M.

Sc in Marketing Management
Customer Behaviour & Decision Making

R e p o r t

SPYROS LANGKOS
ID: 100285557
Tutor: Mrs. Aggeliki Kotsolaki
Athens, January 2014
Customer Behavior & Decision Making | Report 1

This report concentrates on providing a balanced

view

about

the

benefits

and

drawbacks

of

approaching customers as group segments or as

individual

consumers,

by

providing

academic

underpinning from reputable sources & personal

critique.

Source: Google images Keyword: Consumer culture

...Our DNA is as a consumer company - for that individual customer who's

voting thumbs up or thumbs down. That's who we think about. And we think
that our job is to take responsibility for the complete user experience. And if
it's not up to par, it's our fault, plain and simply.
Steve Jobs

Customer Behavior & Decision Making | Report 2

1. Table of Contents

1.

Contents..................................................................................3

2.

Acknowledgements................................................................4

3.

Introduction.............................................................................5

4. Postmodern Social Reality ....................................................7

5. Consumer culture...................................................................9
6. Segmentation, targeting & positioning..............................11
7. Branding................................................................................14
8. Globalisation of Culture.......................................................16
9. Current Marketing Implications...........................................18
10. Conclusions..........................................................................21
11. Appendix...............................................................................23
12. Bibliography.........................................................................25

Customer Behavior & Decision Making | Report 3

2. Acknowledgements
The development and the implementation of this report was made possible by
the appreciation of my family and friends, who constantly helped me and
offered their support.

I also want to thank Andreas - the Mediterranean College Librarian, who was
always eager to help me find my references, in times which I was facing some
difficulties.

Most of all, I would like to thank, our module leader Mrs. Aggeliki Kotsolaki for
her continuous guidance, so that I can bring closure to our assignment work.
Still, I would like to thank my business supervisor at work, Mrs. Markaki
Anastacia, Marketing Director at iNFODATA,, for her patience towards my
academic needs and her guidance towards the English Culture.

Without the help of these people, my research could not have taken place.
Therefore I thank you all again for your contributions to my effort, by stating
that you have my appreciation and respect.
Facing the New World

Source: Bureau of Labour Statistics, Photo: Reuters Getty Images

Customer Behavior & Decision Making | Report 4

3. Introduction
The purpose of this paper is to investigate the role of multiple actors in the
customer behaviour and STP process, while observing the impact of key
areas,

such

as:

culture,

globalisation,

current

marketing

trends,

postmodernism and brand affection. This study aims to contribute to the

understanding of complexity, regarding market segmentation. The paper
discusses the various problems that todays marketers face and focuses on
the emerging challenges of the new marketing reality.
This paper mainly deals with the concepts and issues surrounding the matter
of consumption. Consumption is a complex social phenomenon, in which
people consume goods or services for reasons beyond their basic use.
A consumer society is one in which the entire society is organized around the
consumption and display of commodities, through which individuals gain
prestige and identity. Given the above context, globalization brings about
diverse trends, cultural differentiation and cultural hybridization (Pieterse,
1996).
The term consumer culture refers to cultures in which mass consumption
fuels the economy and shapes perceptions, values, desires, and personal
identity. Consumers do not make their decisions in a blank moment.
Their purchases are highly influenced by cultural, social and psychological
factors. Therefore, a customers want has to be identified and his expectations
must be matched with the other economic and social factors.
The world is moving and changing at a pace that is both positive and negative
in a way. Britain is an exceptional example of this ongoing situation. London is
now more diverse than any city that has ever existed. Altogether, more than
300 languages are spoken by the people of London, and the city has at least
50 non-indigenous communities with populations of 10,000 or more.
(www.statistics.gov.uk)

Customer Behavior & Decision Making | Report 5

People are changing from time to time, so do their tastes and preferences.
Marketers are always concerned about cultural shifts and keen to discover
new products or services that consumers may want. Understanding the
ingredients and drivers of global consumer culture is the key to gaining insight
regarding consumer behavior. In a diversified country like UK, culture not only
influences consumer behavior but also reflects it. Marketing strategies are
unlikely to change cultural values, but marketing does influence culture.

Companies nowadays, have powerful technologies for understanding and

interacting with customers, yet most still depend on mass media marketing to
drive impersonal transactions. In this paper we analyze mass customization
and one-to-one marketing. That means making brands subservient to longterm customer relationships. To compete, companies must shift from pushing
individual products to building long-term customer relationships
In this paper, we consider the way organizations determine the segments in
which they need to concentrate their commercial efforts. This process is
referred to as market segmentation. The method by which whole markets are
subdivided into different segments is referred to as the STP process. STP
refers to the three activities that should be undertaken if segmentation is to be
successful, these are segmentation, targeting, and positioning.

