lifestyles, values and culture

8/8/2019 Lifestyles, Values and Culture

http://slidepdf.com/reader/full/lifestyles-values-and-culture 1/19

Copyright ¥ 2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski

10LIFESTYLES,

VALUES AND

CULTURE





10-2

Lifestyles, values and culture

At the end of this session, you should understand:

What is meant by lifestyle, values and culture

The use of lifestyle factors in market segmentation

The increasing use of technology in market segmentation The major social and lifestyle trends that will influence

marketing in the coming years

The influence of consumer values on buying behaviour

The influence of culture on consumer behaviour

The unique consumption behaviour of subcultures and theinfluence of cultural diversity on mainstream consumption

The influence of social class on consumption





10-3

Lifestyle, values and culture defined

Lifestyle

± The way we choose to allocate our time and resources

Values ± A reflection of our fundamental belief systems

Culture

± A complex system of knowledge, values, customsand beliefs that are shared by a society





10-4

Lifestyle segmentation

Lifestyle segmentation looks at differentiatingbetween groups of consumers based on their lifestyles ± the activities they are involved in, their interests and their opinions

Two broad approaches to lifestyle segmentation: ± AIO

Activities

Interests

Opinions

± VALS

Values and lifestyles

CT



Slide 4

CT1 This is more commonly refered to as Activities - is it an error in the book?Central TAFE, 6/2/2004





10-5

Roy Morgan ¶VALS· model





10-6

Roy Morgan ¶VALS· model





10-7

Changing Australian lifestyles Australia¶s ageing

population

Internet usage and online

purchasing

Internet usage by children

Social and lifestyle trends ± Media consumption

trends

± Sports and marketing in

Australia

Time poor consumers Healthy lifestyles

Changing gender roles and

society

See EXHIBIT 10.1 T argeting the time poor customer , page 285.

PowerPoint slides supplied on the

Instructor Resource CD to accompany

Consumer Behaviour include

advertisement images.





10-8

Marketers of skin-care products nowtarget men

See EXHIBIT 10.2 M arketers of many products now target men specifically , page 286.

PowerPoint slides supplied on the Instructor Resource

CD to accompany Consumer Behaviour include

advertisement images.





10-9

Patriotism and the Australian identity

µAustralian made and

owned¶

What does thisstatement mean to

you?

See EXHIBIT 10.3 Australian-made Dick SmithFoods, page 287.

PowerPoint slides supplied on the Instructor

Resource CD to accompany Consumer

Behaviour include advertisement images.





10-10

Culture

Our basic system of values ± incorporates

knowledge, beliefs, art, morals, laws, customs

and other habits acquired by members of a society

Made up of three interrelated elements:

± Physical environment ± natural geography

± Social environment ± political, educational, family,

class structures

± Training environment ± formal and informal socialisation




PPTs t/a Consumer Behaviour by Karen WebbSlides prepared by Sarah Fletcher and Morena Dobrowolski 10-11

Elements of culture

Norms

± Shared values or µrules¶

± These outline acceptable behaviour of that culture

± Includes legal norms - laws

Values

± Shared social ideals ± which are a reflection of social

norms




PPTs t/a Consumer Behaviour b

y Karen Webb

Slides prepared by Sarah Fletcher and Morena Dobrowolski 10-12

Society and socialisation

By interacting within a society we learn from them

Primary tool for socialisation is our family

Also learn from

± School

± Peer groups

± Media





y Karen Webb


Cultural diversity - subcultures

List the types of ethnic restaurants available in your city or town

Subcultures

A subculture is a group within the wider community that has aunique set of characteristics, motivations and patterns of behaviour

This includes: ± Different ethnic groups and communities

± The youth market

± Baby boomers and the ageing market

There are numerous marketing opportunities appealing todifferent subcultures within the wider community

CT2



Slide 13

CT2 Correct numbers of the cases need to be entered hereCentral TAFE, 6/2/2004





y Karen Webb


Social class and social stratification

Social class system:

± A hierarchical division of a society into relatively distinct

and homogeneous groups with respect to attitudes,

values and lifestyles

Social stratification

± The division of a society into different social tiers

known as classes

Does social class exist in Australia?





y Karen Webb


Theories on social class

Social stratification

Middle Australia

The µAB¶ demographic

Measuring social class





y Karen Webb


Marketing implications of socialclass Market segmentation and product positioning

± E.g. luxury, prestige cars appealing to those with high social

status

See EXHIBIT 10.6 T his advertisement represents µvisible

achievement¶ , page 306.

PowerPoint slides supplied on the Instructor Resource CD to

accompany Consumer Behaviour include advertisement images.





y Karen Webb


A social class appeal

See EXHIBIT 10.5 A social class appeal , page 301.

PowerPoint slides supplied on the Instructor

Resource CD to accompany Consumer Behaviour

include advertisement images.

lifestyles, values and culture

Documents