global consumer culture consumers & consumption: the tipping point
TRANSCRIPT
![Page 1: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/1.jpg)
Global Consumer Culture
Consumers & Consumption: The Tipping Point
![Page 2: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/2.jpg)
Cell Phones
Attendance
Syllabus Quiz
Announcements
![Page 3: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/3.jpg)
Global Consumer Culture
![Page 4: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/4.jpg)
![Page 5: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/5.jpg)
Marks of Globalization
Defining MeasurementSpeed & Innovation
Dominant CultureHomogenizing of culture (regional vs. global)
Defining TechnologiesComputerizationMiniaturizationDigitizationSatellite CommunicationsFiber Optics
THE INTERNET
![Page 6: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/6.jpg)
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
![Page 7: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/7.jpg)
Marks of Globalization
Balances
•Between nation-states
•Between nation-states & global markets
•Between individuals & nation-states
![Page 8: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/8.jpg)
Marks of Globalization
Multi-dimensional
•Politics•Culture•National Security•Finance•Technology•Environment
![Page 9: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/9.jpg)
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
![Page 10: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/10.jpg)
Globalization
![Page 11: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/11.jpg)
Implications of Globalization
![Page 12: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/12.jpg)
Implications of Globalization
![Page 13: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/13.jpg)
Implications of Globalization
![Page 14: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/14.jpg)
Implications of Globalization
![Page 15: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/15.jpg)
Implications of Globalization
![Page 16: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/16.jpg)
Implications of Globalization
![Page 17: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/17.jpg)
Global Consumer Culture
![Page 18: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/18.jpg)
"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
![Page 19: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/19.jpg)
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.
![Page 20: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/20.jpg)
Who are Consumers?
Buys somethingUses something
Is satisfied/delighted with something
Something = usually a product or service
![Page 21: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/21.jpg)
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.
![Page 22: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/22.jpg)
Consumer DESIRES
WANTS
External/social influences (culture, social class, group memberships, family, etc.
Internal Influences (perception, motivation learning, attitudes, personality, lifestyle, age, etc.
![Page 23: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/23.jpg)
Consumption
People buy products not
for what they do, but for
what they mean
![Page 24: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/24.jpg)
Some Somethings
Something = usually a product or service
![Page 25: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/25.jpg)
Consumer Decision Making
Internal Influences:PerceptionMotivationLearningAttitudes
PersonalityAge groups
Lifestyle
Situational Influences:Physical Environment
Time
Social Influences:Culture, Social classGroup memberships
DecisionProcess
PURCHASE
MARKETING
![Page 26: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/26.jpg)
Understanding Products
Product Layers
•Core Product
•Actual Product
•Augmented Product
![Page 27: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/27.jpg)
![Page 28: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/28.jpg)
![Page 29: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/29.jpg)
Relating Products to Consumer Behavior
Domains of Consumer Behavior
ProductsServicesIdeasExperiences
AcquiringConsumingDisposing
![Page 30: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/30.jpg)
Domain of Consumer Behavior
![Page 31: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/31.jpg)
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
![Page 32: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/32.jpg)
Orientations of Consumer Behavior
•Anthropology
•Economics
•History & geography
•Psychology
•Sociology
•Social Psychology
![Page 33: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/33.jpg)
![Page 34: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/34.jpg)
Social psychology & Consumption:A product’s role in behavior of
individuals as members of social groups
![Page 35: Global Consumer Culture Consumers & Consumption: The Tipping Point](https://reader036.vdocument.in/reader036/viewer/2022062407/56649f585503460f94c7dbbd/html5/thumbnails/35.jpg)
Why are there so many choices?