Hanh-Vi-Nguoi-Tieu-Dung - Bui-Thi-Phuong-Hoa - Chapter-10 - A-Portrait-Of-Consumer - (Cuuduongthancong - Com)

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Chapter 10
.c
A portrait of Consumer
ng
co
an
th
ng
CONSUMER
o
du
BEHAVIOR, 8e
u
cu
Michael Solomon
CuuDuongThanCong.com https://fb.com/tailieudientucntt
Content
• Organizational and
om
Household Decision Making
.c
• Income and Social Class
ng
co
an
th
o ng
du
u
cu
Hoang Duc Binh, 2008 2

I.
om
Organizational and
.c
Household Decision Making
ng
co
an
th
ng
CONSUMER
o
du
BEHAVIOR, 8e
u
cu
Michael Solomon
The Modern Family
• Before 1900s: extended family
om
• 1950s: nuclear family (mother,
.c
ng
father, and children)
co
• Today, many households:
an
• Married couples less than
th
50% of households ng
• Majority of adult women live
o
du
without spouse
• Unmarried opposite sex
u
cu
couples
• Same-sex couples
Discussion
• In identifying and targeting newly divorced couples,
om
do you think marketers are exploiting these couples’
.c
situations?
ng
• Are there instances in which you think marketers
co
may actually be helpful to them?
an
th
• Support your answers with examples ng
o
du
u
cu

Family Size
• Depends on educational level, availability of birth
om
control, and religion
.c
• Marketers keep an eye on fertility rate and birth rate
ng
• Worldwide, women want smaller families (especially
co
in industrialized countries)
an
• Contraception/abortion are more readily available
• Divorce is common th
ng
• Older people now pursue non-grandchildren
o
du
activities
u
• Some countries want people to have more

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children

Sandwich Generation
• Sandwich generation:
om
adults who care for their
.c
parents as well as their own
ng
children
co
• Boomerang kids: adult
an
th
ng children who return to live
with their parents
o
• Spend less on
du
household items and

u
cu
more on entertainment

Nonhuman Family Members
• Pets are treated like family members
om
• Spending on pets has doubled in the last decade
.c
• Pet-smart marketing strategies:
ng
co
• Name-brand pet products
an
• Designer water for dogs
• Lavish kennel clubs, pet classes/clothiers
th
ng
• Pet accessories in cars
o
du
• Perma-pets
u
• Neopets Inc.
cu

Family Life Cycle
om
• Factors that determine how couples spend money:
• Whether they have children
.c
• Whether the woman works
ng
co
• Family life cycle (FLC) concept combines trends in
an
income and family composition with change in
th
demands placed on income
ng
• As we age, our preferences/needs for products
o
du
and activities tend to change

u
cu

FLC Models
• Useful models take into account the following
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variables in describing longitudinal changes in
.c
priorities and demand for product categories:
ng
• Age
co
• Marital status
an
• Presence/absence of children in home
th
ng
• Ages of children
o
• Such factors allow use to identify categories of

du
u
family-situation types
cu

Life-Cycle Effects on Buying
om
FLC model categories show marked differences in
consumption patterns
.c
• Young bachelors and newlyweds: exercise, go to
ng
co
bars/concerts/movies
•
an
Early 20s: apparel, electronics, gas
• Families with young children: health foods
th
ng
•
o
Single parents/older children: junk foods
du
• Newlyweds: appliances
u
cu
• Older couples/bachelors: home maintenance

services

Household Decisions
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Families make two types of decisions:
• Consensual purchase decision: members agree on
.c
ng
the desired purchase, differing only in terms of how
co
it will be achieved
• Accommodative purchase decision: members have
an
th
different preferences or priorities and they cannot
ng
agree on a purchase to satisfy the minimum
o
expectations of all involved
du
u
cu

Household Decisions (cont.)
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Specific factors that
.c
determine how much
ng
family decision conflict
co
there will be:
an
• Interpersonal need
• Product involvement and th
ng
utility
o
du
• Responsibility
u
cu
• Power

Sex Roles and Decision-making
Responsibilities
om
Who makes key decisions in a family?
• Autonomic decision: one family member chooses a
.c
ng
product
• Wives still make decisions on groceries, toys,
co
an
clothes, and medicines
th
• Syncretic decision: involve both partners ng
• Used for cars, vacations, homes, appliances,
o
du
furniture, home electronics, interior design, phone

u
service
cu
• As education increases, so does syncretic

decision making

Identifying the Decision Maker
Family financial officer (FFO)
om
• In traditional families, the man makes the money and
.c
the woman spends it
ng
• If spouses adhere to modern sex-role norms,
co
participation in family maintenance activities
an
th
Four factors in joint versus sole decision making:
ng
• Sex-role stereotypes
o
•
du
Spousal resources
u
• Experience
cu
• Socioeconomic status

