PERILAKU KONSUMEN
REFERENSI:
•Hawkins, D. I. et al. (2016). Consumer Behavior: Building Marketing Strategy (13th ed.). The Mc Graw- Hill Companies.
•Solomon, M.R. et al. (2013). Consumer Behaviour: A European Perspectives (5th Editon).
Pearson: England.
•Solomon, M.R. et al. (2013). Consumer Behaviour: A European Perspectives (10th Editon).
Pearson: England.
FAKULTAS EKONOMI DAN BISNIS PROGRAM STUDI MANAJEMEN
UNIVERSITAS MURIA KUDUS 2024
1-1 Copyright © 2013 Pearson Education, Inc. publishing as
Prentice Hall
Chapter 2
Consumer Society
CONSUMER BEHAVIOR, 8e
Michael Solomon
Prentice-Hall, cr 2009
17-3
Chapter Objectives
When you finish this chapter you should understand why:
•
Styles act as a mirror to reflect underlying cultural conditions.•
We distinguish between high and low culture.•
Many modern marketers are reality engineers.•
New products, services, and ideas spread through a population. Different types of people are more orless likely to adopt them.
•
Many people and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.Chapter Objectives (cont.)
•
Fashions follow cycles.•
Products that succeed in one culture may fail in another if marketers fail to understand thedifferences among consumers in each place.
•
Western (and particularly American) culture has a huge impact around the world, though people in other countries don’t necessarily ascribe the same meanings to products as we do.Prentice-Hall, cr 2009
17-5
The Creation of Culture
•
Influence of inner-city teens•
Hip-hop/black urban culture•
Outsider heroes, anti-oppression messages, and alienation of blacks•
“Flavor” on the streetsThe Movement of Meaning
Prentice-Hall, cr 2009
17-7
Cultural Selection
Characteristics of fashion/popular culture:
•
Reflection of fundamental societal trends•
Style begins as risky by small group, then spreads as others become aware/confident•
Styles as interplay between deliberate inventions and ordinary consumers who modify styles to suit needs•
Cultural products travel widely•
Influential media people decide which will succeed•
Most styles eventually wear outCulture Production Process (CPS)
• CPS: set of individuals and organizations responsible for creating and marketing a
cultural product
Three major CPS subsystems
• Creative subsystem
• Managerial subsystem
• Communications subsystem
Prentice-Hall, cr 2009
17-9
Cultural Gatekeepers
Cultural gatekeepers: are responsible to filtering the overflow of information and materials intended for customers
•
“Tastemakers” who influence products consumers get to consider•
Throughput sector•
Movie, restaurant, and car reviewers•
Interior designers•
Disc jockeys•
Retail buyers•
Magazine editorsHigh Art versus Low Art
•
High and low culture blend together today in interesting ways•
Costco now stocks fine art (Picasso, Chagall)•
We appreciate advertising as an art form•
The arts are big business…marketers often incorporate high art to promote productsPrentice-Hall, cr 2009
17-11
Discussion
Creative directors in advertising agencies sometimes view their advertising creations as art rather than a craft. Their clients—the actual marketers—usually view it as a craft.
•
Which should it be? Why?•
What kind of conflict might arise between these two differing opinions?Cultural Formula
•
Cultural formulae: certain roles and props often occur consistently•
Mass culture churns out products for a mass market•
Aiming to please average taste of undifferentiated audience•
Certain roles/props often occur consistently•
Recycling of images•
Creative subsystem members reach backthrough time for inspiration (“remix” the past)
Prentice-Hall, cr 2009
17-13
Discussion
•
Can you identify a cultural formula at work in romance or action movies?•
Do you see parallels among the roles different characters play (e.g., the hero, the evildoer, the temptress, etc.)?Reality Engineering
•
Many consumer environments haveimages/characters spawned by marketing campaigns or are “retreads”
•
Marketers use pop culture as promotional vehicles•
“New vintage” (e.g., “used jeans”)•
Elements used are both sensory and spatialPrentice-Hall, cr 2009
17-15
Examples of Reality Engineering
Reality engineering: marketers appropriate elements of popular culture and convert them for use as
promotional vehicles
•
Japanese “alibi buddy” service•
Rick’s Café in Casablanca•
Coyote Ugly bars•
Seinfeld’s “Soup Nazi”•
Nissan’s brief in-person live commercialsReality Engineering (cont.)
•
Cultivation hypothesis: the media’s ability to distort consumers’ perceptions of reality•
Heavy TV viewers overestimate how wealthypeople are and likelihood that they will be victims of a violent crime
•
Media also exaggerates frequency of behaviors such as drinking or smokingPrentice-Hall, cr 2009
17-17
Product Placement
•
Insertion of specific products and use of brand names in movie/TV scripts•
Desperate Housewives ad on drycleaners bags•
Is the line between advertising andprogramming becoming too fuzzy?
