Marketing 334 Consumer Behavior
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Transcript Marketing 334 Consumer Behavior
Marketing 334
Consumer Behavior
Chapter 3
Values
From: Consumer Behavior, 10th edition by Hawkins, Mothersbaugh
and Best
Changes in American Cultural Values
Cultural values are widely held beliefs that affirm what is desirable.
Observable shifts in behavior, including consumption behavior, often
reflect underlying shifts in cultural values.
Therefore, it is necessary to understand the underlying value shifts in
order to understand current and future consumer behavior.
Changes in American Cultural Values
Self-Oriented Values
Environment-Oriented Values
Other-Oriented Values
3-3
Changes in American Cultural Values
Self-Oriented Values
Religious/Secular
Sensual Gratification/Abstinence
Postponed/Immediate Gratification
Hard work/Leisure
Material/Nonmaterial
Active/Passive
3-4
Changes in American Cultural Values
Environment-Oriented Values
Cleanliness
Tradition/Change
Risk Taking/Security
Problem Solving/Fatalistic
Admire/Overcome Nature
Performance/Status
3-5
Changes in American Cultural Values
Other-Oriented Values
Individual/Collective
Diversity/Uniformity
Limited/Extended
Youth/Age
Competition/Cooperation
Masculine/Feminine
3-6
Marketing Strategy and Values
Green Marketing
Cause-Related Marketing
Marketing to Gay and Lesbian Consumers
Gender-Based Marketing
3-7
Green Marketing
(1) developing products whose
production, use, or disposal is
less harmful to the environment
than the traditional versions of
the product;
(2) developing products that have
a positive impact on the
environment; or
(3) tying the purchase of a
product to an environmental
organization or event.
Cause-Related Marketing (CRM)
Cause-Related Marketing
(CRM) is marketing that ties
a company and its products to
an issue or cause with the
goal of improving sales or
corporate image while
providing benefits to the
cause.
Cause-related sponsorship
(corporate spending toward
CRM) continues to rise, with
an increase from $120 million
in 1990 to $1.08 billion in
2005!
Marketing to Gay and Lesbian Consumers
The gay market is estimated to be
approximately 5% - 7% of the adult U.S.
population, or between 11 million and 16
million people over age18.
The purchase power of the gay market
has been estimated at $610 billion.
Gender-Based Marketing
Gender Identity versus Gender Roles
Ascribed versus Achievement Roles
Traditional versus Modern Gender Orientation
3-11