Children as Decision Makers
om
Children make up three distinct markets:
• Primary market: kids spend their own money
.c
ng
• Influence market: parents buy what their kids tell
co
them to buy (parental yielding)
an
• Future market: kids “grow up” quickly and purchase
items that normally adults purchase (e.g.,
th
ng
photographic equipment, cell phones)
o
du
u
cu

Consumer Socialization
• Consumer socialization: process by which young
om
people acquire skills, knowledge, and attitudes
.c
relevant to their functioning in the marketplace
ng
• Children’s purchasing behavior is influenced by:
co
• Parents
an
th
• Television (“electric babysitter”) ng
• Sex roles
o
du
u
cu

Five Stages of Consumer Development
om
.c
ng
co
an
th
o ng
du
u
cu
Hoang Duc Binh, 2008 Figure 12.2 18

Cognitive Development
• Marketers segment children by their stage of
om
cognitive development: ability to comprehend
.c
concepts of increasing complexity
ng
• Three segments often used today:
co
• Limited: Below age 6, children do not use
an
th
storage and retrieval strategies ng
• Cued: Between ages 6 and 12, children use these
o
strategies, but only when prompted
du
• Strategic: Children age 12 and older

u
cu
spontaneously employ storage and retrieval

strategies

Marketing Research and Children
• Little real data on children’s preferences/influences
om
on spending patterns is available
.c
• Kids tend to:
ng
• Be undependable reporters of own behavior
co
• Have poor recall
an
th
• Not understand abstract questions ng
• Two areas where researchers have been successful:
o
du
• Product testing
u
• Advertising message comprehension

cu

Discussion
• Do you think market research should be performed
om
with children? Why or why not?
.c
ng
co
an
th
o ng
du
u
cu

om
II.
.c
Income and Social Class
ng
co
an
th
ng
CONSUMER
o
du
BEHAVIOR, 8e
u
cu
Michael Solomon
Consumer Spending and Economic
Behavior
om
General economic conditions
affect the way we allocate
.c
our money
ng
• A person’s social class
co
impacts what he/she does
an
with money and on how
th
consumption choices reflect ng
one’s place in society
o
• Products can be status

du
symbols
u
cu

Income Patterns
The average American’s
om
standard of living continues
.c
to improve due to:
ng
• An increase of women in the
co
workforce
• Increases in educational
an
th
attainment ng
o
du
u
Discretionary income: money available to a household

cu
over and above that required for a comfortable

standard of living
Hoang Duc Binh, 2008
24
Individual Attitudes Toward Money
• Wal-Mart study on how consumers think about
om
money and brand names
.c
• Three distinct groups of consumers:
ng
• Brand aspirationals: people with low incomes
co
an
who are obsessed with names like KitchenAid;
th
• Price-sensitive affluents: wealthier shoppers who
ng
love deals; and
o
•
du
Value-price shoppers: like low prices and cannot

afford much more.
u
cu

Consumer Confidence
• Behavioral economics: concerned with “human”
om
side of economic decisions
.c
• Consumer confidence: the extent to which people
ng
are optimistic or pessimistic about the future health
co
of the economy
an
• Influences how much discretionary money we will
pump into the economy
th
ng
• Overall savings rate is affected by:
o
du
• Pessimism/optimism about personal

u
cu
circumstances
• World events
• Cultural differences in attitudes toward savings
Social Class
• Society is divided into the “haves” versus “have-nots”
om
• Social class is determined by income, family background,
.c
and occupation
ng
• Universal pecking order: relative standing in society
co
• Standing determines access to resources like education,
an
housing, consumer goods
th
• Marketing strategies focus on this desire to move up in
ng
standing
o
du
• Social class affects access to resources

u
• Social class: overall rank of people in a society

cu
• Homogamy: we even tend to marry people in similar social

class

Discussion
• How do you assign people to social classes, or do
om
you at all?
.c
• What consumption cues do you use (e.g., clothing,
ng
co
speech, cars, etc.) to determine social standing?
an
th
o ng
du
u
cu

Picking a Pecking Order
• Social stratification: social arrangements in which
om
some members get more resources than others by
.c
virtue of relative standing, power, or control
ng
• Artificial divisions in a society
co
• Scarce/valuable resources are distributed
an
unequally to status positions
• Achieved versus ascribed status
th
ng
• Status hierarchy
o
du
u
cu

