CONSUMER BEHAVIOR

CONSUMER BEHAVIOR by: Wayne D. Hoyer, Deborah J. Macinnis, Pinaki Dasgupta : 

CONSUMER BEHAVIOR by: Wayne D. Hoyer, Deborah J. Macinnis, Pinaki Dasgupta CHAPTER 18 SYMBOLIC CONSUMER BEHAVIOR

OBJECTIVE: : 

OBJECTIVE: To help marketers develop suitable strategies for targeting specific markets. To help marketers creating needs satisfying offerings. To help marketers in planning communication that are appropriate for the target market and the offering.

Chapter layout: : 

Chapter layout: Divided in the three parts: How offering acquire symbolic meaning ,the function of symbols and how they affect our self-concept. Why some offering are more meaningful than others. Some are special- even sacred-and acquire consumption practices to keep them so. How meaning is transferred from one individual to another through the process of gift giving.

Sources and functions of symbolic meaning : 

Sources and functions of symbolic meaning

contin…………. : 

contin…………. Product meaning derives from: culture individual Group Member Product Use Defines Consumer As: Individual

EMBLEMATIC FUNCTION : 

EMBLEMATIC FUNCTION Geographic emblems: product can symbolize geographic identification.

Slide 7: 

Ethnic emblems: product and consumption activities can symbolize identification with culture or subculture. Consumer commonly use food to express ethnic identity.

Conti………….. : 

Conti………….. Social emblems: product can also symbolize social class. For example: In America symbol of social class include helicopter. backyard golf courses and palatial homes. In India, according to a Techopak India Luxury Trends 2006 study, the top five categories of growth in the affluent class are, jewelry, clothing, digital accessories, cosmetics and skincare. It also classified indian women into three social categories: The Butterfly Mrs. Rationality Old luxury

The butterflies: : 

The butterflies:

Mrs. Rationality : 

Mrs. Rationality

Old Luxuary : 

Old Luxuary

Conti………….. : 

Conti………….. Gender emblems: as it sounds here product and consumption activities symbolizes the gender of the consumer. For example:

Reference group emblems : 

Reference group emblems ]

The role acquisition function : 

The role acquisition function In our lifetime we acquires many role friends, husband or wife, uncle or aunty, parent, retiree and so on. During the transition of our roles we lacks confidence and from here emerges the ideas for the development of new products. For example: when a couple becomes parents they lacks confidence in taking proper care of kids and thus came the idea of baby strollers

Connection function : 

Connection function Connection function talks about how a individual is connected to a group. Here product symbolizes the connection. It can be in the form of a picture, a hat etc.

The expressive function: : 

The expressive function: It reflects how unique we are, not how we relate to other people. We express our unique personalities through offering like clothing, home decoration, art music and even with this

symbolic and self-concept : 

symbolic and self-concept Product and its usage defines and maintain our self-concept. Social identity theory. Special bonding.