Values in the marketing mix

values, (Sociology). the ideals, 

customs, institutions, etc., 

of a society toward which 

the people of the group have 

an affective regard. 

These values may be 

positive, as cleanliness, 

freedom, or education, 

or negative, as cruelty,

 crime, or blasphemy

(Dictionary.com)

As a brand one needs consider its target market's needs and desires which drives them to purchase the chosen product. To do this Khales (1983) summerised simple elements of  a customers emotions when buying. 

1. Self Respect

2. Excitement

3. Being Well Respected

4. Self-fulfilment

5. Sense of accomplishment

6. Warm relationship with others

7. Security

8. Fun & enjoyment

9. Sense of belonging

'Each value discipline requires different management systems, processes, organization, and culture. ...that business units within the same company can each practice a different value discipline. ...General Electric’s major appliance division pursues operational excellence, its engineered plastics division pursues customer intimacy, and its jet engine division pursues product leadership.' Philip Kotler

The role of valuing a product to consumer is vital, it establishes a brand, reputation and creates a product personailty. "Thus, values are general and different from attitudes in that they do not apply to specific situations only."(solomon,2010). Depending on the attitudes and values of the culture where a product is being launched, distinctions bewteen different culture values are distinguish from other cultures.  For example, if one colour symbolises a negative persona in one culture in contrast to another. 

 The link above suggest the impact that values have on one advertisment. As suggested, in order to succeed values of active internet users, televised and print ads all need to consider the credibility of the consumer's values. 


Furthermore, the customer needs to be awared of the products funtion, benefits and does it fullfill their needs "one female surfer they studied embraced the value of belongingness. She expressed this value by wearing popular brands of surfing apparel, even when the major brands had lost their roots by going mainstream." (solomon,2010) .  It is evident that from the previous statement  taken from solomon, shows how one self value perception on others around the customer can affect their buying behaviour through out their lives. 

The module aboves illustrates a cosumer buying brain process, it evident how the consumer evaulates the benefits and need fullfillment a product will have.  In addition, this reflects the (self)-esteem process, where consumer focuses on the materalistic face value.  This proves how modern society has become more wanting and search for the aeshetics in ones purchase or in a brand product. 

Family marketing Life Cycle

The family unit is usually considered to be the most important “buying” organisation in society. Parents are highly influencial on their children's buying behaviour as they subconciously purchase the same brand as their parents. 

'Empty nesters

The empty nesters are people, usually aged 50 to 64, whose children are grown and who are now able to spend their money in other ways. But this is an elusive group because some people marry later and are still raising a family at this age.' -http://www.mhhe.com/business/marketing/Perreault17e/marketing_coach/LA/74.htm


As stated above the group 'empty nesters' are of the age between 50-64. The majority of this group would have gone most of the typical life cycle as illustrated above.  Idealistically this would be the time where couples retract back to their youth days and attempt to re kindle their relationship flames. Their children have left home to continue their studies or start to create their own families, which allows this particular group to invest into vital house hold products such as a new toaster or a kettle, this could be suggested as need-shaping buying. This is where a consumer buys products that they don't need or ask for but buy products for the sake of it. 


Furthermore, their consumer buying behaviour would have changed back into the 'young married without children stage' and would have reflected their family buying on their off spring. This part of the cycle is fueled by the childrens buying behaviour. A parent in a supermarket will not buy something that they believe that would fullfill their children's desire but the children themselves dictate their parents.


 " Anyone who has had the 'delightful' experiance of the supermarket shopping with one or more children knows that children often have a say in what their parents buy," (solomon,2010) 


In addition to this it is evident that brands marketing strategies use popular trends such as disney's 'Hannah Montana' as a their brand ambassader and other methods that engage the children's food prefences. 

The clip above stresses on the marketing budget used to market towards kids. This demostrates the power that children hold on their parents to pressure their parents to buy mainstream brands such as Kellouges. This is known as parental yielding. It is here were parents become the 'surrender' and depending on the parenting style, majority of parent cave into their childrens demands. 






This particular part of the family cycle is continous through out the full nest sector until the last year of the teen years. In addition to this, when referring back to the empty nest aspect of the marketing family cycle is where the family is at their finacial peak.  In contrast to previous life stages. 


It evident that a family life circuit heavily influences how marketters establish their brand identy. Therefore, hen considering the life cycle module every aspect is highly researched and evualted in order to gain a cosumer interest.