Wednesday, 6 May 2009
WEEK 24
Sunday, 3 May 2009
WEEK 23
Culture is the 'prism' through which people view products and try to make sense of their own and other peoples consumer behaviour. Culture is a concept crucial to the understanding of consumer behaviourCulture is a mix of shared meanings, rituals, norms and traditions amoung a organisation or society.It is something that defines the human community, their individuals, the social organizations as well as the economic and political systems.
Ralph Linton (1945): 'A culture is the configuration of learned behaviour and results of behaviour whose component elements are shared and transmitted by members of a particular society'.
According to wikipedia culture is a term that has different meanings. However the word 'culture' is most commonly used in three basic senses: - Taste in the fine arts and humanities also known as high culture. - A mix pattern of human knowledge, belief, and behaviour that depends upon the capacity for symbolic thought and social learning. - The set of shared attitudes, values, goals and practices that characterizes and institution, organization or group. http://en.wikipedia.org/wiki/Culture
The effects of culture on consumer behaviour are so powerful and people are surrounded by many practices from many significant behaviours like pressing the start button on our walkman to larger behaviours like flying to a different country for a honeymoon. The important thing is that these practices have meaning to us.
Culture is made up of three essential components:
(1) Beliefs- Mental and verbal processes that reflect our knowledge and assessment of products and services.
(2) Values- Indicators consumers use as guides for what is appropriate behaviour, they tend to be relatively enduring and stable.
A consumers culture determines the overall priorities he or she attatches to different activities or products. It also determines the success or failure of specific products services. A products that has benefits for the ones that are desired by members of a culture have a better chance of being accepted in the market place.
The relationship between culture and consumer behaviour is a two way street. On one hand products and services with benefits to culture groups have a better chance of being accepted by the consumers. On the other hand The new products designed successfully by a culture at any point provides a window on the dominant cultural ideas of that period.
Aspects of culture
A cultural system can be said to consist of three functional areas:
-Ecology: This area is shaped by the technology used to obtain the distribute resources.
- Social structure: This area includes the domestic and political groups that are dominant within the culture.
- Ideology: This area revolves around the belief that members of a society possess a common Worldview. They share ideas about principles of order and fairness.
Rules for behaviour
Values are very general principles for judging between good and bad goals. They form the core principles of every culture (norm). Crescive norms include the following:
- A custom is a norm handed down by the past that controls basic behaviour like a division of labour in a household.
-Mores are customs with a strong moral overtone. Mores often involve a taboo or forbidden behaviour such as cannibalism.
-Conventions are norms regarding the conduct of everyday life. These rules deal with the subleties of consumer behaviour, including the 'correct' way to furnish ones house, wear ones clothes, host dinner parties and so on.
Friday, 1 May 2009
WEEK 22
There are factors that influence peoples behaviour that have been founded by Kotler et al. It may start from cultural to social, social to personal, personal to psychological and from psychological to the buyer.
All societies can roughly be divided into different categories. Looking at socio equality it has been shown that some people seem to be more equal than others. David encounters with the Caldwells suggestion that a consumers standing in society or social class, is managed by a complex set of variables including income, family background and occupation.
Until the 1980's the concept of social class was almost seen as central to sociological study, especially in the UK. This is a two way structure working on both the social structure and the individual. On a structural level the organisation may lead to it being experienced by other organisations whilst on an individual basis it leads the individual to understand themselves and to ally themselves with the people that share their position and interest.
If you look at the following website there is a lot more information about social class by Kath Mcguire.
http://www.ucel.ac.uk/shield/docs/notes_class.pdf
Social class is an 'umbrella' category. By being in a different class there may be many differences in culture, economic circumstances, educational status, dietary preferences, housing conditions, property ownerships and power. It may always be very confusing for people who do not belong to one class or either keep moving from one class to another.
Looking at this diagram, it is not very clear but it shows the rates of peoples social class in the United states. In 1979 a research carried out showed that a persons future is not dependant on brains but social status. Looking at two boys jimmy and bobby. Bobby is the son of a experienced lawyer he may have more chances of ending up with a job that will pay him a good income, one in the highest ten numbers whilst jimmy will have that chance one in eight times. The centre of American progress stated that between 1979 to 2007 the average income of the bottom 50 percent of american households grew by 6%, the top 1% of people saw their income increase by 229%.
Social class is measured using grades:
A - upper middle class
B - middle class
C1 - lower middle class
C2 - skilled working class
D - working class
E - lower class
Income is rising now a days due to the increase in women working and graduates.
Social class is not based on any dual incomes it is based on the head of the households income.
