Marco Silva
Raveena Bhakta
Jose Guevara
MKTG 301 Learning activity 2
5. Outline the 5-Stage Customer Decision Process (CDP) for the B2C Hip-Hop music fans:
a) What occurs with actual and desired states to cause Need Recognition?
In order to understand what occurs with actual and desired states to cause need recognition, we
must first be aware of how Hip-Hop music fans might think. Our mind makes choices based on
information, and as a Hip-Hop music fan I am able to recognize certain attributes (lyrics that
have ‘street cred in the hood) to the Hip-Hop genre. Having insight on what your target customer
wants is vital for marketers, and combining real life data (personal experiences) to help you
make a decision in the CDP is important. Various factors can influence both the desired state,
and actual state.
Factors that might the influence in hip-hop fans desired state might be:
Hip-Hop revolves around the idea of expression oneself in lyrics, and talking about their Hood
and “making it” (earn millions, and not forgetting about the hood they came from). A possible
scenario for the average hip hop fan that might influence their desire state might be obtaining a
higher education, and changing their reference group after graduation. Maybe they don’t want to
associate with peers that are so focused in the hip hop sound because instead of just listening to
someone (hip-hop artist) that’s made it, the hip-hop fan is going to take the first step in success,
and take action.
Family plays a huge part as well. I know that most of all my family buys the same coffee brand,
and that has influenced my desired state to drink that brand of coffee. The same might apply to
music.
A factor that might influence the actual state might be the availability of type of music playing in
a certain city. In the music industry you can figure out where the artist is from by the way he
makes his music. The bay area has a specific sound to their music, Atlanta has their own sound,
and so on. Each city gravitates to their own unique sound. If a hip-hop artist is from Atlanta, he
is going to be exposed to a certain sound that enables him or her to have a certain taste in music.
Other factors might be their current situation, which varies from individual to individual.
b) What are the main internal and external Information Search sources and subjects?
Internal search for memory information from prior purchase experiences.
The main internal search for the average Hip-Hop music fan might consist of the following:
Lyrics—Hip-Hop music fans might recall a list of artist, and recognize who has the skill to
convey their message/story well. Allowing them to recall who has talent, and who is just basic.
Today, many artist seem to rap about nonsense, and people in other countries might not like that.
Although, there are people who just like the feel of the song, so it’s important to take that into
consideration.
Music taste—Hip-Hop has a unique sound. The producer who creates the hip-hop beat is also
important to hip hop fans because the producer might add their own style to the hip hop beat.
Style—Music artist seem to have their own style. Clothing, unique sound, and their personality
might be an internal search that goes through the mind of Hip-hop fans because it’s a way to
remember that artist.
External Search for memory information from prior purchase experiences
Marketing sources – paid and unpaid messages
Paid: BET music awards marketing new artist on a commercial. MTV playing Hip-Hop music
videos. Today, there are a lot of music streaming companies that might allow hip-hop fans to be
introduced to new artist.
Non-Marketing sources: Stores like Nike, Foot-Locker, Champs, Tilly’s, Pac-Sun, and many
others that might play hip-hop songs in the background while customers shop. I recall a moment
a few years back where I was shopping for shoes, and in the store they
had T.Vs playing music videos. These stores don’t want to promote artist, they
just want to play songs that cater to their target market. In this case young people
who might be into hip-hop. Why? A lot of hip-hop artist buy shoes like Nike, Air
Jordan’s, and Adidas. I went in the store to buy shoes, but got exposed to a new
track from Kanye West that I wanted to purchase.
The Subjects of Information Search might be:
Peers—Hip-Hop fans have peers that might influence their taste in music. Hip Hop in itself has
gone through different types of stages throughout the years, and if you recall back 10 years or so
the music genre has changed. Everything from the style of clothes, persona, and attitude.
Societal Influences—Media plays a huge part in today’s music industry, and is a platform that
most of today’s youth gets their information from. Many of today’s artist communicate to their
fans by social media, and update them with their latest tracks.
c) How does the Information Search strategy and sum compare to other market choices (e.g.,
food, clothing, movies, etc.)?
Food vs music
The mind recognizes a problem (want) when it hears your stomach growling in the middle of a
class lecture. As a college student you will use go through a heuristic informal approach.
Specifically use Lexicographic Decision Rules, and quickly decide whether you want something
expensive, inexpensive, a snack, etc. and come to the conclusion that you just want food, and
almost anything will do. When we are talking about music, the mind takes into consideration it’s
surrounding. If you are studying for an exam, listening to hard-core metal may not be the best
option. If you want to get pumped up in the gym, classical music may not be the best option. The
information search and Sum amount of information conducted varies depending on the
circumstance.
d) How do Evaluation of Alternatives “decision rules” operate – compensatory/noncompensatory?
