fundamental determinant of a
piety, hard work
Culture
Multi-cultural Marketing
Ethnic & demographic niches Dont respond favorably to mass marketing Where applied? Regional and international marketing Marketers must recognize and respond to differences in cultural norms and values and adapt products and promotions
Social Class
Social Stratification (CASTE) homogeneous and enduring divisions in a society that are hierarchically ordered and whose members share similar values, interests, and behavior - behave the same way (product and brand preference, media preference, language) Mixture of variables not just one We can move up and down We ac
Social Class
UpperA Php Php100,000+ UpperB Php50,001-99,999 Upper Middle C1 Php30,001-50,000 Middle C2 Php 15,001-30,000 Lower DE 15,000 and below Source: PSRC/AGB data
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Social
Factors
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Reference Groups
whom have direct influence on a person continuous interaction and informal - (family,
friends, neighbors, and co-workers)
Reference Groups
Reference groups expose us to new behaviors and lifestyles which influence our attitude and selfconcept
pressures for conformity that affect our choices Are even affected by groups that we do not belong
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Implications
Manufacturers of products and brands where group inuence is strong must determine how to reach and inuence opinion leaders in these reference groups.
most important consumer-buying organization in society, and family members constitute the most influential primary reference group.
Family
The family of orientation consists of parents and siblings. A more direct influence on everyday buying behavior is the family of procreation namely, ones spouse and children.
Implications
roles and relative influence of family members in the purchase of a large variety of products and services.
Implications
Role consists of the activities a person is expected to perform Each role in turn connotes a status.
Implications
People choose products that reflect and communicate their role and actual or desired status in society. Marketers must be aware of the status symbol potential of products and
Personal Factors
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Tailor products for some of them Product choice affected by economic circumstances: income, savings
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Personality: A set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli - (example buying behavior) The idea is that brands have personalities and consumers are likely to choose brands whose personalities match their own.
1. Sincerity (down-to-earth, honest, wholesome, and cheerful) For example, Hello Kitty 2. Excitement (daring, spirited, imaginative, and up-to-date) For example, MTV 3. Competence (reliable, intelligent, and successful) For example, Sony 4. Sophistication (upper-class and charming) For example, Shiseido 5. Ruggedness (outdoorsy and tough) For example, Timberland 6. Passion (emotional intensity, spirituality, and mysticism) For example, Zara 7. Peacefulness (harmony, balance, and natural) For example, Yamaha
Lifestyle is a persons pattern of living in the world as expressed in activities, interests, and opinions. whole person interacting with his or her environment. Marketers search for relationships between their products and lifestyle groups. Lifestyles shaped partly by being:
Buyer
Decision Process
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Buyer
Decision Process
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Problem Recognition
Buying starts - recognize problem/ need Need triggered by stimuli
Internal stimulus: normal needs, hunger External stimulus: love new cartriggers buying one
Identify situation that trigger need and Develop strategies that trigger interest
Information Search
Heightened attention: receptive to information Active information search: find ways to learn about product
Information Search
Heightened attention: receptive to information Active information search: find ways to learn about product
4 sources:
1.! 2.! 3.! 4.!
Information Search
Total brands available total set Know only subset of total awareness set Meet initial criteria consideration set More information, few remain choice set Makes final choice from this set
Information Search
Total brands available total set Know only subset of total awareness set Meet initial criteria consideration set More information, few remain choice set Makes final choice from this set
Information Search
Marketers need to know:
Consumers other brands in choice set competition Identify sources & importance Prepare effective communications for target market
Evaluation of Alternatives
Value judgment process - conscious & rational Consumer evaluation process:
Try to satisfy a need Look for certain benefits in solution Each with attributes, benefits sought Attributes of interest to buyers vary
Evaluation of Alternatives
Belief - descriptive thought on something Attitude enduring evaluation, feeling & action tendencies toward something
Evaluation of Alternatives
Consumer evaluates product Combine brand beliefs - importance Weights attached to each attribute
Evaluation of Alternatives
Consumer evaluates product Combine brand beliefs - importance Weights attached to each attribute
Evaluation of Alternatives
Consumer evaluates product Combine brand beliefs - importance Weights attached to each attribute
Purchase Decision
In the evaluation stage, the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to buy the most preferred brand. In executing a purchase intention, the consumer may make up to five subdecisions: Brand Dealer Quantity Timing Payment-method
Purchase Decision
INTERVENING FACTORS Between purchase intention & decision
Attitudes of others:
Purchase Decision
INTERVENING FACTORS Between purchase intention & decision
Attitudes of others:
PERCEIVED RISK
Purchase Decision
Functional risk not up to expectations Physical risk threat to well-being/ health Financial risk not worth price Social risk embarrassment from others Psychological risk mental well-being Time risk opportunity cost to find
After the purchase, the consumer might experience dissonance about their purchase and be alert to information that supports their decision. Marketing communications should supply beliefs and evaluations that reinforce the consumers choice and help him or her feel good about the brand.
Marketers must monitor postpurchase satisfaction, post-purchase actions, and post-purchase uses.
(+) delighted !
!! !! !!
Expectations - from sellers, friends etc! Larger gap - greater dissatisfaction! Product claims must truthfully represent likely performance!
Post Purchase
Abandon/return product
Seek to confirm high value Public action - complain, go to lawyer Private actions - stop buying or warn friends
Level of Involvement