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Lesson 8-10 - Coggle Diagram
Lesson 8-10
Influences
Consumer Influence
Lifestyle
Personality
Organizational Influences
Brand
Product Feature
Culture: link between individuals living in the same social environment
Cultural values and consumer patterns :
Types of values
Terminal ⇒ preferred end states
Instrumental ⇒ preferred patterns of behavior
Cultural factors:
Culture as a key determinant:
Dimensions of culture
Long Term Orientation
extent to which a society exhibits a pragmatic future-oriented perspective than a conventional historic or short- term point of view
Uncertainty avoidance
extent to which people feel threatened by uncertainty and ambiguity and try to avoid these situations
Masculinity vs. Feminimity
dominant values in a masculine society are achievement and success, the dominant values in a feminine society are caring for others and quality of life
Individualism vs. Collectivism
If the people only look after theirselfs and their family or if the care about the whole society
together with others
individually
Power Distance
the point to which the less powerful people believe that the power in the country is distributed equally
Basic charateristic
adaptive
gratifying
social phenomenon
inculcated
learned
Acculturation → process of change in artifacts, customs, and beliefs that results from the contact of societies with different cultural traditions
Enculturation → process of learning to become a responsible adult member of a society as defined by the norms of that society
Major approaches
Trompenaars &Hampden-Turner
Hofstede
Brislin
Hall
Riesman
Cultural iceberg
Flows of influences
International consumer behavior
Work with qualitative & quantitative secondary data
Profile of the international market
Direct comparisons of multiple foreign markets
Stimuli: Consumer attention is triggered
Influenced by
Advertising
Promotion
Sales activity
Individual consumer focus
Perception
Memories
Experiences
Personality
Income
Lifestyles
Expectations
Educations
Decision Network
The result of the interplay among consumer factors
Process where the consumer decides to buy or not
Purchase behavior
external process
mechanical process
Categories
Replacement
New purchase
minimal consequence
low cost
high cost
Impulse Purchase
Postpurchase behavior
Critical in some cultures
Cognitive dissonance may
be different in each culture
Related to
Loyalty
Satisfaction
Repurchase
Unwanted
Returns
Country of origin: Individuals have certain preferences regarding products
Preferences related to
the actual product itself
the brand by which is identified
the company that makes, produces, and/or commercializes the product
the country where it was made
the image of a company, brand, product, country
The concept
The country where the product is made is extremely important
A critical product information cue
A major role in having the
product acceptance
An external influence to the international consumer behavior
Stereotypes are formed by
Experience
Hearsay
Myth
Environmental and cultural factors
Part of the individual
influence every decision
