topic4_con_behaviou消费者行为分析r.pptVIP

* E.g. one consumer may place a high value on achievement and may demonstrate success by symbols of luxury and prestige. Another consumer may have a culturally derived desire to appear young and active, may buy cosmetics that advertise a “younger look,” and may enroll in an exercise program. * Not everyone in a particular country holds cultural values to the same degree. While values of comfort and social recognition are widely held in American society, differences in these values between groups provide marketers with a basis for developing different strategies within as well as across countries. Frequently, strategies are targeted to particular subcultures. Titley (1999) says that “A subculture forms when the larger culture fails to meet the needs of a particular group of people. They offer different patterns of living values and behaviour norms, but there is a dependence on the larger culture for general goals and direction.” By this, Titley is referring to the idea that subcutures tend to find fault in the wider culture as a whole and form their own break-away group which relates more exclusively to their own needs. He says that in youth sub-culture people find that the needs of their own particular age group are met * Groups which have a direct influence and to which a person belongs are called membership groups Reference groups are groups that serve as direct or indirect points of comparison or reference in the forming of a person’s attitudes or behaviour. Sometimes they can be used as a negative or positive influence. E.g. You may avoid dressing in a certain way because we do not want to be seen as ‘that type of person.’ Family members can strongly influence buyer behaviour * Family Life Cycle – Family needs and expenditures change over time as a function of income and size/composition so consumer behaviour is contingent on the FLC * Lifestyle is broadly defined as a mode of living that is identified by how people spend their time (activities), what th