consumer behavior values
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Consumer Behavior
Values
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Cultural valuesCultural values are widely held beliefs that affirm what is desirable.
Observable shifts in behavior, including consumption behavior, often reflect underlying
shifts in cultural valuescultural values.
Therefore, it is necessary to understand the underlying value shiftsvalue shifts in order to understand
current and future consumer behavior.
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Self-Oriented ValuesSelf-Oriented Values
Environment-Oriented ValuesEnvironment-Oriented Values
Other-Oriented ValuesOther-Oriented Values
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Changes in American Cultural ValuesChanges in American Cultural ValuesSelf-Oriented Values
Religious/SecularReligious/Secular
Sensual Gratification/AbstinenceSensual Gratification/Abstinence
Postponed/Immediate Gratification Postponed/Immediate Gratification
Hard work/LeisureHard work/Leisure
Material/NonmaterialMaterial/Nonmaterial
Active/PassiveActive/Passive
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Changes in American Cultural ValuesChanges in American Cultural ValuesEnvironment-Oriented Values
CleanlinessCleanliness
Tradition/ChangeTradition/Change
Risk Taking/SecurityRisk Taking/Security
Problem Solving/FatalisticProblem Solving/Fatalistic
Admire/Overcome NatureAdmire/Overcome Nature
Performance/StatusPerformance/Status
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Changes in American Cultural ValuesChanges in American Cultural ValuesOther-Oriented Values
Individual/CollectiveIndividual/Collective
Diversity/UniformityDiversity/Uniformity
Limited/ExtendedLimited/Extended
Youth/AgeYouth/Age
Competition/CooperationCompetition/Cooperation
Masculine/FeminineMasculine/Feminine
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Marketing Strategy and ValuesMarketing Strategy and Values
Green MarketingGreen Marketing
Cause-Related MarketingCause-Related Marketing
Marketing to Gay and Lesbian ConsumersMarketing to Gay and Lesbian Consumers
Gender-Based MarketingGender-Based Marketing
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(1) developing products whose production, use, or disposal is
less harmful to the environment than the
traditional versions of the product;
(2) developing products that have a positive impact on the
environment; or
(3) tying the purchase of a product to an environmental
organization or event.
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Cause-Related Marketing Cause-Related Marketing (CRM)(CRM) is marketing that ties a company and its products
to an issue or cause with the goal of improving sales or corporate image while providing benefits to the
cause.
Cause-related sponsorship (corporate spending toward CRM) continues to rise, with
an increase from $120 million in 1990 to $1.08
billion in 2005!
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The gay market is estimated to be
approximately 5% - 7% of the adult U.S. population, or between 11 million and 16 million people over age18.
The purchase power of the gay market has been
estimated at $610 billion.
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Gender Identity versus Gender Roles Gender Identity versus Gender Roles
Ascribed versus Achievement RolesAscribed versus Achievement Roles
Traditional versus Modern Gender OrientationTraditional versus Modern Gender Orientation
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Thank You
•Questions………