Professional Documents
Culture Documents
An Asian Perspective,
6th Edition
Instructor Supplements
Created by Geoffrey da Silva
Analyzing Consumer Markets
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6
Learning Issues for Chapter Six
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Importance of Understanding Customers
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Importance of Understanding Customers
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What Influences Consumer Behavior?
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Cultural Factors
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Marketers use cultural factors to their advantage. In
Japan, for instance, it is a New Year’s custom for
merchants to offer fukubukuro ( 福袋 ) or lucky
mystery bags.
Fukubukuro are lucky mystery bags started by Ginza Matsuya Department Store and has since
spread to most Japanese retailers. This Japanese custom has spread to other cultures. Many
Sanrio stores in the U.S. adopt this tradition. For the opening of the Apple store in San Francisco,
$250 lucky bags were offered containing a mix of software, audio accessories, and an iPod in
randomly selected bags.
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Sub-Cultures
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Examples of Behaviors in Different Asian Sub-
Cultures
• Chinese consumers, for instance, may respond differently from
Indian, Malay, or Filipino consumers.
• Some Chinese avoid buying houses with the number four in the
address because it sounds like, and thus connotes, “death;” while
favoring the number eight as it sounds like “prosperity.”
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Hong Kong Disneyland and Feng Shui
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Social Stratification
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Social Classes
1. Lower lowers
2. Upper lowers
3. Working class
4. Middle class
5. Upper middles
6. Lower uppers
7. Upper uppers
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China’s Occupational Classes—China has 10 distinct
occupational strata
Social classes differ in dress and where they shop. High-end shopping malls like the Plaza 66 in
Shanghai attract higher social class consumers who have disposable income to buy high-ticket
items.
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Characteristics of Social Classes
1. First, those within each class tend to behave more alike than
persons from two different social classes. Social classes differ
in dress, speech patterns, recreational preferences, and
many other characteristics.
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Characteristics of Social Classes
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Marketing Implications of Social Classes
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Reference Groups
• A person’s reference groups are all the groups that have a direct
(face-to-face) or indirect influence on their attitudes or behavior.
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Reference Groups
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Influence of Reference Groups
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Opinion Leaders
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Families in Asia
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Family—Roles and Influence of Family Members
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Focus on Women as Car Buyers
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Marketing Implications
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Roles and Statuses
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Marketing Insight: Face-Saving and the Chinese
Consumer
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Personal Factors
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Age and Stage in Life Cycle
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Japan’s aging population
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Example of a Marketer Responding to the Critical
Life Event of Motherhood
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Occupation and Economic Circumstances
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Economic Circumstances
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Marketing in a Recession
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Personality and Self-Concept
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7 Brand Personalities—Jennifer Aaker
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Hello Kitty Brand Personality
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BreadTalk Brand Personality
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Self-Concept
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Lifestyles and Values
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Marketing and Lifestyles
• The marketer may then aim the brand more clearly at the
achiever lifestyle.
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Lifestyle: Time Constraints
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Lifestyle: Time Constraints
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Core Values
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Figure 6.1: Model of Consumer Behavior
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Motivation: Freud, Maslow, Herzberg
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Motivation: Freud, Maslow, Herzberg
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Freud’s Theory
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Motivation Research
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Maslow’s Theory
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Figure 6.2: Maslow Hierarchy of Needs
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Asian Perspective on Needs Importance
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Three types of socially directed needs may be
considered the most important for Asians:
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Herzberg’s Theory
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Perception
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Perception: China’s Growing Economic Power
• It is perceived negatively in
the U.S. and Canada, while
such growth is welcomed in
Pakistan, Indonesia, Africa,
and the Philippines.
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Selective Attention
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Selective Perception
Selective perception: It’s impossible for people to pay attention to the thousands of ads they’re
exposed to every day, so they screen most of them out. Apple’s iPod poster ads are eye-catching to
minimize screening out.
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Selective Attention: Some Findings
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Tobacco Warnings: An Example of Overcoming
Selective Attention
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Marketing Applications of Selective Attention
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Selective Distortion
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Selective Retention
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Subliminal Perception
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Learning
• Cues are minor stimuli that determine when, where, and how
a person responds.
