Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 12

PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit

CHAPTER 12

Self-Concept

and Lifestyle

Copyright © 2013 by The McGraw-Hill Companies, Inc All rights reserved McGraw-Hill/Irwin

PART III: INTERNAL INFLUENCES

Describe self-concept, how it is measured, and how it

is used to position products

Define lifestyle and its relationship to the self-concept and to psychographics

Explain specific lifestyle typologies and summarize those for luxury sports cars and technology

Explain general lifestyle typologies and summarize those for VALS TM and PRIZM ®

Discuss international lifestyles and one existing segmentation scheme

Learning Objectives

12-3

Does power and status matter that much? You be the

judge:

 Do you think consumers would pay $300 for a

high-status toaster when they could buy a

functionally equivalent toaster for $30?

 What might explain this?

Consumer Behavior In The News…

Does power and status matter that much?

 If you said YES you are correct!

 Explanation: Actual vs Ideal Self-Concept.

their self concepts fill void via purchase of power/status brands.

Source: A Galinksy and D Rucker, “’Powerless’ Consumers Spend More,” Advertising Age, September 22, 2008, p 50.

12-5

Consumer Behavior In The News…

Self-Concept

The following Video Clip demonstrates

Dove’s campaign designed to bridge the

gap between the consumer’s “actual”

and “ideal” self concept!

12-7

Video Application

Independent/Interdependent Self-Concepts

Individuals with an interdependent self-concept tend to be

The extended self consists of the self plus possessions.

Possessions and the Extended Self

People tend to define

themselves in part by their

possessions

A peak experience is an

experience that surpasses the

usual level of intensity,

meaningfulness and richness

and produces feelings of joy and

self-fulfillment

Tattoos can become a part of one’s

extended self

Self-Concept

Self-Concept

The Relationship Between Self-Concept and Brand Image Influence

Self-Concept

Lifestyle is basically how a person lives It is how one

enacts his or her self-concept

Influences all aspects of one’s consumption behavior

Is determined by the person’s past experiences, innate

characteristics, and current situation

12-13

YouTube Spotlight

Mountain Dew taps into the Tarp Surfing Lifestyle

The Nature of Lifestyle

Lifestyle and the Consumer Process

The Nature of Lifestyle

Measurement of Lifestyle

Attempts to develop quantitative measures of lifestyle were initially

referred to as psychographics Measures include:

Attitudes Evaluative statements about other people, places, ideas,

Media patterns The specific media the consumer utilize

Usage rates Measurements of consumption within a specified product

category; often consumers are categorized as heavy, medium, light, or nonusers

12-15

The Nature of Lifestyle

Two specific lifestyle schemes:

1 Luxury Sports Cars

2 Technology

The Nature of Lifestyle

Porsche Consumer Segments Top Guns (27%) Ambitious and driven, this group values power and

control and expects to be noticed.

Elitists (24%) These old-family-money “blue-bloods” don’t see a

car as an extension of their personality Cars are cars no matter what the price tag.

Proud Patrons 23%) This group purchases a car to satisfy themselves,

not to impress others A car is a reward for their hard work.

Bon Vivants (17%) These thrill seekers and “jet-setters” see cars as

enhancing their already existing lives.

Fantasists (9%) This group uses their car as an escape, not as a

means to impress others In fact, they feel a bit of guilt for owning a Porsche.

12-17

The Nature of Lifestyle

Three general lifestyle schemes:

1 The VALS TM System

2 The PRIZM ® System

3 Roper Starch Global Lifestyles

12-19

The Nature of Lifestyle

VALS provides a systematic

classification of U.S adults

into eight distinct consumer

segments

VALS is based on enduring

psychological

characteristics that correlate

with purchase patterns

Three Primary Consumer Motivations:

The VALSTM System

The underlying logic:1

 People with similar cultural backgrounds, means and

perspectives naturally gravitate toward one another

 They choose to live amongst their peers in

neighborhoods offering …compatible lifestyles

 They exhibit shared patterns of consumer behavior

toward products, services, media and promotions

1 Nielsen Claritas.

12-23

PRIZM Social and Lifestage Groups

PRIZM organizes its 66 individual segments into social and

lifestage groups.

Four social groupings are based on “urbaniticity.”

Urban Major cities with high population density

Suburban Moderately dens “suburban” areas surrounding

metropolitan area

Second City Smaller, less densely populated cities or satellites to

major cities

Town & Rural Low-density towns and rural communities

Geo-Lifestyle Analysis (PRIZM)

PRIZM Social and Lifestage Groups

The lifestage groups are based on age and the presence of

children.

The three major lifestage groups are:

Younger Years Singles and couples under 35 years of age with no

children, or middle aged without children at home

Family Life Households with children living at home

Mature Years Singles and couples; age 55 yrs and older, or 45-64

without children at home

12-25

Geo-Lifestyle Analysis (PRIZM)

Young Digerati

Blue Blood Estates

Big Fish, Small Pond

Pools and Patios

Young & Rustic

Golden Ponds

Sample PRIZM Segments

Geo-Lifestyle Analysis (PRIZM)

The Yamaha ad is a good

example of how

marketers are targeting

the pools and patios.

Courtesy Yamaha Motor Corporation, USA.

12-27

Applications in Consumer Behavior

International Lifestyles