Académique Documents
Professionnel Documents
Culture Documents
Consider
People who buy Harley Davidson motorcycles
People who buy Mercedes
What is the buying behavior of these two types of
people?
Would the same marketing strategy work for both
groups?
Culture
Culture is the Most Basic Cause of a
Person's Wants and Behavior.
Culture
Subculture
Groups of people with shared value systems based on
common life experiences.
Major Groups
Hispanic Consumers
African-American Consumers
Asian-American Consumers
Generational: ex Mature Consumers
Gay/Lesbian Consumers
Social Class
Societys relatively permanent and ordered
divisions whose members share similar
values, interests, and behaviors.
Measured by a combination of: occupation,
income, education, wealth, and other
variables.
Social Class
Upper Class
Upper Upper: Social elite who live on inherited wealth
Lower Upper: Earned high income or wealth through exceptional ability
Middle Class
Upper Middle: professionals, independent business people,
& corporate managers - believe in education
Middle: Average pay white & blue collar who live on the better side of town
Working Class
Lead a working class lifestyle irrespective of income, education, or job.
Depend on relatives for economic and emotional support
Lower Class
Upper Lower: The working poor. They lack education and are poorly
paid for unskilled work. They strive toward a higher class.
Lower Lower: Visibly poor. Often out of work and some depend
on public assistance. Live day-to-day.
Social Factors
Groups:
Membership (direct membership, ex AARP)
Reference (indirect points of comparison, ex sports
team)
Opinion Leaders people with special skill, knowledge or
personality, who exert influence on others
Aspirational a group which someday one hopes to belong
Family:
Most important consumer buying organization
Personal Factors
Age and Life-Cycle Stage
Occupation
Economic Situation
These personal characteristics also affect buyers
decisions.
Personal Factors
Lifestyle:
Pattern of living as expressed in
psychographics
Activities
Interests
Opinions
Outer-Directed
Inner-Directed
Source: http://www.context.org/ICLIB/IC03/SRIVALS.htm
Perception
Smell
Hearing
Sight
Taste
Touch
Information
Inputs
Interpretation
Selective
Exposure
Selective
Distortion
Selective
Retention
Learning
A relatively permanent change in behavior
due to experience.
Interplay of drives, stimuli, cues, responses,
and reinforcement.
Strongly influenced by the consequences of
an individuals behavior
Behaviors with satisfying results tend to be
repeated.
Behaviors with unsatisfying results tend not to be
repeated.
Need
Recognition
Triggered by
internal or
external stimuli
Information
Search
Personal sources,
commercial
sources, public
sources
(consumer rating
sources),
experiential
sources (testing it
out)
Evaluation of
Alternatives
Purchase
Decision
Postpurchase
Behavior
Depends on the
individual & the
specific buying
situation
Satisfied or
dissatisfied with
the purchase?
A routine purchase (ex milk, or toothpaste) might skip from need recognition
to purchase decision.
2.5%
Innovators
34%
Early
Majority
13.5%
Early
Adopters
X - 2
34%
Late
Majority
16%
Laggards
X-
X+
Suspicious of change
Business Markets
Market Structure and
Demand:
Contains far fewer but
larger buyers.
Customers are more
geographically
concentrated (CA, NY,
OH, IL, MI, TX, PA, NJ).
Business demand is
derived from consumer
demand (derived
demand).
Think back to Intel. They increased demand for Intel chips inside PCs. They promoted
their product directly to consumers even though the result was an increase in business
demand because Dell and other PC manufacturers had to buy more Intel chips.
Buying Center
Members:
Users
Deciders
Influencers
Buyers
Gatekeepers
The buying
Organization
Buyer Responses
Other
Stimuli
The buying
center
Economic
Buying Decision
Process
Order Quantities
Product
Technological
Price
Political
Place
Cultural
Promotion
Competitive
(interpersonal &
individual
preferences)
(Organizational
influences)
Supplier choice
Delivery Terms & times
Service Terms
Payment
General Need
Description
Proposal
Solicitation
Product
Specification
Supplier
Selection
Order-routine
Specification
Supplier
Search
Performance
Review
e-Procurement
Advantages for buyers:
Access to new suppliers
Lowers purchasing costs
Hastens order processing and delivery
GE set up Global eXchange Services Network for all GE business units to make
purchases online. It is now open to other companies:
http://www.gxs.com/ see Services, Trading Grid to
Video Case
Sony Metreon
(8 minutes)
Thoughts
Do you think that a kid playing at Metreons
Playstation bar will eventually buy the game he
liked or is he just taking advantage of Sonys
hospitality?
To what type of people do these stores appeal?
What is the relationship between a store like
Sony Metreon and the types of people discussed
in the model of adoption of innovations?