clothing worn by political figures or movie and rock stars can affect the apparel and accesory...

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Cultural Influences On Consumer Behavior

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Culture:

Is the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society.

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Consumer Behavior and Culture:

A Two-Way Street Products and services that resonate with

the priorities of a culture at any given time have a much better chance of being accepted by consumers.

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Cultural Categories:

Leisure? Work? Genders? Masculine style? Feminine style?

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Cultural Categories

Case: Since the terrorist attacks on September 11,

2001, designers, advertisers, and retailers have been more sensitive.

Case: Clothing worn by political figures or movie and

rock stars can affect the apparel and accesory industries.

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Aspects Of Culture

Culture is not static. Aspects of culture:

1. Ecology

The way in which a system is adapted

to its habitat.

Ex: The japanese, greatly value

products that are designed for efficient

use of space.

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Aspects Of Culture

2. Social Structure

The way in which orderly social life is

maintained

Ex: nuclear family VS extended family

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Aspects Of Culture

3. Ideology

The mental characteristics of a

people and the way in which they

relate to their environment and social

group.

Ex: nuclear family VS extended family

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Myths:

That define the culture A myth:

is a story containing symbolic elements that expresses the shared emotions and ideals of a culture.

Ex: M for McDonald’s

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Myths: Serve four interrelated functions: 1. Metaphysical Help explain the origins of existence. 2. Cosmological Emphasize that all components of the universe are part of a single picture. 3. Sociological Maintain social order by authorizing a social code. 4. Psychological Provide models for personal conduct.

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Rituals:

Is a set of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically.

Ex: wear prom dress tuxedos graduation gowns wedding gowns Halloween gowns

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Sacred Consumption:

Involves objects and events that are “set apart” from normal activities, and are treated with some degree of respect or awe.

Ex: - Sacred place (Bethlehem; Mecca; Stonehenge) - Sacred people (Princess Di; John Lennon; Elvis

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The Creation And Diffusion Of Fashion Consumer

culture

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The culture, the movement of meaning

Figure 3-1 Page 81

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Culture production process

Figure 3-2 Page 82

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Culture Production System: Three major subsystems: 1. A creative sub system responsible for generating new symbols and products. 2. A managerial sub system responsible for selecting, making tangible, mass producing, and managing the distribution of new symbols and/or products.

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Culture Production System (continued):

Three major subsystems:

3. A communication sub system

responsible for giving meaning to the

new product and providing it with a

symbolic set of attributes that are

communicated to consumers.

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Apparel Specialists In The fashion Industry:

Designer

designs the specific items Merchandiser

conducts research for future styles and trends.

PR Dept

deals with the public

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Apparel Specialists In The fashion Industry (continued):

Adv Dept

conceives and develops ideas for campaigns and creates advertisement to promote the merchandise

Sales person

sells, provide information and assistance to customers

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Apparel Specialists In The fashion Industry (continued):

Store manager

oversees merchandise categories Controller

manages the retailer’s financial plans Grader

size pattern

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Types Of Innovations

1. A symbolic innovation communicates a new social meaning, Example: - a new hair style - a new car design2. A technological innovation involves some functional change, Example: - a new textile form - a new central home air conditioning

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Behavioral Demands Of Innovations:

Three major types of innovations:

1. A continuous innovation

a modification of an existing product,

example: Levi’s promoted shrink to fit

jeans,

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2. A dynamically continuous innovation,

- more pronounced change in an

existing product.

- have a modest impact on the way

people do thing, creating some

behavioral change.

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3. A discontinuous innovation

- creates major change in the way we

live.

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Prerequisites For Successful Adoption:

Several factors are desirable for a new

product to succeed:

1. Compatibility,

the innovation should be compatible with consumers’ lifestyle

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product to succeed:

2. Trialability

people are more likely to adopt an

innovation if they can experiment with

it prior to making a commitment.

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product to succeed:

3. Complexity

- The product should be low in

complexity.

- A product that is easier to understand

and use will be chosen over that of a

competitor.

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product to succeed:

5. Relative advantage

- the product should offer relative

advantage over other alternatives,

- The consumer must believe that its

use will provide a benefit other products

cannot offer.

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product to succeed:

4. Observability

- innovation that are easily observable

and communicated, are more likely to

spread

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Tasks

No.7. Page 103

Do you think product placement is fair

competition? What fashion brand

examples do you see in your favorite TV

shows and movies?

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Individual Consumer Dynamics (Motivation and

Values)

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Theories Of Motivation For Wearing Clothes

1. Modest theory.

2. Immodest theory.

3. Protection theory.

4. Adornment theory.

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Theories Of Motivation For Wearing Clothes (continued)

1. Modest theory.

-people wore clothing to conceal the

private parts of their bodies.

-Modest theory is not universal

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2. Immodest theory.

-clothes have been worn to draw

attention to certain parts of the body.

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3. Protection theory.

-clothing was first used to protect us

from the elements such as cold, from

insect and animals.

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4. Adornment theory.

-function of clothing is adornment,

personal decoration, or aesthetic

expression.

-shows status and identity, and raises

one’s self esteem.

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Maslow’s Hierarchy Of Needs

Proposed by the psychologist Abraham Maslow.

A certain level must be attained before the next, higher one is activated.

One must first satisfy basic needs before progressing up the ladder.

Figure 4-2 Page 118.

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Maslow’s Hierarchy Of Needs (continued)

Clothing can satisfy needs at nearly every level:

- Physiological:

clothing covers the body and protects

us from the elements.

- Safety:

clothing sold in US must pass

flammability standards.

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Maslow’s Hierarchy Of Needs (continued) Clothing can satisfy needs at nearly every

level: - Social: fashion is something to share with and be seen in by others. - Esteem: wearing the latest fashion make us feel good and give us a sense of status. - Self actualization: my clothes are an expression of the total me.

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Consumer Involvement

Do consumers form strong relationship with products and services?

Involvement:

a person’s perceived relevance of object based on their inherent needs, values, and interests.

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Consumer Involvement (continued)

Involvement can be viewed as the motivation to process information.

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Strategies To Increase Involvement Consumers differ in their level of involvement

with respect to a product message. A consumer’s motivation to process relevant

information can be enhanced by one or more techniques:

1. Appeal to the consumer’s hedonic need. 2. Use novel stimuli. 3. Use prominent stimuli. 4. Include celebrity endorsers. 5. Build a bond with consumers.

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Values

Values are fundamental beliefs that direct or motivate our behavior and decision making.

A person‘s set of values plays an important role in consumption activities, since many products and services are purchased because people believe they will help to attain a value related goal.

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Core Values

Every culture has a set of values that it imparts to its members.

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Tasks

No.4 Page 136.

Collect a sample of fashion ads that appear to appeal to consumer values. What value is being communicated in each, and how is this done? Is this an effective approach to designing a marketing communication?

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Demographic, Subcultures (Age, Race, Ethnicity)

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Consumer lifestyles are affected by group memberships within the society at large.

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Age And Consumer Identity

People have many things in common with others merely because they are about the same age (or live in the same part of country).

Consumers who grew up at the same time share many cultural memories.

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Age And Consumer Identity (continued)

Four important age cohort:

1. Teens.

2. College students.

3. Baby boomers.

4. elderly.

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Age And Consumer Identity (continued)

Teenagers:

- making transition from childhood to

adulthood.

- their self concepts tend to be unstable.

- they are receptive to products,

especially fashion.

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The Gray Market

Attempting to cater to all ages, ethnic group, and sizes.

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Race And Ethnic Subcultures

A group of consumers who are held together by common cultural and/or genetic ties.

Marketers can no longer ignore the stunning diversity of cultures.

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Race And Ethnic Subcultures (continued)

Recently, several minority groups have caught the attention of marketers.

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Tasks:

No. 7 Page 212

What are some important variables to keep in mind when tailoring marketing strategies to the elderly? How do these affect clothing they purchase?

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Demographic Subcultures (Income And Social Class)

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Consumer Spending And Economic Behavior

Social class (status symbol). Money and how consumption (income

pattern).

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To Spend Or Not To Spend?

Consumer demand depends on both ability to buy and willingness to buy.

Discretionary spending:

the money available to a household after necessities are paid of

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Individual Attitudes Toward Money

Profiles:1. Takes risks to get a head2. Is better safe than sorry (thrifty, and tries to minimize

borrowing).3. Puts others first (money is a means of protecting loved

ones).

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Individual Attitudes Toward Money (continued)

Profiles (continued):

4. Travels first class or not at all

(buy luxury items)

5. Is controlled by money

(equates money with power).

6. Needs just enough to take care of self

(is not very interested in money).

7. Believe there’s more to life than money.

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Consumer Confidence

Beliefs about what the future hold is an indicator of consumer confidence.

Which reflects optimistic or pessimistic about the future.

These belief influence how much money consumers will pump into the economy.

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Social Class

Economic conditions and social status often determine the type of clothing we select.

Social class, determined by a complex set of variables including:

- income

- family background

- occupation

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Clothing Used To Regulate Distinction Between Class

Clothing is one means of the control.

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Social Classes Structure:

1. Upper Upper

2. Lower Upper

3. Upper Middle

4. Lower Middle

5. Upper Lower

6. Lower Lower

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Components Of Social Class

Three major ones are:

1. Occupational prestige

2. Income

3. Educational achievement.

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Fashion excess can occur at many levels, such as:

- high price

- designer labels

- superfluous waste

- quantity of clothes for many occasions

- for every season

- in every color.

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Fashion is often used as a status symbols to communicate real or desired social class.

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Task

No. 11. Page 246

Compile a collection of ads that depict consumers of different social classes. What generalizations can you make about the reality of these ads and about the media in which they appear?

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Psychographic(Personality, Attitudes, And

Lifestyle)

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Personality

Which refers to a person’s unique psychological makeup and how it consistently influences the way responds to his or her environment.

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Fashion Theories (Based on Freud)

Based on a psychoanalytic approach focus.

Individuals subconsciously adopt and wear sexual symbols.

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Brand Personality

Refers to “brand equity.” The extent that a consumer holds strong,

favorable, and unique association about a brand in memory.

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Brand Personality (continued)

Some apparel and accessory brands are easy to visualize with personalities. Example:

- Eddie Bauer (outdoors oriented).

- Gap (casual)

- Nike (sports)

- Rolex (expensive)

- Victoria’s Secret (romantic, sensual, and

sexy).