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Marketing Implications of Learning Theory
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De Beers Diamonds in China
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De Beers Diamonds in China
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Hedonic Bias
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Emotions
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Marketers Impact on Emotions
Reckitt & Benckiser and Procter & Gamble—Both these companies launched advertising
approaches for Woolite and Tide, respectively, that tapped not into the detergents’ performance
benefits but into the emotional connection—and challenges—of laundry
Woolite’s style guide focuses on the emotional benefits of choosing and preserving the right look in
clothes for women.
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Memory
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Brand Associations
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Brand Association
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Marketing Applications of Consumer Brand
Knowledge
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Figure 6.3: Hypothetical Mental Map of the Haier
Brand
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Memory Processes
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Memory Retrieval
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Pepsi
Pepsi’s branding strategy is to introduce a new can and bottle designs every few weeks with plans to
sell 20 or more new different ones annually in every market. This departure from marketing
convention comes as Pepsi believes that consumer attention span is getting shorter and consumers
are faced with a proliferation of brands competing for their time.
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The Buying Decision Process: The Five Stage Model
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Table 6.1: Understanding Consumer Behavior
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The Buying Decision Process: The Five Stage Model
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Figure 6.4: Five-Stage Model of the
Consumer Buying Process
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Problem Recognition
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Information Search
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Four Main Sources of Information Search
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Relative Importance of Information Sources
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Relative Importance of Information Sources
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Search Dynamics
• The first box shows the total set of brands available to the consumer.
• The individual consumer will come to know only a subset of these brands
(awareness set).
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Search Dynamics
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Search Dynamics
• Buyers who first decide on price are price dominant; those who
first decide on the type of car (sports, passenger, station wagon)
are type dominant; those who first decide on the car brand are
brand dominant.
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Search Dynamics and Marketing Implications
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Evaluation of Alternatives
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Consumer Evaluation Process
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The attributes of interest to buyers vary by product.
For example:
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Example of Attributes in Consumer Evaluation
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Marketing Implications
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Beliefs and Attitudes
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Attitudes
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Cosmetic Surgery—Changes in Attitudes
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Table 6.2: A Consumer’s Brand Beliefs about
Computers
Note: Each attribute is rated from 0 to 10, where 10 represents the highest level on that attribute.
Price, however, is indexed in a reverse manner, with a 10 representing the lowest price, because a
consumer prefers a low price to a high price.
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Computations on Expectancy-Value
An expectancy-model formulation would predict that the buyer will favor computer A, which (at 8.0) has the
highest perceived value.
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What could the manufacturer of Brand B do in order
to stimulate interest in the brand?
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What could the manufacturer of Brand B do in order
to stimulate interest in the brand?
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Influencing Consumer Attitudes
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Purchase Decisions
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Non-Compensatory Models of Consumer Choice
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Non-Compensatory Models of Consumer Choice
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Non-Compensatory Models of Consumer Choice
Consumers do not adopt only one type of choice rule and may
combine two or more decision rules.
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Intervening Factors
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Figure 6.6: Steps Between Evaluation
of Alternatives and a Purchase Decision
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Attitude of Others
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Attitude of Others
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Influence of “informediaries”
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Unanticipated Situational Factors
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Perceived Risks
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Types of Perceived Risks
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Types of Perceived Risks
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Post-purchase Behavior
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Post-purchase Satisfaction
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Post-purchase Actions
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Post-purchase Actions
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Post-purchase Use and Disposal
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Figure 6.7: How Customers Use or Dispose of
Products
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Reminding Consumers on Replacements
Oral B toothbrushes come with color indicators to inform consumers when the bristles are worn off
and the toothbrushes need to be changed.
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Product Disposal
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Moderating Effects on Consumer Decision-Making
b. extent of variety-seeking.
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Low-involvement Consumer Decision-making
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Low-involvement Consumer Decision-making
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Converting a Low-Involvement Product into One of
Higher Involvement
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The Peripheral Route
• If, regardless of what the marketer can do, consumers still have low
involvement with a purchase decision, they are likely to follow the
peripheral route.
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Variety-seeking Buying Behavior
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Kit Kat—Example of Variety Seeking Behavior
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Market Leaders versus Challenger Firms
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Table 6.3: Selected Behavioral Decision Theory
Findings
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Decision Heuristics
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Mental Accounting
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Prospect Theory
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Schema for Chapter Six
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