Consumer behavior Seminar 4 Chapters 12-15 Consumer Environment and Marketing Strategy

1. Marketing Strategy 2008 Consumer behavior Seminar 4 Chapters 12-15 Consumer Environment and Marketing Strategy

2. Chapter 12 Introduction to the Environment

3. The Wheel of Consumer Behavior

4. Consumer environment (p 248) All physical and social stimuli in the environment of the consumer are included in the analysis.

5. Makro environment • Cultural factors are general factors that influence the consumer and that are generic for a society and constant over time. • Sub-cultures are levels of the societal culture. • Social group, political system, market system etc are other factors of the macro environment. • The macro environment influences behavior, general opinions and knowledge, affective reactions etc.

6. Micro environment • More intimite and changing factors within family and among friends. The micro environment influences behavior but also feelings and knowledges etc.

7. The environment includes both the social environment (p 250) and the physical environment (p 251). One example of a environmental factor the is getting increasingly important is TIME or rather lack of time!

8. Situationer Ibland definieras situationsfaktorer som det som inte kan förklaras av mer generella faktorer En marknadssituation är en ”sekvens av målinriktade beteendemässiga, känslomässiga och kognitiva effekter som uppstår i olika miljöer”.

9. Generiska, allmänna • konsumentsituationer • Informationsinsamling • Informationskontakt • Utbyte/Kommunikation • Inköpssituationer • Kontakt med butiken • Kontakt med produkten/tjänsten • Sanningens ögonblick • Transaktionen • Form av betalning • Konsumtionssituationer • Användning • Återvinning

10. Chapter 13 Cultural and Cross-Cultural Influences

11. What is a cultural factor? • Culture is the broadest factor in macro social environment. There are many definitions. • Culture is the sum of opinions, attitudes, goals and values that are shared by most individuals in a society. Culture influences behavior, rules and habits to a large extent.

12. Kulturella faktorer kan analyseras på makronivån för ett helt land, inom olika subkulturer, inom olika sociala grupperingarna, inom referensgruppen och inom familjen och bland individer.

13. Cultural analysis – Towards the post-modern society The pre-modern society Production Agrculture, handicraft Society Feudal Orientation Local Time orientation Cyclical Culture Aristocratic

14. The industrial society Production The factory Society Capitalistm Orientation National Time orientation Linear Culture Bourgeoisie

15. The post-modern society Production Office, services and information Society Liberal capitalism Orientation Global and local Time orientation Fragmented Culture Fragmented

16. Post-modern consumption • Fragmentation of ideologies and consumer groups: a lack of dominating ideology, culture or fashion, individualism and decreasing brand loyalty • Hyper-reality or virtual reality: fantasy, escape from day to day reality • Value through consumption: products, services and brands are used to express the value of the indivudal, consumers identigy with consumption activities, self marketing through products • Paradoxical juxtaositions: mixing of styles in new ways • (Antonides and van Raaij)

17. Chapter 14 Subculture and Social Class

18. Sub-cultures and social groups • Sub-cultures are distinct groups of people that share the same cultural value. This is expressed by common: • values and congitive reactions like e g beliefs, attitudes and goals mål • behavioral patterns, rituals, habits, ”scripts” and norms • Common environmental factors often characterise sub-cultures. Sub-cultures live in certain areas and have certain for the sub-culture common objects.

19. Types of sub-cultures • Geographicly related sub-cultures • States, regions and ”nations” of the US • States, regions and ”nations” of Europe

21. Regions of Europe as delineated by the United Nations: ██Northern Europe██ Western Europe ██Eastern Europe██Southern Europe

