Consumer behavior Values
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This document discusses how cultural values shape consumer behavior and how marketers can respond. It begins by explaining that cultural values are widely held beliefs that influence consumption patterns. When cultural values shift over time, consumer behavior also changes. Therefore, understanding evolving values is key to predicting future consumer trends. The document then outlines different types of cultural values (self-oriented, environment-oriented, and other-oriented) and provides examples of how American values have changed in these areas. It concludes by recommending several marketing strategies like green marketing and cause-related marketing that can appeal to modern cultural values oriented around environmental and social issues.
Consumer behavior Values
- 2. 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. values Therefore, it is necessary to understand the underlying value shifts in order to understand current and future consumer behavior.
- 4. 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
- 5. Changes in American Cultural Values Environment-Oriented Values Cleanliness Tradition/Change Risk Taking/Security Problem Solving/Fatalistic Admire/Overcome Nature Performance/Status 3-5
- 6. Changes in American Cultural Values Other-Oriented Values Individual/Collective Diversity/Uniformity Limited/Extended Youth/Age Competition/Cooperation Masculine/Feminine 3-6
- 7. Marketing Strategy and Values Green Marketing Cause-Related Marketing Marketing to Gay and Lesbian Consumers Gender-Based Marketing 3-7
- 8. (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.
- 15. 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!
- 20. 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.
- 21. Gender Identity versus Gender Roles Ascribed versus Achievement Roles Traditional versus Modern Gender Orientation 3-21
Editor's Notes
- #3: <number> A Huge increase in demand for organic food as believed to be more healthy Most of companies began to produce more healthy food and drinks such as Pepsi and Coca-Cola who began to produce the green tea based drinks as well as the carbonated beverages They have restricted roles for protecting the environment so we will find that most of the goods which produce a harmful waste during production are imported from outside the us not to affect the us environment negatively such as cements, steel and fertilizers.
- #4: Environment oriented values describe the society’s relation with its economic, technical, and physical environment. <number>
- #5: <number> Traditionally Americans have been active , materialistic, hardworking, religious people, inclined toward abstinence and postponed gratification.
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- #9: <number> According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. Thus "Green Marketing" refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. While the shift to "green" may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the long run. There is no denying that green marketing is hugely relevant for companies nowadays according to the increased awareness towards the value of being less harmful to the environment, and the customer willing to even bay more for the environment friend or green products.
- #10: <number> Wittele proposed an innovative “Heineken-O-Mat” designed to motivate consumers to return/recycle bottles. Increasing the return rate of bottles and cans has a very positive effect on their environmental impact. This idea has the potential to engage all parties needed to make a real difference for Heineken, consumers, retailers, NGO’s, and of course, the planet.
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