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10 - 1
A Simple Model of
Consumer Decision Making
10 - 2
Reference Group
A group that serves as a point of comparison (or reference) for an
individual in the formation of either general or specific
values, attitudes, or behavior.
10 - 3
Indirect Reference
Groups
Individuals or groups with whom a person
identifies but does not have direct face-to-face contact, such as movie
stars, sports heroes, political leaders, or TV
personalities.
10 - 4
Teens are very
influenced by indirect reference groups.
weblink
10 - 5
Major Consumer Reference Groups
10 - 6
A Reference Group Must ...
• Inform or make the individual aware of a specific product or brand
• Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group
• Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group
• Legitimize the decision to use the same products as the group
10 - 7Copyright 2007 by Prentice Hall
Brand Communities
• Harley-Davidson Owner Groups
• Amul advertisement likers in Social Networking sites
• Apple product users’ groups
10 - 8
Influence of Family
10 - 9
Households
Households
Family Households: Married couple, Nuclear family, Extended family
Nonfamily Households: Unmarried couples,
Friends/ Roommates, Boarders
10 - 10
Evidence of the Dynamic Nature of U.S. Households (Refer Page 316 – text book for Indian scenario)
10 - 11
Consumer Socialization
The process by which children acquire the
skills, knowledge and attitudes necessary to
function as consumers.
10 - 12
A Simple Model of the Socialization Process
10 - 13
Family Decision-Making Process – Aspect 1
ROLEROLE DESCRIPTIONDESCRIPTIONInfluencers Family member(s) who provide information to other members about a
product or service
Gatekeepers Family member(s) who control the flow of information about a product or service into the family
Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service
Buyers Family member(s) who make the actual purchase of a particular product or service
Preparers Family member(s) who transform the product into a form suitable for consumption by other family members
Users Family member(s) who use or consume a particular product or service
Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction.
Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service
10 - 14
Family Decision-Making Process – Aspects 2
• Husband-Dominated
• Wife-Dominated
• Joint
10 - 15
The Family Life Cycle
• Traditional Family Life Cycle– Stage I: Bachelorhood– Stage II: Honeymooners– Stage III: Parenthood– Stage IV: Post-parenthood (Empty nest stage)
– Stage V: Dissolution
• Modifications - the Nontraditional FLC
10 - 16
Influence of Social Class
10 - 17
Social Class
The division of members of a society into a hierarchy of
distinct status classes, so that members of
each class have relatively the same
status and members of other classes have
either higher or lower status
10 - 18Copyright 2007 by Prentice Hall
Social Class Measurement• Subjective Measures
– individuals are asked to estimate their own social-class positions
• Objective Measures– individuals answer specific socio-economic
questions and then are categorized according to answers
10 - 19Copyright 2007 by Prentice Hall
Objective Measures
• Single-variable indexes– Occupation– Education– Income– Other Variables
• Composite-variable indexes– Index of Status
Characteristics– Socioeconomic
Status Score
10 - 20Copyright 2007 by Prentice Hall
Socioeconomic Status Score
(SES)
A multivariable social class measure used by
the United States Bureau of the Census
that combines occupational status, family income, and
educational attainment into a single measure of
social class standing.
10 - 21Copyright 2007 by Prentice Hall
Geodemographic Clusters
A composite segmentation
strategy that uses both geographic
variables (zip codes, neighborhoods) and
demographic variables (e.g.,
income, occupation) to identify target
markets.
10 - 22Copyright 2007 by Prentice Hall
PRIZM (Potential
Rating Index by Zip
Market)
A composite index of geographic and
socioeconomic factors expressed in
residential zip code neighborhoods from
which geodemographic
consumer segments are formed.
10 - 23Copyright 2007 by Prentice Hall
Explore the Prizm Product
at Clarita’s Web site.
weblink
10 - 24
Consumer Behavior and Social Class
• Clothing, Fashion, Accessories and Shopping
• The Pursuit of Luxury, Leisure
• Saving, Spending, and Credit
• Social Class and Media / Communication
10 - 25
Influence of Culture
10 - 26
Culture
The sum total of learned beliefs, values and
customs that serve to regulate the consumer
behavior of members of a particular society.
