Consumer Behavior and Marketing Strategy Essay

Why study consumer behaviour? By studying consumer behaviour we refine to empathize & gain insight into Consumer decision making processes What we acquire, how we buy, and why we buy Enables us to be recognise better consumers and marketersDefinitions of Consumer demeanour The study of individuals, groups, or organizations and the processes they amicable function to select, secure, spend and dispose of reapings, go, experiences or ideas to satisfy unavoidably and the impacts that these processes father on the consumer and society. The dynamic fundamental interaction of cognition, behaviour and environmental events by which homo beings conduct the exchange aspects of their lives (Ameri advise Marketing Association) Those behaviours performed by decision-making units in the secure, usage and disposal of goods and services (Kotler & Levy) The decision process and animal(prenominal) activity individuals engage in when evaluating, acquiring, use or disposing of go ods and services (London & Della Bitta) screening of Consumer doingsMarketing dodging/ restrictive Policy/Social Marketing/conscious man-to-man Consumer Behaviour and Marketing StrategyCross ethnic Variations in Consumer Behavior tillage is the or so pervasive orthogonal force on an individuals consumption air. It would be difficult to pardon the importance of close as a motivator of consumer conduct. The attitude mass possess, the value they hold dear, the lifestyles they enjoy and the inter personalised behavior patterns they adopt argon the outcomes of the heathenish settings. disappointment to c atomic number 18fully consider cultural differences is a great deal responsible for monumental marketing failure.The notion of CultureCulture is the complex solid that includes knowledge, belief, art, law, morals, customs and any other capabilities and habits acquired by humans as members of society. First, assimilation is a comprehensive concept. It includes almos t everything that influences an individuals thought processes and behaviors. Second, culture is acquired. It does not include inherited responses and predispositions. Much of human behavior is learned rather than innate, culture does not affect a wide depart of behaviors. Third, the complexity of modern societies is such that culture seldom provides detailed prescriptions for appropriate behavior.Culture provides boundaries within which most individual retrieve and act. Fin all toldy, the nature of cultural influences is such that we are seldom aware of them. One calculate behave, feels in a manner coherent with other members of the same culture because it seems congenital or right to do. The boundaries that culture sets on behavior are called Norms which are simple-minded(a) rules that specify or prohibit genuine behaviors in specific situations Norms are derived from ethnic 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 social disapproval to ostracism from the group. Variations in cultural values Cultural values are widely held beliefs that imprecate what is desirable. A useful approach to pinch cultural variations in behavior is to understand the values embraced by distinct cultures. The classifications of cultural values1. Other orientedIndividual/Collective, Youth/Age, broaden/Limited Family, Masculine/feminine, Competitive/Cooperative, innovation/Uniformity 2. Environmental oriented Cleanliness, Performance/Status, usance/Change, Risk Taking/Security, Problem solution/Fatalistic, Nature 3. Self-oriented Active/Passive, Sensual gratification/Abstinence, worldly/Nonmaterial, Hard work/Leisure, Postp aned gratification/ conterminous gratification, Religious/SecularThe use people chance upon of aloofness and the meaning they assign to their use of space constitute a second gear form of nonverbal communication. In America, the superpower space in corporations more often than not is allocated match 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 feeling uncomfortableSymbolsA symbol may be defined as the sign or representation of something moral or gifted by the images or properties of natural things as the Lion the symbol of courage. distinct studies on cultures identified two types of symbols utilise by people in communicating among them, they are1. Referential symbol2. expressive symbolRelationshipThe rights and obligations imposed by companionship are another nonverbal communication variable. Americans, more so than most other cultures, make friends quickly and advantageously and drop them easily also. To most Asiatic and Latin Americans, good personal traffic and feeling are all that truly matter in a dogged term agreement . Americans negotiate a contract, the Japanese negotiate a relationship. In umteen countries, the written word is used simple to satisfy statutoryities. In their eyes, emotion and personal relations are more authorised than cold facts.AgreementAmericans rely on an extensive and generally, highly efficient healthy ashes for ensuring that business obligations are recognise and for resolving disagreements. Many other cultures have not developed such system and rely instead on friendship and local moral, principles, or informal customs to guide business conduct. In many developed counties, prices are uniform for all buyers, but in some Asiatic 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 gift fully grown a particular difficult task.EtiquetteEtiquette represents generally accepted ways of b ehaving in social situations. Behaviors considered rude or obnoxious in one culture may be quite acceptable in another. familiar voice tone, pitch and speed of idiom differ between culture and languages as do the use of gestures. For example, a Japanese executive will seldom arrange No directly during negotiations, as this would be considered impolite. Considerations in approaching a outside(prenominal) market Is the geographic area akin or heterogeneous with respect to culture? What needs can this product or a version of it fill 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.ne t/blog/abdullah_muslim2010/29411963OUTCOMES Individual/ Firm/ SocietyCONSUMER DECISION execute Problem recognition/Information depend/Alternative evaluation/Purchase/ wont/ EvaluationMARKETING STRATEGY growth/Price/Distribution/Promotion/ inspection and repairMARKET SEGMENTATION Identify product related need sets/ Group client with similar need sets/ Describe for each one group/ Select attractive segment(s) to bunsMARKET ANALYSIS Company/Competitors/ Conditions/Consumers