Académique Documents
Professionnel Documents
Culture Documents
Topic:
Basic
set
of
Values,
Culture is Comprehensive.
Culture is Learned.
Culture is manifested within boundaries.
1. 2. 3. 4. 5. 6.
To know the want of the Customer. To get information about different classes of the society. To communicate with the public. Adopt the cultural values within the organization. For achieving the loyalty/confidence of the customer. And then to Discover new products/services customer want.
The impact of Culture is automatic & almost invisible. It not only influences customer behavior but also reflects it. It has a broad influence on buying & usage behavior of products and services.
Culture Influence: What People Wear How they Eat How and Where they Live How they Safe Where and Why they spend etc
Often we take cultural influences for granted, but they are significant. Physical factors also influence our behavior. A persons self image also tends to influence what he or she will buy. e. g. Food Manufacturers have found that it is more effective to advertise their products to the radio in the late afternoon when people are getting hungry.
A. B. C. D. E. F.
Self-image Social factors Sub cultures Social Class Reference group Family group
its
impact
Consumer Choice
II.
Decision Making
Factors of:
1.
PROBLEM RECOGNITION
Problem Recognition ii. Getting Information iii. Available/Suitable alternatives iv. Pre and Post Purchase Considerations
i.
Factors of:
1.
Young Single ii. Young Couple iii. Full Nest iv. Empty Nest v. Older Single
i.
Factors of:
FAMILY LIFE CYCLE
SECOND ASPECT
1.
Young Single ii. Young Couple iii. Full Nest iv. Single Parent
i.
Factors of:
1.
Young Single ii. Young Couple iii. Full Nest iv. Single Parent v. Blended vi. Empty Nest vii. Older Single
i.
Factors of:
2.
Factors of:
2.
o
o o
Whether to buy Which product to buy Which brand to buy Where to buy When to buy But the Decision makers are not the purchasers!
Factors of:
2.
The Marketers have to distinguish between the decision maker and buyer
1. The Decision maker may specify what kind of
product to buy, but not which brand 2. The purchaser may have to make a substitution if the desired brand is not in stock 3. The purchaser may disregard instructions (by error or deliberately)
1.
2.
3.
END NOTES Marketers have to make distinction between different social classes of a society Each product should be addressed to the concerned class Cultural norms of a society should be considered
Conclusion People give value to the cultural values. Consumers are less reluctant to adopt things match with their culture. Culture impose its impact on behavior, buying, savings etc.
A marketer can make place for its product through making his/her product culture oriented.