marketing

consumer behavior is the study of

individual, groups and organization

Consumer behavior uses the process they use to and pick from

select, secure, use, dispose

from

products, services, expierences, or ideas to satisfy needs

Marketing strategy

informed decisions equal success campaigns

regulatory policy

watch out for consumer

social marketing

positive impact on the consumer or society

informed individuals

understand strategies and tactics being used on us

marketing analysis components

the consumers

the company

the competitors

the conditions

condtions of the market analysis components

economy

environment

governmental regulations

technology

market segmention

is a portion of a larger market whose needs differ from the larger market

market segmentation involves four steps

idenify product related need sets

grouping customers with similiar need sets

describing each group - demographics lifestyles media usage

selecting an attractive segment to serve

the consumer decision process

intervienes between the market strategy as implemented in the marketing mix and the outcomes

product position

perception of our production vs competition

individual outcomes

need satisfaction

• action or perceived

  • none to complete

society outcomes

macroeconomics

• employment

• capital availability

• growth

environmental issues

social welfare

• elected officials

• injurious consumption

how and why do products acquire meaning to a consumer

emotions, tradition/familiarity, taste/style

are there negative consequences when marketers encourage purchases of unneeded products

environmental, health consequences, post purchase regret, cant buy other things

culture

is the complex whole that includes knowledge, belief, art, law, morals, customs, and any whole capabilities and habits acquired by humans as members of society

important characteristics of culture

1. conprehensive concept

2. culture is required

   1. not inherited

3. does not detail appropriate behaviors

   1. monkey see, monkey do

4. not static

culture values give rise to

norms and associated sanctions which in turn influence consumption patterns

time perception

moraphormatic

• deadlines, one thing at a time

polyconic

• multitasking , relationships

time interpretation

• what is late

• where is the discussion

space

space connected to rank

• corner offices

personal space

• latin vs america

symbols

colors, animals, shapes, numbers, and music have varying meanings across cultures

relationships

how quickly and easily do cultures form relationships and make friends

things

the cultural meaning of things leads to purchase patterns that would not otherwise predict

etiquette

the generally accepted ways of behaving in social situations

green marketing

1. producting, use or disposal is less harmful

2. positive impact on the environment

   1. tying the purchase to an environmental organization or event

cause related marketing

ties a compnay/product

to an issue or cause

goals of improving sales or corporate image

providing benefits to the cause

marketing to lgtbq+ consumers

highly attractive segment

reflects shifting values towards diversity

federal and state law support

substantial size

purchasing power

gender identity vs gender roles

identity - traits of femininity and masculinity

roles - appropiate behaviors

ascribed vs achievement roles

ascribed - no control

achievement - based on performance

market segmentation with women - fast tracker

educated and economic elite

market segmentation with women - pressure cooker

married with children - sterotype

market segmentation with women - relationship focused

discresionary income - desire expierences

market segmentation with women - fulfilled empty nester

travel

market segmentation with women - making ends meet

lack education, small luxaries

market segmentation with women - managing on her own

divorced or widowed, seek connection

marketing communications

adapt the message

choose the right media channel

retail strategy - purchasing habits

differences in loyalty, brand switching, coupon usage, and shopping style must be considered, as more men take of grocery shopping

subculture

is a segment of a larger culture whose members share distinguishing values and patterns of behaviors

ethnic subcultures

shared behaviors are based on a common racial, language, or nationality background

black americans

buying power - 1.4 trillion with 25% growth ratio growing faster than white households

spending - essentials - housing food transportation

major influence - beauty and personal care

media usage - mass media

hispanic americans

buying power - 1.5 trillion with 27% growth rate, price sensitive

spending - family centric

major influence - beauty and personal care - fragrances, hair, cosmetics, clothing electronics, mobile devices

consumer groups

generation groups also exist which drive differences in language, national identity, and values

asian americans

buying power - 1.2 trillion with 33% growth rate, highest median household income

spending - household needs - kids with education, health, wellness

major influence - word of mouth - high sense of community and collectivism, preventative care

secular society

seperation of church and statere

religious subcultures

religion is important and directly influences the behavior

• consuming religiously themed products

• avoiding the consumption, such as alcohol

  • 72% claim religious affiliation

regional subcultures, arise as a result of the following

climate conditions

natural environment and resources

characteristics of immigrant groups

significant social and political events

the household life cycle

tradition no longer holds true

stages based on age, marital status, and kids

manage needs and wants as well as primary conditions and expierences

provides marketers with relatively homogenous segments

family decision making

is the process by which decisions that directly or indirectly involve two or more family members are made

family purchase roles

initator - recognizes

information gatherer

influencer - alternatives, criteria for purchase

decision maker - could be joint

purchaser

user

determinants of family purchase roles

culture and subculture in which family exists

the role specilization of different family members

the degree of involvement each has in the product area of concern

the personal characteristics of the family members

bargaining

trying to reach a compromiseim

impression management

misrepresenation the facts in order to win

use of authority

claiming expertise of role appropriateness re

reasoning

using logical arguement to win

playing on emotion

using the silent treatment of withdrawing from the conversation

additional information

getting additional data or a third party opinion

consumer socialization

process by which young people acquire skills, knowledge, attitudes relevant to their functioning as consumers

piagets stage 1 of cognitve development

the period of sensorimotor intelligence (0-2)

behavior is primarily motor

the child does not yet think conceptually though cognitive development is seen

piagets stage 2

the period of preoperational thoughts (3-7)

characterized by the development of language and rapid conceptual development

piagets stage 3

the period of concrete operations (8-11)

the child develops the ability to apply logical thought to concrete problems

piagets stage 4

the period of formed operations (12-15 years)

the childs cognitive structures reach their greatest level of development and the child becomes able to apply logic to all class of problems

consumer skills

capabilities necessary for purchases, understanding money, budgeting product evaluation

consumption related preferences

knowledge, attitudes, and values that cause people to attach differential evaluations to products brands and retail outlets

consumption related attitudeas

cognitive and affective orientations toward marketplace stimili such as advertisements, salespeople, warranties

instrumental training

parent or sibling specifically and directly attempts to bring certain responses through reasoning or reinforcementsmo

modeling

child learns appropiatge or inappropiate, consumption behaviors by watching others

demographics

population size and distribution

occupation

education

income

age

generations names and ages

silent 80-100 ww2

boomers 60-70 - babies

gen X - 1965-1980 - economic termoil, fall of the berlin wall

millennials - my age - rise of technology

gen z - early 2010s - covid

group

is defined by as collection of people or things that are close together and form a recognizable unit

reference group

is a group whose presumed perspectives or values are used as the basis for behavior

four criteria that are particularily useful in classifying group

1. membership

2. strength of socialize - closeness of group linkage, family vs neighbors

3. type of contact - direct or indirect

   1. attractives - desirability of membersips

innovators

risk takers, can absorb the financial and social impact of a failure

early adopters

opinion leaders, calculated risks, information

early majority

cautious wait and see attitude

late majority

skeptical social pressures or previous product unavailability cause them to cave

laggards

limited social interactions, if its not broke dont fix it