Slide hành vi người tiêu dùng chương 11 curtal and customer

.c om Chapter 11 ng th an co ng Cultural Influences on Consumer Behavior cu u du o CONSUMER BEHAVIOR, 8e Michael Solomon CuuDuongThanCong.com https://fb.com/tailieudientucntt Understanding Culture c om • Culture: the accumulation of shared meanings, rituals, norms, and traditions among members co ng • Culture is the lens through which we view products • One‟s culture determines product priorities and cu u du o ng th an mandates a product‟s success/failure Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion describe its personality traits? c om • If your culture were a person, how would you co ng • Now, select another culture you’re familiar with How cu u du o ng th an would those personality traits differ from your own? Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Understanding Culture (cont.) c om • Products can reflect underlying cultural processes of a particular period: co ng • The TV dinner for the United States • Cosmetics made of natural materials without animal an th • testing Pastel carrying cases for condoms du o ng • Cultural system function areas: cu u • Ecology: the way a system adapts to its habitat • Social structure: the way in which social life is • maintained Ideology: mental characteristics of a people and the way in which they relate to each other Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Understanding Culture (cont.) Way members perceive differences in power when they form interpersonal relationships Uncertainty Avoidance Degree to which people feel threatened by ambiguous situations Individualism versus Collectivism an th ng du o u Degree to which sex roles are clearly delineated cu Masculine versus Feminine co ng Power Distance Extent to which culture values the welfare of the individual versus that of the group Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Understanding Culture (cont.) c om Norms: rules dictating what is right or wrong • Enacted norms: explicitly decided on (e.g., green ng light equals “go”) co • Crescive norms: embedded in a culture and cu u du o ng th an include: • Customs: norms handed down from the past that control basic behavior • Mores: custom with a strong moral overtone • Conventions: norms regarding the conduct of everyday life • All three crescive norms combine to define a culturally appropriate behavior Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion c om • When you go out on a first date, identify the set of crescive norms that are operating co ng • Describe specific behaviors each person performs that make it clear he or she is on a first date th an • What products and services are affected by these cu u du o ng norms? Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt • Every culture develops ng practices that help members make sense of the world c om Myths and Rituals co • Other cultures‟ myths/rituals th an can seem bizarre ng • “Magical” products and interest cu u du o in occult tend to be popular when members of a society feel overwhelmed and powerless • Example: Luckysurf.com free lottery site  Click photo for Luckysurf.com Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Myths Myth: a story containing symbolic elements that represent the shared emotions/ideals of a culture th an co ng • Conflict between opposing forces • Outcome is moral guide for people • Reduces anxiety ng Marketers create own myths: du o • McDonald‟s golden arches = sanctuary to u Americans around the world cu • Startup myths for Nike, Apple Computer Hoang Duc Binh, 2008 CuuDuongThanCong.com https://fb.com/tailieudientucntt Functions and Structure of Myths ng c om • Myths serve four interrelated functions in a culture: Help explain origins of existence Cosmological Emphasize that all components of the universe are part of a single picture cu Sociological u du o ng th an co Metaphysical Psychological Maintain social order by authorizing a social code to be followed by members of a culture Provide models for personal conduct Hoang Duc Binh, 2008 10 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Youth Tribes Products/trappings reinforce the notion of belonging and the group bond cu u du o ng th an co ng • French in-line roller skaters • And • Tribes in Japan • “Technocultural suppleness”  Click for And1.com Hoang Duc Binh, 2008 44 CuuDuongThanCong.com https://fb.com/tailieudientucntt Researching the Youth Market c om • Research firms come up with innovative ways to tap teen desires co ng • Coolhunters: kids in major markets who roam urban streets and report back on cutting-edge trends cu u du o ng th an • P&G‟s teen community Web sites • Teens as “consumers-in-training” • Brand loyalty develops during adolescence • Teen influence of family purchase decisions Hoang Duc Binh, 2008 45 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion c om • If you were a marketing researcher assigned to ng study what products are “cool,” how would you this? co • Do you agree with the definitions of cool provided by cu u du o ng th an the young people in this chapter? Hoang Duc Binh, 2008 46 CuuDuongThanCong.com https://fb.com/tailieudientucntt Big (Wo)Man on Campus an co ng c om • College market is attractive • Many students have extra cash/free time • Undeveloped brand loyalty • College students are hard to reach via conventional cu u du o ng th media • Online advertising is very effective • Sampler boxes • Wall media • Spring break beach promotions