Chapter 08 Evans and Berman
Chapter 08 Evans and Berman
Chapter 08 Evans and Berman
Joel R. Evans & Barry Berman Marketing, 10e: Marketing in the 21st Century
Chapter Objectives
To show the importance and scope of consumer analysis To define and enumerate important consumer demographics for the U.S. population and other countries To show why consumer demographic analysis is not sufficient in planning marketing programs To define and describe consumer lifestyles and their characteristics, examine selected lifestyles, and consider the limitations of consumer lifestyle analysis To define and describe the final consumers decision process and consider the limitations of consumer decision-making analysis
Copyright Atomic Dog Publishing, 2007
Final consumers buy for personal, family, or household use. They make purchases as individuals. They use both disposable and discretionary income.
Consumer Demographics
Are objective and quantifiable population characteristics.
Are easy to identify, collect, measure, and analyze.
Expenditures
Copyright Atomic Dog Publishing, 2007
Worldwide, males and females comprise equal percentages of the population. The ratio varies by region.
The populations in industrialized nations are older than in less-developed and developing nations.
Marital Status
Family: Two or more people living together, related by blood, marriage, or adoption Household: One or more people living together who may or may not be related
The recent trend has been towards smaller families and households, with more people residing in nontraditional families or households.
Copyright Atomic Dog Publishing, 2007
Ethnicity/Race
Demographically, ethnicity/race is one measure of a nations diversity with regard to language, country of origin, or race. The U.S. is comprised of people from virtually every ethnic and racial group in the world. Data from the U.S. Census reflect major changes in the composition of the population.
Limitations of Demographics
A full U.S. Census is only taken once a decade, and a time lag exists before release of data. Data on various demographics may be unavailable in some nations, especially less-developed and developing ones. Summary data may be too broad and hide opportunities and risks in small markets or specialized product categories. Single demographics may not be useful. A demographic profile may be needed. The psychological or social factors influencing people are not considered.
Copyright Atomic Dog Publishing, 2007
Consumer Lifestyles
A number of social and psychological characteristics help form a final consumers lifestyle. They are critical for marketing decision making.
Social Performance
Reference Groups
Opinion Leaders
Social Characteristics
Each culture transmits socially acceptable behavior and attitudes. Social class separates society into divisions. Social performance describes how people fulfill roles. Reference groups influence thoughts and behavior. Opinion leaders affect others through face-to-face contact. Family life cycles describe evolutionary life stages, which often use joint decision making. The household life cycle includes family and nonfamily units. Time expenditures refer to the activities in which a person participates and the time allocated to them.
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Attitudes or Opinions
Importance of Purchase
Class Consciousness
Innovativeness
Motivation
Perceived Risk
Psychological Characteristics
Personality: sum total of an individuals traits making him or her unique. Attitudes/opinions: positive or negative feelings about goods or services. Class consciousness: the extent to which social status is desired/pursued. Motivation: the driving force impelling a person toward or away from an action. Perceived risk: the level of uncertainty a consumer believes exists as to the outcome of a purchase decision. Innovativeness: a persons willingness to try new things. Importance of a purchase: affects the time and effort a person spends shopping for a product and the money allotted.
Copyright Atomic Dog Publishing, 2007
Stimulus
Problem Awareness
Information Search
Evaluation of Alternatives
Purchase
Post-Purchase Behavior
Demographics
Problem Awareness
Purchase
Chapter Summary
This chapter describes the importance and scope of consumer analysis. It defines and enumerates key demographics for the U.S. population and other countries. It indicates why demographic analysis is not sufficient in planning marketing programs. It defines and describes consumer lifestyles and their characteristics, examines selected lifestyles, and considers the limits of consumer lifestyle analysis. It defines and describes the final consumers decision process and considers the limitations of consumer decision-making analysis.
Copyright Atomic Dog Publishing, 2007