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Consumer Behavior
Consumer Behavior
Consumer Behavior
Consumer Behavior
Key points:
Culture is a Comprehensive concept
It includes almost everything that influences an individuals thought processes & behaviors.
Culture is Acquired
It doesnt include inherited responses and predispositions.
Consumer Behavior
Cultural Factors
Consumer Behavior
Consumer Behavior
Cultural Values
Cultural values are widely held beliefs that affirm what is desirable. These values affect behavior through norms which specify acceptable range of responses to specific situations. Understanding cultural values is important to understand cultural variations.
Consumer Behavior
Societys view of relationships with environment Objectives/ approaches to life society finds desirable
Consumer Behavior
Other-oriented Values
Individual/Collective: Membership
Extended/Limited Family: Grandparents Adult/Child: US versus other Countries
Consumer Behavior
Environment-oriented Values
Cleanliness: How Much? Performance/Status: Branded Goods Tradition/Change: Innovation
Consumer Behavior
Self-oriented Values
Active/Passive: DO SOMETHING!
Material/Nonmaterial: Instrumental/Terminal Hard work/Leisure: Vacation? Postponed gratification/Immediate gratification: Credit Sensual gratification/Abstinence: Differences
Humor/Serious: Superficial
Consumer Behavior
Language Issues
Consumer Behavior
Consumer Behavior
Nonverbal Factors
Time
Time perspective
Monochronic time perspective Inescapable, linear, fixed Do one thing at a time Respect for deadlines Americans, Canadians, Western Europeans & Australians show this perspective Polychronic time perspective Less discrete view of time Do many things at once Less importance to deadlines and more to relationships Latin Americans, Asians usually show this perspective
Meanings in the Use of Time
Nonverbal Factors
Space Personal Space: the nearest others can come to you in various situations without your feeling uncomfortable Americans, who have a bigger personal space may see others (with smaller personal spaces) as pushy/ aggressive while others will see Americans as cold/ snobbish. Symbols
Consumer Behavior
Consumer Behavior
Agreements
Do people give more importance to contracts or relationships?
Things
Do people use things for their utility value or flaunt value? Practice of gifting
Etiquette
Loudness/ pitch of voice while speaking Manner of greetings Body language in meetings
Consumer Behavior
Global Demographics
Demographics describe a population in terms of
Size: number of individuals in the society Structure: describes the society in terms of age, income, education and occupation Distribution: Physical location of individuals in rural, suburban & urban locations
Distribution of Income
What percentage of income goes to what percentage of the population
Consumer Behavior
Are values relevant to purchase & use of this product? Distribution, Politics, and Legal structures How do we communicate?
Penetration of mass media, internet in a region
Consumer Behavior