Source: www.contentmarketinginstitute.com (Access12/01/2014)

Customer Behavior & Decision Making | Report 6

4. Postmodern Social Reality

Evolution of the English society

The supremacy of Western thinking has been challenged throughout the
twentieth century and especially with the decline of colonial empires.
Postmodern thinkers, also point the fragmentation of experience and the
compression of time and space as defining features of the late twentieth
century. Most of UK was once dominated by heavy industry, where people
were miners, shipbuilders or mill workers and the basis of social life was for
these men and women, their relationship with the process of production.
Their personal, collective and cultural identities were rooted in the locality
around the workplace and in the values of the industry for which they worked.
The last thirty years have seen a radical shift in the nature of this relationship.
The land which used to house the factories and mines has now been
developed for out-of-town shopping areas such as the Metro Centre.
To a significant extent, they have become tourists in our own cultures.
Sunday no longer means a trip to church or chapel, but rather a visit to the
cathedrals of consumerism. Shopping malls have become major sites of
leisure activity, the pilgrimage is enough even without the act of buying.
Englishmen, no longer conform to the traditions of the old occupational
cultures and instead choose a lifestyle. This term, not in itself a new one, was
taken by the advertising and designer culture of the 1980s to stand for the
individuality and self-expression that was the cornerstone of the free market
revolution of that decade. (Stuart Sim, 2001)

Source: Google images Keyword: Globalazation

Customer Behavior & Decision Making | Report 7

Keep Calm & Consume mentality

The era of mass consumption, with its emphasis on conformity and similarity,
has been replaced by an apparently endless choice and variety of consumer
goods aimed at specific market segments. Those who participate are not just
fashion victims, but actively wish to join in and actively desire the
opportunities for self-expression and display which are provided by the
choices of the shopping malls. Power has now come to be seen as the
capacity to spend in order to find expression for an aspiration lifestyle.
(OShaughnessy J, 2002)
Advertising is of particular interest to postmodernists since many ads are
regarded as masterpieces of condensed nuance, parodies of the mightier
melodramas of cinema and soap opera. For postmodernism, marketing
equalizes everything in the service of consumption. (Venkatesh A. 1999).

In the postmodern world the basic dogma is: I shop therefore I am. However
we need to reflect on the question of what happens to those who cannot shop
and are therefore excluded from the basis of social identity.

Source: Google images Keyword: United Kingdom flag

Customer Behavior & Decision Making | Report 8

5. Consumer Culture
Historical Development
Just a few centuries ago before the Industrial Revolution consumption
patterns were very different from those that exist today. People had limited
time and other sources to spare for shopping for goods, particularly those
produced far from home with the exception of a very few elite who had long
enjoyed higher consumption standards. Then the Industrial Revolution
drastically transformed production. Production levels in England soared
significantly. In the early 19th century about two-thirds of the increased output
was sold to other countries around the world. However, growth through
expansion into foreign markets had its limits that required the rise in the
domestic consumption. English patterns of consumption were changing and
leading to a growing middle class and working class, allowing these classes to
become consuming classes. Workers would no longer prefer to work just to
earn their traditional weekly income and stop to enjoy more leisure; rather
they would prefer longer hours to earn and spend more. The former attitude
was not compatible with mass production and mass consumption (Goodwin,
Nelson, Ackerman and Weisskopf, 2008).

Customer Behavior & Decision Making | Report 9

The concept of Consumption

Consumption is a social and cultural process involving cultural signs and
symbols beyond an economic, utilitarian process (Bocock, 2005).
Within consumer society, objects are used fast and disposed wastefully.
Recently this rapid use and disposal has been largely associated with the
corruption of values and thus often carries a negative meaning. (Penpece,
2006). Baudrillard (1998) argues that the consumer society needs its objects
in order to exist, and in a way, consumer society needs to destroy its objects.
Baudrillard (1998) believes consumption is merely an intermediate term
between production and destruction. Goodwin, Nelson, Ackerman and
Weisskopf (2008), explains how consumer society can only make sense in its
social context:
The modern consumer is not an isolated individual making purchases in a vacuum.
Rather, we are all participants in a contemporary phenomenon that has been
variously called a consumerist culture and a consumer society. To say that some
people have consumerist values or attitudes means that they always want to
consume more, and that they find meaning and satisfaction in life, to a large extent,
through the purchase of new consumer goods.

