Pgsm Culture and Consumer Behavior
PARIS GRADUATE SCHOOL OF MANAGEMENT
BACHELOR OF BUSINESS ADMINISTRATION
MK400: CONSUMER BEHAVIOUR
Assignment 1 (25%)
Explore the influence of culture on consumer behaviour and how marketers can use such knowledge to shape and modify their marketing strategies. Use examples to elaborate.
Answer to assignment 1.
Introduction
The Influence of culture on consumers have become a very strong driving force that marketers must understand and take action to shape their marketing strategies. It has become a very urgent matter to marketers because consumers young and old are able to search for information quickly and easily in this fast paced world. Information have traditionally come from word of mouth recommendations by their co-workers, peers, and family members. Information would also come from advertising through traditional marketing media such as the radio, television and newspapers. However a growing number of the population have embraced the “world wide web” or the “Internet” as an information sourcing tool.
The influence of the computer game culture
Nintendo is one of the famous names in television gaming consoles to successfully introduce consumers to the television gaming concept in the early 1980‘s and 1990‘s. Nintendo pioneered the use of buttoned game controllers to assist game players to move and control games. The games graphics were very basic and featured simple colours and shapes. Some of the best selling games during that era was “Donkey Kong” , “Legend of Zelda” , “Space Invaders” and “Pac Man”.
This concept was already available in arcade machines, however these machines were very big and cumbersome and were not very portable, they also do cost a lot of money. The new concept of having an arcade machine in your home through the use of the television was very ingenious.
Television console games advanced to the next stage with better graphics and images with the introduction of the Sony’s “Playstation” which
BACHELOR OF BUSINESS ADMINISTRATION
MK400: CONSUMER BEHAVIOUR
Assignment 1 (25%)
Explore the influence of culture on consumer behaviour and how marketers can use such knowledge to shape and modify their marketing strategies. Use examples to elaborate.
Answer to assignment 1.
Introduction
The Influence of culture on consumers have become a very strong driving force that marketers must understand and take action to shape their marketing strategies. It has become a very urgent matter to marketers because consumers young and old are able to search for information quickly and easily in this fast paced world. Information have traditionally come from word of mouth recommendations by their co-workers, peers, and family members. Information would also come from advertising through traditional marketing media such as the radio, television and newspapers. However a growing number of the population have embraced the “world wide web” or the “Internet” as an information sourcing tool.
The influence of the computer game culture
Nintendo is one of the famous names in television gaming consoles to successfully introduce consumers to the television gaming concept in the early 1980‘s and 1990‘s. Nintendo pioneered the use of buttoned game controllers to assist game players to move and control games. The games graphics were very basic and featured simple colours and shapes. Some of the best selling games during that era was “Donkey Kong” , “Legend of Zelda” , “Space Invaders” and “Pac Man”.
This concept was already available in arcade machines, however these machines were very big and cumbersome and were not very portable, they also do cost a lot of money. The new concept of having an arcade machine in your home through the use of the television was very ingenious.
Television console games advanced to the next stage with better graphics and images with the introduction of the Sony’s “Playstation” which
Citations: Chris Rice, ”Consumer Behaviour - Behavioral aspects of marketing”, (Oxford, Butterworth-Heinemann Ltd, 1993), Chapter 9. So you want to be a social climber - Marketing aspects of sociology, Page 241 to 281. Philip Kotler and Gary Armstrong, “Principles of Marketing”,7th Edition (New Jersey: Pearson Prentice Hall, 1996), Chapter 5, Consumer Markets and Consumer Buyer Behavior, page 140 to 177. Philip Kotler and Gary Armstrong, “Principles of Marketing”,7th Edition (New Jersey: Pearson Prentice Hall, 1996), Chapter 6, Business Markets and Business Buyer Behavior, page 178 to 211. Frank R. Kardes, Thomas W. Cline, Maria L. Cronley, “Consumer Behavior: Science and Practice, International Edition, (South-Western, Cengage Learning, 2011) Chapter 12, The Role of Value and Culture., Page 259 to 285. Frank R. Kardes, Thomas W. Cline, Maria L. Cronley, “Consumer Behavior: Science and Practice, International Edition, (South-Western, Cengage Learning, 2011) Chapter 13, Persuasion Through Social Influence, Page 286 to 313. Frank R. Kardes, Thomas W. Cline, Maria L. Cronley, “Consumer Behavior: Science and Practice, International Edition, (South-Western, Cengage Learning, 2011) Chapter 14, Contemporary Marketing Strategies, Page 314 to 332. Imagine Publishing Limited, Dorsett, United Kingdom, Catergory: Magazine (“360“ Issue 53, 2009) “The Other Elephant in the Room” by Jonathan Gordon, News Editor. Paris Graduate School of Management –Consumer Behaviour MK400.Mantissa Tutor Name: Dr. Lokman