•
Directors incorporatebranded props for realism
•
Product placement can aid in consumer decision makingAdvergaming
•
Gamers have become a more sophisticated lot and are now more representative of the generalpopulation
•
Advergaming: online games are merging withinteractive advertisements that let companies target specific types of consumers
•
Advertisers can get viewers’ attention for a much longer time in video games•
Can tailor games and products to user profiles•
Format gives advertisers great flexibilityPrentice-Hall, cr 2009
17-19
The Diffusion of Innovations
•
Innovation: any product that consumers perceive to be new•
New manufacturing technique•
New product variation•
New way to deliver product•
New way to package product•
Diffusion of innovation•
Successful innovations spread through the population at various ratesTypes of Adopters
Prentice-Hall, cr 2009
17-21
Adopting Innovations
•
Adoption of innovations resembles consumerdecision-making sequence
•
Individualistic consumers are more innovative thancollective consumers
•
Likelihood of adopting innovations categories•
Innovators and early adopters•
Laggards•
Late adopters (mainstream)Adopting Innovations (cont.)
•
Innovators•
Tend to be category-specific•
Tend to favor taking risks•
Higher educational/income levels•
Socially active•
Lead users•
Early adopters•
Concern for social acceptance (expressive products)•
Involved in product category and value fashionPrentice-Hall, cr 2009
17-23
Behavioral Demands of Innovations
•
Three major types of innovations (amount of disruption/change they bring to our lives):•
Continuous innovation•
Evolutionary rather than revolutionary•
Dynamically continuous innovation•
More pronounced change to existing product•
Discontinuous innovation•
Creates major changes in the way we livePrerequisites for Successful Adoption
Compatibility
Trialability Complexity Observability
Innovation should be compatible with consumers’ lifestyles
People are more likely to adopt an innovation if they can experiment with it prior to purchase
A product that is easy to understand will be chosen over competitors
Innovations that are easily observable are more likely to spread
Relative
Advantage Product should offer relative advantage over other alternatives
Prentice-Hall, cr 2009
17-25
The Fashion System
•
Fashion system: all those people and organizations involved in creating symbolic meanings andtransferring these meanings to cultural goods
•
Fashion affects all types of cultural phenomena (music, art, architecture, science)•
Fashion as code/language for meanings•
Fashion is context-dependent/undercoded•
Fashion versus a fashion versus in fashionCultural Categories
•
Cultural categories: basic ways we characterize the world reflects the meaning we impart to products•
Culture makes distinctions between different times, leisure and work, and gender•
Dominant aspects/themes of culture are reflected in design/marketing of items•
Costumes of politicians, rock/movie stars•
1950s/60s: “space-age” mastery•
Fashion colors for each seasonPrentice-Hall, cr 2009
17-27
Cultural Categories (cont.)
•
Creative subsystems attempt to anticipate the tastes of the buying public•
Collective selection: symbolic alternatives are chosen over others•
Western Look•
New Wave•
Nouvelle CuisineBehavioral Science Perspectives on Fashion
•
Psychological models of fashion•
Conformity, variety seeking, attraction, etc.•
“Shifting erogenous zones”and fitness premium
•
Economic models of fashion•
Supply and demand•
Parody display, prestige-exclusivity effect, and snob
Prentice-Hall, cr 2009
17-29
Behavioral Science Perspectives on Fashion (cont.)
•
Sociological models of fashion•
Collective selection model (hip-hop and Goth)•
Trickle-down theory•
Mass fashion has replaced elite fashion•
Trickle-across effect•
Current fashions trickle up from lower classesBehavioral Science Perspectives on Fashion (cont.)
•
A “medical” model of fashion•
Meme theory•
Memes that survive are distinctive and memorable•
Tipping point•
Cycles of fashion adoption•
Cabbage Patch dolls•
Teenage Mutant Ninja TurtlesPrentice-Hall, cr 2009
17-31
Normal Fashion Cycle
•
Fashions tend to flow in a predictable sequenceFigure 17.4
Fashion Life Cycles (cont.)
Fashion acceptance cycle (using music as example):
•
Introduction stage: small number of music innovators hear a song•
Acceptance stage: song enjoys increased visibility•
Regression stage: song reaches stage of social saturation as it becomes overplayedClassic: fashion with an extremely long acceptance cycle
Fad: short-lived fashion
Prentice-Hall, cr 2009
17-33
Comparison of Acceptance of Fads, Fashions, and Classics
Figure 17.5
Discussion
•
Boots with six-inch heels are a fashion rage among young Japanese women. They are willing to risktwisted ankles, broken bones, bruised faces, and other dangers associated with the platform shoes.