The ideology of consumerism is not limited to those who can actually afford
goods, but surrounds those who can dream about them, who can have
access to that dream-world.

Bocock defines consumerism as: an active

ideology in which the meaning of life is to be found in buying things and

prepackaged

experiences

that

spread

through

modern

capitalism.

This ideology of consumerism serves both to legitimate capitalism in the daily

lives and everyday practices of many people in global world and motivate
people to become consumers in fantasy as well as in reality. (Bocock, 2005).

Customer Behavior & Decision Making | Report 10

6. Segmentation, Targeting & Positioning

Market Segmentation Process
The intricacies involved in market segmentation are said to make it an
exacting activity. Griffith and Pol (1994) argue this point on the basis of
multiple product applications, greater customer variability, and problems
associated with the identification of the key differences between groups of
customers. There are two main approaches to segmenting markets:
The first adopts the view that the market is considered to consist of customers
which are essentially the same, so the task is to identify groups which share
particular differences. This is referred to as the breakdown method.
The second approach considers a market to consist of customers that are all
different, so here the task is to find similarities. This is known as the build-up
method. The breakdown approach is perhaps the most established and well
recognized and is the main method used for segmenting consumer markets.
The build-up approach seeks to move from the individual level where all
customers are different, to a more general level of analysis based on the
identification of similarities (Freytag and Clarke, 2001). The build-up method is
customer oriented as it seeks to determine common customer needs. The aim
of both methods is to identify segments in the market where identifiable
differences exist between segments (segment heterogeneity) and similarities
exist between members within each segment (member homogeneity).

Source: Google images Keyword: target your customers

Customer Behavior & Decision Making | Report 11

Philip Kotler suggests that, to be effective and useful to your business, a

market segment must have certain characteristics. It must be:

Measurable. You need to know its size, key characteristics,

purchasing power, and preferences.

Substantial. The segment of interest must be large enough to be

profitably served by you.

Accessible. There is no point in segmenting if you know in advance

that there is no practical way to access a segments members.

Differentiable. Segments

must respond differently to different

marketing programs. Kotler gives the example of married and

unmarried womens response to perfumes. If there is no difference in
their responses, then there is no effective segmentation.

Actionable. There must be a practical and cost-effective way to attract

and serve customers in the segment.

Positioning
In the "Note on Marketing Strategy" (HBS No. 598-051), positioning is defined
as the marketer's effort to identify a unique selling proposition for the product.
It is arranging for a product to occupy a clear, distinctive, and attractive
position relative to competing products in the minds of target consumers.

In finding a desirable positioning, the firm has to consider, for each potential
segment, how it would approach serving that group of customers and how it
would want to be perceived by those customers. The answers should be
based on a thorough understanding of the customer, the competitive
environment and the conditions of the market in which it operates.

Customer Behavior & Decision Making | Report 12

Targeting the Market

A market can be defined as a group of individuals and organizations that
have a need or potential need in common that can be satisfied through a
specific service offering and have the ability to pay for it. The targeting
process is flexible and indeed can be highly creative if a firm puts
considerable effort into the process. It is feasible for a firm to focus on quite a
broad market or a narrow one offering a few core services or the firm can
target a number of segments with a attempt to offer a differentiated service for
each which would entail developing a separate marketing mix for each
segment. (Miklos Sawary 2005, HBS ).

Customer Behavior & Decision Making | Report 13

7. Branding
The concept of brand has spread far beyond consumer marketing where it
originated, to enter into management (corporate branding), welfare, politics
and the construction of local identities (Olins, 2003; Van Ham, 2001).
Like the factory in times of Fordism they present an exemplary embodiment of
the prevailing logic of capital (Lash, 2002: 142). This logic consists in an
extended recourse to forms of unpaid immaterial labour as a source of surplus
value. This way, brands can be understood as a capitalist response to the
condition of post-modernity, marked by an intensified mediatization of the
social identity and community. (Adam Arvidsson, 2005).

