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eleventh edition
Consumer Behavior is the most current,
Consumer BEHAVIOR
relevant, and balanced presentation
of consumer behavior in the context
MOTHERSBAUGH
HAWKINS
Strategy
MD DALIM 998115 12/6/08 CYAN MAG YELO BLACK
ISBN 978-0-07-338110-7
MHID 0-07-338110-1
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ISBN 978-0-07-729410-6
MHID 0-07-729410-6
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Consumer Behavior
Building Marketing Strategy ELEVENTH EDITION
Del I. Hawkins
University of Oregon
David L. Mothersbaugh
University of Alabama
Boston Burr Ridge, IL Dubuque, IA New York San Francisco St. Louis
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g g American
The Changing American Society: Demographics
attempts occur. We are all consumers: the
authors of this book are consumers, as is
everyone reading this text, and we are all
members of society, so consumer behavior,
and attempts to influence it, are critical to
all of us. This text is designed to provide an
understanding of consumer behavior. This
understanding can make us better consum-
ers, better marketers, and better citizens.
Throughout the text, we present examples
The Changing
that illustrate the objectives of specific mar-
keting activities. By studying these exam-
ples and the principles on which they are
based, one can develop the ability to discern
the underlying logic of the marketing activi-
ties encountered daily. Given the time and
energy we devote to consuming, we should
strive to be good at it, and a knowledge of
consumer behavior can be used to enhance
our ability to consume wisely.
114
ILLUSTRATION 9–1
Successful new
products and brands
must enter into
memory in a favor-
hawk81107_ch04.indd 114 able manner, and 11/5/08 12:17:37 PM
they must be recalled
when required. In
viii
project. Sears has struggled over the years. While some categories,
such as Craftsman tools, have been a perennial hit, other
tool? Social networking! Their message? “Don’t Just
Go Back. Arrive.” According to one source:
categories, particularly apparel, have struggled. Sears has
Ethical/Social
made numerous efforts, including the addition of Lands’ Thirteen sites have partnered with Sears to create custom
End and the Covington collection, as well as the refur- animation, virtual worlds and social networking applica-
bishing of out-of-date stores. While Sears may not be the tions aimed at driving the target market to the Sears online
coolest brand around, the data in Table A for tween and “Arrive Lounge.” [Arrive Lounge] features exclusive,
44
teen girls suggest that in terms of store visits, Sears beats interactive content from the entire Sears 2008 back to
The discussions What Are the Ethical Implications of Marketing This Product in This Country?
All marketing programs should be evaluated on ethical as well as financial dimensions. As
regarding the numerous discussed at the beginning of the chapter, international marketing activities raise many eth-
ical issues. The ethical dimension is particularly important and complex in marketing to
ethical issues facing Third World and developing countries. Consider Kellogg’s attempt to introduce cold cereal
as a breakfast food in a developing country. An ethical analysis would consider various fac-
tors including:
marketers are
The Changing American
If we succeed, will the average nutrition level be increased or decreased?
If we succeed, will the funds spent on cereal be diverted from other uses with more ben-
highlighted in the eficial long-term impacts for the individuals or society?
Society: Demographics
If we succeed, what impact will this have on the local producers of currently consumed
margin throughout the breakfast products?
Such an ethical analysis not only is the right thing to do; it may head off conflicts with local
and Social Stratification text. governments or economic interests. Understanding and acting on ethical considerations in
international marketing is a difficult task. However, it is also a necessary one.
characterize them so they can better understand • Technology Behaviors: The Digital Savvy
this market and meet their needs. Scarborough outstrip the general population in every cat- Each relevant chapter poses a series of
Research recently conducted a national sur-
vey of adults 18 and older to find what they
egory of technology, including MP3 and DVR questions geared toward helping students
ownership, online banking, online streaming
call the Digital Savvy consumer.1 Digital Savvy video, text messaging, and e-mail use via increase their data analysis skills as well as
consumers are leading-edge digital users who
are early adopters and diffusers of information
cell phone. their understanding of consumer behavior.