Class Structure in the United States
om
.c
ng
co
an
th
o ng
du
u
cu
Hoang Duc Binh, 2008 Figure 13.1 30

Class Structure Around the World
• China: rise of middle class
om
• Japan: status- and brand-
.c
ng
conscious society
co
• Arab cultures: women enjoy
an
shopping with their
th
families/friends ng
• U.K.: rigid class structure still
o
du
exists, but the dominance of its

u
aristocracy is fading
cu

The Rise of Mass Class
• Income distribution
om
• “Affordable luxuries”
.c
ng
within reach of many
co
consumers
•
an
Rising incomes +
th
decreasing prices ng
• Marketers cater to mass
o
du
class with high-quality

products
u
cu

Social Mobility
• Social mobility: passage of individuals from one
om
social class to another
.c
• Horizontal mobility (from one occupation to
ng
another in same social class)
co
• Downward mobility (“Cinderella fantasy”)
an
• Upward mobility
th
o ng
du
u
cu

Components of Social Class
• Occupational prestige
om
• Is stable over time and similar across cultures
.c
• Single best indicator of social class
ng
co
• Income
an
• Wealth not distributed evenly across classes (top
th
fifth controls 75% of all assets) ng
• Income is not often a good indicator of social
o
du
class; it’s how money is spent

u
cu

Discussion
• Which is a better predictor of consumer behavior:
om
• A consumer’s social class?
.c
• A consumer’s income?
ng
co
• Why?
an
th
o ng
du
u
cu

Relationship Between Income and Social
Class
• “Money” and “class” not synonymous
om
• Whether social class or income is a better predictor
.c
of a consumer’s behavior depends on the type of
ng
co
product:
• Social class is better predictor of lower to
an
th
moderately priced symbolic purchases ng
• Income is better predictor of major
o
nonstatus/nonsymbolic expenditures
du
• Need both social class and income to predict

u
cu
expensive, symbolic products

Measuring Social Class
• Social class is complex and difficult to measure
om
• Raw education and income measures work as well
.c
ng
as composite status measures
co
• Americans have little difficulty placing themselves in
an
working/middle classes
th
• Blue-collar workers with high-prestige jobs still view
ng
themselves as working class
o
du
• “Class” is very subjective; its meaning speaks to

u
self-identity as well as economic well-being

cu

Problems with Social Class Measures
• Previously, measures of social class had trouble
om
accounting for two-income families, young singles
.c
living alone, or households headed by women
ng
• Overprivileged versus underprivileged conditions of
co
social class
an
• Problems associated with lottery winners
th
ng
• Traditional issues of hierogamy
o
du
• Women tend to “marry up” more than men do

u
• Potential spouse’s social class as “product

cu
attribute”

Class Differences in Worldview
om
World of working class is intimate and constricted
•
.c
Immediate needs dictate buying behavior
ng
• Dependence on relatives/local community
co
• More likely to be conservative/family-oriented
an
•
th
Maintaining appearance of home/property ng
• Don’t feel high-status lifestyle is worth effort
o
• Affluenza and pressure to maintain family status

du
u
cu

Discussion
• Do you believe “affluenza” is a problem among
om
Americans your age?
.c
• Why or why not?
ng
co
an
th
o ng
du
u
cu

Taste Cultures
om
Taste culture: differentiates people in terms of their
aesthetic and intellectual preferences
.c
• Distinguishes consumption choices among social
ng
co
classes
• Upper- and upper-middle-class: more likely to visit
an
th
museums and attend live theater ng
• Middle-class: more likely to go camping and fishing
o
du
• Some think concept of taste culture is elitist

u
cu

Taste Cultures (cont.)
• Codes: the way consumers express and interpret
om
meanings
.c
• Allows marketers to communicate to markets using
ng
co
concepts and terms consumers are most likely to
understand and appreciate
an
th
• Restricted codes: focus on the content of objects,
ng
not on relationships among objects
o
• Elaborated codes: depend on a more sophisticated

du
u
worldview
cu

Cultural Capital
• Set of distinctive and socially
om
rare tastes and practices
.c
• “Refined” behavior that
ng
admits a person into the
co
realm of the upper class
an
• Etiquette lessons and
debutante balls
th
ng
• “Taste” as a habitus that
o
du
causes consumption
u
preferences to cluster
cu
together

