Global Consumer Culture Consumers & Consumption: The Tipping Point

Global Consumer Culture

Consumers & Consumption: The Tipping Point

Cell Phones

Attendance

Syllabus Quiz

Announcements

Global Consumer Culture

Marks of Globalization

Defining MeasurementSpeed & Innovation

Dominant CultureHomogenizing of culture (regional vs. global)

Defining TechnologiesComputerizationMiniaturizationDigitizationSatellite CommunicationsFiber Optics

THE INTERNET

Marks of Globalization

Creative Destruction

“. . .the perpetual cycle of destroying the old and less efficient product or service and replacing it with the new, more efficient ones”

-Thomas Friedman

Marks of Globalization

Balances

•Between nation-states

•Between nation-states & global markets

•Between individuals & nation-states

Marks of Globalization

Multi-dimensional

•Politics•Culture•National Security•Finance•Technology•Environment

Globalization

“Globalization is the inexorable integration of markets, nation-states and technologies to a degree never witnessed before—in a way that is enabling individuals, corporations and nation-states to reach around the world farther, faster, deeper and cheaper than ever before, and in a way that is enabling the world to reach into individuals, corporations and nation-states farther, faster, deeper, cheaper than ever before.”

-Thomas Friedman

Globalization

Implications of Globalization

Implications of Globalization

Implications of Globalization

Implications of Globalization

Implications of Globalization

Implications of Globalization

Global Consumer Culture

"I don't want to buy anything, sell anything, or process anything as a career. I don't want to sell anything bought or processed, buy anything sold or processed, or process anything sold, bought or processed, or repair anything sold, bought, or processed. You know, as a career, I don't want to do that.”

-Lloyd Dobler

Consumer Behavior

The study of the processes involved when individual or groups select,

purchase, use, or dispose of products, services, ideas, or experiences to

satisfy needs and desires.

Who are Consumers?

Buys somethingUses something

Is satisfied/delighted with something

Something = usually a product or service

Consumer NEEDS

“A discrepancy between the customer’s present state (hungry) and some ideal state (satiated with

Domino’s pizza)”

External/social influences (culture, social class, group memberships, family, etc.

Internal Influences (perception, motivation learning, attitudes, personality, lifestyle, age, etc.

Consumer DESIRES

WANTS

External/social influences (culture, social class, group memberships, family, etc.

Internal Influences (perception, motivation learning, attitudes, personality, lifestyle, age, etc.

Consumption

People buy products not

for what they do, but for

what they mean

Some Somethings

Something = usually a product or service

Consumer Decision Making

Internal Influences:PerceptionMotivationLearningAttitudes

PersonalityAge groups

Lifestyle

Situational Influences:Physical Environment

Time

Social Influences:Culture, Social classGroup memberships

DecisionProcess

PURCHASE

MARKETING

Understanding Products

Product Layers

•Core Product

•Actual Product

•Augmented Product

Relating Products to Consumer Behavior

Domains of Consumer Behavior

ProductsServicesIdeasExperiences

AcquiringConsumingDisposing

Domain of Consumer Behavior

Examples

•A man buys groceries at Kroger

•A woman reads ads for used cars

•A couple buys a gift for their child

•A professional sports team signs a player to a contract

•An artist creates a painting

•A man recycles aluminum cans

Orientations of Consumer Behavior

•Anthropology

•Economics

•History & geography

•Psychology

•Sociology

•Social Psychology

Social psychology & Consumption:A product’s role in behavior of

individuals as members of social groups

Why are there so many choices?