• Demographics: The Digital Savvy have a very
related to technology in terms of (1) technology distinct demographic profile. They trended
ownership, (2) Internet usage, and (3) cell phone younger, white collar, male, higher educa- DDB LIFE STYLE STUDY™ DATA ANALYSES
feature usage. Scarborough identified 18 differ- tion, higher income. And while it is com-
1. Examine the DDB data in Tables 1B through 7B. findings relate to the information presented in
ent behaviors relating to these three dimensions monly believed that technology is mostly a What characterizes someone who wants to look a Consumer Insight 10–1?
that differentiated the Digital Savvy from the youth market, Digital Savvy consumers are little different from others? Which factors contrib- 3. Some people feel (and act) more self-confident than
general C o n sDigital
ral population. u m Savvy
e r Iconsumers
n s i g h are
t 7 – 1found across all age categories, and the
ute most? Which of McGuire’s motives does this others. Based on the DDB data (Tables 1B through
most relate to, and what are the marketing implica- 7B), what factors are most characteristic of highly
those who meet 8 or more of the 18 total tech- youngest age category is not even the most
Online Social Media, Consumer-Generated Content, and WOM tions of your findings? confident individuals? Which of the Big Five per-
nologyy behaviors. They represent 6 percent of Digital Savvy. The table below shows the 2. What characterizes someone who views shopping sonality dimensions does self-confidence relate
the U.S.
.S. population, or roughly 14 million adults! age distribution of Digital Savvy consumers as a form of entertainment (Tables 1B through most to, and what are the marketing implications of
Having Social mediathis
g identified is part of an ongoing
group, revolutionwent
Scarborough online, fans to create commercials using the same mate- 7B)? Which factors contribute most? How do your your findings?
sometimes referred to as Web 2.0, which involves
compared with the general population.
rial Chevy provided. Or better yet—GM could have
aboutt characterizing it in terms of tech behav-
technologies that allow users to leverage the unique allowed them to use their own videos, images, and
interactive and collaborative capabilities of the Internet. music to create truly personalized commercials.
These technologies and formats include online commu-
In this new world of social media, there are numer- APPLICATION ACTIVITIES
nities, social network sites of all types, consumer review
ous categories of participants. These include:29
sites, and blogs or online journals kept by individuals 115
• Creators—these folks create content of their 42. Interview two students from two different cultures. 45. Interview a student from India. Report on the
and companies and distributed across the Web. Online
own—Web pages, blogs, video and video Determine the extent to which the following are advice that the student would give an American
social media allow users not only to form, join, and
uploads to places like YouTube. Creators tend to used in those cultures and the variations in the firm marketing consumer products in India.
communicate with groups and individuals online, but
also to create and distribute original content in ways not be in the teens and early twenties. values of those cultures that relate to the use of 46. Interview two students from EU (European Union)
possible in the past. Such consumer-generated content • Critics—these folks are bloggers and post ratings these products: countries. Report on the extent to which they feel
hawk81107_ch04.indd 115
is changing the marketing landscape. Marketers no lon- and reviews. Critics tend to be a bit older than 11/5/08 12:18:05 PM a. Gift cards the EU will be a homogeneous culture by 2025.
ger completely control the communications process but creators—more in the late teens and mid-twenties. b. Energy drinks (like Red Bull) 47. Imagine you are a consultant working with your
now are both observers and participants in an ongoing • Joiners—these folks utilize social networking c. Fast-food restaurants state or province’s tourism agency. You have been
dialogue that often is driven by consumers themselves.27 sites. Joiners range mostly from teens to late d. Exercise equipment asked to advise the agency on the best promotional
An example of consumer-generated content in twenties. Joiners are a much larger proportion of e. Music themes to use to attract foreign tourists. What
online social network sites is a video titled “Fully Sub- the population than creators and critics. f. Internet would you recommend if Germany and Australia
merged Jeep.” It shows an amateur video posted on • Spectators—these folks consume other people’s
Metacafe of a Jeep event in which someone takes content by reading blogs, watching videos, and
End-of-Chapter Materials
Consumer Insight At the end of each chapter are a series of
These boxed discussions provide an in-depth learning tools including Internet Exercises,
look at a particularly interesting consumer Review Questions, Discussion Questions,
study or marketing practice. and Application Activities.
ix