For compensatory evaluations, music to a consumer may give different artists and genres a
chance to be bought by them. They are not biased towards the artists or the type of music. In
general, they enjoy all of music and rate it how they like. For non-compensatory evaluations, the
consumer ranks their preferences to what or who they enjoy listening to the most. So a consumer
who’s favorite artist is Drake, may buy the song because he is singing the song or being featured
in the song.t
e) What is the preferred Purchase mode for Hip-Hop music fans? (e.g., in-store, online CD/DVD
&
mail, online/mobile download, online/mobile streaming)
The preferred purchase mode for Hip-Hop music fans is online/mobile download.
http://www.digitaltrends.com/apple/itunes-still-the-most-popular-way-to-buy-music-online/
f) What are the most likely reasons for Post-Purchase satisfaction and dissatisfaction?
For music fans, the post-purchase process satisfaction may happen by the way the translation of
the song to their language connects with them and their culture. No one will want to hear a song
that does not relate to them. A dissatisfied customer is unlikely to come back to purchase from
the same place.
6. How does the “Mind-to-Metrics-to-Mind Alignment Model” apply to HH and its B2C HipHop music fans, for the release of the “Hip-Hop Musical Anthology”?
The point of the Mind-to-Metrics-to-Mind Alignment Model is to ultimately help us make a
decision based on the data we have gathered. We start with a question such as: How can we cater
the song “Grandmaster Flash and the Furious Five, Adventures of Grandmaster Flash on the
Wheels of Steel” to Brazil, Mexico, and Japan. What is the song about, and how can we translate
it to fit the needs of Hip-Hop music fans in different countries. We can develop a marketing
strategy that helps us get inside the consumer’s mind a bit by using observational techniques,
conduct surveys and focus groups, and thus obtaining feedback. By using observational
techniques (video recording) we can identify problems that consumers are unaware of. We do
this by looking at the footage of hip-hop fans reacting to a song for the release of the “Hip-Hop
Musical Anthology”?
Observing there facial expressions: Do they seem to like it? Are they nodding there head up and
down really listening to the lyrics? Are they surprised by how they can relate to the lyrics? Are
they simply not interested in the song?
Observing body movement: Are they grooving to the beat? What are their hands doing? Do they
want to mimic the beat by clapping, and sing the lyrics?
We can go a step further, and use data collected from MRI machines that give us a visual of what
is happening inside the Hip-Hop fan’s mind as they are listening to a certain song, and then use
that data to make a decision. Ultimately, there is a lot of metrics we can use, but as marketers we
must be aware that not all metrics provide us with useful data.
7.
a) What are the Need Recognition “actual” American English Hip-Hop Slang and “desired”
Language/Dialect/Slang for each of the 10 HH market customers, and why?
Need Recognition for Brazil:
Actual: We conducted a quick research on American English Hip-Hop slang, and obtained a big
list of alternatives to general English that been adapted by many in the hip hop community. Here
are some examples:
Alternative Pronunciation: *aight, aite, aw-ite – all right; *axe – ask “I want to axe you a
question.
Alternative Spelling: *boi – boy; *here – here, pronounced as “her”, introduced by rap artist
Nelly in song lyrics, “It’s getting hot in here.”
Conjoined Words: *hella – hell of “He’s hella cool.”
Phrases
* da bomb - the bomb, i.e. cool, appealing, or popular
* my bad - my mistake
* off the hook, off the chain - unbelievable, outrageous, wild, etc.
* peace out - good bye
* rise up, foo - bring it on
* school ya - to teach a lesson, to win a confrontation
* sku me - excuse me
* whas goin' down? - what are we doin` tonight?
* what tha dilly yo? - what is going on?
* what up? - hello, how are you?
* word up - got that straight, that's right, or how's it going?
There is a lot of useful information on this link: https://www.uic.edu/orgs/kbc/hiphop/slang.htm
Desired
In our generation (Millennials) we don’t exactly speak English. We use acronyms, emoji’s, and
create our own slang to describe certain things. In Brazil music fans develop their own slang, and
we found a site that we can use to translate certain phrases in hip hop songs.
http://www.sonia-portuguese.com/language/slang/
b) What are the Information Search subject “choice criteria” for Hip-Hop lyrics/language, and
why?
