2007 Pearson Education Canada1 Marketing 11 Chapter 4 Consumer Buying Behaviour Lesson 4: Lesson 4: Influences on Consumer Behaviour: pp social and cultural pp

2007 Pearson Education Canada2 Consumer Behaviour Influences Consumer Marketing Company (Image) Company (Image) Personal Social Cultural Psychological

2007 Pearson Education Canada3 Social Influences: Reference Group “A group of people with common interest that influences its members’ attitudes and behaviour. Reference groups (peers) are quite a strong influence among young people. RBK – Hip Hop – Cool!

2007 Pearson Education Canada4 Social Influences: Family Influence Changing roles of adults necessitate double targeting and unique marketing strategies. Children influence family decisions to the tune of $20 billion a year in Canada.

2007 Pearson Education Canada5 Consumer Behaviour Influences Consumer Marketing Company (Image) Company (Image) Personal Social Cultural Psychological

2007 Pearson Education Canada6 Cultural Influences Learned behaviour influences one’s values. Culture Youth Sub-Cultures Youth Sub-Cultures Ethnic Sub-Cultures Ethnic Sub-Cultures Sub-cultures have distinctive behaviour

2007 Pearson Education Canada7 Cultural Influences: Changing Values Environmentally Unaware Trusting Indulgent Optimistic Image Driven Conspicuous Consumption Brand Loyal Traditional Marriage Environmentally Unaware Trusting Indulgent Optimistic Image Driven Conspicuous Consumption Brand Loyal Traditional Marriage Socially Responsible Skeptical Health and Wellness Pessimistic Value Driven Strategic Consumption Brand Disloyal Non-traditional Marriage Socially Responsible Skeptical Health and Wellness Pessimistic Value Driven Strategic Consumption Brand Disloyal Non-traditional Marriage 70s and 80s90s and 00s

2007 Pearson Education Canada8 Cultural Influences: Regional Location and culture have an influence on attitudes and values. Canada is a diverse country. Atlantic Quebec Ontario Prairies B.C. Atlantic Quebec Ontario Prairies B.C. 1.Identify common and unique characteristics in regions. 2.National strategies don’t always work. 3.Implement regional strategies if profitable.

2007 Pearson Education Canada9 Any Questions? Assignment: –Read Chapter 4 Pages 97 – 106 –Complete WSH 4.4 –Lifestyle Segments Activity

2007 Pearson Education Canada10 Activity: Lifestyle Segments On pg 93 of the textbook, there is a description of 9 different lifestyle segments in Canada. On pg 93 of the textbook, there is a description of 9 different lifestyle segments in Canada. For each lifestyle segment: For each lifestyle segment: –select a product that is targeted (or should be targeted) at the segment, and –explain why you have chosen the product using the provided description of the segment.