Académique Documents
Professionnel Documents
Culture Documents
Arash
Arash
Group , communication
Belonging to groups, trying to fit in, and striving to please others, affects directly every stage in the decision process. Reference group: any person or group of people who significantly influences an individuals behavior May be individuals (celebrities, athletes, or political leaders) or groups of individuals with similarities (musical groups or sports teams)
Types of Personal Influence Influences: Normative Transmission Groups Value Expressive Individuals Informational
Dyadic Exchanges
Opinion Leadership
Opinion leadership: the sender of information is often considered an opinion leadera person who influences the decisions of others Opinion leaders might be experts in one area but not in others The greater the perceived knowledge of a category, the more likely that persons opinions are to influence others decisions
Service Encounters
Customer intimacy: detailed understanding and focus on customers needs lifestyles and behaviors in an effort to create a deep cultural connections with the customers Reverse customer intimacy: how well marketers facilitate customers knowing the marketer
Mass Media
Opinion Leader
Opinion Seekers
Mass Media
Opinion Leader
Opinion Seekers
Gatekeepers
Stimulating Word-Of-Mouth
Firms may stimulate WOM by giving away or loaning products to opinion leaders to display and use Organizations may induce opinion leaders to influence consumers
Organization
Influencer
(X number of people)
Demise of Innovation
Knowledge: begins when the consumer receives physical or social stimuli that gives exposure and attention to the new product and how it works How a person receives and interprets the knowledge is affected by their personal characteristics
Persuasion: refers to the formation of favorable or unfavorable attitudes towards the innovation Persuasiveness is related to the perceived risks and consequences of adopting and using the new product
Decision: involves a choice between adopting and rejecting the innovation Adoptors are people who have made a decision to use a new product whereas other are nonadoptors Rejection may be active or passive
Implementation: occurs when the consumer puts an innovation to use The process has been a mental exercise until this point where it requires a behavioral change The strength of the marketing plan may be the critical determinant in a sale resulting
Confirmation: during this stage, consumer seek reinforcement for their innovation decision Consumer may reverse previous decision due to conflicting messages resulting in dissonance Discontinuance is a serious concern to marketers who strive for continued acceptance
Communication Channels
Knowledge
Persuasion Decision
ImplemenConfirmation tation
Adopter Classes
A= Innovators (2.5%) B= Early Adopters (13.5%) C= Early Majority (34%) D= Late Majority (34%) E= Laggards (16%)
Consumers Likely to Buy New Products Innovativeness: the degree to which an individual adopts an innovation earlier than other members of a social system
Cognitive innovators: have a strong preference for new mental experiences Sensory innovators: have a strong preference for new sensory experiences Advertising and other communications can be targeted accordingly
What Is Culture?
A set of values, ideas, artifacts, and other meaningful symbols that help individuals communicate, interpret, and evaluate as members of society Blueprint of human activity, determining coordinates of social action and productive activity A set of socially acquired behavior patterns transmitted symbolically through language and other means to the members of a particular society
Family
Religious Institutions
Educational Institutions
Peers
Media
Changing Values
Societys values change continuously even though core values are relatively permanent
Changes in values may alter the response to advertising, service offerings, and retailing formats
Changing Values
Will people become more like their parents as they get older, or will they carry with them the values of their generation?
Depends on elements in the Cultural Transfusive Triad and early lifetime experiences
Changing Values
Life-cycle explanation: values change according to life-cycle (as individuals grow older, their values change) Theory of behavioral assimilation: Younger people grow into the values of their parents as they get older Generational change: gradual replacement of existing values by those of young people who form the leading generation in value terms
Family
Religious Institutions
Educational Institutions
How Culture Affects Consumer Behavior: Pre-purchase and Purchase Activities Consumption and Divestment Activities
Acculturation: measures the degree to which a consumer has learned the ways of a different culture compared to how they were raised Just as individuals adapt to cultural changes, so do companies
Market Segmentation
Identification of social class usage of the product Comparison of social class variables for segmentation with other variables Description of social class characteristics identified in target markets Development of marketing program to maximize effectiveness of marketing mix based on consistency with social-class attributes