Académique Documents
Professionnel Documents
Culture Documents
CHAPTER 2
Determinants
Determinantsof
ofCustomer
CustomerBehavior:
Behavior:
Personal
PersonalFactors
Factors
and
andMarket
MarketEnvironment
Environment
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Framework
PART 1
Personal Context
Culture
Groups and Institutions
Personal Worth
Social Class
Buyer
CHAPTER 2
Personal Traits
Genetics
Biogenics
Personality
User
Payer
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Market Context
Economy
Government Policy
Technology
Market Traits
Climate
Topography
Ecology
PART 1
CHAPTER 2
Personal traits
Individual traits
Group traits
Personal context
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Personal Factors
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Personal Traits
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
Genetics
Biogenics
Race
Gender
Age
Personality
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PART 1
CHAPTER 2
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Research
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
PART 1
CHAPTER 2
Four Factors
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Physiological differences
Diseases and mental disorder
Circadian rhythm
Emotions and behavior
PART 1
CHAPTER 2
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PART 1
CHAPTER 2
10
Human Behavior
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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PART 1
CHAPTER 2
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Biogenics
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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Race
Gender
Age
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Race
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
Caucasian
African American
American Indian and Alaskan Eskimos
Asian and Pacific Islanders
Copyright 1999 by Thomas
14
Gender
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
15
Age
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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16
Chronological Age-based
Grouping
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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17
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PART 1
CHAPTER 2
18
Customer Personality
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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Genetic makeup
Environmental conditioning
Personality
= Genetics
Environment
Copyright
1999 by xThomas
19
Behaviorism Theory
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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20
Freudian Theory
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
id
ego
superego
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21
PART 1
CHAPTER 2
Aggression
Rationalization
Projection
Repression
Withdrawal
Regression
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22
Trait Theory
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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23
PART 1
CHAPTER 2
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Assertiveness
Responsiveness
24
Analytical
Slow reaction
Maximum effort to organize
Minimum concern for
relationships
Historical time frame
Cautious action
Tends to reject involvement
LOW
Amiable
Unhurried reaction
Maximum effort to relate
Minimum concern for effecting
change
Present time frame
Supportive action
Tends to reject conflict
Driving
Swift reaction
Maximum effort to control
Minimum concern for caution
in relationships
Present time frame
Direct action
Tends to reject inaction
Expressive
Rapid reaction
Maximum effort to involve
Minimum concern for routine
Future time frame
Impulsive action
Tends to reject isolation
HIGH
RESPONSIVENESS
HIGH
ASSERTIVENESS
ASSERTIVENESS
RESPONSIVENESS
LOW
Personal Context
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
Culture
Institutions and groups
Personal worth
Social class
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26
Culture
PART 1
Enculturation
Elements of
Culture
Values
Norms
Rituals
Myths
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Characteristics of Culture
Culture is learned
Culture regulates society
Culture makes living more
efficient
Culture is adaptive
Culture is environmental
Multiple cultures are nested
hierarchically
CHAPTER 2
Acculturation
Dimensions of
Cross-cultural Values
Individual vs. collectivism
Large vs. small power distance
Strong vs. weak uncertainty
avoidance
Masculinity vs.femininity
Abstract vs. associative
thinking
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PART 1
CHAPTER 2
Institutions
Groups
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28
Types of Groups
PART 1
SYMBOLIC
MEMBERSHIP
PRIMARY
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Family
Work organization
Church groups
Fraternities/sororities
CHAPTER 2
SECONDARY
Professional associations
Credit unions
Political campaign volunteers
YMCA
Celebrities
Fortune 500 companies
Other artists (for an artist)
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CHAPTER 2
TYPE OF INSTITUTIONS/GROUPS
INFORMAL
Volunteer groups
Community
Friendship groups
Cultural heroes
CHOICE
FORMAL
School
Workplace
Fraternities/sororities
TYPE OF MEMBERSHIP
ASCRIBED OR ASSIGNED
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Family
Relatives
Tribes
Religion
Prison
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Private-Public, Luxury-Necessity,
Product-Brand Influences
PART 1
CHAPTER 2
PUBLIC
NECESSITY
BRAND
WEAK REFERENCE
GROUP INFLUENCE (-)
STRONG REFERENCE
GROUP INFLUENCE (+)
STRONG REFERENCE
GROUP INFLUENCE (+)
Public Necessities
Influence: weak product and
brand
Examples: Wristwatch,
automobile, mans suit
Public Luxuries
