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22 Cards in this Set
- Front
- Back
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6 types of external Influences |
1. Age Influences 2. Sexual Orientation 3. Ethnic Influences 4. Gender Influences 5. Regional Influences 6. Religion Influences |
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How Age affects CB |
People of same age are going through similiar life experiences and events therefire they share many common needs, experiences, symbols and memories, which in turn may lead to similiar consumption patterns. Split into 4 major age groups |
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4 major Age Groups |
1. Teens and Millennials (Gen Y) 2. Gen X 3. Baby Boomers 4. Seniors |
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Teens and millenials (gen y) |
- considerable influence on household purchases - good deal of financial independence - check prices online and in store before buying - often consider environmental impact |
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Generation X |
- born 1965 - 1983 - diverse group - some are underachievers, some focused on strong careers and having families - children of baby boomers - fewer of them own their houses |
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Baby Boomers |
- born between 1946 and 1964 - large influential Australian demographic group as in peak earning period |
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Seniors |
- over 65 - also known as grey market - have poor recognition |
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Gender |
Since people are expected to behave, based on physiological differences as wellas on social norms about how men and women are expected to behave. Traditionally males are more "agentic" and females more "communal" however varies from culture to culture |
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Agentic |
Goal that stresses mastery, self-assertiveness, self efficacy, strength and no emotion |
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Communal |
Goal that stresses affiliation and fostering harmonious relations with others, emotionality and home orientation |
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Men |
- tend to be more competitive, independent , externally motivated and willing to take risk |
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Women |
- tend to be more cooperative, interdependent, intrinsically motivated and risk averse |
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Gender influence on MAO |
- Men are more selective in information processing and sensitive to personally-relevant information - Women are more likely to process information and make decisions based on product attributes - Women tend to view shopping as enjoyable |
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Regional Influence |
That where you live and work can signify and cause behavioural patterns to develop. |
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Differences between Eastern and Western |
1. Individualism vs Collectivism consumers in culture of high individualism put more emphasis on themselves as individuals than as part of a group 2. Horizontal vs Vertical Orientation horizontal focus on equality and vertical focuses on hierarchy 3. Masculine vs Feminine |
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Regions in Australia |
- fairly homogeneous (of the same kind) across region - 3 major hubs that have symbols of cultural standings - combination of European, Asian and American influences |
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Clustering |
- The grouping of consumers according to common characteristics using statistical techniques - based on principle of birds of a feather flock together |
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Ethnic Influences |
- broad tendencies exhibited by those of same ethnic background, however may sometimes not apply to individual consumer - carefully done to get beyond stereotypes |
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Ethnic Group |
Subculture with a similar heritage and values |
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Acculturation |
Learning how to adapt to a new culture Through process of acculturation, members of a subculture must learn to adapt to the host culture to fit in. Strongly influences by family friends, media, places of worship and school |
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Accommodation Theory |
The more effort one puts towards trying to communicate with an ethnic group, the more positive the reaction is. |
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Religion Influences |
Since religious beliefs provide people with a structured set of beliefs and values that serve as a code of conduct and guide behaviour |
