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PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit
CHAPTER 03 The Changing American Society: Values McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc All rights reserved PART II: EXTERNAL INFLUENCES 3-2 Learning Objectives Understand core American cultural values L01 L01 Summarize changes in self, environment, and other-oriented values L02 L02 Discuss values as they relate to green marketing L03 L03 Discuss values as they relate to cause-related marketing L04 L04 Discuss values as they relate to marketing to gay and lesbian consumers L05 L05 Discuss values as they relate to gender-based marketing L06 L06 3-3 Consumer Behavior In The News… Are Women More Loyal Than Men? Gender differences exist across various consumption behaviors Who you think is more loyal? Men Women Why? Source: V Melnyk et al., “Are Women More Loyal Customers Than Men?,” Journal of Marketing, July 2009, pp 82-96 3-4 Consumer Behavior In The News… Are Women More Loyal Than Men? Who you think is more loyal? Men – yes sometimes Women – yes sometimes HMM? So, if you said it depends you are right! Women more loyal to employees (bank teller) Men more loyal to company (the bank itself) WHY? Women focus more on close “individual” relationships than men Source: V Melnyk et al., “Are Women More Loyal Customers Than Men?,” Journal of Marketing, July 2009, pp 82-96 3-5 Changes in American Cultural Values Cultural values are widely held beliefs that affirm what is desirable Observable shifts in behavior, including consumption behavior, often reflect underlying shifts in cultural values Therefore, it is necessary to understand the underlying value shifts in order to understand current and future consumer behavior 3-6 Changes in American Cultural Values Traditional, Current, and Emerging American Values 3-7 Changes in American Cultural Values Self-Oriented Values Environment-Oriented Values Other-Oriented Values 3-8 Changes in American Cultural Values Self-Oriented Values Religious/Secular Sensual Gratification/Abstinence Postponed/Immediate Gratification Hard work/Leisure Material/Nonmaterial Active/Passive 3-9 Changes in American Cultural Values Environment-Oriented Values Prescribe a society’s relationship to its economic and technical as well as its physical environment 3-10 Green Marketing and Regulation The FTC has updated its Green Guides relating to environmental claims Some key elements of the revised guides include: • qualifying claims • third-party certifications and seals Thus, firms must avoid greenwashing – promoting environmental benefits that are unsubstantiated and on which they don’t deliver 3-17 Video Application The following Video Clip discusses how the Toyota Prius entered the car the hybrid car market 3-18 3-19 3-19 Cause-Related Marketing (CRM) Cause-Related Marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause Orvis Catalog Commercial and its CRM Program for Dogs YouTube Spotlight 3-20 Applications of Consumer Behavior CRM or Social Marketing? You Decide! Courtesy Ford Warriors in Pink Powered by Ford http://www.fordcares.com/ 3-21 Marketing to Gay and Lesbian Consumers The gay market is estimated to be approximately 7% of the adult U.S population, or approx 16 million people over age18 The purchase power of the gay market has been estimated at $750 - $900 billion 3-22 Marketing to Gay and Lesbian Consumers Many companies find the gay market to be a highly attractive segment Product and communication issues are major considerations 3-23 Marketing to Gay and Lesbian Consumers Product and Communication Issues Include: Does the product need to be modified to meet the needs of this market? Should the firm advertise in gay-oriented media using its standard ads? Should it advertise in gay media using ads with gay themes? To what extent should the firm be involved in gay community activities? Should its ads in mainstream media include gay themes? 3-24 Gender-Based Marketing Gender Identity versus Gender Roles Ascribed versus Achievement Roles Traditional versus Modern Gender Orientation 3-25 Gender-Based Marketing Gender roles in the U.S are shifting, with both genders making many purchase decisions Example: Today, women influence 80% of all vehicles sold 3-26 Gender-Based Marketing Market Segmentation Based on Role Identity Product Strategy Marketing Communications Retailing Strategy 3-27 Gender-Based Marketing Market Segmentation Traditional Housewife Trapped Housewife Trapped Working Woman Career Working Woman 3-28 Gender-Based Marketing Product Strategy Moving beyond stereotypes: Rather than adapting colors to fit stereotypes (e.g., pink power tools), companies are adapting their features in ways that make their products more functional Barbara’s Way tools – cushioned handles Smith & Wesson – redesigned to “fit” women’s hands Click the online button to link to Barbara’s Way 3-29 Gender-Based Marketing Marketing Communications The top social network sites for men and women: 3-30 Gender-Based Marketing Retail Strategy Men are increasingly shopping for household and other products traditionally purchased by females, and females are shopping for “masculine” products such as lawn mowers and power tools Retailers have begun showing very masculine men shopping for household products and carry power tools targeted at women 3-31 ... Masculine/Feminine 3-13 Marketing Strategy and Values Green Marketing Cause-Related Marketing Marketing to Gay and Lesbian Consumers Gender-Based Marketing 3-14 Green Marketing (1) developing... cause-related marketing L04 L04 Discuss values as they relate to marketing to gay and lesbian consumers L05 L05 Discuss values as they relate to gender-based marketing L06 L06 3-3 Consumer Behavior. .. consumption behavior, often reflect underlying shifts in cultural values Therefore, it is necessary to understand the underlying value shifts in order to understand current and future consumer behavior