consumer behavior values

Consumer Behavior

Values

Cultural valuesCultural values are widely held beliefs that affirm what is desirable.

Observable shifts in behavior, including consumption behavior, often reflect underlying

shifts in cultural valuescultural values.

Therefore, it is necessary to understand the underlying value shiftsvalue shifts in order to understand

current and future consumer behavior.

Self-Oriented ValuesSelf-Oriented Values

Environment-Oriented ValuesEnvironment-Oriented Values

Other-Oriented ValuesOther-Oriented Values

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Changes in American Cultural ValuesChanges in American Cultural ValuesSelf-Oriented Values

Religious/SecularReligious/Secular

Sensual Gratification/AbstinenceSensual Gratification/Abstinence

Postponed/Immediate Gratification Postponed/Immediate Gratification

Hard work/LeisureHard work/Leisure

Material/NonmaterialMaterial/Nonmaterial

Active/PassiveActive/Passive

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Changes in American Cultural ValuesChanges in American Cultural ValuesEnvironment-Oriented Values

CleanlinessCleanliness

Tradition/ChangeTradition/Change

Risk Taking/SecurityRisk Taking/Security

Problem Solving/FatalisticProblem Solving/Fatalistic

Admire/Overcome NatureAdmire/Overcome Nature

Performance/StatusPerformance/Status

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Changes in American Cultural ValuesChanges in American Cultural ValuesOther-Oriented Values

Individual/CollectiveIndividual/Collective

Diversity/UniformityDiversity/Uniformity

Limited/ExtendedLimited/Extended

Youth/AgeYouth/Age

Competition/CooperationCompetition/Cooperation

Masculine/FeminineMasculine/Feminine

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Marketing Strategy and ValuesMarketing Strategy and Values

Green MarketingGreen Marketing

Cause-Related MarketingCause-Related Marketing

Marketing to Gay and Lesbian ConsumersMarketing to Gay and Lesbian Consumers

Gender-Based MarketingGender-Based 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 Cause-Related Marketing (CRM)(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!

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.

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Gender Identity versus Gender Roles Gender Identity versus Gender Roles

Ascribed versus Achievement RolesAscribed versus Achievement Roles

Traditional versus Modern Gender OrientationTraditional versus Modern Gender Orientation

Thank You

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