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Samenvatting Multicultural consumer behaviour
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Multicutural consumer behaviorChapter 1 - Consumer Behavior and Technology
Consumer Behavior Defined
Consumer behavior is the study of consumers’ choices during searching, evaluating, purchasing
(credit card for example), and using products and services that they believe would satisfy their needs
(demands).
We are interested in business to consumer marketing.
Development of the Marketing Concept – modern marketing concept starts with researching
consumers demands and creating products and services based on the demands -
• Production Concept. No competition and very high demand, for example Nokia 9before the days
of smartphone) in the past or the cars of Ford in the past, high manufacturing numbers with no
competition.
• Product Concept. Competition (direct competitors) and a quality determination (the main issue),
consumers are looking at the quality. Apple is one company which works highly on product
concept to get the best products to their consumers. Apple's products are perceived to be very
high quality with innovative features and great performance. Customers go after the products of
Apple and that creates a marketing pull.
• Selling Concept. Advertisement, and sales promotion is the most important thing, quality comes
second. One of the most common examples of selling concept is the insurance industry.
Insurance companies spend a lot of budget in promoting insurance products and selling efforts
are very important part of it. Insurance agents and managers promote the products at a large
scale and explain the benefits to the target audience.
• Marketing Concept. Look at the demands of the customer. Costumer first, they receive value
with the price they’re buying for it . Try to come up with a superior value delivery chain.
Marketing consists of satisfying consumers needs, creating value. Compagnies must only produce
goods that would satisfy the consumers needs. Based on feedback they designed lexis that
consumers needed on the car, first car designer around the consumer.
Marketing Concept
• Marketing consists of satisfying consumers’ demands, creating value, and retaining customers.
They build relationships. For example, MacDonald’s does this, they renew their products and try
to attract you. Divay Bhaskar Newspaper. They conduct a survey within Ahmedabad city asking
the people for their desire with the Newspaper before launching their Newspaper in Gujarat (so
for how long will you be a costumer for a brand). Costumer lifetime value.
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,Market Concept Requirements (the marketing concept is the first concept to take into
consideration consumer behavior) and these requirement are what we need to have in in order for
the concept to be effectively practiced.
• Market Segmentation: geographic (where people live), demographic (age, gender, ethnicity,
income and wealth, occupation, marital status, household type and size) behavioral,
physiographic with the benefits that costumers are seeking (lifestyle, interests, activities, and
opinions). Hybrid segmentation is a combination of different segments all the four basis. The
process of dividing a market into subsets of consumers with common needs or characteristics.
Each subset represents a consumer group with shared needs that are different from those shared
by other groups.
• Targeting: Targeting in marketing is a strategy that breaks a large market into smaller segments
to concentrate on a specific group of customers within that audience.
• Positioning: process by which a company creates a distinct image and identity for its products,
services, and brands in consumers’ minds relative to other brands.
• The Marketing Mix (4 Ps)
– Product or service (customer value, since it delivers this): the features, designs, brands,
and packing, along with post-purchase benefits such as warranties and policies.
– Price (cost): the price, discount, allowances, and payment methods.
– Place (convenience): the distribution of the product or service through stores and other
outlets
– Promotion (communication): the advertising, sales promotion, public relations, and sales
efforts that develop product awareness and demand.
More Precise targeting – micromarketing (personalizing yourself in lays for example)
• Cookies – track what you are interested in on the internet
• Global Positioning Systems (G P S) – marketers track your location
• Selfies – for example lays made a bag of chips on which you could customize it with your own
face.
• Interactive communications – talking to a person or bot of the company, two-way dialogue
• Cross screen Marketing – market is tracking and targeting you via your mobile devices
Socially Responsible Marketing (page 48)
• fulfilling the needs of consumers in a way that is it improves, preserves, and enhances society
well-being, while meeting the business objectives as well. For example, using electric vehicles for
delivering products, UPS does this. Societal marketing is encouraging behaviors that will create
individual and societal well-being. (page 48)
• Societal marketing concept is about: Encouraging behaviors that will create individual or societal
well-being. We want you to do the right thing.
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, Algorithm
• Is a Series of steps used by marketers to predict buyer behavior, how they can influence your
question…… based upon what we know about you. Marketers design their own algorithms. In the
EU GDPR will limits marketers from collecting behavioral data from people however in north
America they are allowed to do that from people’s device. We see what your purchase is and
what you’re interested in and your buy history.
Discussion Question (exam) :
How does technology affect the Marketing Mix?
Provide examples ….
• Product: for example, Tesla, e-books, clothing
• Price: easily to compare prices online for marketers and consumer.
• Promotion: free promotion online for the brand, social media.
• Place: delivery door to door via online ordering, distribution of online orders.
Website characteristics
• Interactivity: ex. search tool that quickly locates products, can you talk to a real person?
• Nurturing: support and protect the customer. Ex. Customer receives reminders about making
purchases.
• Network: links that relate to what you’re interested in, ex customers share experiences
about their products on the merchant their website.
• Assortment: products and services, like amazon with e-books and now everything.
• Transaction ease: user-friendly site enables quick transactions, how complex is it to buy or
sell something on a website, so less complex.
• Engagement: attractive or motivating site design.
• Trust: order somewhere that is transparent and correct, do they protect personal data, can
you make comments anonymously ....
Consumer Decision Making Model (page 49, 50)
Marketing mix is a commercial source, produced by the marketer and has cummunication sources,
which the marketer paid for, 4ps they design products and services, they come up with their own
promotion and they determine theor pricing.
Sociocultural influences, non commercial sources not controlled, are outside the marketers control,
shape cunsumers’ decisions – family, social standards, friends, cutural vlaues, ethnicity, gender
roles, - those things that come into our minds and contribute to our decision making, we have
reference groups, people we know and have confidence in.
Communication sources , commercial sources, such as advertising, buzz agents could be a celebrity
for example to influence buyers to purchase the product , social media
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