Influence: Strong product and
weak brand
Examples: TV game, trash
compactor, icemaker
WEAK REFERENCE
GROUP INFLUENCE (-)
Private Necessities
Influence: Weak product
and brand
Examples: Mattress, floor
lamp, refrigerator
Private Luxuries
Influence: Strong product and
weak brand
Examples: TV game, trash
compactor, icemaker
LUXURY
PRODUCT
PRIVATE
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Personal Worth
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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Income
Wealth
Borrowing power
32
PART 1
CHAPTER 2
Rank ordering
Relative permanence
Intergenerational class mobility
Internal homogeneity
Distinct from income
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33
Market Environment
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34
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PART 1
CHAPTER 2
Market traits
Market context
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35
Market Traits
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
Climate
Topography
Ecology
Copyright 2002
36
Climate
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
Copyright 2002
Food consumption
Use of clothing
Housing patterns
Geographical distribution of population
37
Topography
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
Regional marketing
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38
Ecology
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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Green consumer
Environmentally conscious consumer
Copyright 1999 by Thomas
39
Market Context
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
Economy
Government policy
Technology
Copyright 2002
40
Economy
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
Copyright 2002
41
Government Policy
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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Monetary policy
Fiscal policy
Public policy
Facilitative infrastructure
42
Technology
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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43
CHAPTER 3
Trends
Trendsin
inDeterminants
Determinantsof
of
Customer
CustomerBehavior
Behavior
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44
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PART 1
CHAPTER 2
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Changes in demographics
Advances in technology
Changes in public policy
45
Conceptual Framework
PART 1
CHAPTER 2
Technology
Demographics
Aging population
Women in the workforce
Single-person households
Declining middle-class
Ethnic diversity
2002
Geographic distribution
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Public Policy
Buyer
User
Payer
46
PART 1
CHAPTER 2
47
Demographic Trends
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
48
PART 1
CHAPTER 2
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Wellness
Financial well-being
Safety and security
Recreational needs
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49
PART 1
CHAPTER 2
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50
Single-person Household
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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Loneliness
Self-respect and autonomy
Cocooning
Impulse buying
51
PART 1
CHAPTER 2
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Ethnic Diversity
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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Segmented markets
Cultural diversity
53
Geographic Redistribution
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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54
Technological Trends
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
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55
Customer Responses to
New Technology
Customer Behavior: A Managerial Perspective
PART 1
CHAPTER 2
Customers will:
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56
PART 1
CHAPTER 2
57
PART 1
CHAPTER 2
Copyright 2002
Political
Religious
Central planning
58
CHAPTER 2
Economic Pragmatism
Economic
Pragmatism
Ideology
(political, religious, central planning)
Government ownership + regulation
Limited product and service offerings
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Locally produced products and services
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59
PART 1
CHAPTER 2
Greater competition
More standardization
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60
PART 1
CHAPTER 2
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User
Payer
Buyer
61
Payer
CHAPTER 2
Buyer
DEMOGRAPHICS
Aging population
Working women
Time-saving appliances;
cooking, cleaning, child care
outsourced.
Affordability somewhat
improved.
Male-female role
specialization in buying
further diluted.
Single-person households
Better affordability.
Financing progressively
more important.
Increasing ethnic
diversity
Cross-ethnic differences in
affordability.
Geographic redistribution
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62
User
Payer
CHAPTER 2
Buyer
TECHNOLOGY
Access to information
Better information on
competitor prices.
Smart products
Automated purchase
Buying direct from the
factory.
Liberated customer
behavior
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63
User
Payer
CHAPTER 2
Buyer
PUBLIC POLICY
Economic pragmatism
Consumers assured
protection against passive
consumption.
Access to societally
harmful product/services
made more difficult.
Seasonal products
available for year round
consumption.
Exposure to diverse
consumption cultures.
More economically
produced and more
economically priced
products and services.
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PART 1
CHAPTER 2
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