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Culture
Culture is often the most powerful cause of a person's needs, wants and behavior. Characteristics of Culture
Culture is learned. Certain aspects of culture never change. Cultural shifts create opportunities. Subcultures can be of even greater interest to marketers than cultures.
Marketing to Subcultures
Procter & Gamble targets Hispanics using print and TV and has developed special Spanish versions of some brands.
Social Class
Societys relatively permanent and ordered divisions Social Class Members share similar values, interests, and purchase behaviors Indentify by: income, occupation, education, wealth, and other variables Opportunity: Social Mobility products
Social Factors
Groups:
Reference Groups Aspirational Groups Dissociative Groups
Personal Factors
Age and Life-Cycle Stage
Tastes and preferences change over time.
Occupation
Occupation influences the purchase of clothing, cars, memberships, etc.
Economic Situation
Income-sensitive goods Counter-cyclical goods
Personal Factors
Lifestyle:
Pattern of living (AIO)
Activities Interests Opinions.
VALS:
Classifies consumers with respect to motivation and resources.
Predicts purchase behavior
Freudian Theory
Subconscious motivations
Big 5 - OCEAN
Openness Conscientiousness Extraversion Agreeableness Neuroticism
Perception
Process by which people select, organize, and interpret information to form a meaningful picture of the world.
Selective Attention
Selective Retention
Remembering the good aspects of something you like and forgetting the bad aspects of something you dislike.
Learning
One Definition:
A relatively permanent change in behavior due to experience.
Driven by stimulus-response chains (conditioning). Strongly influenced by behavioral consequences (Operant Conditioning)
Behaviors with satisfying results are repeated. Behaviors with unsatisfying results are avoided.
Need Recognition
Buyers recognize a need or problem as a result of internal or external stimuli.
Marketing communications often stimulate need recognition.
Hungry yet?
Information Search
High vs. Low Involvement Purchases Cost vs. Benefit Model Big-Ticket Anomolies Cognitive Economy
edmunds.com
Information Sources
Personal
Family, friends, neighbors, and casual or work acquaintances
Public
Mass media articles or news programs, Internet searches, consumer rating organizations
Commercial
Advertising, salespeople, dealers, Web sites, packaging, and displays
Experiential
Using, handling, examining or sampling the product
Evaluation of Alternatives
ELM: Central vs. Peripheral Route processing Some Types of Evaluation Calculus:
Compensatory vs. Non-compensatory Weighted Tally Processes Elimination-by-aspects Lexicographic Checkbox Choice Affect Referral
Assume consumer weighs Memory, Graphics, Size/Weight and Price 30%, 20%, 40%, and 10%, respectively.
Computer As score would be: (30% x 10) + (20% x 8) + (40% x 6) + (10% x 4) = 7.4
Successive Sets
Purchase Decision
Intentions to purchase are sometimes interrupted. Potential Interrupters:
Attitudes & influences of others Unexpected situational factors Buyers Remorse Speed of decision
Postpurchase Behavior
Consumer satisfaction/dissatisfaction results from gaps between expectations and perceived performance.
Performance BELOW Expectations Disappointment Performance EQUALS Expectations Satisfaction Performance GREATER than Expectations Delight Performance MUCH GREATER than Expectations Expectation Recalibration
Cognitive Dissonance
Cognitive Dissonance: Did I make the right purchase? Should I have bought this? Minimize dissonance by:
Offering mechanisms for making complaints (Customer Service, 800 hotlines, e-mail, etc.) Being responsive to problems and questions Advertising (remind consumer why choice made sense) Minimizing the potential for product misuse (good product instructions) and Poke-Yoke.
Question du Jour
Innovators: venturesome, try new ideas at some risk. Early adopters: opinion leaders who adopt new ideas early, but carefully. Early majority: deliberate adopters, who adopt before the average person. Late majority: skeptical, adopt only after the majority of people have tried a product. Laggards: last to adopt, tradition bound, and skeptical of change.
Compatibility
Does the innovation fit the values, behavior and experience of the target market?
Complexity
Is the innovation difficult to understand or use or perceived as such?
Communicability
Can results be easily observed and described to others?
Question du Jour
Do consumers always know what they really want or need?
Reactance
Reactance is an emotional reaction in direct contradiction to rules or regulations that threaten or eliminate specific behavioral freedoms. - Wikipedia
Habit Persistence
Different from Loyalty Typically driven by risk aversion
Decision Heuristics
Anchoring & Adjustment
Reference Points
Emotion
Mood Regulation
Elevation Maintenance
Prospect Theory
Mental Accounting
Consumers
Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses
Implications for marketing strategy?
What are the obvious (i.e. more superficial) reasons why consumers buy these products?
What are the not-so-obvious, more deep-seated reasons/motivations why consumers buy these products? What are the obvious (i.e. more superficial) reasons why consumers do not buy these products? What are the not-so-obvious, more deep-seated reasons/motivations why consumers do not buy these products? Choose one or more of the above reasons/motivations to buy or not buy and provide an appropriate implication for Marketing strategy.