LIFESTYLES,

VALUES AND
CULTURE

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb
10
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Lifestyles, values and culture

At the end of this session, you should understand:

• What is meant by lifestyle, values and culture
• The use of lifestyle factors in market segmentation
• The increasing use of technology in market segmentation
• The major social and lifestyle trends that will influence marketing
in the coming years
• The influence of consumer values on buying behaviour
• The influence of culture on consumer behaviour
• The unique consumption behaviour of subcultures and the
influence of cultural diversity on mainstream consumption
• The influence of social class on consumption

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-2
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Lifestyle, values and culture
defined

• Lifestyle
– The way we choose to allocate our time and resources

• Values
– A reflection of our fundamental belief systems

• Culture
– A complex system of knowledge, values, customs
and beliefs that are shared by a society

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-3
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Lifestyle segmentation
• Lifestyle segmentation looks at differentiating between
groups of consumers based on their lifestyles – the
activities they are involved in, their interests and their
opinions

• Two broad approaches to lifestyle segmentation:

– AIO

Activities

Interests

Opinions
– VALS

Values and lifestyles

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-4
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Roy Morgan ‘VALS’ model

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-5
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Roy Morgan ‘VALS’ model

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-6
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Changing Australian lifestyles
• Australia’s ageing population
• Internet usage and online See EXHIBIT 10.1 Targeting the time poor
purchasing customer, page 285.

• Internet usage by children PowerPoint slides supplied on the

Instructor Resource CD to accompany
• Social and lifestyle trends Consumer Behaviour include
– Media consumption trends advertisement images.

– Sports and marketing in

Australia
• Time poor consumers
• Healthy lifestyles
• Changing gender roles and society

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-7
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Marketers of skin-care
products now target men
See EXHIBIT 10.2 Marketers of many products now
target men specifically, page 286.

PowerPoint slides supplied on the Instructor Resource

CD to accompany Consumer Behaviour include
advertisement images.

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-8
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Patriotism and the Australian
identity

• ‘Australian made and See EXHIBIT 10.3 Australian-made Dick Smith

Foods, page 287.
owned’
PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer
Behaviour include advertisement images.
• What does this
statement mean to
you?

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-9
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Culture

• Our basic system of values – incorporates

knowledge, beliefs, art, morals, laws, customs
and other habits acquired by members of a society

• Made up of three interrelated elements:

– Physical environment – natural geography
– Social environment – political, educational, family,
class structures
– Training environment – formal and informal socialisation

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-10
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Elements of culture

• Norms
– Shared values or ‘rules’
– These outline acceptable behaviour of that culture
– Includes legal norms - laws

• Values
– Shared social ideals – which are a reflection of social
norms

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-11
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Society and socialisation

• By interacting within a society we learn from them

• Primary tool for socialisation is our family

• Also learn from

– School
– Peer groups
– Media

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-12
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Cultural diversity - subcultures
• List the types of ethnic restaurants available in your city or
town

Subcultures
• A subculture is a group within the wider community that has a
unique set of characteristics, motivations and patterns of
behaviour
• This includes:
– Different ethnic groups and communities
– The youth market
– Baby boomers and the ageing market

• There are numerous marketing opportunities appealing to

different subcultures within the wider community

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-13
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Social class and social
stratification
• Social class system:
– A hierarchical division of a society into relatively distinct and
homogeneous groups with respect to attitudes, values and
lifestyles

• Social stratification
– The division of a society into different social tiers
known as classes

• Does social class exist in Australia?

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-14
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Theories on social class

• Social stratification

• Middle Australia

• The ‘AB’ demographic

• Measuring social class

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-15
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Marketing implications of
social class
• Market segmentation and product positioning
– E.g. luxury, prestige cars appealing to those with high social
status

See EXHIBIT 10.6 This advertisement represents ‘visible

achievement’, page 306.

PowerPoint slides supplied on the Instructor Resource CD to

accompany Consumer Behaviour include advertisement images.

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-16
Slides prepared by Sarah Fletcher and Morena Dobrowolski
A social class appeal

See EXHIBIT 10.5 A social class appeal, page 301.

PowerPoint slides supplied on the Instructor

Resource CD to accompany Consumer Behaviour
include advertisement images.

Copyright  2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb 10-17
Slides prepared by Sarah Fletcher and Morena Dobrowolski