MKTG101 Lecture Notes - Lecture 4: Masculinity, Social Class, Individualism
16 Jun 2018
School
Department
Course
Professor
Week 4- Consumer Behaviour
• The analysis of the behaviour of individuals and households who buy goods and
services for personal consumption.
• What product attributes will appeal to customers? How much value does a product
have for customers? What is the likely response to various promotional options?
What does the consumer expect from dealing with the organisation?
• Habitual decision making –
extended decision making.
• Situational factors- The
what, why, how, when
and where of their
behaviour.
• Physical location- where
the purchase decision was
made.
• Social interaction- interactions with others.
• Time available- how much.
• Purchase motivation- reasons (birthday present or self)
• Consumer mood- tired, depressed
• Cultural factors- influences on behaviours that operate at the level of the whole
society.
• Culture- system of beliefs, values, rituals and artefacts by which a society defines
itself, can be tangible housing, technology, food and clothing or intangible laws,
beliefs, customs and education.
• Hofstede’s studies four core diesios:
− Power distance- degree of inequality among people that is acceptable within
a culture, western societies low power distance, Asian societies high power
distance.
− Uncertainty avoidance- extent to which people in that culture feel
threatened by uncertainty and rely on mechanisms to reduce it.
− Individualism- focus on their own goals over those of the group, western
societies more individualistic whereas Asian more collective.
− Masculinity- extent to which traditional masculine values (assertiveness,
status and success) are valued of traditional feminine values (solidarity,
quality of life). Australia, NZ more masculine while Scandinavian countries
more feminine.
• Subcultures- group of individuals that differ on some influential dimensions from the
broader culture.
• Social class- individuals of a similar social rank within the hierarchy. Is defined by
values and lifestyles but also income occupation and education. Australia- open,
move class freely; India- closed, rigid, born into social class.
• Social factors- how the group influences the behaviours of its individual members.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Power distance- degree of inequality among people that is acceptable within a culture, western societies low power distance, asian societies high power distance. Uncertainty avoidance- extent to which people in that culture feel threatened by uncertainty and rely on mechanisms to reduce it. Individualism- focus on their own goals over those of the group, western societies more individualistic whereas asian more collective. Masculinity- extent to which traditional masculine values (assertiveness, status and success) are valued of traditional feminine values (solidarity, quality of life). Australia, nz more masculine while scandinavian countries more feminine: subcultures- group of individuals that differ on some influential dimensions from the broader culture, social class- individuals of a similar social rank within the hierarchy. Is defined by values and lifestyles but also income occupation and education. Membership reference groups- groups individuals belong to. Aspirational reference groups- individuals wish to be a part of. There (cid:373)a(cid:455) (cid:271)e (cid:858)(cid:374)o(cid:374)-adopters(cid:859: family- decision making roles:
