Multimedia Marketing/Marketing.iso/market/chapter3.4p

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SECTION 3.4 Sociological Influences

INSTRUCTIONS Think about the major ways in which the groups to which consumers
belong influence their behavior. Then pursue this section, which covers the topic of sociology.

EXAMPLE

Four men meet every Saturday morning for a round of golf. They have
been doing this for several years and have become good friends in the
process. All are good players, but one always scores better than the
others. He is especially astute at long drives and at chipping. The
others are well aware of his prowess and realize that they probably
will never be able to achieve his level of expertise.

The best golfer of the four has emerged as an opinion leader. The
others look to him for advice, not only on how to hit the ball,
but on a variety of subjects including what kind of clubs to buy,
the brands of golf balls to use, and the best brand of golf carts.

The top golfer is not an opinion leader on other subjects , however.
The others do not seek advice on politics, home care, investments,
and other subjects. They look to him only for ideas about golf. In
this subject matter, however, he is the acknowledged authority.

DETAILS

This section covers sociological models, which focus on the behavior
of groups and individuals within groups. All individuals belong
to numerous groups which influence their thinking and action; their
families, churches, work groups, schools, and social groups (such as
the golf foursome). Only isolates, such as hermits and Robinson
Crusoes, are immune from group influence. Even Crusoe became subject
to a group, when he was joined by Friday.

An important group is the culture. This is a large group that
affects all activities that are repeated more or less consistently
among a population. Over a period of time individuals learn and adopt
the ideas, values, and patterns of behavior of their culture.

Culture instructs people on how they are supposed to behave. It
spells out the duties, responsibilities, and privileges of society's
membership. Also culture spells out specific acts society encourages
or frowns upon. A "good father" in a particular society may be one
who provides for the family and attends to certain household duties,
but who does not develop a questionable track record at a local bar.
Finally, culture provides a system of symbols and material products.
Individuals become accustomed to associating certain products and
meanings with certain needs.

Because of their common experiences, members of cultural goups develop
somewhat similar forms of behavior. Further, there are subcultural
differences within a broad population. Most Americans, for example,
enjoy pork products. But many Jewish and Arabic Americans avoid them
because of subcultural pressures. Other subcultures are teen-agers,
African Americans, Mormons, Northerners, city dwellers, and senior
citizens. Each has its own set of norms, expected behaviors, and
symbols.

Failure to properly recognize cultural differences can lead to
major marketing blunders. An American cosmetic producer, for
instance, raised the ire of many citizens when it introduced "Cue"
toothpaste into French-speaking countries. This is because in French
"Cue" is an off-color word. Marketers must avoid such mistakes and
adapt their strategies to the cultures and subcultures in which
they operate.

PROBLEM 1

A producer of skin blemish remover cream is studying the culture
of Western Canada to provide clues as to how to market the product.
This study may help in revealing:

A. Individual differences in skin care  needs between members of
   the culture.
B. Differences in the physical appearance of Western Canadians
   relative to other Canadians.
C. The genetic structure of Western Canadians.
D. What various products symbolize in Western Canada.

WORKED
A producer of skin blemish remover cream is studying the culture
of Western Canada to provide clues as to how to market the product.
This study may help in revealing what various products symbolize in
Western Canada. This should be examined, as systems of symbols are
very important to product purchase and vary from one region to
another. The use of skin blemish remover cream, for instance, may
symbolize adolescence and immaturity in some segments.

An analysis of culture will assist in understanding the system of
symbolism that exists in a large group. Symbolism refers to what
various objects mean to members of a group. The product itself and
various parts of the product, such as the package and label, can
convey considerable meaning to target customers.

A producer of outdoor camping equipment once introduced its product
line into several Arabic countries. The company logo contained a
symbol that appeared to numerous consumers to resemble the Star of
David. This perception dealt a serious blow to the company, which
found that its revenues were negligable.

ANSWER D

INSTRUCTIONS Think about the major ways in which the groups to which consumers
belong influence their behavior. Then pursue this section, which covers the topic of sociology.

EXAMPLE

Four men meet every Saturday morning for a round of golf. They have
been doing this for several years and have become good friends in the
process. All are good players, but one always scores better than the
others. He is especially astute at long drives and at chipping. The
others are well aware of his prowess and realize that they probably
will never be able to achieve his level of expertise.

The best golfer of the four has emerged as an opinion leader. The
others look to him for advice, not only on how to hit the ball,
but on a variety of subjects including what kind of clubs to buy,
the brands of golf balls to use, and the best brand of golf carts.

The top golfer is not an opinion leader on other subjects , however.
The others do not seek advice on politics, home care, investments,
and other subjects. They look to him only for ideas about golf. In
this subject matter, however, he is the acknowledged authority.

DETAILS

Another way in which groups influence consumer behavior is through
social stratification, which affects all societies. Some people
live in the "right" neighborhoods, while others live on the "other
side of town".

