Consumer Behaviour
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Agenda
Review Concept testing : Jamaica drink
Culture & Lyfestyles
Case study: « Celebrations »
Consumer Behaviour
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Learning objective
Understand how cultural factors and lifestyles can explain consumer behaviour at the socio-cultural level.
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Typology of groups
Size 1) Primary groups (limited size)
2) Secondary groups (sub-groups)
Purpose 1) Socio-groups (commun objectif)
2) Psycho-groups (interaction)
Structure 1) Formal (norms and rules)
2) Informal (non explicit norms)
Status 1) Membership groups
2) Reference Groups
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Reference Groups
It is an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations or behaviour.
A group need at least two people but the term reference group is used to describe any external influence that provides social cues.
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Forms of influence
Normative or utilitarian when an individual fulfills others’ expectations to gain a direct reward or to avoid a sanction.
Value-expressive or identification when individuals use others’ norms, values and behaviours as a guide for their own attitudes, values and behaviour. Implicit in this type of influence is the desire for psychologicial association or social affilitation with others.
Informational social when an individual uses the values, norms, and behaviours of others as credible, and needed evidence about reality
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Types of Reference Groups
Avoidance Negative,
nonmembership
Aspirational Positive, nonmembership
Disclaimant Negative, membership
Contractual Positive, membership
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When reference groups are important..
1) When the purchases are luxuries rather than necessities
2) When purchases are consumed socially or visible to others rather than privately
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How the endorsement of a product by an aspirational group could
affect consumer attitudes and intentions?
• Social desirability of product consumption
• Perceived visibility of early adoption behaviour
• Perception of quality
One explanation for this type of aspirational group influence is provided by the model of meaning transfer. The focus of this model is on the transfer of culturally relevant meanings from the endorser to the product
Consumer Behaviour
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Why are opinion leaders considered as valuable information sources?
Involvement, Expertise and Experience in a product category
Product category pioneers Empathy and Neutrality High Credibility
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The role of lead users
Word of Mouth communicationThe diffusion of Innovations or
new products
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Companies’ strategies
Simulate by product use a « leader » Developing the idea that others are buying Granting the status of a leader to a potential
customer to trigger a feeling of pride Stimulating personal influence Supplying local opinion leaders with the
product Getting people to talk about a product
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How culture & lifestyles influence consumption patterns?
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Factors explaining buying and consumption
behaviour
1. Individual level
2. Interpersonal level
3. Socio-cultural level
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Key mots & issues
Rituals (ex de consumption) Arts (ex. Culinary) Traditions versus modernity Intergenerational Transmission Adaptation and appropriation
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Culture- Meaning and Nature -
Cultural Categories time, space, nature and the human community (ie. ethnicity, age, gender)
Cultural Principles (« folk wisdom »)
values, norms and beliefs (ie. « hard work pays »; « seeing is believing »)
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Internal Integration “relationships among people”Social versus task orientation
Particularism/universalismHierarchy
Feminity /MasculinityIndividualism /Collectivisme
Linking assumptionsLinking assumptions “relationships with nature & people”Space
personal and physicalLanguage
High versus low contextTime
Monochronic and polychronicPast, present, future
External adaptation“relationships with the environment”Control and uncertainty (nature)Doing versus being
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Culture & Consumer Behaviour: Traditional Marketing View
(adapted from: Arnould, Price and Zinkhan, 2002; pag 141)
(Individual) Perceptual Categorization
Perceptual Inference Information Processing
Motives Self-Concept
Culture (Collective)
Antecedents to culture
Consumption Patterns
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Traditional perspective
In this perspective culture is viewed as a relatively unchanging background for behaviour, consisting primarily of values and norms.
Values enduring beliefs about desirable outcomes that trascend specific situations and shape one’s behaviour.
Norms informal, usually unspoken rules that gouvern behaviour.
