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					  Global Consumer Culture


Consumers & Consumption: The Tipping
               Point
Announcements

  Cell Phones

  Attendance

  Syllabus Quiz
Global Consumer Culture
Marks of Globalization
  Dominant Culture
  Homogenizing of culture (regional vs. global)


  Defining Technologies
  Computerization
  Miniaturization
  Digitization
  Satellite Communications
  Fiber Optics
  THE INTERNET


  Defining Measurement
  Speed & Innovation
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 something
            Uses 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 theydo, but for
    what they mean
Some Somethings
   Something = usually a product or service
Consumer Decision Making
Internal Influences:
     Perception              Situational Influences:
     Motivation               Physical Environment
      Learning                        Time
      Attitudes
     Personality
    Age groups                                  MARKETING
      Lifestyle                      Decision
                                     Process
     Social Influences:
     Culture, Social class                  PURCHASE
     Group memberships
Understanding Products
           Product Layers


•Core Product

•Actual Product

•Augmented Product
Relating Products to Consumer Behavior

    Domains of Consumer Behavior


 Products                      Acquiring
 Services                      Consuming
 Ideas                         Disposing
 Experiences
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?