Income is a better indicator of purchase behaviour of non symbolic items for example freezers. Social class and income are both needed to predict the consumers behaviour when it comes to expensive items like cars or homes.
Marketers put societies into groups for segmentation purposes. Some of these divisions involve political power, while others revolve around purely economic distinctions.
The term 'social class' is now used more generally to describe the overall rank of people in a society. People that are put into the same groups have the same social standing in the community. They may roughly work in similar industries or may have similar occupations. They may also have similar lifestyles and tastes. These people mainly socialize together and may have the same values and ideas.
Thursday, 30 April 2009
WEEK 20
Children have a big influence in alot of family aspects now a days. Looking at the kids grow older younger it shows how children do get teased by not having the right brand with the things they may use or wear. They are very aware of the poppular brands coming out and as they grow they have more influence on how they think and what they want. In the marketing world the Marketing companies are probing very deep in understanding parents and children to better understand their needs. With some motherswho are independant or in most cases single mothers, they want their kids to grow up. Where as with aggressive mothers they want to protect their kids and that is why marketers will advertise independant kids in order to attract aggressive mothers. Take for example if marketers show clever kids using the internet then most parents will sign up for the internet.
Mass Marketing which is also known as mass demand creates more jobs. The downside to this is that children get more aware of these brands and want more. Kids have a massive influence on parents shopping behaviour as they grow older they have more demands and that affects what parents are buying for the household. Having looked at some families it shows that boys have more demands of brands that girls when it comes to clothing.
Looking at pocket money, kids may use strategies to get what they want at times for example they may offer to give in most of their pocket money when they want something parents don't agree to, this is because they know that it won't happen and they will end up getting both. Parents main priorities have become the wants and needs of their children. Children are now adapting to adult lifestyles which makes them want to spend their money on what they want. The amount of pocket money given to children has dropped alot recently. Due to the increase in healthy lifestyle the sale of things like crisps have dropped alot together with the amount of sales being made on them. As the new economy is growing it is changing childrens expense together with it. There is alot of difference in what younger children may want and what older children may want. Older children are more interested in brands and things like computers, playstation e.t.c. Where as younger children are more interested in wanting electronic toys and not just the batman or power rangers teddies kids may want electronic dolls or cars with wireless remotes.
Looking at Piagets child developement theory it states that children cannot be known as little adults until they reach the age of 15. This is according to Jean Piaget who is a developemental biologist who devoted his life to closely observe, infants, children and adults.
The plan that has been put in place by Piaget is mostly connected to brain developement. He states that the human brain is not completely developed until the late adolescence and in the case of males it may be early adulthood. Parents need to know that when their children are developing they will see a lot of changes in their behaviour and parents need to be realistic with what they expect from their children.
Wednesday, 15 April 2009
WEEK 18
It is said that purchase behaviour is influenced by the nature of an individuals family. People come from different families and that influences on the way they purchase a product.
Children have become a very important part of purchasing products as parents are influenced by their kids on what they purchase. A study showed that one third of parents have changed their shopping habits after listening to the comments by their children. Most companies are becoming aware of young peoples influence in everyday family buying decisions and most companies are trying to persuade them that their products are environmentally friendly. In most cases there is more that one individual involved in making a decision, for example if a family decides to buy a pet, children may be the ones to persuade their parents to buy a cat or dog, but the parents would be responsible for which breed to buy and then the whole family would choose which one. Soon that pet also becomes part of the family. This would also be part of a purchasing influence as when the family would go shopping their shopping habits may change as to buying pet food as well.
There are diffent types of families like:
1. Nuclear family- this is where the parents and children live together.
2. Extended family- This is where the nuclear family and other relatives for example aunty's or grand parents may live together.
3. Family of orientation- this is the family a person is born into.
4. Family of procreation- this is a family a person finds through marriage.
It is possible that there may be changes in the family structures these can be caused by many reasons. Increasing number of births out of marriage, step families, one parent families e.t.c.
Looking at one person families they have less problems with things like the central heating and bath/shower. These include pensioners and non- pensioners. Research shows that most of the one person households do not even have central heatings at all.
There is a very interesting video on the you tube website about how the family social class and structure is changing in the united states. The video link is:
www.youtube.com/watch?v=F0Oqeov0Gcw
Looking at demographic classes it is said that a womans life expectancy is 78 years of age while mens is 73. More that 50% of women over the age of 65 now live on their own and looking at the divorces 1 in 3 people are now having a divorce. The video below is the one we had a look at in class at the main reason that people are now having a divorce.
It is funny looking at one of the main reasons for people having a divorce but it is the reality that people now have divorces for silly reasons at times.