Information search subject “Choice criteria” for Brazil:
Hip-Hop Rhythm/sound—Typing Hip-Hop Rhythm or Hip-Hop Sound by the average music
hip-hop fan’s in brazil can be a starting point for them to obtain a choice criteria. In the
following video:
Brazilian Hip Hop – American Rhythm
https://www.youtube.com/watch?v=7SnkC9O0aI0
Local artist talk about how they want to unify things, showing their Brazilian spirit through
music, but with American rhythm. So, Brazilian hip-hop artist might also type on google:
American rhythm in order to get inspired, and get a list of links to relevant information about
American rhythm.
c) Are Evaluation of Alternative “decision rules” compensatory or non-compensatory, and why?
Evaluation of Alternatives for brazil:
They are Non-compensatory because when I listen to a song I am not going to rate a song using
simple additives or weighted additives. I am going to listen to various songs in an album, list
songs A, B, C, and D, and then purchase the song that has the top criterion/attribute. For me,
there isn’t an overall score I look for in a Hip –Hop song.
d) How might lyric/language preferences affect Purchase stage factors for the “Hip-Hop Musical
Anthology” on the 40th Anniversary release date, and why?
How it will affect Brazil:
Music fans not being able to relate to the lyrics. In the U.S a rapper might be talking about the
ghetto/hood and in Brazil people will relate to the hood as a Favela. A favela is a slum or
shantytown located within or on the outskirts of the country’s large cities, especially Rio de
Janeiro and Sau Paulo. If you fail to make the connection between the Hip-Hop sound in the U.S
and the Hip-Hop sound in another country (not taking into consideration their culture), then the
Hip-Hop fan will not proceed to make a purchase.
e) How important is HH language dubbing to the Post-Purchase satisfaction/dissatisfaction with
“Hip-Hop Musical Anthology” lyrics? (Justify an assessment of ‘low, medium, high’ for each of
the
10 global city markets)
HH language dubbing: Brazil
It will be High for Hip-Hop fans in Brazil because there is a lot of poverty, and corruption in
Brazil. Hip-Hop in Brazil can be used as a voice for the people in the Favelas, and will determine
their decision to either continue to show support or not. Referring back to the video:
Brazilian Hip Hop – American Rhythm
https://www.youtube.com/watch?v=7SnkC9O0aI0
a) What are the Need Recognition “actual” American English Hip-Hop Slang and “desired”
Language/Dialect/Slang for each of the 10 HH market customers, and why?
Need Recognition for Mexico city:
Actual: Mexico has a very similar alphabet to English. Just like every other language they often
use a lot of slang. Traditional Mexican music is usually played as “banda” or “corridos.” With
the younger generation experiencing more music through the internet, they have discovered the
amazing world of Hip-Hop. The Spanish version of hip-hop is called “reggaeton.” One of the
most famous reggaeton hip hop rappers is daddy yankee. He often uses English slang in his
Spanish hip hop songs, which most young Mexican teens can relate too.
Desired: The slang used in Mexico can be somewhat similar to the United states. Most of the
rappers or musicians can actually speak English are chicano rappers. One famous saying is “La
Raza” which is saying race.
https://en.wikipedia.org/wiki/Chicano_rap
b) What are the Information Search subject “choice criteria” for Hip-Hop lyrics/language, and
why?
Lyrics can be a useful way to search for chicano rap and hip-hop. The lyrics usually contain a
story about making it out of the ghetto and most of rap listeners are from the ghetto in Mexico.
c) Are Evaluation of Alternative “decision rules” compensatory or non-compensatory, and why?
I believe the evaluation is non-compensatory. I don’t rate my music. I usually look into the lyrics
of the song to find meaning.
d) How might lyric/language preferences affect Purchase stage factors for the “Hip-Hop Musical
Anthology” on the 40th Anniversary release date, and why?
The language and lyrics are vital to the purchase of music. If a song is in a language unfamiliar
to your culture, then why would that music consumer buy the music. In Mexico, most of the
songs relate to their “rancho” or “barrio”. These places are usually rural and filled with love for
music. The attribute that grabs their attention the most is the lyrics to the song.
e) How important is HH language dubbing to the Post-Purchase satisfaction/dissatisfaction with
“Hip-Hop Musical Anthology” lyrics? (Justify an assessment of ‘low, medium, high’ for each of
the 10 global city markets)
I would say the Mexico city assessment will be high. There is not a lot of places where Mexico
can get their music from. There may be people without internet of their own. So to be able to
listen to hip-hop music that relates to them can be a very lovely feeling.
a) What are the Need Recognition “actual” American English Hip-Hop Slang and “desired”
Language/Dialect/Slang for each of the 10 HH market customers, and why?