Hoang Duc Binh, 2008 47 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion c om • What are some of the positives and negatives of targeting college students? co ng • Identify some specific marketing strategies that th an you feel have either been successful or unsuccessful at appealing to this segment ng • What characteristics distinguish the successes cu u du o from the failures? Hoang Duc Binh, 2008 48 CuuDuongThanCong.com https://fb.com/tailieudientucntt Baby Busters: “Generation X” c om • Consumers born between 1966 and 1976 co ng • Today‟s Gen Xer is both th an values-oriented and valueoriented” cu u du o ng • Desire stable families, save portion of income, and view home as expression of individuality Hoang Duc Binh, 2008 49 CuuDuongThanCong.com https://fb.com/tailieudientucntt Consumers born between 1946 and 1965 co Active and physically fit ng Revolution in style, politics, consumer attitudes an Currently in peak earning years • Food, apparel, and retirement programs • “Midlife crisis” products cu u du o ng th • • • • c om Baby Boomers Click photo for  Botox.com Hoang Duc Binh, 2008 50 CuuDuongThanCong.com https://fb.com/tailieudientucntt The Gray Market marketers c om • Traditionally neglected by co ng • People are now living u du o ng th an longer/healthier lives • “Zoomers” = active, interested in life, enthusiastic consumers with buying power • Fastest growing group of Internet users cu  Click photo for Seniornet.org Hoang Duc Binh, 2008 51 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Gray Power: Seniors‟ Economic Clout Impact of gray market on marketplace co ng • Most brand loyal of any age group • Economic health of gray market is good and getting ng th an better • Exercise facilities, cruises/tourism, cosmetic surgery/skin treatments, “how-to” books/classes cu u market du o • Most advertising campaigns don‟t recognize gray Hoang Duc Binh, 2008 52 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Talking to Seniors • Psyche of older people is ng important for marketers to probe an co • Key values of mature consumers • Autonomy: want to be self- th sufficient Connectedness: value bonds with friends and family Altruism: want to give something back to the world cu u du o ng • • Hoang Duc Binh, 2008 53 CuuDuongThanCong.com https://fb.com/tailieudientucntt Perceived Age: You‟re Only as Old as You Feel co ng c om • Age is more a state of mind than of body • Mental outlook/activity = longevity/quality of life • Perceived age: how old a person feels as opposed to ng th an his or her chronological age • “Feel age” • “Look age” du o • The older we get, the younger we feel relative to cu u actual age • Marketers emphasize product benefits over ageappropriateness Hoang Duc Binh, 2008 54 CuuDuongThanCong.com https://fb.com/tailieudientucntt an co 70s) Marital status Health and outlook on life th • • ng • Segmented by: • Specific ages (50s, 60s, c om Segmenting Seniors ng • Social aging theories: try to cu u du o understand how society assigns people to different roles across life span Hoang Duc Binh, 2008 55 CuuDuongThanCong.com https://fb.com/tailieudientucntt Gerontographics: Selected Characteristics c om • Gerontographics: segmentation approach that divides the ng mature market by level of physical well-being and social conditions Population Profile an Segment co % of 55+ Marketing Ramifications 18% Focus on enjoying life; act like younger consumers Healthy Hermits 36% Resent expectation to behave like old people Emphasize conformity and well-known brands Ailing Outgoers 29% Accept limitations but maintain positive selfesteem Health problems: special diet/needs Frail Recluses 17% Adjusted lifestyle to accept old age; spiritually strong Stay in home: remodeling and emergency response cu u du o ng th Healthy Indulgers Good customers for discretionary services Hoang Duc Binh, 2008 56 Table 15.2 CuuDuongThanCong.com https://fb.com/tailieudientucntt Selling to Seniors c om • Most older people lead more active, multidimensional lives than we assume co ng • Older consumers are finished with many financial du o ng th an obligations • Most own their own homes • Child-rearing costs are over • “We‟re Spending Our Children‟s Inheritance” u • Marketers must provide more welcoming cu advertising for mature market • Packaging sensitive to physical limitations Hoang Duc Binh, 2008 57 CuuDuongThanCong.com https://fb.com/tailieudientucntt Mature Marketing Messages ng Abundance of information an Clear, bright pictures co Simple language th Use action to attract attention du o ng Speak clearly, and keep word count low Single sales message, emphasize brand extensions (familiarity) u • • • • • • c om Basic guidelines for effective advertising cu • Avoid extraneous stimuli (excessive pictures) Hoang Duc Binh, 2008 58 CuuDuongThanCong.com https://fb.com/tailieudientucntt ... year on clothes, CDs, movies co ng (“feel good” products) an • Exhibit characteristics of both children and th adolescents du o ng • Mary-Kate and Ashley Olsen brand • Victoria Secret‟s Pink lingerie... 1966 and 1976 co ng • Today‟s Gen Xer is both th an values-oriented and valueoriented” cu u du o ng • Desire stable families, save portion of income, and view home as expression of individuality... books, movies, holidays, and commercials an co ng • Consumer fairy tales: Disney weddings • Monomyths: a myth that is common to many th cultures (e.g., Spiderman and Superman) ng • Many movies/commercials