Consumer Behavior and Marketing Strategy Essay

Why study consumer behaviour? By study consumer behaviour we try to understand & gain insight into Consumer decision making processes What we buy, how we buy, and why we buy Enables us to become better consumers and marketersDefinitions of Consumer Behaviour The study of persons, groups, or organizations and the processes they use to select, secure, use and dispose of products, services, experiences or ideas to accomplish needs and the impacts that these processes have on the consumer and society. The dynamic interaction of cognition, behaviour and environmental events by which human beings behavior the exchange aspects of their lives (American Marketing Association) Those behaviours performed by decision-making units in the purchase, usage and disposal of fairs and services (Kotler & Levy) The decision process and somatic activity individuals engage in when evaluating, acquiring, using or disposing of goods and services (London & Della Bitta)Application of Consumer BehaviorM arketing outline/ regulatory Policy/Social Marketing/Informed Individual Consumer Behaviour and Marketing Strategy transit Cultural Variations in Consumer Behavior enculturation is the most pervasive external force on an individuals consumption behavior. It would be difficult to overlook the importance of finale as a motivator of consumer behavior. The attitude people possess, the set they hold dear, the lifestyles they enjoy and the interpersonal behavior patterns they adopt ar the outcomes of the ethnical settings. Failure to carefully consider ethnic differences is often responsible for monumental marketing failure.The concept of CultureCulture is the complex whole that includes knowledge, belief, art, law, morals, customs and any another(prenominal) capabilities and habits acquired by humans as members of society. First, culture is a comprehensive concept. It includes almost everything that influences an individuals thought processes and behaviors. Second, culture is ac quired. It does not include genetical responses and predispositions. Much of human behavior is learned rather than innate, culture does not affect a broad array of behaviors. Third, the complexity of modern societies is such that culture seldom provides detailed prescriptions for appropriate behavior.Culture provides boundaries at heart which most individual think and act. Fin anyy, the nature of cultural influences is such that we are seldom aware of them. virtuoso think behave, feels in a manner consistent with other members of the same culture because it seems natural or right to do. The boundaries that culture sets on behavior are called Norms which are simple rules that specify or obliterate certain behaviors in specific situations Norms are derived from Cultural Value, widely held beliefs that shared standards of what is acceptable or unacceptable, good or bad, desirable or undesirable. Violation of cultural norms results in sanctions, or penalties ranging from mild soci al disfavor to banishment from the group. Variations in cultural values Cultural values are widely held beliefs that affirm what is desirable. A useful approach to understanding cultural variations in behavior is to understand the values embraced by distinguishable cultures. The classifications of cultural values1. Other orientedIndividual/Collective, Youth/Age, extended/Limited Family, Masculine/feminine, Competitive/Cooperative, Diversity/Uniformity 2. environmental oriented Cleanliness, Performance/Status, Tradition/Change, Risk Taking/Security, Problem solving/Fatalistic, Nature 3. Self-oriented Active/Passive, Sensual gratification/Abstinence, Material/Nonmaterial, Hard work/Leisure, Postponed gratification/immediate gratification, Religious/SecularThe use people make of quad and the meaning they assign to their use of space constitute a abet form of nonverbal communication. In America, the office space in corporations generally is allocated according to rank and prestige rather than need. A second major use of space is personal space. It is the nearest that others can come to anyone in various situations without picture uncomfortableSymbolsA symbol may be defined as the sign or prototype of something moral or intellectual by the images or properties of natural things as the Lion the symbol of resolution. Different studies on cultures identified two types of symbols used by people in communicating among them, they are1. Referential symbol2. Expressive symbolRelationshipThe rights and obligations imposed by friendship are other nonverbal communication variable. Americans, more so than most other cultures, make friends quickly and easily and degenerate them easily also. To most Asian and Latin Americans, good personal relations and feeling are all that really matter in a long term agreement. Americans manage a contract, the Japanese negotiate a relationship. In many countries, the written word is used simple to satisfy legalities. In their eyes, perception and personal relations are more important than cold facts.AgreementAmericans rely on an abundant and generally, highly efficient legal system for ensuring that business obligations are honored and for resolving disagreements. Many other cultures have not developed such system and rely instead on friendship and local anaesthetic moral, principles, or informal customs to guide business conduct. In many developed counties, prices are furnish for all buyers, but in some Asian and Middle East countries, the procedure is differentThingsThe cultural meaning of things leadfs to purchase patterns that one would not otherwise predicts. The different meaning that cultures attached to things, including products, make enable giving a particular difficult task.EtiquetteEtiquette represents generally accepted modalitys of behaving in social situations. Behaviors considered blunt or obnoxious in one culture may be quite acceptable in another. Normal voice tone, pitch and speed of speech differ between culture and languages as do the use of gestures. For example, a Japanese executive will seldom say No directly during negotiations, as this would be considered impolite. Considerations in approaching a foreign market Is the geographic area Homogeneous or heterogeneous with respect to culture? What needs can this product or a version of it receive in this culture? Can enough of the people needing the product afford it? What values or patterns of values are relevant to the purchase and use of this product? What are the distribution, political, and legal structures for the product? In what way can we communicate about the product? What are the Ethical implications of marketing this product in this country? http//www.somewhereinblog.net/blog/alihusainkaisar/29525858http//www.somewhereinblog.net/blog/abdullah_muslim2010/29411963OUTCOMES Individual/ Firm/ SocietyCONSUMER DECISION PROCESS Problem recognition/ schooling search/Alternative evaluation/Purchase/ U se/ Evaluation commercialiseING STRATEGY Product/ hurt/Distribution/Promotion/ServiceMARKET SEGMENTATION Identify product related need sets/ conference customer with similar need sets/ Describe each group/ Select attractive segment(s) to targetMARKET ANALYSIS Company/Competitors/ Conditions/Consumers