Culture Impact On Consumer Behaviour – 2 Learning Objectives Understand subcultures within the United States and their relationship to American culture. To understand the influence of nationality and ethnic subculture on consumer behavior. To understand the influence of religious affiliation on consumer behavior. To understand the influence of regional characteristics on consumer behavior. To understand the effect of age and generation on consumer behavior. To understand the influence of gender on consumer behavior.
3 Subcultures A subculture is a group of people who share certain beliefs, values ​​and customs and exist within a larger society. A subculture can stem from a person’s race, religion, geographic location, age, or gender. Ethnic subculture, religion, geographic location, age, gender. A distinct cultural group that exists as an identifiable part within a larger, more complex society. A subculture has beliefs, values, and clientele that distinguish it from other members of the same society.
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Culture Impact On Consumer Behaviour
A distinct cultural group that exists as an identifiable part within a larger, more complex society. A subculture has beliefs, values, and clientele that distinguish it from other members of the same society. To some degree. Values ​​and norms conform to the dominant culture, a culture with values ​​and customs that conflict with established society.
Impact Of Culture On Consumer Buying Behavior
Two Components: Distinctive Beliefs, Values, and Customs of Specific Subcultures Central or core cultural values ​​and customs shared by the majority of the population, regardless of subcultural membership The cultural profile of a society has two components: (1) Unique beliefs, values, and subculture specific customs; and (2) central or core cultural values ​​and norms that are shared by the majority of the population, regardless of specific subcultural membership. Figure 12.2 presents a model of the relationship between two subcultural groups (Hispanic Americans and Asian Americans) and the larger or “general” culture. As the figure shows, each subculture has its own distinct characteristics, yet both groups share dominant characteristics of general American culture. Most Americans belong to more than one cultural group. Subculture analysis enables marketers to identify subculture segment sizes, but subcultures are dynamic, so analysis is ongoing.
How does it affect your consumer purchases? Perhaps you belong to a lifestyle, age, religious or ethnic subculture. Do they affect your food decisions, for example?
The ad refers to the unique identity and background of the common Indonesian woman = black and white. Makes a connection between Natasha’s heritage and girls’ subcultures ïƒ (eg Javanese and Papuan)
$1 Trillion Purchasing Power Youth -> 50% of under 35s prefer big brands over private label/loyalty brands Services & Apparel over other categories. Because of the importance of “black media” to African American consumers, many marketers supplement their overall advertising expenditures by targeting African Americans specifically through advertising in magazines, newspapers, and other media.
Effect Of Sales Promotion On Consumer Behavior Based On Culture
Fastest growing ethnic segment Diverse group consisting of 6 major ethnicities: Chinese, Filipino, Indian, Vietnamese, Korean and Japanese 95% live in metropolitan areas Business ownership and educational attainment High Asian market is a challenge for marketers because it is so diverse and so many languages is spoken It is difficult to determine whether to target advertisements in their mother tongue or in English.
Marketers should consider ethnic media consumption patterns. One study found that it revealed marked differences in TV viewing.
Table 12.1 shows that there are significant differences between Anglo-White, African American, and Hispanic American consumers in purchasing, owning, and using different product categories. These results support the value of using nationality and ethnicity as a segmentation basis.
Islam = Abangan, Ijo ïƒ Expands to Biru: Biru (Muhammadiya) ïƒ FPI and HTI Born Again Christians are the fastest growing religious denomination in America (they are about 72 million out of 235 million Christians in the US). From a marketer’s perspective, born-again Christians are extremely loyal to a brand that supports their cause and perspective. A study of Jewish consumers found no significant differences in brand loyalty and word of mouth between American Jews and non-Jews. Religious requirements or practices, however, sometimes take on an expanded meaning. The U and K symbols on food packaging are symbols that the food meets Jewish dietary laws.
