CONSUMER BEHAVIOR

1. Everything that is socially learned and shared by the members of a society. All CUSTOMERS—MAY  BIOLOGICALLY SAME BUT:  WHAT THEY VALUE  HOW THEY ACT DIFFER ( AS PER THEIR CULTURAL BACKROUND) MARKETERS  TO INTERPRET THE REATIONS OF CONSUMERS TO ALTERNATIVE MARKETING STRATEGIES. BEHAVIOR OF CONSUMER CONDITIONED BY FIRST:  FIRSTLY BY PERSONAL TRAITS  SECONDLY BY FAMILY  3 RD AND 4 TH BY CULTURE IN WHICH THEY ARE BROUGHT UP AND SOCIAL CLASS IN WHICH THEY ARE PLACED.

6. 2. Culture is learned: Begin early in life. 3. Cultute is socially shared. It is a group phenomenon, shared by human beings living in organised societies. MCds, Levis jeans. Other also share each otherculture. 4. Culture are similar but different. Cooking, Calender other but differ in nature of elements  Differ Consumer Behavior. 5. Culture Adaptive. Change in some culture fast and in some slow. 6. Culture is prescriptive. Ideal standard a pattern of behavior, So common understanding.

9. DOMINANT CULTURE TRAITS OF U.S. CITIZENS AS A DISTINCT CULTURE GROUP THAT EXITS AS AN IDENTIFIABLE SEGMENT WITHIN A LARGE, MORE COMPLEX SOCIETY. RELATIONSHIP BETWEEN CULTURE AND SUBCULTURE IN ABOVE DIGRAM EACH SUBCULTURE SHARE ITS OWN UNIQUE TRAITS, YET BOTH SHARE THE DOMINANT TRAITS OF OVERALL AMERICAN CULTURE

10. PROMOTIONAL STRATEGY SHOULD NOT BE LIMITED TO TARGET A SINGLE SUBCULTURE MEMBERSHIP.

12. NATIONALITY RELIGION GEOGRAPHIC LOCATION RACE AGE SEX EACH OF THESE CAN BE BROKEN DOWN INTO SMALLER SEGMENTS THAT CAN BE REACHED THROUGH SPECIAL COPY APPEALS AND SELECTIVE MEDIA CHOICES. AS A MARKETER: MUST UNDERSTAND FOR THE PRODUCT CATEGORY HOW SPECIFIC SUBCULTURE MEMBERSHIPS INTERACT TO INFLUENCE THE CONSUMER`S PURCHASE DECISION.

13. EXAMPLES OF MAJOR SUBCULTURAL CATEGORIES CATEGORIES EXAMPLES NATIONALITY(BIRTH PLACE) GREEK,ITALIAN,RUSSIAN RELIGION CATHOLIC, HINDU,SIKH GEOGRAPHIC REGION EASTERN, SOUTHERN SOUTHWESTERN RACE AFRICAN AMERICAN, ASIAN AGE TEENAGER, ELDERLY GENDER FEMALE, MALE OCCUPATION BUS DRIVER, COOK, SCIENTIST SOCIAL CLASS LOWER, MIDDLE , UPPER

14. PERSONALITY TRAITS SUBJECTIVE CULTURE: Regional Ethnic Religious Linguistic National Professional Organizational Group SOCIAL NORM COGNATIVE BELIEFS ATTITUDE PRACTICES VALUES BEHAVIORAL INTENTION BEHAVIOR A THEORETICAL MODEL OF CULTURE`S INFLUENCE ON BEHAVIOR( SCHIFFMAN CHAPTER 12)

19. SOCIAL CLASS-SOCIAL STATUS RESEARCHERS OFTEN MEASURE SOCIAL CLASS IN TERMS OF SOCIAL STATUS.

20. SOCIAL CLASS IS HIERARCHICAL AND A FORM OF SEGMENTATION.

25. NEWSPAPER/MAGAZINE MEDIAN HOUSEHOLD INCOME BUSINESS WEEK $65000 MONEY $55000 GOLF DIGEST $49900 MOTOR BOATING $40000 PC MAGAZINE $35000 NEWSWEEK $30000 STAR $25000 READERS MEDIAN HOUSEHOLD INCOME FOR SELECTED PUBLICATIONS: EXAMPLE

27. CONSUMER BEHAVIOR APPLICATION OF SOCIAL CLASS

33. GROUP: DEFINE AS TWO or MORE PEOPLE WHO INTERACT TO ACCOMPLISH EITHER INDIVIDUAL OR MUTUAL GOALS.

35. USE OF REFEENCE GROUPS BY MARKETER: IT SERVES AS FRAMES OF REFERENCE FOR INDIVIDUALS IN THEIR PURCHASE or CONSUMPTION DECISIONS. NORMATIVE REFEENCE GROUPS : THAT INFLUENCE GENERAL VALUES or BEHAVIOR: EXAMPLE: CHILD`S NORMATIVE GROUP IS THE IMMEDIATE FAMILY. COMPARATIVE REFERENCE GROUP : SERVE AS BENCHMARKS FOR SPECIFIC or NARROWLY DEFINED ATTITUDES or BEHAVIOR. EXAMPLE:: NEIGHBORING FAMILY: THEIR LIFE STYLE  IS ADMIRABLE AND WORTH TO IMITATE.

36. INDIRECT: DONOT HAVE DIRECT FACE TO FACE CONTACT: MOVIE STARS, SPORT HEROES ETC.

37. MAJOR CONSUMER REFERENCE GROUPS

39. Sometimes non-confirmity is used by marketers to switch the consumer from using one brand to another brand(reference group).

40. USE OF CELEBRITY IN DIFFERENT WAYS

41. TESTIMONIAL: BASED ON PERSONAL USAGE, A celebrity attests to the quality of the product or service. ENDORSEMENT: Celebrity lends his or her name and appears on the behalf of a product or service with which he or she may or may not be an expert.. ACTOR: Celebrity presents a product or service as part of character endorsement. SPOKESPERSON: Celebrity represents the brand or company over an extended period of time. .

42. DIFFERENT WAYS OF USING REFERENCE GROUPS APPEAL: THROUGH: THE EXPERT: As his or occupation, special training or experience: helps the propective consumer evaluate the product or service that adv promotes. Example frying PAN endorse by CHEF. THE COMMON MAN: Use of testimonial of Satisfied customer are used is called common mans approach. Laundry Detergent can DEODORISE Clothes. THE EXECUTIVE AND EMPLOYEE SPOKESPERSON: Here executive or employee are used: CEO etc CEO Lee Iacocca: Chrysler TRADE OR SPOKES-CHARACTER: TONY THE TIGRE, NINJA TURTLES