10 - 27
A Theoretical Model of Cultures’ Influence on Behavior
10 - 28
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of culture
• Enculturation– The learning of one’s
own culture• Acculturation
– The learning of a new or foreign culture
Issues
10 - 29
The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments
10 - 30
Content Content AnalysisAnalysis
A method for systematically
analyzing the content of verbal and/or pictorial
communication. The method is frequently
used to determine prevailing social values
of a society.
10 - 31
Field Field ObservationObservation
A cultural measurement technique that takes
place within a natural environment that
focuses on observing behavior (sometimes without the subjects’
awareness).
10 - 32
Characteristics of Field Observation
• Takes place within a natural environment
• Performed sometimes without the subject’s awareness
• Focuses on observation of behavior
10 - 33
Participant-Observers
Researchers who participate in the
environment that they are studying without notifying those who are being observed.
10 - 34
Value Measurement Survey Instruments
• Rokeach Value Survey (RVS)– A self-administered inventory consisting of
eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals)
• List of Values (LOV)– A value measurement instrument that asks
consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey
• Values and Lifestyles (VALS)– A value measurement based on Values, Attitudes
and Lifestyles
10 - 35
Table 12.5 Excerpt from the Rokeach Value Survey
TERMINAL VALUES INSTRMENTAL VALUES
A comfortable life Ambitious
An exciting life Broad-minded
A world at peace Capable
Equality Cheerful
Freedom Clean
Happiness Courageous
National security Forgiving
Pleasure Helpful
Salvation Honest
Social recognition Imaginative
True friendship Independent
Wisdom Intellectual
10 - 36
Page 231: HSBC’s “Different Values” campaign
10 - 37Copyright 2007 by Prentice Hall
SubcultureSubculture
A distinct cultural group that exists as an
identifiable segment within a larger, more
complex society.
10 - 38
Relationship Between Culture and Subculture
10 - 39
An ad showing many racial subcultures
10 - 40
This ad for Vibe Vixen magazine
targets the African
AmericanUrban
subculture.
10 - 41
Issues in Studying Hispanic American Subcultures
• Hispanic Consumer Behavior– Stronger preference for well-established
brands– Prefer to shop at smaller stores– Some are shifting food shopping to non-
ethnic American-style supermarkets– Youths are more fashion conscious than
non-Hispanic peers
10 - 42
Regional Subcultures
• Many regional differences exist in consumption behavior– Westerners have a mug of black coffee– Easterners have a cup of coffee with milk
and sugar– White bread is preferred in the South and
Midwest– Rye and whole wheat are preferred on the
East and West coasts
10 - 43Copyright 2007 by Prentice Hall
Major Age Subcultures
Generation X Market
Baby Boomer Market
SeniorsMarket
Generation YMarket
10 - 44
Generation Y
Born between 1980 and 1999; also called
echo boomers and millennium generation.
10 - 45
Three Subsegments of Gen Y
• Gen Y Adults
• Gen Y Teens
• Gen Y Tweens
10 - 46Copyright 2007 by Prentice Hall
Generation X
Born between 1965 and 1979; post baby
boomer segment (also referred to as Xers or
busters).
10 - 47
Baby Boomers
Individuals born between 1946
and 1964 (approximately 40
percent of the adult population).
10 - 48
Baby Boomers
• The largest age category alive today
• Frequently make important consumer purchase decisions
• Include a small subsegment of trendsetting consumers (yuppies) who influence consumer tastes of other age segments
10 - 49
Seniors
Generally older consumers. Consist
of subcultures, including the 65-plus
market and the “elderly consumers”
market.
10 - 50
Gender as a Subculture
• Gender Roles and Consumer Behavior– Masculine vs Feminine Traits
• The Working Woman– Segmentation Issues– Shopping Patterns
10 - 51
Cross-Cultures and Consumer Behaviour
10 - 52Copyright 2007 by Prentice Hall
The Imperative to Be Multinational
• Acquiring Exposure to Other Cultures
• Country-of-origin Effects
10 - 53
The World’s Most Valuable Brands
1. Coca-Cola2. Microsoft3. IBM4. GE5. Intel6. Disney7. McDonald’s8. Nokia9. Toyota10.Marlboro
10 - 54
Most of these brands offer
different Web sites for each
country.
weblink
10 - 55
Swiss Watches
10 - 56
Can’t Beat the EngineeringThe “American” Twist
10 - 57
Cross-CulturalConsumer Analysis
The effort to determine to what
extent the consumers of two
or more nations are similar or different.