The Importance Of Consumer Behavior In Marketing
New York – highest purchase/consumption of frozen yogurt and catalog/online ordering Boston – highest purchase/consumption of frozen pizza Chicago – highest purchase/consumption of energy drinks and board games Atlanta – highest purchase/consumption of mouthwash San Francisco – highest purchase/consumption of massage and highest Recycled Los Angeles – Highest purchase/use of frozen yogurt 1. New York: • Lowest purchase/use of energy drinks • Highest purchase/use of frozen yogurt • New York metropolitan area ranks first in catalog ordering, mail order, phone, and Internet shopping Usage 2. Boston: • Lowest massage purchase/use in past six months • Highest purchase/use of frozen pizza • Boston metro area ranks seventh for ordering anything from catalog, mail order, phone, and Internet. Chicago: • Lowest in any category tested • Highest purchases/uses Energy drinks, board games, giving lectures • Chicago metropolitan area ranks fourth in ordering anything from catalogs, mail order, telephone, and Internet Atlanta: • Adult education Lowest Purchase/Use of Course • Highest Purchase/Mouthwash Use • Atlanta Metropolitan Area Ranked Sixth for Catalog Order, Mail Order, Telephone and Internet 5. San Francisco: • Lowest Purchase/Use of Board Games and Video Games • Highest in Last Six Months purchase/use of messages; Product Recyclability • San Francisco metropolitan area ranks seventh in catalog order, mail order, phone and Internet 6. Los Angeles: • Los Angeles metropolitan area ranks ninth in catalog order, mail, telephone and Internet order A national brand in all fifty states Brands are available, although the market share of most brands varies between geographic regions.
Kota = Urban = Upscale Cafe Kota Traditional = Kopi Traditional = Kopi Lalong, Kopi Chethe X Zone = Kopi Pangku
Also known as Digital Natives or Homeland Generation Highly Connected mostly children of Generation X NB: di indonesia gen z = Millennials people born from 1997 to present day. Members of Gen Z have lifelong use of communication and media technologies such as the Internet, instant messaging, text messaging, MP3 players, and cell phones. In general, Gen Z is the offspring of Generation X, although some of the older generation may be Baby Boomers; Younger members may also be children of Generation Y. Gen Z is the most diverse American generation, with 54% Caucasian, 24% Hispanic, 14% African American, 4% Asian, and 4% mixed race/other. Experts expect members of Gen Z to be the first generation to earn less than their parents as they grow up during the economic downturn.
Fickle consumers and changing lifestyles Teenagers 13-17 More independent in their behavior Separated from marketers who talk to them, surf the web, create content 8-12 Share many characteristics with younger siblings Important to relatives in terms of social life Families consist of Z Market: Teens 13 to 17 years old and young adults 8 to 12 years old. Marketing for thirteen to nineteen years means targeting profitable, elusive and fickle customers. Adolescents are much more independent in their behavior and less dependent on their parents to make everyday decisions than young adults. Adolescents are beginning to develop adult characteristics and behaviors, while young adults still share many characteristics with their younger siblings. Family is more important to relatives in terms of their social life. Some traders isolated them, often talking to them. Teens and young adults prefer companies whose messages are tailored directly to them. Marketers who effectively tailor products and brands to the needs and wants of these target markets will be successful in converting them into customers. Tweens tend to be more brand loyal and thirteen to nineteen year olds more brand skeptical. Technology is central to the lives of both groups, and they fully embrace technological innovation and obsolescence. Among teenagers and young adults, Internet surfing is the main leisure activity.
Influence Of Culture On Consumer Behavior
Embrace technology confident want quick product turnover, relevant personal promotion and interactive marketing platform. Members of Gen Y grew up with technology and embraced it. Growing up in a child-centered family, youth-oriented society, and American emphasis on self-esteem makes them more confident than other generations their age. Many want to design their own products, engage with messages through their networks, and value products. Figure shows Gen Y’s top online activities.
Hip-Angels Millennial Moms Gadget Gurus Clean and Green Millennials Old-School Millennials Anti-Millennials 1. Hip-Angels: They believe they can have a
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