatbread that envelops crispygolden brown cottage cheeseencrusted with a Mexican Cajuncoating, and a salad mix oficeberg lettuce, carrot, redcabbage and celery.Breaded fried vegetablepatty consist of peas,carrots, green, beans, redcapsicum, potatoes, onions,rice and seasoning.
  12. 12. McDonald’sRegional Food OfferingsProsperity BurgerTargeted at Asian countriescelebrating Chinese New Year12
  13. 13. Ethnic Influences13Ethnic groups:subcultures with asimilar heritage andvaluesAcculturation
  14. 14. Exhibit 13.1Household andSocial ClassInfluences
  15. 15. How the Household InfluencesConsumer Behavior15
  16. 16. Roles That Household Members Play16
  17. 17. Social Class17
  18. 18. Class Structure18
  19. 19. Social Class19
  20. 20. How Does Social Class AffectConsumption?20
  21. 21. How Does Social Class AffectConsumption? (cont.)21
  22. 22. Readings22
  23. 23. Symbolic Consumer BehaviorMARK 3420, Spring 2013Prof. Rongrong Zhou
  24. 24. Exhibit 16.1SymbolicConsumerBehavior
  25. 25. Chapter OverviewSources and Functions of Symbolic MeaningSpecial Possessions and BrandsThe Transfer of Symbolic Meaning ThroughGift Giving25
  26. 26. Sources and Functions of SymbolicMeaning26
  27. 27. 27Exhibit 16.2: The Sources andFunctions of Consumption Symbols
  28. 28. The Emblematic FunctionThe use of products to symbolize membership in social groupsSources of emblems:GeographicEthnicSocial ClassGenderReference Group28
  29. 29. The Role Acquisition FunctionThe use of products as symbols to help us feel more comfortable in a new roleRole Acquisition PhasesSeparation from the old phaseTransition between phasesIncorporation into the new phaseCommon Role TransitionsMarital TransitionsCultural TransitionsSocial Status Transitions29
  30. 30. Role transitions, includingchanges in marital statussuch as getting married,involve a variety ofproducts and rituals.
  31. 31. 31
  32. 32. Special PossessionsSome products and possessions come to hold specialpositions in our minds, though they may or may not berelevant to our self-concept.Special BrandsTypes of Special PossessionsPetsMemory-Laden ObjectsAchievement SymbolsCollections32
  33. 33. Special Possessions33
  34. 34. The Transfer of Symbolic MeaningThrough Gift Giving34Exhibit 16.10o Motives: altruistic, agnostic, instrumental, obligatory,compensatory , antagonistico Nature: depend on the situation and the relationshipo Reaction: giver’s expectation of receiver’s reaction,receiver’s actual reaction, giver’sresponse to recipient’s reaction
  35. 35. Readings for next time35
  36. 36. Group Exercise 736