Consumer Behavior
 

Cultural Influences on
Consumer Behavior:

General Articles
Hispanic Consumers
Asian-American ..Consumers
African-American
..Consumers

Family Influences on
Consumer Behavior:

Children and
Teenagers

Personal Determinants
of Consumer Behavior

Consumer
Decision-Making:

Steps of Consumer
Decision Making

Articles about step: "Search for Information"

Articles about step: "Reassess the Purchase"

Exercises:

What Consumer Needs
do these Ads Fulfill?

Consumer
Decision-Making
Steps in Action

 
 

Cultural Influences of Consumer Behavior

 
Hispanic Consumers

Hispanics in the United States: An Insight Into Group Characteristics by Santiago Rodriguez, U.S. Department of Health & Human Services, July 1995. Among the categories:

  • Size of Group and Distribution Population data: total population and how it is distributed in the US
  • Nomenclature Clarification of such terms as "Hispanic," "Latino" and "Chicano"
  • Major Stereotypes about Hispanics in the US such as the belief that Hispanics are "foreign" or recent immigrants, when in fact many Hispanics have a well-established presence in the US (ex. Santa Fe was settled by Spaniards in 1610) or that they do not speak English or only recently learned it.
  • Cultural Commonalities among All Hispanic Groups importance of a large, extended family, definitions of honor and respect, etc.

Local advertisers target Hispanics by Kay Paine, Amarillo Globe-News, 10/12/97. The article builds a case for increased marketing efforts to Hispanics by providing information on a growing Hispanic population and its integration into all sectors of society and examples of marketing efforts (such as Coors and a local bank).

   
 

Asian-American Consumers

Asian Americans and the Retail Industry by Lisa Skriloff, Multicultural Marketing Resources. How and why to focus on attracting this group of US consumers:

  • Major population concentrations in five metropolitan areas.
  • High median household income.
  • High percentage starting new businesses.
  • Specific products Asian Americans are likely to buy.
  • Effective methods for marketing to this audience.

The Pacific Rim Starts Here Ten million people should be tough to ignore. Yet relatively few American companies have recognized the buying power of America's Asian-American market.

Chinese American Social Behavior Index by the Asian American Survey Center. Summary of the survey results which show percentage of computer and Internet use, saving for college and how Chinese Americans celebrated the Christmas holiday season.

Asian Business Strategy and Street Intelligence Ezine Original authoritative analysis and strategy direct from Asia.

Using Focus Groups in Asia Tips and advice for running successful market research focus groups based on work in Japan, Hong Kong, Singapore, Malaysia, Thailand, Australia, and Indonesia over many years.

   
 

African-American Consumers

At Your Library:

African-American Opinions on Shopping, Drug Store News, October 10, 1994. Distribution of responses by African-Americans from "Strongly agree" to "Strongly Disagree" for the following statements:

"I'm willing to pay more for quality products"
"I like to have a lot of information before buying a product"
"Shopping is fun even if I don't buy anything"
"I am willing to pay more for items if shopping is made faster and easier"

   
 

Family Influences of Consumer Behavior

Children and Teenagers

  • Pervasiveness of technology – especially computers – and its affect on perception (faster pace, etc.)
  • More single-parent households and working mothers
  • Acceptance of racial and ethnic diversity
  • More control over things that are purchased by or for them, even to the extent of influencing family cars and homes.
   
 

Personal Determinants of Consumer Behavior

Tips for communicating with consumers in mid-life and older by Developmental Relationship Marketing. This article presents eight progressive changes in how older minds process information, and the implications for marketing communications. A couple of the changes:

  • "After a matter qualifies for interest and further attention, older consumers tend to want more information than do younger consumers."
  • "Less reliance on reason to determine what is of interest, and more on intuition (which is cued by emotional responses)."
   
 

Consumer Decision Making

Decision-Making Step: Search for Information

Buying Influences: Consider the Source by The Wirthlin Report, March, 1999. Results of a survey focusing on the sources of information that influence consumer decision making:

  • Americans' primary sources of news information. The data is presented in percentages for TV (separate percentages for network and cable), newspapers, radio, the Internet and news magazines. For example, 11% of young adults use the Internet– a percentage that has grown dramatically since the study. Also included: a chart showing how the data varies by level of education.
  • For six products, such as a new car and stock in a company, respondents are asked, "Which would influence your buying decision the most?" Five choices are offered: newspaper article, magazine article, television commercial, network news and Web page. A chart shows the results by percentage for each media category.
  • Respondents rate the degree to which they trust advertising and whether they agree with the statement, "News articles are more believable than advertising."
  • Chart shows how respondents rated the believability of fifteen sources for information about products, including a review in Consumer Reports, recommendation from friend, infomercial and salesperson in a store.
   
 

Decision-Making Step: Reassess the Purchase

Buyer's remorse can spoil the big sale as printed in The Record, August 26, 1998. A profile of a car dealership's efforts to minimize post-purchase anxiety or cognitive dissonance, such as follow-up calls after the purchase and hand washing the car each time it goes in for service.


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