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8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 1/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10LIFESTYLES,
VALUES AND
CULTURE
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 2/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10-2
Lifestyles, values and culture
At the end of this session, you should understand:
What is meant by lifestyle, values and culture
The use of lifestyle factors in market segmentation
The increasing use of technology in market segmentation The major social and lifestyle trends that will influence
marketing in the coming years
The influence of consumer values on buying behaviour
The influence of culture on consumer behaviour
The unique consumption behaviour of subcultures and theinfluence of cultural diversity on mainstream consumption
The influence of social class on consumption
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 3/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10-3
Lifestyle, values and culture defined
Lifestyle
± The way we choose to allocate our time and resources
Values ± A reflection of our fundamental belief systems
Culture
± A complex system of knowledge, values, customsand beliefs that are shared by a society
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 4/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10-4
Lifestyle segmentation
Lifestyle segmentation looks at differentiatingbetween groups of consumers based on their lifestyles ± the activities they are involved in, their interests and their opinions
Two broad approaches to lifestyle segmentation: ± AIO
Activities
Interests
Opinions
± VALS
Values and lifestyles
CT
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 5/19
Slide 4
CT1 This is more commonly refered to as Activities - is it an error in the book?Central TAFE, 6/2/2004
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 6/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10-5
Roy Morgan ¶VALS· model
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 7/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10-6
Roy Morgan ¶VALS· model
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 8/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10-7
Changing Australian lifestyles Australia¶s ageing
population
Internet usage and online
purchasing
Internet usage by children
Social and lifestyle trends ± Media consumption
trends
± Sports and marketing in
Australia
Time poor consumers Healthy lifestyles
Changing gender roles and
society
See EXHIBIT 10.1 T argeting the time poor customer , page 285.
PowerPoint slides supplied on the
Instructor Resource CD to accompany
Consumer Behaviour include
advertisement images.
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 9/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10-8
Marketers of skin-care products nowtarget men
See EXHIBIT 10.2 M arketers of many products now target men specifically , page 286.
PowerPoint slides supplied on the Instructor Resource
CD to accompany Consumer Behaviour include
advertisement images.
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 10/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10-9
Patriotism and the Australian identity
µAustralian made and
owned¶
What does thisstatement mean to
you?
See EXHIBIT 10.3 Australian-made Dick SmithFoods, page 287.
PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer
Behaviour include advertisement images.
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 11/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski
10-10
Culture
Our basic system of values ± incorporates
knowledge, beliefs, art, morals, laws, customs
and other habits acquired by members of a society
Made up of three interrelated elements:
± Physical environment ± natural geography
± Social environment ± political, educational, family,
class structures
± Training environment ± formal and informal socialisation
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 12/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski 10-11
Elements of culture
Norms
± Shared values or µrules¶
± These outline acceptable behaviour of that culture
± Includes legal norms - laws
Values
± Shared social ideals ± which are a reflection of social
norms
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 13/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour b
y Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski 10-12
Society and socialisation
By interacting within a society we learn from them
Primary tool for socialisation is our family
Also learn from
± School
± Peer groups
± Media
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 14/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour b
y Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski 10-13
Cultural diversity - subcultures
List the types of ethnic restaurants available in your city or town
Subcultures
A subculture is a group within the wider community that has aunique set of characteristics, motivations and patterns of behaviour
This includes: ± Different ethnic groups and communities
± The youth market
± Baby boomers and the ageing market
There are numerous marketing opportunities appealing todifferent subcultures within the wider community
CT2
8/8/2019 Lifestyles, Values and Culture
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Slide 13
CT2 Correct numbers of the cases need to be entered hereCentral TAFE, 6/2/2004
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 16/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour b
y Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski 10-14
Social class and social stratification
Social class system:
± A hierarchical division of a society into relatively distinct
and homogeneous groups with respect to attitudes,
values and lifestyles
Social stratification
± The division of a society into different social tiers
known as classes
Does social class exist in Australia?
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 17/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour b
y Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski 10-15
Theories on social class
Social stratification
Middle Australia
The µAB¶ demographic
Measuring social class
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 18/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour b
y Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski 10-16
Marketing implications of socialclass Market segmentation and product positioning
± E.g. luxury, prestige cars appealing to those with high social
status
See EXHIBIT 10.6 T his advertisement represents µvisible
achievement¶ , page 306.
PowerPoint slides supplied on the Instructor Resource CD to
accompany Consumer Behaviour include advertisement images.
8/8/2019 Lifestyles, Values and Culture
http://slidepdf.com/reader/full/lifestyles-values-and-culture 19/19
Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour b
y Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski 10-17
A social class appeal
See EXHIBIT 10.5 A social class appeal , page 301.
PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer Behaviour
include advertisement images.