Source: Hugo Boss Investors Handbook,

Available at www.hugoboss.com (Accessed 13/01/2014)

Customer Behavior & Decision Making | Report 14

Brand management
In consumer marketing, brands often provide the primary points of
differentiation between competitive offerings, and as such they can be critical
to the success of companies. Therefore it is important, that the management
of brands is approached strategically. However, the lack of an effective
dialogue between functions that are disparate in philosophy and do not have a
common and compatible use of terminology may be a barrier to strategic
management within organizations. ( Wood L., 2000)

Brand equity
An attempt to define the relationship between customers and brands
produced the term ``brand equity'' in the marketing literature. The concept of
brand equity has highlighted the importance of having a long-term focus within
brand management. Although there have been significant moves by
companies to be strategic in the way that brands are managed, a lack of
common terminology and philosophy within and between disciplines persists
and may hinder communication. Brand equity, like the concepts of brand and
added value has proliferated into multiple meanings. The concept is to be
defined, both in terms, of the relationship between customer and brand
(consumer-oriented definitions), or as something that accrues to the brand
owner (company-oriented definitions). (Wood L., 2000)

Source: Google images Keyword: Brand Architecture

Available: http://brandconnectix.com

Customer Behavior & Decision Making | Report 15

8. Globalisation of Culture
Definition of Culture
Culture, as Williams pointed out in 1958, is one of the two or three most
complicated words in the English language. The complications arise because
the concept has evolved differently in different European languages and in
different disciplines. The word derives from the Latin colere, which had
various meanings, including to cultivate, protect, inhabit and honor with
worship. Williams noted that some of these meanings dropped away although
they remain linked through derived nouns such as cult, for honor with worship
and colony for inhabit. The Latin noun cultura evolved and its main meaning
was cultivation in the sense of husbandry. Much later after it passed into
English early in 15th century, it came also to include cultivation of the mind.
(Harvey and Stensaker, 2008).

Source: Google images Keyword: Western Lifestyle. (Accessed 13/01/2014)

Customer Behavior & Decision Making | Report 16

The Borderless Global Culture

Global Culture is a complex and abstract construct that consists of various

implicit and explicit elements (Groeschl and Doherty, 2000), that makes it
difficult for academics across disciplines to agree on a common description.
Over 200 descriptions of culture have been found; however, the most broadly
known and used definition in marketing literature is the one specified
systematically by Taylor in 1881, who defined culture as a "complex whole
which includes knowledge, beliefs, arts, morals and law, customs and any
other capabilities and habits acquired by man as a member of society"
(Lindridge and Dibb, 2003).

Each individual gets exposed a large number of thoughts, values, norms, and
cultures and thus learns to differentiate between the good and the bad ones,
thereby choosing a certain belief system that keeps on changing with more
and

more

experience

(Kim,

Lee,

Kim

and

Hunter

2004).

In the light of globalization consumers in almost every corner of the globe are
increasingly able to eat the same foods, listen to same music, wear the same
fashions, watch the same television programs and films, drive the same cars,
dine in the same restaurants and stay in the same hotels (Ger and Belk,
1996). The rise of a global culture doesn't mean that consumers share the
same tastes or values. Rather, people in different nations, often with
conflicting viewpoints, participate in a shared conversation, drawing upon
shared symbols. Global culture, is eclectic, timeless, technical, universal and
cut-off from the past; unlike national cultures which were particular and time
bound (Smith, 1990).

Customer Behavior & Decision Making | Report 17

9. Current Marketing Implications

The New Marketing Era
The new marketing era means not only revising so far used paradigms or
developing new approaches to the relationship between a company and a
consumer, but also emergence of challenges unknown in the traditional massmarketing world. Although nowadays marketing seems to be on the threshold
of

the

new

era,

numerous

challenges

have

already

appeared.

(Wielki J , 2002)

Source: Research about Content Marketing in UK, Direct marketing Association

Available: http://www.dma.org.uk , (Accessed13/01/2013)

It seems that in the case of most companies, the basic problem is that
although they have used various new marketing tools and techniques, havent
redesigned their marketing processes, in order to adapt them to the new
conditions. Since these processes are adjusted to the mass marketing reality
it srequire implementing to them to deep changes, otherwise companies will
fail to exploit numerous opportunities offered by the electronic environment.
Customer Behavior & Decision Making | Report 18

Integrating Marketing Strategies

As we explore the dynamics of customerization, it is important to understand
that customerization, mass customization, and personalization and even
standardization will exist side-by-side. Customerization is not a strategy that
replaces traditional mass marketing, but rather it offers additional competitive
options in developing an overall marketing strategy. The challenge facing the
firm is, therefore, how to design and manage a customerization process along
with mass-produced products and services. In some sense, this process is
easier for companies that were built from the ground up as e-businesses
(e.g., Amazon.com or the new Internet bank Wingspan) as compared to wellestablished companies with considerable investments in legacy systems and
processes (e.g., General Motors). (Wind J, 2001).