•
What is and what should be the role of fashion in our society? How important is it for people to be instyle? What are the pros and cons of keeping up
with the latest fashions? Do you believe that we are at the mercy of designers?
Prentice-Hall, cr 2009
17-35
Fad or Trend?
•
Chrysler’s PT Cruiser and retro cars: a fad or a trend?•
Guidelines for long-term trends:•
Fits with basic lifestyle changes•
A real benefit should be evident•
Can be personalized•
Not a side effect or a carryover effect•
Important market segments adopt changeBehavior of Fads
Prentice-Hall, cr 2009
17-37
Transferring Product Meanings to Other Cultures
•
Innovations know no geographic boundaries•
Costly consequences of ignoring cultural sensitivities•
1994: McDonald’s reprinting Saudi Arabian flag on disposable packaging/promotions•
2002: McDonald’s litigation settlement for mislabeling French fries as being vegetarian•
2002: McDonald’s cancellation of McAfrika•
2005: McDonald’s Prosperity BurgerAdopt a Standardized Strategy
• Starbucks’ standardized strategy worldwide
•
Critics: Starbucks obliterates local customs•
Café flaneurs and oppositional localists• Ethics perspective: develop one approach for multiple, homogenized markets
•
Economies of scale benefit Click for Starbucks.com
Prentice-Hall, cr 2009
17-39
Adopt a Localized Strategy
•
Disney learned cultural lessons•
Disneyland Paris, Hong Kong Disneyland•
Emic perspective: stress on variations across cultures•
Each country is unique and has a national character•
Strategy must be tailored to each specific culture to make product acceptable to local tastesCultural Differences Relevant to Marketers
•
People around the world develop their own unique preferences•
Marketers must be aware of a culture’s norms regarding sensitive topics such as taboos and sexuality•
Language barrier and back-translation•
“Nothing sucks like an Electrolux”•
Fresca is Mexican slang for lesbianPrentice-Hall, cr 2009
17-41
Does Global Marketing Work?
•
In practice, a homogenous world culture has met with mixed results•
Consumers in different countries do not use products the same way•
Significant cultural differences can show up within the same country•
Coca-Cola has been successful in crafting a single, international imageDoes Global Marketing Work? (cont.)
•
Multicultural marketing efforts tend to succeed more with two types of consumer segments:•
Affluent “global citizens” exposed to ideas around the world through travels, business contacts, and media experiences•
Young people influenced by MTV/other mediaClick to view
Quicktime video on Motorola’s global advertising
Prentice-Hall, cr 2009
17-43
Does Global Marketing Work? (cont.)
•
Three dimensions of global brands:•
Quality signal: if a company has global reach, it must excel on quality•
Global myth: brands are symbols of cultural ideals•
Social responsibility: companies are expected to address social problems where they operateConsumer Segments Who Evaluate Global Brands
• Global citizens: global
success of a company is a signal of quality
• Global dreamers: see global brands as quality products and readily buy them
• Antiglobals: skeptical that global companies deliver higher-quality products
• Global agnostics: don’t base purchase decisions on a
brand’s global attributes
Global Dreamers, 23%
Antiglobals, 13%
Global Agnostics, 9%
Prentice-Hall, cr 2009
17-45
I’d Like to Buy the World a Coke…
•
Western lifestyles associated with modernization and sophistication•
U.S. television inspires knockoffs around the world (e.g., “The Apprentice”)•
Also, U.S. television hits often start out as imported European concepts (e.g., “Big Brother”)•
Middle East protested/boycotted American companies and products after events of 9/11•
Critics in other countries: Americanization of their cultures = excessive materialism•
Opposition to a global fast-food cultureEmerging Consumer Cultures in Transitional Economies
•
Western “decadence” appears to be infectious in foreign countries•
Globalized consumption ethic•
Ideal of material lifestyle and well-known brands that symbolize prosperity•
Rituals/product preferences in different cultures become homogenized (e.g., Christmas in China)•
Attaining consumer goods is not easy for those in transitional economies•
Loss of confidence/pride in local culture as wellPrentice-Hall, cr 2009
17-47
Emerging Consumer Cultures
in Transitional Economies (cont.)
Creolization: foreign influences integrate with local meanings
•
Peruvian boys carry rocks painted like radios•
Chivas Regal wrappers on drums in highland Papua New Guinea•
Japanese use Western words for anything new and exciting•
“I feel Coke and sound special”