Need Recognition for Mumbai:
Actual: From one of our group members personal experiences, we listed some of the commonly
used slang from Mumbai. There words are often used in westernized hip-hop style songs to make
English lyrics more relatable.
अअअ अअअ अअअअअ – Ant Sant Bolna (verb) – to talk rubbish
बकचोदी करना – Bakchodi karna (verb) – to talk or chat while wasting time
बकचोद – Bakchod (noun) – the one who
भसड – Bhasad (noun) – a mess
भैंस की आँख – Bhains Ki Aankh (noun) – to get surprised
झंड करना – Jhand Karna (verb) – to embarrass someone
चक्कर – Chakkar (noun) – affair
चाटु – Chaatu (noun) – person who talk excessively, a chatter
चचरकु ट – Chirkut (noun) – a loser
चूचिया – Chutiya (noun) – idiot or stupid person.
चालू – Chalu (noun) – a clever person. Usually used in negative connotation.
ढक्कन – Dhakkan (noun) – dumb person
ददनचक् – Dinchak (noun) – loud or upbeat music
फं डा – Funda (noun) – an abbreviation of fundamentals
घपला – Ghapla (noun) – scam, scandal
गोली देना – Goli dena (verb) – to let-down someone
ज्ञान – Gyaan (noun) – knowledge.
ज्ञान बाटना – Gyaan baatna – to share knowledge. Used sarcastically.
हटके – Hatke (noun) – being different
झाड़ना – Jhadna (noun) – to toss around, to show off
जुगाड़ – Jugaad (noun)– a frugal and innovative solution
कांड – Kaand (noun) – a serious matter or a serious mistake
कबाब में हड्डी – Kabab Mein Haddi (noun) – One who deters the socialization of a couple, a third
wheel
कट ले – Kat Le (noun) – get out, leave from here
चखचड़ी – Khichdi (noun)– a mess
कोई ना – Koi Na (noun)– no problem, doesn’t matter
लेट लिीफ़ – Late Latif (noun)– person who usually comes late, a perpetual tardy person
मजनूँ – Majnu (noun)– a roadside romeo, a person who usually spend his time by flitting with
girls on roadside
मस्ि मोला – Mast Maula (noun)– a careless person, a content person
माल – Maal (noun)– it may refer to money, stuff or attractive woman
Desired: Like several easter cultures, the desired state in Mumbai is to be a bit more westernized.
You can see our western culture being mixed with their “Bollywood” style in several of their
music video and even Hollywood movie remakes. They have even gone as far as including
American artists in Hindi songs, for example “Singh is King,” a popular song from a Hindi film
features rapper Snoop Dogg. We have attached the link below.
https://www.youtube.com/watch?v=lRraAQ-VgvQ
b) What are the Information Search subject “choice criteria” for Hip-Hop lyrics/language, and
why?
For Hindi music a good choice criteria could be Bollywood movies, especially since they have
been starting to involve Latin and American actors in the recent years. Bollywood movies are
musicals and can contain anywhere from 2-12 plus songs (long and short). Another good choice
criteria would be searching composers whos popularity has spread to America, for example A.R.
Rahman and Jay Sean.
c) Are Evaluation of Alternative “decision rules” compensatory or non-compensatory, and why?
They are non-compensatory because in the Indian culture lyrics are valued more than ratings. It’s
not common to base choices on rating because like we mentioned before songs typically come
from films.
d) How might lyric/language preferences affect Purchase stage factors for the “Hip-Hop Musical
Anthology” on the 40th Anniversary release date, and why?
Language is very important, especially in the Indian culture. India has a vast range of languages,
28 dominant ones and several other dialects branching from them. Most songs start off in Hindi
since it is the universal language in India and then get dubbed as the popularity of the song rises.
Language is a huge part of the culture there as well, especially because Indian music tends to be
about ceremonies, family, love, and their pride for they country. Having proper language in the
lyrics would make more relatable.
e) How important is HH language dubbing to the Post-Purchase satisfaction/dissatisfaction with
“Hip-Hop Musical Anthology” lyrics? (Justify an assessment of ‘low, medium, high’ for each of
the 10 global city markets)
Language dubbing would be high for Mumbai. Though English is taught in schools there due to
Indias' history, the majority of Indian citizens only speak their language and sometimes even
only their dialect.
Group Input
Raveena Bhakta
33%
Jose Guevera
33%
Marco Silva
34%