10
LIFESTYLES,
VALUES AND
CULTURE
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Lifestyles, values and culture
At the end of this session, you should understand:
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What is meant by lifestyle, values and culture
The use of lifestyle factors in market segmentation
The increasing use of technology in market segmentation
The major social and lifestyle trends that will influence
marketing in the coming years
The influence of consumer values on buying behaviour
The influence of culture on consumer behaviour
The unique consumption behaviour of subcultures and the
influence of cultural diversity on mainstream consumption
The influence of social class on consumption
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-2
Lifestyle, values and culture defined
• Lifestyle
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The way we choose to allocate our time and resources
• Values
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A reflection of our fundamental belief systems
• Culture
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A complex system of knowledge, values, customs
and beliefs that are shared by a society
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-3
Lifestyle segmentation
• Lifestyle segmentation looks at differentiating
between groups of consumers based on their
lifestyles – the activities they are involved in, their
interests and their opinions
• Two broad approaches to lifestyle segmentation:
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AIO
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Activities
Interests
Opinions
VALS
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Values and lifestyles
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-4
Roy Morgan ‘VALS’ model
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-5
Roy Morgan ‘VALS’ model
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-6
Changing Australian lifestyles
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Australia’s ageing
population
Internet usage and online
purchasing
Internet usage by children
Social and lifestyle trends
– Media consumption
trends
– Sports and marketing in
Australia
Time poor consumers
Healthy lifestyles
Changing gender roles and
society
See EXHIBIT 10.1 Targeting the time poor
customer, page 285.
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-7
Marketers of skin-care products now
target men
See EXHIBIT 10.2 Marketers of many products now
target men specifically, page 286.
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-8
Patriotism and the Australian identity
• ‘Australian made and
owned’
See EXHIBIT 10.3 Australian-made Dick Smith
Foods, page 287.
• What does this
statement mean to
you?
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-9
Culture
• Our basic system of values – incorporates
knowledge, beliefs, art, morals, laws, customs
and other habits acquired by members of a society
• Made up of three interrelated elements:
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Physical environment – natural geography
Social environment – political, educational, family,
class structures
Training environment – formal and informal socialisation
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-10
Elements of culture
• Norms
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Shared values or ‘rules’
These outline acceptable behaviour of that culture
Includes legal norms - laws
• Values
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Shared social ideals – which are a reflection of social
norms
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-11
Society and socialisation
• By interacting within a society we learn from them
• Primary tool for socialisation is our family
• Also learn from
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School
Peer groups
Media
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-12
Cultural diversity - subcultures
•
List the types of ethnic restaurants available in your city or
town
Subcultures
• A subculture is a group within the wider community that has a
unique set of characteristics, motivations and patterns of
behaviour
• This includes:
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Different ethnic groups and communities
The youth market
Baby boomers and the ageing market
There are numerous marketing opportunities appealing to
different subcultures within the wider community
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-13
ACTIVITY
• Discuss the concept of sub culture.
Can you identify some sub cultures within China?
Within Shanghai?
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-14
Social class and social stratification
• Social class system:
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A hierarchical division of a society into relatively distinct
and homogeneous groups with respect to attitudes,
values and lifestyles
• Social stratification
–
The division of a society into different social tiers
known as classes
• Does social class exist in Australia?
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-15
Theories on social class
• Social stratification
• Middle Australia
• The ‘AB’ demographic
• Measuring social class
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-16
ACTIVITY
• Discuss the idea of social class in a marketing
context.
• How do marketers use social class in Australia to
segment the market?
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-17
ACTIVITY
• Now think about China. What differences are there
between rural dwellers and urban dwellers?
Concentrate on issues that affect Buyer Behaviour.
Are there other social groups in China?
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-18
ACTIVITY
• Think about a shopping centre that you are familiar
with. Picture some of the retail outlets and the type
of merchandise they have.
• Do these outlets appeal to different social classes?
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-19
Marketing implications of social
class
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Market segmentation and product positioning
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E.g. luxury, prestige cars appealing to those with high social
status
See EXHIBIT 10.6 This advertisement represents ‘visible
achievement’, page 306.
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-20
A social class appeal
See EXHIBIT 10.5 A social class appeal, page 301.
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
10-21