The average age that people get married has also increased alot. For men from 26 years of age to more that 30 years of age now. Looking at the women it has been an increase for 23 years to 28 years now. The proprotion of divorces is estimated to be 15 percent for the people that entered marriages in 1960, while people that entered a marriage recently in 1980 has doubled to 29 percent. There are other countries apart from the EU that have a high rate of divorce like there is a divorce rate of 40% in countries like Finland, Sweden, Denmark and the United Kingdom.
The employement rate in the EU had increased alot. Looking at the employement rate of 62.2% in 2000, which increased in 2005 to 63.4% and rose again to 64.4% in 2006. The employment rates for women have also increased. One quater of married women now work more that 30 hours a week. It increased from 56% in 2000 going up in 2005 to 53.7% and 57.2% in 2006.
Having a look at the following link, which we had a look at in lectures: ortal/docs/PAGE/PGP_PRD_CAT_PREREL/PGE_CAT_PREREL_YEAR_2007/PGE_CAT_PREREL_YEAR_2007_MONTH_07/3-20072007-EN-AP.PDF
It shows that the longest working hours were in Austria and the United Kingdom. Full time employees normally worked 40.5 hours a week in the EU ,where as the united kingdom and austri were 42.4 hours a week. Netherlands was 38.9, Belgium was 39.0, latvia 42.2, Solvenia was 41.4 and France was 39.1 together with Finland with 39.2 hours.
From both a sociological and statistical perspective family is hard to nail down. One thing is certain that the concept of family will continue to exost in the future and manifest itself in varying forms and accross many countries throughout Europe.
After some research done by experts it is shown that as the idea of traditional family has been declined people are now placing greater impact on the role of close friends, siblings and other relatives to to have companionship and support. In the US people are also joining family groups of strangers and meet regularly for holidays and meals.
At a time there was only one acceptable way of families to live, get married, have kids and that is it nothing beyond. Now in the 21st century people have now opened their eyes and cleaned the wax from their ears. In the 21st century people now have broader minds and there is much broader categories where you have, single parents, step families, teenage mothers e.t.c.
Look at the website below for more information:
http://www.channel4.com/health/microsites/F/family/21st/index.html
The family life cycle
This is a way of segmenting the family market at different stages of the life cycle. The family life cycle have different stages to it. Starting from the bachelor stage to the solitary survivor 2 stage.
-Bachelors are young single people living on their own. They have a low income but a high discreationary income. Have few financial burdens but are fashion and opinion leaders.
-Newly married couples are young with no children, better off financially now than they will be in the coming future and high income but will have high mortgage commitments as well.
-Full nest 1 are the youngest children under the age of 6. Child dominated household, spending is dominated by childrens needs and they have a low income but higher debts.
-Full nest 2 are the youngest children aged 6 or over. Thei income is improving, still child dominated household, childrens needs have a considerable influence on household shopping and improvement in financial position.
-Full nest 3 are older married couples with dependent children. Older children may be at work and others in full time or higher education. Their financial position is better and they have an school and exam dominated household.
-Empty nest 1 are the older married couple but with no children at home, but the head of family still at work. Their income is the highest with low expenses and they may be interested in travel and self education.
-Empty nest 2 are older married couple, with no children at home and the head of household is retired. They may have a sugnifant cut in income, have a concern with the pension levels and income levels. Spendings on hobbies and past times. Buy medicals.
-Solitary survivor 1 are widow/widower but still in labour force. Income is alright but tend to sell bigger house to a smaller house and their concern may be the level of savings and pensions.
-Solitary survivor 2 are widow/widower but retired. There may be a signifant cut in income, additional medical requirements and special needs for affection and attention and may seek sheltered accommodation.
WEEK 17
Age cohorts is a group of people of the similar age gone through similar experiences. Marketers mostly target people from one or more age cohorts. They realize that the age offering would not appeal to people form different age groups nor will the language or images they use.
Saturday, 28 February 2009
WEEK 15
Reference groupes:
These are groups that have signifant relevance on the groups evaluation, aspiration or behaviour. This group influences consumers in three ways. These influences are informational influence where an individual seeks information about various brands from an assosiation. The secound influence is utilitarian , this is so that he/she can satisfy the expectation of assosiates, an individual's decision to purchase a particular brand is influenced by their preference. The third influence is value expressive is where the individual that has purchased a certain product or brand feels that using or purchasing that brand will enhance the image other people have of him/her. This is a table that shows this groups influence.
There are also many other kinds of groups available like:
An old woman may want to buy clothes from a shop like marks and spencer where as a young girl would prefer to shop in a place like new look. The difference is that they may have different fashion taste.