In some societies a person's birth may be the
basis for a stratification system, as in the now-defunct caste
system of India. However, stratification usually is less rigid
and is termed"social class". Members of a social class tend to share
certain behaviors. In the United States, social class tends to be
based upon occupation, source of income (salary, investments, etc.),
and housing type.

In the United States the traditional social class categories are:

1. Upper-upper--Those with inherited wealth and family backgrounds.
2. Lower-upper--The newly rich.
3. Upper-middle--Successful professionals and business executives.
4. Lower-middle--White, blue, and gray collar workers who
    earn a better than moderate income.
5. Upper-lower--Individuals with limited education who perform
    manual labor.
6. Lower-lower--Those with the least income and prestige.

Some marketers find that social class helps to explain many buying
decisions. For instance, those in higher classes make most purchases
of luxurious vacations, while those in the low to middle classes
often take family car trips.

We should recognize that within each social class are "privilege
groups" These are made up of individuals who have more income and
wealth than others in the class. Privilege group members purchase
many luxury goods. Likewise, there are "disprivileged" groups. An
example is ministers who may have high prestige but earn much less
income than others in their social class. These individuals budget
carefully, in order to make ends meet.

PROBLEM 2

A seller of luxury fishing boats desires to sell its products to
consumers who desire prestige and pride in owning "the finest".
Which social class should it target:

A. Upper-upper.
B. Lower-upper.
C. Upper-middle.
D. Lower-middle.

WORKED

A seller of luxury fishing boats desires to sell its products to
consumers who desire prestige and pride in owning "the finest".
It should target lower-upper consumers, as these are the status
market, the group that is willing to pay substantial amounts of money
, just to build prestige and status in the eyes of others.


Marketers of expensive items that are sold on a prestige or "snob
appeal" basis usually find that the Lower-upper class is a prime
target. A realtor who sells million dollar homes has found this to
be the case. Members of the Lower-upper class seek prestige and feel
that they can attain this by purchasing expensive and conspicuous
items. Members of the Upper-upper class already have prestige and
feel no need to attain more. They often purchase more traditional
goods and services than do the Lower-upper. And most members of
the Upper-middle (except perhaps for the privileged) do not have
sufficient incomes to purchase the most expensive homes.

ANSWER  B

INSTRUCTIONS Think about the major ways in which the groups to which consumers
belong influence their behavior. Then pursue this section, which covers the topic of sociology.

EXAMPLE

Four men meet every Saturday morning for a round of golf. They have
been doing this for several years and have become good friends in the
process. All are good players, but one always scores better than the
others. He is especially astute at long drives and at chipping. The
others are well aware of his prowess and realize that they probably
will never be able to achieve his level of expertise.

The best golfer of the four has emerged as an opinion leader. The
others look to him for advice, not only on how to hit the ball,
but on a variety of subjects including what kind of clubs to buy,
the brands of golf balls to use, and the best brand of golf carts.

The top golfer is not an opinion leader on other subjects , however.
The others do not seek advice on politics, home care, investments,
and other subjects. They look to him only for ideas about golf. In
this subject matter, however, he is the acknowledged authority.

DETAILS

Another important group for those who are interested in consumer
behavior is the reference group.  In general, people adjust their
behavior to meet the formal and informal standards of groups to
which they belong or aspire to belong. These groups are called
"reference groups" because individuals refer to them in setting
standards of proper conduct.

Generally, a reference group is a collection of people that
influences the behavior or attitudes of others. However, a reference
group can also be a single individual like a rock star or a famous
person at school. Many types of reference groups exist:

. Primary groups are those with few enough members to allow intimate
  face-to-face communications. Examples are families, friendship
  groups, and golfing partners.
.Secondary groups are those where interpersonal face-to-face
 interactions are not possible because too many members exist.
 Examples are religious organizations and trade unions.
.Formal groups have an established organization, such as the employer,
 the church, and the Elk's club.
.Informal groups are voluntary associations of persons with similar
 interests. Examples are car pools and bridge clubs.

Since these groups have a strong influence on the behavior of their
members, it is in the self interest of marketers to find out who
the group leaders are and to direct their communications at these
leaders. Some golfing equipment producers, for instance, have found
that golf pros tend to be group leaders. These producers direct much
of their advertising and personal selling effort at the pros.

The family is a very important reference group. Its influence varies,
as these groups go through what is called the family life cycle:
1. Bachelor stage--young single people away from parents' home.
2. Newly Marrieds--young, no children.
3. Full Nest I--youngest child under 6 years.
4. Full Nest II--young marrieds, youngest child over 6 years.
5. Full Nest III--older marrieds, dependent children.
6. Empty Nest I--older marrieds, no dependent children, household
   head in labor force.
7. Empty Nest II--older married, no dependent children, retired.
8. Solitary Survivor I--spouse deceased, still in labor force.
9. Solitary Survivor II--spouse deceased, retired.

Both needs and desires, on the one hand, and incomes on the other,
tend to change with the passage of each stage. This means that
the purchases of family members will change as they move from
one stage to another.

Decision making authority within the family varies widely. Research
has revealed four family decision making molds:
.Autonomic--equal number of different decisions made by each partner.
.Syncratic--most decisions made jointly.
.Husband dominance--the husband dominates most decisions.
.Wife dominance--the wife dominates most decisions.

