CH06 - PART CONNECTING WITHCUSTOMERS 3...

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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-1 CONNECTING  WITH CUSTOMERS PART 3
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-2 ANALYZING  Consumer Markets Chapter 6
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-3 1. How do consumer characteristics influence buying  behavior? 2. What major psychological processes influence  consumer responses to the marketing program? 3. How do consumers make purchasing decisions? 4. How do marketers analyze consumer decision  making? In this chapter, we address the following questions:
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-4   Cosmetics companies  like Garnier ride on  Asian women’s  penchant to have  fair skin
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-5 What Influences Consumer Behavior? 3 factors influence consumer behavior Cultural  Social  Personal Research provide clues to reach & serve  consumers more effectively
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-6 What Influences Consumer Behavior? Cultural Factors CULTURE Main determinant of wants & behavior Eg Asian child exposed to filial piety, hard  work SUBCULTURE Subset of each culture - more specific  identity for members Eg religions, nationalities
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-7 Table 6.1    Chinese Consumption
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-8 What Influences Consumer Behavior? Cultural Factors SOCIAL CLASS Caste system - similar behavior  > 1 variable,  perceived inferior/superior positions Up/down class ladder in lifetime Distinct product, brand, media preferences Multicultural marketing Ethnic & demographic niches Don’t respond favorably to mass marketing
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-9 Disneyland Hotel Hong Kong Does not have a  4th  floor WHY? “4” sounds like  “death” in  Cantonese
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-10 What Influences Consumer Behavior? Social Factors REFERENCE GROUPS Influence attitudes or behavior TYPES:   Primary Secondary Membership
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 6-11 What Influences Consumer Behavior?
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CH06 - PART CONNECTING WITHCUSTOMERS 3...

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