tailieunhanh - Ebook Consumer behavior - Building marketing strategy (13th edition): Part 2

(BQ) Part 2 book "Consumer behavior - Building marketing strategy" has contents: Self-Concept and lifestyle, situational influences, consumer decision process and problem recognition, information search, alternative evaluation and selection, outlet selection and purchase, postpurchase processes, customer satisfaction and customer commitment. | chapter 12 418 Self-Concept and Lifestyle LEA RNING OBJECTIVES LO1 Describe self-concept, how it is measured, and how it is used to position products. LO4 Explain general lifestyle typologies and s ­ ummarize those for VALS™ and PRIZM®. LO2 Define lifestyle and its relationship to the selfconcept and to psychographics. LO5 Discuss international lifestyles and one existing segmentation scheme. LO3 Explain specific lifestyle typologies and summarize those for luxury sports cars and technology. In Chapter 2 we identified a cross-cultural group we called the global youth, with similar values and consumption patterns across culture. A new study suggests another such group based on luxury consumption that can be termed the global elite. The global market for luxury is estimated at $2 trillion and growing. Brands such as Gucci, Armani, and Louis Vuitton are vying for their share of this global market in the fashion arena. Four fashion lifestyle segments emerged in a study that examined female consumers in the United States, Korea, and Europe. The segments and their characteristics are:1 • • Conspicuous consumers (19 percent)— love prestige brands; they value the status that luxury brands give them. They are concerned with others’ opinions. They are less price conscious, willing to sacrifice to have lux brands, and believe lux brands offer higher quality. They won’t search brands they don’t know. Marketing emphasis should be prestige and status. Information seekers (27 percent)—want luxury brands as well but spend considerable time searching out information about lux brands, including brands they don’t know very well. They do so to keep up with fashion and trends, which are things they are very interested in. Marketing emphasis should be quality and trends. • • Sensation seekers (30 percent)—value the aesthetics in fashion. Color is particularly important, as is their belief that they “have an