Consumer Behaviour Building Marketing Strategy. Lecture 8 Chapter 12 By: Dr. Marwan Khammash Bangor University Bangor Business School

Transcription

1 Consumer Behaviour Building Marketing Strategy Lecture 8 Chapter 12 By: Dr. Marwan Khammash Bangor University Bangor Business School

2 PART III: INTERNAL INFLUENCES 12-2

3 12 CHAPTER 12 SELF-CONCEPT AND LIFESTYLE 12-3

4 Consumer Behavior In The News Does power and status matter that much? You be the judge: Do you think consumers would pay $300 for a high-status toaster when they could buy a functionally equivalent toaster for $30? What might explain this? Source: A. Galinksy and D. Rucker, Powerless Consumers Spend More, Advertising Age, September 22, 2008, p

5 Consumer Behavior In The News Does power and status matter that much? If you said YES you are correct! Explanation: Actual vs. Ideal Self-Concept. Consumers who feel a lack of power/status in their self concepts fill void via purchase of power/status brands. Source: A. Galinksy and D. Rucker, Powerless Consumers Spend More, Advertising Age, September 22, 2008, p

6 Self-Concept Self-concept: is the totality of the one s thoughts and feelings toward one s self. It is one s attitude toward one s self. The private self refers to how I do or would like to see myself. The social self refers to how I am or would like to be seen. The actual self refers to how I think I am now and the ideal self is how I would like to be. Marketers attempt to create product images that are consistent with the self-concept of their target market. A 15 item semantic differential scale has been developed for this purpose. It contains terms such as rugged-delicate, thrifty-indulgent, and rational-emotional. 12-6

7 Self-Concept Dimensions of a Consumer s s Self-Concept 12-7

8 Self-Concept Interdependent/Independent Self-Concepts Individuals with an interdependent selfconcept tend to be Obedient Sociocentric Holistic Connected, and Relation oriented Individuals with an independent self-concept tend to be Individualistic egocentric Autonomous Self-Reliant, and Self-Contained 12-8

9 Self-Concept Possessions and the Extended Self The extended self consists of the self plus possessions. People tend to define themselves in part by their possessions. A peak experience is an experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment. Tattoos can become a part of one s extended self 12-9

10 Self-Concept Measuring Self-Concept 12-10

11 Self-Concept The Relationship Between Self-Concept and Brand Image Influence 12-11

12 Self-Concept Marketers have been criticized for focusing too much attention on the importance of being beautiful with beautiful being defined as young, and slim with a fairly narrow range of facial features. While virtually all societies appear to define and desire beauty, the intense exposure to products and advertisements focused on beauty in America today is unique. Critics argue that this concern leads individuals to develop self-concepts that are heavily dependent on their physical appearance rather than other equally or more important attributes

13 The Nature of Lifestyle Lifestyle is basically how a person lives. It is how one enacts his or her self-concept. Influences all aspects of one s consumption behavior. Is determined by the person s past experiences, innate characteristics, and current situation

14 The Nature of Lifestyle Lifestyle and the Consumer Process 12-14

15 The Nature of Lifestyle Measurement of Lifestyle Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics. Measures include: Attitudes Values Activities and Interests Demographics Evaluative statements about other people, places, ideas, products, etc. Widely held beliefs about what is acceptable or desirable Nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church Age, education, income, occupation, family structure, ethnic background Media patterns The specific media the consumer utilize Usage rates Measurements of consumption within a specified product category; often consumers are categorized as heavy, medium, light, or nonusers 12-15

16 The Nature of Lifestyle A large number of individuals, often 500 or more, provide the above information. Statistical techniques are used to place them into groups. Most studies use the first two or three dimensions described above to group individuals. The other dimensions are used to provide fuller descriptions of each group. Other studies include demographics as part of the grouping process

17 The Nature of Lifestyle Top Guns (27%) Elitists (24%) Proud Patrons 23%) Bon Vivants (17%) Fantasists (9%) Porsche Consumer Segments Ambitious and driven, this group values power and control and expects to be noticed. These old-family-money blue-bloods don t see a car as an extension of their personality. Cars are cars no matter what the price tag. This group purchases a car to satisfy themselves, not to impress others. A car is a reward for their hard work. These thrill seekers and jet-setters see cars as enhancing their already existing lives. This group uses their car as an escape, not as a means to impress others. In fact, they feel a bit of guilt for owning a Porsche

