Consumer Behavior ch. 3

Cultural Values

Widely held beliefs that affirm what is desirable.

Green Marketing

1) developing products whose production, use, or disposal is less harmful to the environment than the traditional versions of the product;

(2) developing products that have a positive impact on the environment; or

(3) tying the purchase of a product to an environmental organization or event.

Greenwashing

Promoting environmental benefits that are unsubstantiated and on which they don’t deliver.

Revised Green Guides

qualifying claims

third-party certifications and seals

Cause-Related Marketing (CRM)

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.Companies associate with causes to create long-term relationships with their customers, building corporate and brand equity that eventually should lead to increased sales.

Marketing to LGBTQ+ Consumers

The LGBTQ+ market is estimated to be over 5 percent of U.S. adults.

The purchase power of the LGBTQ+ market has been estimated at more than $1 trillion

Gender-Based Marketing

Gender Identity versus Gender Roles

Ascribed/Assigned versus Achievement Roles

Traditional versus Modern Gender Orientation

Market Segmentation Based on Role Identity

Product Strategy

Marketing Communications

Retail Strategy

Market Segmentation for Women

Fast-Tracker

Pressure Cooker

Relationship Focused

Fulfilled Empty Nester

Making Ends Meet

Managing on Her Own

Product Strategy

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.

The top social media sites for men and women:

Facebook

Retail Strategy

Men and women have different purchasing habits.

Differences in loyalty, brand switching, coupon usage, and shopping style must be considered, as more men take on the task of grocery shopping.