CONSUMER BEHAVIOR

Prepared By:
Dr. Gurpreet Kaur Chhabra
 The sum total of learned
beliefs, values, and
customs that serve to
Culture
regulate the consumer
behavior of members of
a particular society.

Chapter Eleven Slide 2

A Theoretical Model of Culture’s Influence
on Behavior - Figure 11.2

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Chapter Eleven Slide 3
The Invisible Hand of Culture

Each individual perceives

the world through his
own cultural lens

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Chapter Eleven Slide 4
4
 Culture Satisfies Needs

• Food and
Clothing
• Needs vs. Luxury

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Chapter Eleven Slide 5
5
In Terms of “Culture,” Do You Consider This
Product to Be a “Good Morning” Beverage?
Why or Why Not?

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Chapter Eleven Slide 6
Many Will Say “NO” Due to Lack of Nutritional
Value and Competing Products (Coffee).

Chapter Eleven Slide 7

 Culture Is Learned
Issues

• Enculturation and • Enculturation

acculturation – The learning of one’s
own culture
• Language and
• Acculturation
symbols
– The learning of a new
• Ritual or foreign culture
• Sharing of culture

Chapter Eleven Slide 8

 Culture Is Learned
Issues • Without a common
language ,shared
meaning could not exist
• Enculturation and
acculturation • Marketers must choose
appropriate symbols in
• Language and
advertising
symbols
• Marketers can use
• Ritual
“known” symbols for
• Sharing of culture associations

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Chapter Eleven Slide 9
 Culture Is Learned
Issues
• A ritual is a type of
symbolic activity
• Enculturation and consisting of a series of
acculturation steps
• Language and • Rituals extend over the
symbols human life cycle
• Ritual • Marketers realize that
• Sharing of culture rituals often involve
products (artifacts)

Chapter Eleven Slide 10

 Family

• Traditionally, family is defined as two or

more persons related by blood, marriage,
or adoption who reside together.
• In a more dynamic sense, the individuals
who constitute a family might be described
as members of the most basic social
group who live together and interact to
satisfy their personal and mutual needs.

Chapter Ten Slide 11

 The process by which
children acquire the
Consumer
skills, knowledge, and
Socialization
attitudes necessary to
function as consumers.

Chapter Ten Slide 12

 Family Decision Making
• Dynamics of Husband-Wife
Decision Making
– Husband-Dominated
– Wife-Dominated
• Expanding Role of Children In Family
Decision Making
– Choosing restaurants and items in supermarkets
– Teen Internet mavens
– Pester power

Chapter Ten Slide 13

 Wife
Relative influence of Child clothing
Dominant
Women’s
clothing
Husbands & Wives groceries
Pots & pans

Final Information lamps

decision search Toys/games
furniture
luggage
carpet
Paint wallpaper
refrigerator
vacations
Men’s leisure clothing
Joint Men’s business clothing
stereo
TV sets
camera
Financial planning

Family car Sport equipment

hardware

Lawn mower

Husband
Extent of role specialization Dominant

100 75 50 25 014
 The Family Life Cycle

• Traditional Family Life Cycle

– Stage I: Bachelorhood
– Stage II: Honeymooners
– Stage III: Parenthood
– Stage IV: Postparenthood
– Stage V: Dissolution
• Modifications - the Nontraditional FLC

Chapter Ten Slide 15

 Nontraditional FLC Family
Stages
Alternative FLC Stage Definition/Commentary
Childless couples Increasingly acceptable with more
career-oriented married women and
delayed marriages
Couples who marry later in life Likely to have fewer or no children
Couples with first child in late 30’s or later Likely to have fewer children. Want the
best and live quality lifestyle
Single parents I High divorce rate - about 50% lead to this
Single parents II Child out of wedlock
Single parents III Single person who adopts
Extended family Adult children return home. Divorced
adult returns home. Elderly move in with
children. Newlyweds live with in-laws.

Chapter Ten Slide 16

ROLE OF REFERENCE GROUPS
• OPINION LEADERS

• TRENDSETTERS

• FOLLOWERS

• SOCIAL CIRCLE
 ROLE OF SUB-CULTURE
• RELIGION AS SUB CULTURE

• AGE AS SUB-CULTURE

• GENDER AS SUB-CULTURE

• DEMOGRAPHIC AREA AS
SUB-CULTURE