While technology makes the implementation of customerization easier and

cheaper, the accompanying strategic and organizational decisions are
actually more complex and more expensive. Using database technologies,
travelocity. com maintains customer profiles using information provided by the
members themselves about the particular destinations and trips of interest to
them. Whenever the fares change for any of the selected destinations or trips,
travelocity.com sends out a customized e-mail (about 2 million per week) with
this information. Seybold and Marshak (1999) indicate that customers
welcome this type of customized email promotion, which is one of the most
successfulprograms at travelocity.com. Data mining is also critical in helping a
company identify the customer segments most receptive to customerization.

Customer Behavior & Decision Making | Report 19

Knowledge Exchange with Customers

A key challenge for customerization to work effectively, is the recognition of
needs to exchange information and knowledge between companies and
customers. This requires the company to open up some of its internal
processes and structures to its customers. It also requires customers to be
willing to share their attitudes, preferences, and purchase patterns with the
company on an ongoing basis. (Rangaswamy A., 2001)

Source: Digital Marketing Research company factbook.

Available: http://www.eclipse.net.uk/ (Accessed 4/01/2014)

Customer Behavior & Decision Making | Report 20

10. Conclusions

It seems that for the time being opinions that marketing has already entered
the new era are obviously mature. Although it can be commonly observed
that, relatively low number of marketers perceive specificity of the new
medium and the whole opportunities it provides, while the majority of them
follows stereotypical mass marketing approaches. Instead of utilization of
these new tools and techniques, for building long-term relationships with
customers, which is undoubtedly difficult and arduous process, they prefer to
use them for interruptive marketing, by bombarding clients more heavily
(Onlinre & Ofline).

This is very short-sighted policy and undoubtedly this is

not the right way to achieve success in the new reality, e-reality.
Only those of them, who will understand peculiarity of the new business
environment and redesign their marketing process can succeed. (Janusz
Wielki, 2002)

Source: Using Segmentation to Create Winning Brand Strategies. Available:

http://www.prophet.com/downloads/webcasts/Segmentation.pdf (Accessed 9/01//2014).

Customer Behavior & Decision Making | Report 21

Cultivating Customers
Not long ago, companies looking to get a message out to a large population
had only one real option: blanket a huge swath of customers simultaneously,
mostly using one-way mass communication. Information about customers
consisted primarily of aggregate sales statistics augmented by marketing
research data. There was little, if any, direct communication between
individual customers and the firm. Today, companies have a host of options at
their

disposal,

making

such

mass

marketing

far

too

crude.

The exhibit Building Relationships shows where many companies are

headed, and all must inevitably go if they hope to remain competitive.
The key distinction between a traditional and a customer-cultivating company
is that one is organized to push products and brands whereas the other is
designed to serve customers and customer segments. This strategy may be
more challenging for firms whose distribution channels own or control
customer information, as is the case for many packaged-goods companies.
But more and more firms now have access to the rich data they need to make
a customer-cultivating strategy work. (Gaurav Bhalla, 2009).

Source: Google images Keyword: McDonalds in Saudi Arabia

Customer Behavior & Decision Making | Report 22

11. Appendices
A] NEW INTERACTIVE MARKETING MODEL

Source: Janusz Wielki, Marketing in eWorld Era: Opportunities, Challenges

and Dilemmas,

15th Bled Electronic Commerce Conference, eReality:

Constructing the eEconomy, Bled, Slovenia, June 17 - 19, 2002.

(Accessed 10/01/2014)
B] CUSTOMER VALUE SEGMENTATION

Source: Andrew Pierce, Prophet Senior Partner. Using Segmentation to

Create Winning Brand Strategies. October 18, 2005. (Accessed
9/01//2014). http://www.prophet.com/downloads/webcasts/Segmentation.pdf

Customer Behavior & Decision Making | Report 23

C] Transforming Cultures world population per consumption level

Source: Worldwatch Institute, 2010. www.worldwatch.org

(Accessed 6/01/2014)

D] VALS FRAMEWORK

Source: University of Minnesota Duluth. VALS Framework

http://www.d.umn.edu/~rvaidyan/mktg4731/VALSFramework2002-09.pdf
(Accessed 8/01/2014)

Customer Behavior & Decision Making | Report 24

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