10 - 58
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teenage market
• Acculturation
• The greater the similarity between nations, the more feasible to use relatively similar marketing strategies
• Marketers often speak to the same “types” of consumers globally
Issues
10 - 59
Comparisons of Chinese and American Cultural Traits
Chinese Cultural Traits• Not-individual centred• Submissive to
authority• Ancestor worship• Values a person’s
duty to family and state
American Cultural Traits• Individual centered• Emphasis on self-
reliance• Primary faith in
rationalism• Values individual
personality
10 - 60
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teenage market
• Acculturation
• Growing in Asia, South America, and Eastern Europe
• Marketers should focus on these markets
Issues
10 - 61
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teenage market
• Acculturation
• There has been growth in an affluent global teenage and young adult market
• They appear to have similar interests, desires, and consumption behavior no matter where they live… GENERATION Y
Issues
10 - 62
The iPod has global appeal to the young
market.
weblink
10 - 63
Cross-Cultural Consumer Analysis
• Similarities and differences among people
• The growing global middle class
• The global teenage market
• Acculturation
• Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries
Issues
10 - 64
Basic Research Issues in Cross-Cultural Analysis
FACTORS
Differences in language and meaning
Differences in market segmentation opportunities
Differences in consumption patterns
Differences in the perceived benefits of products and services
EXAMPLES
Words or concepts may not mean the same in two different countries.
The income, social class, age, and sex of target customers may differ dramatically in two different countries.
Two countries may differ substantially in the level of consumption or use of products or services.
Two nations may use or consume the same product in very different ways.
10 - 65
FACTORS
Differences in the criteria for evaluating products and services
Differences in economic and social conditions and family structure
Differences in marketing research and conditions
Differences in marketing research possibilities
EXAMPLES
The benefits sought from a service may differ from country to country.
The “style” of family decision making may vary significantly from country to country.
The types and quality of retail outlets and direct-mail lists may vary greatly among countries.
The availability of professional consumer researchers may vary considerably from country to country.
10 - 66
World Brands
Products that are manufactured, packaged, and
positioned the same way regardless of the country in which they
are sold.
10 - 67
Are Global Brands Different?
• According to a survey – yes.
• Global brands have:– Quality signal– Global myth– Social responsibility
10 - 68
Multinational Reactions to Brand Extensions
• A global brand does not always have success with brand extentions
• Example Coke brand extension – Coke popcorn– Eastern culture saw fit and accepted the
brand extension– Western culture did not see fit
10 - 69
Adaptive Global Marketing
• Adaptation of advertising message to specific values of particular cultures
• McDonald’s uses localization– Example Ronald McDonald is Donald
McDonald in Japan– Japanese menu includes corn soup and
green tea milkshakes
• Often best to combine global and local marketing strategies
10 - 70
Alternative Multinational Strategies: Global Versus Local
• Framework for Assessing Multinational Strategies– Global– Local– Mixed
10 - 71
Table 14.8 A Framework for Alternative Global Marketing Strategies
PRODUCT STRATEGY
COMMUNICATON STRATEGY
STANDARDIZED COMMUNICATIONS
LOCALIZED COMMUNICATIONS
STANDARDIZED PRODUCT
Global strategy:Uniform Product/ Uniform Message
Mixed Strategy:Uniform Product/ Customized Message
LOCALIZED PRODUCT
Mixed strategy:Customized Product/ Uniform Message
Local Strategy:Customized Product/ Customized Message
10 - 72
Cross-Cultural Psychographic Segmentation
The only ultimate truth possible is that humans are both deeply the same and
obviously different.
10 - 73
Six Global Consumer Segments – An Example
Strivers 23%
Altruists18%
Devouts22%
Fun Seekers12%
Creatives10%
Intimates15%