Copyright © Cengage Learning. All rights reserved.17 | 1 Chapter 17 Symbolic Consumer Behavior.

Slides:

Advertisements

Similar presentations

16-1 Chapter 16 Cultural Influences on Consumer Behavior.

Advertisements

MS3536 Understanding the Consumer Culture & Consumer Behaviour Dr Tim Stone University of Aberdeen Business School.

Copyright © 2005 Pearson Education Inc. Consumer Markets and Consumer Buyer Behaviour Chapter 7 PowerPoint slides Express version Instructor name Course.

Copyright © 2011 Pearson Education. Consumer Buying Behaviour Philip Kotler & Gary Armstrong.

Chapter 1 Understanding Consumer Behavior © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly.

Chapter 5 Leadership and Diversity

© 2003 Prentice Hall Inc. All rights reserved.18–1 Institutionalization: A Forerunner of Culture.

Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand.

Consumer Behavior1 CULTURAL INFLUENCES MKT Consumer Behavior2 CHARACTERISTICS OF CULTURE l Learned l Adaptive l Analogies: l lens l blueprint l.

Chapter 43 Self-Concept.

1 PART 5 CONSUMER BEHAVIOR OUTCOMES. 2 Chapter 18 SYMBOLIC CONSUMER BEHAVIOR.

Principles of Marketing BA 390 Fall 2006 Dr. McAlexander.

Copyright © 2006 Pearson Education Canada Inc. Chapter 9 The Influence of Culture on Consumer Behaviour Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das.

3-1 Part 2 FOCUS ON THE CUSTOMER. 3-2 Customer Behavior in Services  Search, Experience, and Credence Properties  Consumer Choice  Consumer Experience.

Copyright ©2010 Pearson Education, Inc. Publishing as Prentice Hall 15-1 Essentials of Organizational Behavior, 10/e Stephen P. Robbins & Timothy A. Judge.

Group Influences on Consumer Behavior

Motivation, Ability, & Opportunity

Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 6 Consumer Decision Making © Nonstock/Jupiterimages.

Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal.

Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Consumer Decision Making © Nonstock/Jupiterimages 1 © iStockphoto.com/iStock.

Customer and Creating Marketing Strategy

Culture and Consumer Behavior. How people behave and what motivates them is largely a matter of culture. Differences in how people process information,

UNDERSTANDING PRINCIPLES OF MARKETING

© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter 11: Introduction to Environment. Environment Refers to all physical and social characteristics of a consumer’s external world. –physical objects.

Global Consumer Culture Myths and Rituals. Global Consumer Culture.

Copyright ©2009 by Cengage Learning Inc. All rights reserved 1 Designed by Eric Brengle B-books, Ltd. CHAPTER 7 Business Marketing Prepared by Amit Shah.

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 2.

Consumer and Business Buyer Behaviour Chapter 6. Discussion Questions Think about a specific major purchase you’ve made recently. What buying process.

September 29 th Sign in and participation cards Quick Research Paper Discussion Finish Lecture 3: Culture Lecture 4: Socialization Homework:  Read: Chapter.

Marketing 547 Culture & Consumer Behavior. What is Culture?  Set of ideas, values, artifacts and other meaningful symbols that help individuals communicate,

17-0 Lecture 6 Organizational Culture Lecture 6 Organizational Culture BBA 352 Organizational Behavior Department of Business Administration S.Chan

 Consumer Behavior Consumer Behavior  Model of Consumer Behavior Model of Consumer Behavior  Characteristics Affecting Consumer Behavior Characteristics.

C H A P T E R © 2007 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Consumer Buying Behavior and Decision Making 4.

Irwin/McGraw-Hill Welcome!Welcome! Consumer Behavior and Marketing Strategy Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Copyright © 2003 Prentice-Hall, Inc. 1 Chapter 6 Analyzing Consumer Markets & Buyer Behavior Francis Piron Qatar University Spring 2006.

Chapter Five Consumer and Business Buyer Behavior.

© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 6 MARKETING STARTS WITH CUSTOMERS 6-1Understanding Consumer Behavior 6-2What Motivates Buyers?

Copyright © Houghton Mifflin Company. All rights reserved.7 | 1Copyright © Cengage Learning. All rights reserved.1 | 1 Chapter One Understanding Consumer.

Chapter 2 Consumer Behavior.

Kelli J. Schutte William Jewell College Robbins & Judge Organizational Behavior 14th Edition Organizational Culture 16-0 Copyright © 2011 Pearson Education,

©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

ORGANIZATIONAL BEHAVIOR S T E P H E N P. R O B B I N S W W W. P R E N H A L L. C O M / R O B B I N S T E N T H E D I T I O N © 2003 Prentice Hall Inc.

Chapter 12 Cultural and Cross- Cultural Influences Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–1 Chapter 12 Australasian Society: Demographics.

Chapter 2, Stephen P. Robbins, Mary Coulter, and Nancy Langton, Management, Ninth Canadian Edition Copyright © 2009 Pearson Education Canada 2-6 The Organization’s.