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Europeanisation as an “outside influence”
Europeanisation will act as a reinforcement to
“origins” and “societal norms”
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The stabilising of culture patterns
(Hofstede, 1980)Outside influenceForces of Nature & Man
Origins
EcologicalDemographicGeographic EconomicHistorical
Technological Urbanization
Societal Norms
Value Systems of major groups
of population
ConsequencesStructure and functioning
of institutionsFamily patterns
Social stratificationRole differentiation
Education Religion
LegislationTheory development
Reinforcement
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Culture & Consumer Behaviour: Emerging Marketing View
(adapted from: Arnould, Price and Zinkhan, 2002; pag 141)
MMaterial Goods
Blueprints por action
Consumption Patterns
Cultural interpretation
Cultural fields (Scapes)
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LifestylesConsumption Subcultures
A single activity An interest
A neighborhood A brand A whole generation or a
particular segment within a generation
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How to measure lifestyles?
Psychographics techniques divide the market into segments
on the bases of activities, interests, values, opinions, personality characteristics and attitudes using different
«statistical methods»
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Psychographic Segmentation Schemes
AIO (activities, interests & opinions)
Cohort Analysis (age groups)
PRIZM (regional lifestyles) Value-based approach
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US Cohort Carthography
1. The World War II Cohort born 1922 to 1927, Romantic
2. The Boomers I Cohort born 1946 to 1954, Healthy3. The Boomers II Cohort born 1955 to 1965, Narcissistic 4. The Generation X Cohort born 1966 to 1976, Cynicism & Violence
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Value-based approach
Europe COFREMCA Centre de Communication Avancé
USA Yankelovitch VALS system (A. Mitchell et Stanford
Research Institute)
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A research and consulting tool
Built by consumer futurist Arnold Mitchell in the 1970s
It was developed from the works of Riesman and Maslow for whom the strongest motivations are first linked to fundamental needs (survivors and sustainers).
VALS Framework
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Evolution of VALS classification
In 1989, VALS was redefined to maximize its ability to predict consumer behaviour. A team of experts from SRI International, Stanford University and Berkeley University determined that consumers should be segmented on the basis of enduring personality traits rather than social values that change overtime.
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VALS FrameworkVALS 1 (9 segments) :
IntegratedSocietally conscious
ExperientialsI am me
AchieversEmulatorsBelongersSustainersSurvivors
VALS 2 (8 segments) :
Ideals * Thinkers * BelieversStatus or Achievement
* Achivers * StriversSelf-expression
* Experiencers * MakersLevel of Resources * Innovators * Strugglers
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The VALS Segments
•Innovators
•Thinkers
•Achievers
•Experiencers
•Believers
•Strivers
•Makers
•Survivors
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Segments Features
Innovators
Successful, sophisticated, take charge people with high self- esteem. Very active consumers, seek challenges.
characterized by variety. their purchases reflect cultivated tastes for upscale and niche market.
ThinkersMature,satisfied,comfortable, reflective and well educated people. Actively seek out information. Conservative,practical consumers. Look for durability, functionality and value in the products.
Achievers
Goal-oriented lifestyles and a deep commitment to career and family. Consensus, predictability, stability over risk,intimacy and self-discovery. Active consumer.Interested in time saving devices
Experiencers
Young,enthusiastic and impulsive consumers. Seek variety,excitement, savoring the new and the risky. Spend high proportion of their income on fashion, entertainment and socializing.
The VALS Segments
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Segment Features
Believers
Conservative, conventional people with concrete beliefs based on traditional, established codes such as moral codes. Predictable consumers. Choose familiar products and established brands.
Strivers
Motivated by achievement. Concerned about the opinions and approval of others. Active and impulsive consumers.
Like stylish product.
Makers
Motivated by self-expression. Practical people who have constructive skills and value self-sufficiency.
Have a suspicious of new ideas and large institutions such as big business.
Survivors
Do not show a strong primary motivation. Cautious consumers .focus on meeting needs rather than fulfilling desires. Loyalty to favorite brands, Especially, if they can purchase them at a discount.
The VALS Segments
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Home exercise VALS site
http://www.sric-bi.com Look for representative
projects Answer the VALS questionnaire
to know your VALS type Print the questionnaire and your
VALS types
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