Targeting the Poor
• Poor people have the same basic needs as others
om
• Staples/food, health care, rent
.c
• Residents of poor neighborhoods must travel more
ng
co
to have same access to supermarkets, banks, etc.
• La Curacao department stores in California
an
th
o ng
du
 Click photo for

u
cu
lacuracao.com

Targeting the Rich
• Many marketers target affluent, upscale markets
om
• Affluent consumers’ interests/spending priorities are
.c
ng
affected by where they got their money, how they got
co
it, and how long they have had it
• Three different consumer attitudes toward luxury:
an
th
• Luxury is functional: use their money to buy
ng
things that will last and have enduring value
o
•
du
Luxury is a reward: luxury goods to say, “I’ve

made it”
u
cu
• Luxury is indulgence: are extremely lavish and

self-indulgent

Old Money
• These types of families
om
live on inherited funds
.c
• Family history of public
ng
co
service and philanthropy
• Rockefeller University,
an
th
ng Whitney Museum
• Distinctions made by
o
du
 Click photo for ancestry and lineage

Rockefellaruniversity.com
u
cu

The Nouveau Riches
• The working wealthy…“rags
om
to riches”
.c
• Newcomers to the world
ng
of wealth
co
• Status anxiety leading to
an
th
ng symbolic self-completion
• Advertising emphasizes
o
“looking the part”

du
u
cu

Status Symbols
• “Keeping up with the
om
Joneses/Satos”
.c
• What matters is having more
ng
co
wealth/fame than others
• Status-seeking: motivation to
an
th
obtain products that will let ng
others know that you have
o
“made it”
du
u
cu

Status Symbols (cont.)
om
Status-symbol products vary across cultures and
locales
.c
• Brazil: owning a private helicopter to get around
ng
co
horrible traffic
• China: showing off pampered only child
an
• Russia: cell phones with gems, expensive ties
th
ng
• Indonesia: retro cell phone the size of a brick
o
du
u
cu

Conspicuous Consumption
• Invidious distinction: we buy things to inspire envy
om
in others through our display of wealth or power
.c
• Conspicuous consumption: people’s desire to
ng
co
provide prominent visible evidence of their ability
to afford luxury goods
an
th
o ng
du
u
cu

The Trophy Wife
• Leisure class and “idle rich”
om
• Wives of wealthy husbands as “walking
.c
billboards”
ng
• Potlatch of Kwakiutl Indians
co
• Modern-day lavish parties/weddings
an
th
• Conspicuous waste ng
o
du
u
cu


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om

Hoang Duc Binh, 2008 2

Hoang Duc Binh, 2008 5

• Some countries want people to have more

Hoang Duc Binh, 2008 6

household items and

Hoang Duc Binh, 2008 7

Hoang Duc Binh, 2008 8

and activities tend to change

Hoang Duc Binh, 2008 9

• Such factors allow use to identify categories of

Hoang Duc Binh, 2008 10

• Older couples/bachelors: home maintenance

Hoang Duc Binh, 2008 11

Hoang Duc Binh, 2008 12

Hoang Duc Binh, 2008 13

furniture, home electronics, interior design, phone

• As education increases, so does syncretic

Hoang Duc Binh, 2008 14

Hoang Duc Binh, 2008 15

Hoang Duc Binh, 2008 16

Hoang Duc Binh, 2008 17

Hoang Duc Binh, 2008 Figure 12.2 18

• Strategic: Children age 12 and older

spontaneously employ storage and retrieval

Hoang Duc Binh, 2008 19

• Advertising message comprehension

Hoang Duc Binh, 2008 20

Hoang Duc Binh, 2008 21

• Products can be status

Hoang Duc Binh, 2008 23

Discretionary income: money available to a household

over and above that required for a comfortable

Value-price shoppers: like low prices and cannot

Hoang Duc Binh, 2008 25

• Pessimism/optimism about personal

• Social class affects access to resources

• Social class: overall rank of people in a society

• Homogamy: we even tend to marry people in similar social

Hoang Duc Binh, 2008 27

Hoang Duc Binh, 2008 28

Hoang Duc Binh, 2008 29

Hoang Duc Binh, 2008 Figure 13.1 30

exists, but the dominance of its

Hoang Duc Binh, 2008 31

class with high-quality

Hoang Duc Binh, 2008 32

Hoang Duc Binh, 2008 33

class; it’s how money is spent

Hoang Duc Binh, 2008 34

Hoang Duc Binh, 2008 35

• Need both social class and income to predict

expensive, symbolic products

Hoang Duc Binh, 2008 36

• “Class” is very subjective; its meaning speaks to

self-identity as well as economic well-being

Hoang Duc Binh, 2008 37

• Women tend to “marry up” more than men do