In the U.S. there is a trend toward increasing numbers of syncratic
and autonomic families. This may be due to higher levels of
education and increases in income on the part of women.

PROBLEM 3

A company rents household items to individuals and families in a
large city. The best target market is:

A. Bachelor stage
B. Full nest II
C. Empty nest I
D. Solitary Survivor II

WORKED

Firms that rent items to households often find that the best target
market for them consists of the bachelor stage. Many members of this
group lack the income needed to purchase items. Also, they frequently
change apartments and areas of the country, needing items only for
a short period of time.Bachelors rent products such as furniture,
sporting equipment, photographic equipment, and tools in high numbers.
Renting is often appealing, as these individuals often live in
apartments, rooms, and small homes, and have limited space to store
goods. Renting them when they need them is often a necessity.

ANSWER  A
INSTRUCTIONS Think about the major ways in which the groups to which consumers
belong influence their behavior. Then pursue this section, which covers the topic of sociology.

EXAMPLE

Four men meet every Saturday morning for a round of golf. They have
been doing this for several years and have become good friends in the
process. All are good players, but one always scores better than the
others. He is especially astute at long drives and at chipping. The
others are well aware of his prowess and realize that they probably
will never be able to achieve his level of expertise.

The best golfer of the four has emerged as an opinion leader. The
others look to him for advice, not only on how to hit the ball,
but on a variety of subjects including what kind of clubs to buy,
the brands of golf balls to use, and the best brand of golf carts.

The top golfer is not an opinion leader on other subjects , however.
The others do not seek advice on politics, home care, investments,
and other subjects. They look to him only for ideas about golf. In
this subject matter, however, he is the acknowledged authority.

DETAILS

Sociologists have developed a model called "Diffusion of Innovations"
that has proven to be very useful to marketers in understanding
consumer behavior. All consumers do not automatically adopt new
products, even if they are far superior to those they replace. It may
take months or even years befoere a new offering can penetrate a
market.

There are five adopter categories. The first is "innovators" (2.5
percent of the population). They tend to be venturesome, worldly,
and are on the fringe of the social system. Often they tend to be
relatively young.Innovators are mobile, traveling considerably
and changing jobs, residences, and other arrangements frequently.
These individuals are "social guinea pigs", demonstrating the
practicality, workability, or desirability of an innovation
to others.

Early adopters make up 13.5% of the population. They are the next
group to adopt the new idea or product. Often they are among the
better educated and more financially successful members of society.
They tend to be young and are frequently considered to be opinion
leaders.

The early majority are the next 34 percent to adopt the idea or
product. Their primary function is to sanction the use of an
innovation. They may be eager to embrace new ideas but are often
unsure of themselves and wait for sufficient social approval and
for the early adopters to try out the innovation.

The late majority is the next 24 percent to finally adopt after
50 percent of the others have already done so. They tend to resist
change but are tied to the society and adopt when an innovation
becomes inevitable. Often they succumb to social pressures to
accept a new idea, reluctantly changing past patterns.

Laggards are the final 16 percent to adopt. They cling to past
behaviors, norms, and values. Like innovators they are deviants
in some respects but at the opposite end of the social spectrum.
In general, laggards are older members of society.

When an innovation becomes operable, people pass through a series
of mental stages before they adopt a new innovation:
1. Awareness--the person becomes cognizant of the existence of a
   new idea, but not fully informed about it.
2. Interest--the person develops the motivation to seek information
   about the innovation.
3. Evaluation--This is the decision stage, where the person
   determines whether or not he or she should try it.
4. Trial--the person tries the innovation but does not make any
   lasting committment to use it again.
5. Adoption--the person decides to make regular use of the
   innovation.

The stage that most consumers are in helps the marketer design
the marketing mix for a new offering. For example, if the bulk
of the target market is in Stage 2 , management could offer free
samples of the new product as a means of inducing consumers to
try it. On the other hand, if the bulk of the target is only in
Stage 1 , management might feature an extensive informational
advertising program to provide information about the innovation.

PROBLEM 4
A producer of bottled presweetened tea plans to bring out a new
herbal tea. Management is well-advised to direct the new offering
to:

A. Older consumers.
B. Highly educated consumers.
C. Consumers who are executives in business firms.
D. Mobile consumers, who change jobs and residences frequently.

WORKED

When a company is contemplating bringing out a new offering, an
important question is "Who should be the target consumer?" The
diffusion of innovations model suggests that these should be the
innovators.

If a tea producer hopes to reach innovators through advertising,
sales promotion, or some other means, management must identify
who the innovators are. This can be difficult, because innovators
for one product may not be innovators for others. The best
generalization is that innovators for many products are mobile--
changing jobs and residences frequently and engaging in considerable
travel. This would suggest that many would belong to the various
newcomers clubs that exist in every city. Preparing advertisements
to be included in the promotional packages of these clubs could be
useful in reaching innovators.

ANSWER  D