Consumer Behavior, Ninth Edition Schiffman & Kanuk

Transcription

1 Chapter 12 The Influence of Culture on Consumer Behavior MKT 344: Lecturer: NNA Consumer Behavior, Ninth Edition Schiffman & Kanuk

2 Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

3 Levels of Subjective Culture Supranational National Group Copyright 2007 by Prentice Hall

4 Characteristics of culture Culture satisfy needs Culture is learned Culture is dynamic

5 Culture is learned: Issues Enculturation and acculturation Enculturation The learning of one s own culture Acculturation The learning of a new or foreign culture Language and symbols Marketers must choose appropriate symbols in advertising Marketers can use known symbols for associations Ritual A ritual is a type of symbolic activity consisting of a series of steps Marketers realize that rituals often involve ritual artifacts Sharing of Culture Culture is transferred through family, schools, houses of worship, and media

6 Ritual artifacts Products that are associated with or somehow enhance the performance of the ritual Birthday: cake Birth of child: silver spoon Wedding: white gown Valentines day: roses, candies Thanksgiving: turkey

7 Culture Is Learned Issues To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society

8 Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 10: The Family and Its Social Class Standing, Culture, Subculture MKT 344 Faculty: NNA Copyright 2007 by Prentice Hall

9 Reference Group A person or 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 Reference Groups Influence Normative influence: learning and adopting a group s norms, values, and behaviors. Reference groups influencing broadly defined value. i.e. Family Comparative influence: arises when people compare themselves with others whom they respect and admire. Reference group serving as benchmarks for specific or narrowly defined attitude or behavior. i.e. upper level executive

11 Types of Reference Groups Symbolic group: a group to which an individual is unlikely to belong, but whose values and behaviors that person adopts Membership group: the group to which a person belongs to, or realistically can join. A group where a person belongs to or would qualify for membership. i.e. NSUSS July 25,

12 Selected Consumer-Related Reference Groups Friendship groups (informal) Shopping groups (who buys together) Work groups (colleagues) Virtual groups or communities (egroup) Consumer-action groups Brand communities

13 Reference Group Appeals Celebrities The expert The common man The executive and employee spokesperson Trade or spokes-characters Other reference group appeals

14 TYPES OF CELEBRITY APPEALS TYPE DEFINITION EXAMPLE Testimonial Based on personal usage, a celebrity attests to the quality of the product or service Wasim Akram : Diabetes Endorsement Actor Celebrity lends his name and appears on behalf of a product or service with which he/she may not be an expert Celebrity presents a product or service as part of a character endorsement Amitabh : Vatika Chamanprash, Dawaat Beckham : Vodafone Spokesperson Celebrity represents the brand or company over an extended period of time Nicole Kidman : Chanel SRK: Tag Heuer 14

15 Consumer Socialization Children observe parents Children observe siblings Children observe reliable source to copy. Teenagers observe their friends Observe advertisements Mother the biggest socialization agent in the subcontinent. July 25, Chapter Ten Slide

16 THE FAMILY LIFE CYCLE Traditional Family Life Cycle Stage I: Bachelorhood - single men and women who have moved out of their parents home and are living on their own Stage II: Honeymooners - occurs immediately after marriage before the arrival of the first child Stage III: Parenthood - occurs with the arrival of the first child. In this stage, people s financial status often changes. Stage IV: Postparenthood - postparenthood occurs when the children have left home. This is also called the empty-nest stage and is a time when couples have more time to themselves Stage V: Dissolution - occurs with the death of one spouse. Many in this stage will remarry or begin to live a more economical lifestyle. July 25, Chapter Ten Slide

17 Chapter 15 Consumer Decision Making and Beyond MKT 344 Lecturer NNA Consumer Behavior, Ninth Edition Schiffman & Kanuk

18 Levels of Consumer Decision Making Extensive Problem Solving A lot of information needed Must establish a set of criteria for evaluation E.g. replacing an old tube tv with hdtv Limited Problem Solving Criteria for evaluation established Fine tuning with additional information E.g. replacing an old laptop with a new one Routinized Response Behavior Usually review what they already know 18 Chapter Fifteen Slide

19 THE EVOKED SET The evoked set is the group of acceptable brands that the consumer has found through internal and external search. Unknown brands cannot be in this set since they are unknown. 19 Chapter Fifteen Slide

20 Evoked Set: The specific brands a consumer considers in making a purchase choice in a particular product category Inept set: Brands that a consumer excludes from purchase consideration. Inert set: Brands that a consumer is indifferent towards because they are perceived as having no particular advantage.