Professional Documents
Culture Documents
Increasing life expectancy Immigration represents about 30% of annual growth in United States
Changes in age distribution affects the types of products and services that will be bought and consumed in the future
The key to cohort analysis is examining the influences that are shared by most people in a specific group
Ultimately, these influences affect consumer decision processes and the types of products, brands, and retailers consumers prefer when responding to a firms marketing strategy
Children As Consumers
Projected increase in number of young children between 2000 and 2010
Children As Consumers
Projected increase in number of young children between 2000 and 2010 The importance of children as consumers increases even more, with the higher proportion of firstorder babies generating higher demand for quality products and services
Children As Consumers
Most parents do most of the buying Children often involved in family purchasing decisions Children often have their own ability to buy
Generation Y
Born in the 1980s and early 1990s with 72 million members Greater need for peer acceptance, which often guides product and brand choice More likely to switch brands quicker than other segments Teens like the social aspects of shopping with friends
Appealing to Generation Y
Geodemography, refers to where people live, how they earn and spend their money, and other socioeconomic factors
Geodemography, refers to where people live, how they earn and spend their money, and other socioeconomic factors
The study of demand related to geographic areas assumes that people who live in proximity to one another also share similar consumption patterns and preferences Cities are the most important unit of analysis in most marketing plans
Economic Resources
Economic Resources
Income: money from wages and salaries as well as interest and welfare payments
Economic Resources
What consumers think will happen in the future (consumer confidence) heavily influences consumption
Influences whether consumers will increase their debt or defer spending to pay off debt
Measures of consumer confidence are important in making decisions about inventory levels, staffing, or promotional budgets
Economic Resources
Income: money from wages and salaries as well as interest and welfare payments
Wealth: a measure of a familys net worth or assets in things such as bank accounts, stocks, and a home, minus its liabilities such as home mortgage and credit card balances
Economic Resources
Net worth influences willingness to spend but not necessarily ability to spend, because much wealth is not liquid and cannot be spent easily
How much people accumulate over the years is more a function of how much they save rather than how much they earn
The most attractive markets are countries that are growing both in population and in economic resources
The most attractive markets are countries that are growing both in population and in economic resources
The most attractive markets are countries that are growing both in population and in economic resources
Low income countries offer an advantage to firms looking to buy products from the lowest-cost source
There are pockets of consumers who are able to buy products, even in the poorest countries
Emerging Markets
Marketing programs should focus on creating brand awareness (because competitors will follow) and stimulating product trial
Marketers may have to teach consumers about products taken for granted (deodorant)
Some of the most attractive markets include Brazil, Venezuela, Colombia, Argentina, and Chile
Most countries have high population growth rates, moderately high incomes close proximity
Intermarket segmentation provides a basis to identify segments that can afford certain items
The attractiveness of Eastern European markets lies in their similar preferences to Western consumers
Hungary and Poland have received much attention from global marketers
Extremely low population growth makes customer retention extremely important for marketers
Marketers can approach Europe as a single market, but national identity still exists among consumers
Personality
Personality:
consistent responses to environmental stimuli an individuals unique psychological makeup, which consistently influences how the person responds to his or her environment
Personality
Personality: How does personality influence consumer behavior?
Psychoanalytic Theory Sociopsychological Theory Trait-Factor Theory
Personality
Psychoanalytic theory
Human personality system consists of the id, ego, and superego The dynamic interaction of these results in unconscious motivations that are manifested in observed human behavior Personality is derived from conflict between the desire to satisfy physical needs and the needs to be a contributing member of society
Personality
Psychoanalytic theory
Personality is a result of more than just subconscious drives Some advertising is influenced by psychoanalytic approach
Personality
Sociopsychological Theory
Recognizes interdependence of the individual and societyindividual strives to meet needs of society and society helps individual attain personal goals Social variables (rather than biological instinct) are most important in shaping personality Behavioral motivation is directed to meet those needs
Personality
Sociopsychological Theory
Person may buy a product that symbolizes an unattainable or unacceptable goalthe acquisition fulfills some subconscious forbidden desire
Personality
Trait-Factor Theory
Quantitative approach to personality Personality made up of traits: any distinguishable, relatively enduring way in which one individual differs from another Understanding consumer traits can be useful in marketing planning
Personality
Trait-Factor Theory
Assumes that traits are common to many individuals and vary in absolute amounts among individuals Traits are relatively stable and exert fairly universal effects on behavior regardless of the environmental situation Traits can be inferred from the measurement of behavioral indicators
Personality
Trait-Factor Theory
Trait theory is most useful to marketing strategists in developing brand personalitythe personality consumers interpret from a specific brand Brands may be characterized as oldfashioned, modern, fun, provocative, masculine, or glamorous
Personal Values
Values:
Represent consumer beliefs about life and acceptable behavior Unlike attitudes, values transcend situations or events and are more enduring because they are more central in the personality structure
Personal Values
Values:
Represent three universal requirements: biological needs, requisites of coordinated social interaction, and demands for group survival and functioning Values express the goals that motivate people and the appropriate ways to attain those goals
Personal Values
Social values define normal behavior for a society or group Personal values define normal behavior for an individual Personal values reflect the choices an individual makes from the variety of social values or social systems to which they are exposed Individuals pick and choose which social values to emphasize
Power
Achievement
Hedonism
Stimulation
Self-direction
Universalism
Benevolence
Tradition
Conformity
Security
Lifestyle Concepts
Lifestyle: patterns in which people live and spend time and money Reflects a persons activities, interests, and opinions as well as demographic variables
Lifestyle Concepts
Lifestyle: patterns in which people live and spend time and money Reflects a persons activities, interests, and opinions (AIO) as well as demographic variables Since lifestyles change readily, marketers must keep research methods and marketing strategies current
Lifestyle Concepts
Psychographics: an operational technique to measure lifestyles; it provides quantitative measures and can be used with the large samples needed for definition of market segments Can also be used in qualitative research techniques such as focus groups or in-depth interviews
Lifestyle Concepts
Demographics profile who buys products whereas psychographics focus on why they buy AIO measures: activities, interests, and opinions of consumers
Market Segmentation
Develop a deeper understanding of a segment or define segments Use Likert scale to answer various AIO statements Gain understanding of core customers lifestyles better and develop packaging and communication strategies that position products to their various lifestyle attributes
VALSTM Types
Innovators: successful, sophisticated, takecharge consumers with many resources and high self-esteem. Image is important
Thinkers: satisfied, mature, comfortable, practical people who look for durability, value, and functionality in products
Achievers: motivated by the desire for achievement, career-oriented, and prefer prestige brands that signal success. Social lives revolve around family, place of worship, and work
VALSTM Types
Experiencers: young, enthusiastic, impulsive, and like risk taking, variety, and excitement. Like new and off-beat products and activities
Like Thinkers: conservative, conventional, and motivated by ideals, with beliefs based on codes of church, community, family, and nation. Buy proven brands from home country and are generally loyal consumers
Strivers: concerned about approval and opinions of others and seek self-definition, security, and image of success. Emulate those they want to be like, but lack resources
VALSTM Types
Like Experiencers: express themselves and experience the world by working on it. Practical people who are self-sufficient, live within a traditional context, and prefer value to luxury
Survivors: live narrowly focused lives with few resources and represent a modest market for most products. They are cautious consumers and seek safety and security
Global Lifestyles
Increased globalization requires that marketing strategy be increasingly planned on a global basis VALSTM and other approaches are being used to identify lifestyle segments across country borders and segment international markets