Consumer Markets and Consumer Buyer Behavior Chapter 5.

Ch. 1 Consumer Behavior vs. Marketing Strategy

Consumer and Business Buyer Behavior Consumer Buying Behavior Refers to the buying behavior of people who buy goods and services for personal use.

Chapter 1 Integrated Marketing Communications: An Overview Copyright © 2008 Pearson Education Canada.

Copyright ©2012 Delmar, Cengage Learning. All rights reserved. Chapter 8 Applying Communication Skills.

Chapter One Understanding Consumer Behavior. Copyright © Houghton Mifflin Company. All rights reserved.7 | 2Copyright © Houghton Mifflin Company. All.

My Identity Me versus We. Elements of Individual Identity Personality identity –Part of the self-concept that an individual believes is unique to the.

© 2008 The McGraw-Hill Companies, Inc. All rights reserved. Understanding Marriage and Family Dynamics Chapter 3.

Copyright © Cengage Learning. All rights reserved.4 | 1 Chapter 4 Knowledge and Understanding.

Copyright © Cengage Learning. All rights reserved.12 | 1 Chapter 12 Consumer Diversity.

Understanding Consumer Behavior

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 10.

Chapter 18 Consumption Meanings. Chapter 18 Consumption Meanings.

Consumer Markets and Consumer Buyer Behavior

Cultural and Cross-Cultural Influences

Symbolic Consumer Behavior

Understanding Consumer Behavior

Chapter 3 – Analyzing Your Customers What You’ll Learn

Chapter 3 – Analyzing Your Customers What You’ll Learn

Consumer Markets and Consumer Buyer Behavior

Consumer Markets and Consumer Buyer Behavior

Presentation transcript:

Copyright © Cengage Learning. All rights reserved.17 | 1 Chapter 17 Symbolic Consumer Behavior

17 | 2 Copyright © Cengage Learning. All rights reserved. Learning Objectives 1.How symbolic meaning is gained and conveyed from one consumer to another. 2.Influencing symbolic meaning. 3.Sacred versus profane entities. 4.The process of gift giving.

17 | 3 Copyright © Cengage Learning. All rights reserved. Chapter Overview: Symbolic Consumer Behavior (Exhibit 17.1)

17 | 4 Copyright © Cengage Learning. All rights reserved. Sources/Functions of Symbolic Meaning Derived from culture –Categories –Principles Derived from consumer –Symbols used to say something –Consumer as a member of group or unique individual

17 | 5 Copyright © Cengage Learning. All rights reserved. Sources and Functions of Consumption Symbols (Exhibit 17.2)

17 | 6 Copyright © Cengage Learning. All rights reserved. Transfer of Meaning from Culture to Product and Consumer (Exhibit 17.3)

17 | 7 Copyright © Cengage Learning. All rights reserved. Emblematic Function Geographic Ethnic Social class Gender Reference group

17 | 8 Copyright © Cengage Learning. All rights reserved. Establishing Emblematic Function Development Communication Reinforcement Removal

17 | 9 Copyright © Cengage Learning. All rights reserved. Role Acquisition Function Phases –Separation –Transition –Incorporation Symbols/rituals: Reflexive evaluation Marital Cultural Social status

17 | 10 Copyright © Cengage Learning. All rights reserved. Model of Role Acquisition (Exhibit 17.5)

17 | 11 Copyright © Cengage Learning. All rights reserved. Other Symbolic Functions Connectedness Expressiveness Multiple functions Symbols and self-concept: Identity schemas –Actual –Ideal

17 | 12 Copyright © Cengage Learning. All rights reserved. Marketing/Development of Consumer Self-Concepts Product fit with self-concept Product fit with multiple self-concepts Advertising fit with self-concepts

17 | 13 Copyright © Cengage Learning. All rights reserved. Types of Special Possessions Special brands Pets Memory-laden objects Achievement symbols Collections

17 | 14 Copyright © Cengage Learning. All rights reserved. Characteristics of Special Possessions Not sold at market value Few/no substitutes Not discarded Not always used for original purpose Evoke powerful emotions Frequently personified

17 | 15 Copyright © Cengage Learning. All rights reserved. Why Are Some Products Special? Symbolic value Mood-altering properties Instrumental importance Consumer characteristics –Social class –Gender –Age

17 | 16 Copyright © Cengage Learning. All rights reserved. Rituals Used with Special Possessions Possession Grooming Divestment Disposing

17 | 17 Copyright © Cengage Learning. All rights reserved. Sacred Meaning Sacred entities: great respect Profane things: ordinary/mundane People, objects, and places Characteristics –Involve mystery/myth –Strong approach/avoidance; feeling of power –Scarcity/exclusivity How profaned –Treated with disrespect –Commercialized

17 | 18 Copyright © Cengage Learning. All rights reserved. Model of Gift-Giving Process (Exhibit 17.12)

17 | 19 Copyright © Cengage Learning. All rights reserved. Building on Gift-Giving Process Promote products/services as gifts Cause-related marketing for frivolous products Technology and gift shopping Ethnicity and holiday shopping Alternatives to traditional gifts