18 The Nature of Lifestyle Minimalists (12%) Gatherers (15%) Providers (23%) Enthusiasts (27%) Traditionalists (23%) Five Shopping Lifestyle Segments Primarily motivated by value; least motivated by fun and adventure; low in appreciation for retail aesthetics, low in innovativeness, do not tend to be browsers-- middle-aged, with 57% being men Primarily motivated by keeping up with trends and joy of shopping for others; least motivated by value; low in appreciation of retail aesthetics, low in innovativeness, moderate browsers-- mix of younger and older shoppers, with 70% being male Primarily motivated by enjoyment of shopping for others and value; not motivated by fun and adventure; moderate in appreciation of retail aesthetics, low in innovativeness, moderate browsers-- oldest group, with 83% being female Highly motivated by all hedonic aspects including fun and adventure; highest in appreciation of retail aesthetics, most innovative, spend the most time browsing-- youngest group, with 90% being female Mmoderately motivated by all hedonic aspects, gratification high on the list; moderate in appreciation of retail aesthetics, highly innovative, moderate browsers-- mix of younger and older shoppers, with 58% being female 12-18

19 The Nature of Lifestyle Technographics Media Junkies 6% Gadget Grabbers 7% Fast Sidelined Forwards Citizens 10% 29% Technology Segments Mouse Potatoes 9% Traditionalists 10% Techno- Strivers 5% Digital Hopefuls 6% Handshakers 7% New Age Nurturers 8% 12-19

20 The Nature of Lifestyle Three general lifestyle schemes: 1. The VALS TM System 2. The PRIZM System 3. Roper Starch Global Lifestyles 12-20

21 The VALS TM System VALS provides a systematic classification of U.S. adults into eight distinct consumer segments. VALS is based on enduring psychological characteristics that correlate with purchase patterns

22 The VALS TM System Three Primary Consumer Motivations: 1. Ideals Motivation 2. Achievement Motivation 3. Self-Expression Motivation 12-22

23 The VALS TM System Underlying Differences Across VALS TM Motivational Types 12-23

24 The VALS TM System Using measures of self orientation and ability to pursue one s dominant self orientation, VALS divides the United States into eight groups: a. Innovators: successful, sophisticated, active people with high selfesteem and abundant resources. b. Thinkers: mature, satisfied, comfortable, reflective people who value order, knowledge, and responsibility. c. Believers: conservative, conventional people with concrete beliefs based on traditional, established codes. d. Achievers: successful career- and work-oriented people who like to, and generally do, feel in control of their lives. e. Strivers: unsure of themselves and limited education, tend to have narrow interests, money defines them but do not have enough of it, they emulate others, and often feel life has given them a raw deal. f. Experiencers: are young, vital, impulsive, and rebellious. g. Makers: are practical people with practical skills who live within a traditional context of family and work. h. Survivors: live simply on limited income, relatively satisfied, most are elderly

25 Geo-Lifestyle Analysis (PRIZM) The underlying logic: 1 People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another. They choose to live amongst their peers in neighborhoods offering compatible lifestyles. They exhibit shared patterns of consumer behavior toward products, services, media and promotions. 1 Claritas, Inc

26 Geo-Lifestyle Analysis (PRIZM) The geographic regions analyzed can range from large to small: States and counties Cities with 50,000+ people 5-digit ZIP codes (1,500-15,000 or more households) Census tracts with (850-2,500 households) Census blocks (8-25 households) ZIP+4, (6-15 households) PRIZM can even get down to the individual household! 1 Claritas, Inc

27 Geo-Lifestyle Analysis (PRIZM) PRIZM Social and Lifestage Groups PRIZM organizes its 66 individual segments into social and lifestage groups. Social groupings are based on urbaniticity. The four social groupings are: Urban Suburban Second City Town & Country Major cities with high population density Moderately dens suburban areas surrounding metropolitan area Smaller, less densely populated cities or satellites to major cities Low-density towns and rural communities 12-27

28 Geo-Lifestyle Analysis (PRIZM) PRIZM Social and Lifestage Groups The lifestage groups are based on age and the presence of children. The three major lifestage groups are: Younger Years Singles and couples under 45 years of age with no children Family Life Mature Years Middle ages (25-54) families with children Singles and couples over 45 years of age 12-28

29 Geo-Lifestyle Analysis (PRIZM) Blue Blood Estates Big Fish, Small Pond Pools and Patios Bohemian Mix Urban Achievers Young & Rustic Golden Ponds Sample PRIZM Segments 12-29

30 Applications in Consumer Behavior The Yamaha ad is a good example of how marketers are targeting the pools and patios. Courtesy Yamaha Motor Corporation, USA

31 International Lifestyles Global Lifestyle Segments Identified by Roper Starch Worldwide 12-31