global consumer culture consumers & consumption: the tipping point
TRANSCRIPT
Global Consumer Culture
Consumers & Consumption: The Tipping Point
Cell Phones
Attendance
Syllabus Quiz
Announcements
Global Consumer Culture
Marks of Globalization
Defining MeasurementSpeed & Innovation
Dominant CultureHomogenizing of culture (regional vs. global)
Defining TechnologiesComputerizationMiniaturizationDigitizationSatellite CommunicationsFiber Optics
THE INTERNET
Marks of Globalization
Creative Destruction
“. . .the perpetual cycle of destroying the old and less efficient product or service and replacing it with the new, more efficient ones”
-Thomas Friedman
Marks of Globalization
Balances
•Between nation-states
•Between nation-states & global markets
•Between individuals & nation-states
Marks of Globalization
Multi-dimensional
•Politics•Culture•National Security•Finance•Technology•Environment
Globalization
“Globalization is the inexorable integration of markets, nation-states and technologies to a degree never witnessed before—in a way that is enabling individuals, corporations and nation-states to reach around the world farther, faster, deeper and cheaper than ever before, and in a way that is enabling the world to reach into individuals, corporations and nation-states farther, faster, deeper, cheaper than ever before.”
-Thomas Friedman
Globalization
Implications of Globalization
Implications of Globalization
Implications of Globalization
Implications of Globalization
Implications of Globalization
Implications of Globalization
Global Consumer Culture
"I don't want to buy anything, sell anything, or process anything as a career. I don't want to sell anything bought or processed, buy anything sold or processed, or process anything sold, bought or processed, or repair anything sold, bought, or processed. You know, as a career, I don't want to do that.”
-Lloyd Dobler
Consumer Behavior
The study of the processes involved when individual or groups select,
purchase, use, or dispose of products, services, ideas, or experiences to
satisfy needs and desires.
Who are Consumers?
Buys somethingUses something
Is satisfied/delighted with something
Something = usually a product or service
Consumer NEEDS
“A discrepancy between the customer’s present state (hungry) and some ideal state (satiated with
Domino’s pizza)”
External/social influences (culture, social class, group memberships, family, etc.
Internal Influences (perception, motivation learning, attitudes, personality, lifestyle, age, etc.
Consumer DESIRES
WANTS
External/social influences (culture, social class, group memberships, family, etc.
Internal Influences (perception, motivation learning, attitudes, personality, lifestyle, age, etc.
Consumption
People buy products not
for what they do, but for
what they mean
Some Somethings
Something = usually a product or service
Consumer Decision Making
Internal Influences:PerceptionMotivationLearningAttitudes
PersonalityAge groups
Lifestyle
Situational Influences:Physical Environment
Time
Social Influences:Culture, Social classGroup memberships
DecisionProcess
PURCHASE
MARKETING
Understanding Products
Product Layers
•Core Product
•Actual Product
•Augmented Product
Relating Products to Consumer Behavior
Domains of Consumer Behavior
ProductsServicesIdeasExperiences
AcquiringConsumingDisposing
Domain of Consumer Behavior
Examples
•A man buys groceries at Kroger
•A woman reads ads for used cars
•A couple buys a gift for their child
•A professional sports team signs a player to a contract
•An artist creates a painting
•A man recycles aluminum cans
Orientations of Consumer Behavior
•Anthropology
•Economics
•History & geography
•Psychology
•Sociology
•Social Psychology
Social psychology & Consumption:A product’s role in behavior of
individuals as members of social groups
Why are there so many choices?