23. Food regions of Europe – 12 clusters

26. People Marketing Strategy 2008 • The foundation of all Marketing and of course the basis of Consumer behavior

29. World historical and predicted populations (in millions)

30. Regional popluation trends

31. Popluation growth and decrease in Europe 2008

32. Sweden

33. Sweden 2008

34. Sweden 2025

35. Åldersstruktur Sverige SCB, NUTEK

36. Will pyramids have influence?Students born 1980-1985

37. Italy

38. Italy 2008

39. Italy 2025

40. 2.2 Population of the EU in the past and in the future •  Annual average Inhabitants Increase in Index • (millions) previous period (%) (1990 = 100) • 1950 296 78 • 1960 316 10.9 87 • 1970 340 7.6 93 • 1980 355 4.4 98 • 1990 364 2.5 100 • 2000 375 1.4 103 • 2010 375 0.0 103 • 2025 368 -1.9 101 • 2050 337 -8.4 93 Compiled from: Eurostat (1997) Demographic Statistics 1997. With permission from the European Commission, Luxembourg. United Nations (1995) World Population Prospects. The 1994 Revision. With permission from United Nations, New York. Consumer behavior: A European Perspective Gerrit Antonides and W. Fred van Raaij Published by John Wiley & Sons Ltd. 1998

41. Population of Denmark in the past and in the future  Annual average Inhabitants Increase in Index (millions) previous period (%) (1990 = 100) 1950 4.27 83 1960 4.57 7.0 89 1970 4.91 7.4 96 1980 5.12 4.3 100 1990 5.14 0.4 100 2000 5.21 1.4 101 2010 5.17 -0.8 101 2025 5.08 -1.7 99 2050 4.82 -5.1 94

42.  Population of Germany in the past and in the future  Annual average Inhabitants Increase in Index (millions) previous period (%) (1990 = 100) 1950 68.38 86 1960 72.54 6.1 92 1970 78.27 7.9 99 1980 78.18 -0.1 99 1990 79.11 1.2 100 2000 81.70 3.3 103 2010 80.47 -1.5 102 2025 76.44 -5.0 97 2050 64.24 -4.7 81

43. Population of Greece in the past and in the future Annual average Inhabitants Increase in Index (millions) previous period (%) (1990 = 100) 1950 7.57 75 1960 8.30 9.6 82 1970 8.53 2.8 84 1980 9.59 12.4 95 1990 10.12 5.5 100 2000 10.57 4.4 104 2010 10.46 -1.0 103 2025 9.87 -5.6 98 2050 8.59 -13.0 85

44. Population of Spain in the past and in the future  Annual average Inhabitants Increase in Index (millions) previous period (%) (1990 = 100) 1950 28.01 72 1960 30.33 8.3 78 1970 33.59 10.7 87 1980 37.24 10.9 96 1990 38.83 4.3 100 2000 39.85 2.6 103 2010 39.51 -0.1 102 2025 37.57 -4.9 97 2050 31.77 -15.4 82

45. Population of Italy in the past and in the future Annual average Inhabitants Increase in Index (millions) previous period (%) (1990 = 100) 1950 47.10 83 1960 50.03 6.2 88 1970 53.69 7.3 95 1980 56.39 5.0 99 1990 56.69 0.5 100 2000 57.25 1.0 101 2010 55.99 -2.2 99 2025 52.32 -6.6 92 2050 43.63 -16.6 77

46. Population of Ireland in the past and in the future Annual average Inhabitants Increase in Index (millions) previous period (%) (1990 = 100) 1950 2.97 85 1960 2.84 -4.4 81 1970 2.94 3.5 84 1980 3.39 15.3 97 1990 3.51 3.5 100 2000 3.62 3.1 103 2010 3.78 4.4 108 2025 3.88 2.6 111 2050 4.10 5.7 117

47. Population of Sweden in the past and in the future Annual average Inhabitants Increase in Index (millions) previous period (%) (1990 = 100) 1950 7.01 82 1960 7.47 6.6 88 1970 8.00 7.1 94 1980 8.30 3.8 97 1990 8.53 2.8 100 2000 8.97 5.2 105 2010 9.27 3.3 109 2025 9.75 5.2 114 2050 9.99 2.5 117

48. Colombia

49. Colombia 2008

50. Colombia 2025