How do values influence consumer behavior?
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The definition of value based on the characteristic on belief of individual that led their behaviours and attitudes. Other researcher say that value is considers as a belief or concept about the behaviours of individual that exceed of particularly condition, the behaviours of evaluation of individual and as a lead of individual selection. Value perform as a essential of guideline in individual activities, a person didn’t born with the value but the value come from the
learning process via socialization in daily life. Show SAVE 1st Edition Copyright Year 2017 ISBN 9781138489554 Published January 22, 2018 by Routledge 240 Pages PreviewBook DescriptionSubstantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in marketing theory. The Influence of Values on Consumer Behaviour aims to bridge the gap between the conceptual progress of values in psychology, and the current practice in marketing and branding literature. It proposes the ‘Value Compass’, a comprehensive value system that is cross-culturally applicable to consumer behaviour and brand choice. The values concept is used in psychology to identify the motivations underlying behaviour, a concept that marketers have borrowed to define brand values. This has led to conceptual confusion. Whereas in psychology the values system is perceived as an integrated structure, in marketing, values are treated as abstract motivations that give importance to the benefits of consumption. Attention in marketing has shifted away from brand values toward brand personality, a set of human characteristics associated with a brand. Despite its popularity, brand personality has limitations in explaining consumer behaviour, while the potential merits of a brand values concept have remained largely unexplored. The book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice. As such, it will be essential reading for academics and postgraduate students in the fields of marketing, consumer psychology, branding, consumer choice behaviour and business studies. Table of ContentsIntroduction 1. Introduction Part I Literature Review 2. Values, Brands, and Culture Part II. Values and the Consumer 3. Development of the Value Compass 4. Description of the Value Compass Part III. Values and Branding 5. Brand Values and Brand Choice 6. Value Congruence 7. Brand Values Versus Brand Personality Part IV. The Value Compass and Culture 8. Cross-cultural Validity of the Value Compass Conclusion 9. Summary and Conclusions Author(s)BiographyErik Kostelijk is Senior Lecturer of Marketing at the International Business School of the University of Applied Sciences in Amsterdam, the Netherlands. Next to that, he works as Project Leader Research for Marklinq, the research institute of the Hanze University of Applied Sciences in Groningen, The Netherlands, and he has been engaged in teaching and research projects in a number of other countries, among which China, the USA, Lithuania, France, and Italy. By doing market research on image and market potential, he has advised many profit and not-for-profit organizations on their positioning strategy. How do values influence our buying habits?Values are what we place importance on and influence the types of products we buy in myriad situations. Social class is where we stand in society compared to others based on income, education and occupation. While education and occupation influence our purchase desires, income determines our actual purchasing power.
How does values beliefs and attitudes affect the purchase decision of a consumer?As we, all know that an individual with a positive attitude is more likely to buy a product and this results in the possibility of liking or disliking a product. Consumer attitude basically comprises of beliefs towards, feelings towards and behavioral intentions towards some objects.
What is core values in consumer behaviour?A number of core values of the American people are relevant to the study of consumer behavior. These include achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, conformity, humanitarianism, youthfulness, and fitness and health.
What are the 5 influences on consumer behavior?In a general scenario, we've got five main factors that determine consumer behavior, i.e these factors regulate if a target customer purchases a product or not. These factors are namely Psychological, Social, Cultural, Personal, and Economic factors.
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