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Chapter 5
Managing Marketing Information to
Gain Customer Insights
PEARSON
Objective Outline
Culture
Factors
Social
Culture Subculture
Class
Culture
Every
Culture is the
group
Marketers orset
are of basic
society
always hasvalues, perceptions,
a culture,
trying to spot and wants,
cultural
cultural shifts so
and behaviors
influences
as to discover learned
on buying by a member
behavior
new products of society
maymight
that vary from
greatly
be wanted.
family
from andcountry
both other important
to countyinstitutions.
and country to country.
Subculture Many marketers now embrace cross-cultural
They tend to be deeply family oriented and make shipping a family
marketing ─ the practice of including ethnic
affair ─ children have a bigand
themes saycross-cultural
in what brands they buy. within
perspectives
Each Hispanic
Asian Americans aretend
the second-
Older, first-generation
culture contains
Although their mainstream consumers
smaller
morefastest-growing
price conscious subcultures,
marketing.
than to be very
other or brand
gro
loyal andsegments,
to favor brands and sellers whosubsegment
show afterinterest in
special
ups of people Cross-cultural
with shared
blacks are also marketing
value appeals
systems
strongly motivated to consumer
based on
Hispanic
them. by qualitysimilarities Americans.
and selection.across subcultures rather than
common
Younger life experiences
Hispanics, Asian
however,
differences.
andshown
consumers
have situations.
shop frequently
increasing price and
Brands are important.
areand
the amost brand conscious of all the
sensitivity in recent
years
Many marketers
In recent years,ethnic willingness
manygroups. are to
finding
companies have switch
that to
insightsstore
brands. developedgleaned
special from ethnic
products, consumers
appeals, and can influence
Within the Hispanictheir They there
market, can beexist
fiercely
many brand loyal.
distinct subsegments
broader
marketing programs for them.markets.
based on nationality, age, income, and other factors.
Social
Factors
Groups and Social Networks
A group is two or more people who interact to accomplis
h individual or mutual goals.
Reference groups serve as direct or indirect points of com
parison or reference in forming a person’s attitudes or beh
avior.
Reference groups expose a person to new behaviors and l
ifestyles, influence the person’s attitudes and self-concept
, and create pressures to conform that may affect the pers
on’s product and brand choices.
Groups and Social Networks
Opinion Leader
Word-of-Mouth Influence
A person withinBuzz Marketing
a reference group who, because of
The impact of the personal words and
Involves enlisting
special skills, or even personality,
knowledge, creating opinion leaders
or other
recommendations of trusted friends, associates,
to serve as “brand
characteristics, ambassadors”
exerts who spread
social influence the
on others.
and other consumers on buying behavior.
word
Some about a company’s
experts products.
call this group the influentials or
Most word-of-mouth influence happens naturally:
Many
leadingcompanies
adopters. are now turning everyday
Consumers start chatting about a brand they use or
customers intotobrand
Marketers try evangelists.
identify opinion leaders for their
feel strongly about one way or the other.
products and direct marketing efforts toward them.
Groups and Social Networks
Online Social Networks.
• They are online communities where people socialize or e
xchange information and opinions.
• Social networking media range from blogs and message
boards to social networking Web sites and virtual worlds
.
• This new form of consumer-to-consumer and business-t
o-consumer dialog has big implications for marketers.
Family
The family is the most important consumer buyin
g organization in society, and it has been research
ed extensively.
Husband-wife involvement varies widely by prod
uct category and by stage in the buying process.
Buying roles change with evolving consumer life
styles.
Roles and Status
A role consists of the activities people are expect
ed to perform according to the people around the
m.
Each role carries a status reflecting the general es
teem given to it by society.
People usually choose products appropriate to the
ir roles and status.
Personal Factors
Age and Life-Cycle Stage
Buying is also shaped by the stage of the family life cycle
─ the stages through which families might pass as they m
ature over time.
Marketers often define their target markets in terms of lif
e-cycle stage and develop appropriate products and mark
eting plans for each stage.
Occupation
A person’s occupation affects the goods and services bou
ght.
Marketers try to identify the occupational groups that hav
e an above-average interest in their products and services.
A company can even specialize in making products neede
d by given occupational group.
Economic Situation
A person’s economic situation will affect his or her store
and product choices.
Marketers watch trends in personal income, savings, and i
nterest rates.
In the more frugal times following the Great Recession,
most companies have taken steps to redesign, reposition,
and reprice their products and services.
Lifestyle
Lifestyle is a person’s pattern of living as expressed in his
or her activities, interests, and opinions.
It involves measuring consumers’ major AIO dimensions
─ activities, interests, and opinions.
It can help marketers understand changing consumer valu
es and how they affect buyer behavior.
Personality and Self-Concept
Sincerity (down-to-earth, honest, wholesome
Personality refers to the unique
, and psychological characteris
cheerful)
tics that distinguish a person or group.
Personality is usually described
Excitementin(daring,
terms ofspirited,
traits such as
imaginative,
and up-to-date)
self-confidence, dominance, sociability, autonomy, defens
One researcher
iveness, adaptability, and aggressiveness.
identified five Competence (reliable, intelligent, and
Brand personality is the specific mix of human traits that
brand personality successful)
may be attributed to a particular brand.
traits:
Sophistication (upper class and charming)
•• AA descriptive
descriptive thought
thought that
that aa person
person has
has about
about
Attitudes are difficult to change.
something
something
Belief
BeliefA person’s attitudes fit into a pattern; changing one
•• Based
Based on
on real
real knowledge,
knowledge, opinion,
opinion, or
or faith
faith
attitude may require difficult adjustments in many
and may or may not carry an emotional charge
others. and may or may not carry an emotional charge
A company should usually try to fit its products into
•• Describes aa person’s relatively consistent
existing attitudes rather than attempt consistent
Describes person’s relatively to change
Attitude
Attitude evaluations, feelings, and tendencies toward
attitudes. evaluations, feelings, and tendencies toward
an
an object
object or
or idea
idea
Types of Buying Decision Behavior