View
236
Download
0
Category
Preview:
Citation preview
7/30/2019 Influence of Culture on Consumer Behavior
1/25
Chapter 12
The Influence of Culture on
Consumer Behavior
7/30/2019 Influence of Culture on Consumer Behavior
2/25
The sum total of
learned beliefs,
values, and customs
that serve to regulatethe consumer
behavior of members
of a particular
society.
Culture
7/30/2019 Influence of Culture on Consumer Behavior
3/25
A Theoretical Model ofCultures
Influence on Behavior - Figure 11.2
3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
7/30/2019 Influence of Culture on Consumer Behavior
4/25
Lifestyle Matrix for Global Youth
Figure 11.3
44Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
7/30/2019 Influence of Culture on Consumer Behavior
5/25
Culture of different countries
Cola , Burgers, peanuts US culture
Beer, music-German culture
Pasta, pizza, wine- Italian culture
Perfume, wineFrench culture
Samosa, tea, cycles, beetal leaves- Indianculture
7/30/2019 Influence of Culture on Consumer Behavior
6/25
Forms of Cultural Learning
Formal Learning
Informal Learning
Technical Learning
7/30/2019 Influence of Culture on Consumer Behavior
7/25
Issues in Culture Enculturation and acculturation
Learning of ones own culture is knownas enculturation
Learning of a new or foreign culture isknown as acculturation
Acculturation is more important for the
marketers who plan to sell their productsin foreign market
In present scenario acculturation hasgood potential as consumers are shiftingfrom traditional to the modern culture
7/30/2019 Influence of Culture on Consumer Behavior
8/25
Language ,symbols,colors
To communicate effectively with theiraudiences marketers must useappropriate symbols to convey desiredproduct images
Beliefs of people in India
7/30/2019 Influence of Culture on Consumer Behavior
9/25
Ritual
Culture includes various ritualized experiencesand behaviors
Rituals extend over the human life cycle frombirth to death
Rituals tend to be replete with ritualartifacts(products)
7/30/2019 Influence of Culture on Consumer Behavior
10/25
Selected Rituals and Associated
Artifacts - Table 11.2SELECTED RITUALS TYPICAL ARTIFACTS
Wedding White gown (something old, something new,
something borrowed, something blue)
Birth of child U.S. Savings Bond, silver baby spoonBirthday Card, present, cake with candles
50th Wedding anniversary Catered party, card and gift, display of photos
of the couples life together
Graduation Pen, U.S. Savings Bond, card, wristwatch
Valentines Day Candy, card, flowers
New Years Eve Champagne, party, fancy dress
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
7/30/2019 Influence of Culture on Consumer Behavior
11/25
The Measurement of Culture
Content analysis
Consumer Fieldwork
Value Measurement Instruments
7/30/2019 Influence of Culture on Consumer Behavior
12/25
A method for systematically
analyzing the content of
verbal and/or pictorial
communication. The method
is frequently used to
determine prevailing social
values of a society.
ContentAnalysis
7/30/2019 Influence of Culture on Consumer Behavior
13/25
Content analysis Focuses on the content of the verbal , written and
pictorial communication (copy and art compositionof the advertisement
Content analysis is useful to marketers in comparingthe advertising claims and evaluating the nature ofadvertising claims targeted to specific audience
E.g.Teenage girls
American teen girls- independence ,determinationJapanesehappy, playful, childlike girlish
In the advertisement campaign they use the sameimage of teenage girls and advertise the product
7/30/2019 Influence of Culture on Consumer Behavior
14/25
A cultural measurement
technique that takes place
within a natural environment
that focuses on observing
behavior
FieldObservation
Or consumer
fieldwork
7/30/2019 Influence of Culture on Consumer Behavior
15/25
Characteristics of Field
Observation Takes place within a natural environment
Performed sometimes without the subjects
awareness Focuses on observation of behavior
7/30/2019 Influence of Culture on Consumer Behavior
16/25
Value Measurement Survey
Instruments
Rokeach Value Survey (RVS)
List of Values (LOV) Values and Lifestyles (VALS)
7/30/2019 Influence of Culture on Consumer Behavior
17/25
Value Measurement Survey Instruments
Rokeach Value Survey (RVS): A self-administered inventory consisting of eighteenterminal values (i.e., personal goals) and eighteeninstrumental values (i.e., ways of reaching personal
goals). List of Values (LOV): A value measurement
instrument that asks consumers to identify their twomost important values from a nine-value list that isbased on the terminal values of the Rokeach Value
Survey
Values and Lifestyles (VALS): A valuemeasurement based on two categories: self-definitionand resources
7/30/2019 Influence of Culture on Consumer Behavior
18/25
A self-administered
inventory consisting of
eighteen terminal values
(i.e., personal goals) and
eighteen instrumental
values (i.e., ways of reaching
personal goals).
Rokeach Value
Survey
7/30/2019 Influence of Culture on Consumer Behavior
19/25
A value measurement
instrument that asksconsumers to identify their
two most important values
List of Values
7/30/2019 Influence of Culture on Consumer Behavior
20/25
Core values
Valuesmust be adapted by a significant
number of people
Values must be enduring and are followedby people for a long period of time
Values must enable the marketers to
understand the behavior of the consumers
7/30/2019 Influence of Culture on Consumer Behavior
21/25
Indian values
7/30/2019 Influence of Culture on Consumer Behavior
22/25
Family orientation
Chief-wage earner supports the entire joint family
Disposable income of such a consumer gets
radically reduced Always looking for value-based brands
7/30/2019 Influence of Culture on Consumer Behavior
23/25
Festivities
Celebrating festivals is the strong identity of
Indian culture
festivals are the huge opportunities for themarketers
several brands in a number of product categories
offer sales promotional programmes during festive
seasons
7/30/2019 Influence of Culture on Consumer Behavior
24/25
Saving orientation
Food habits
7/30/2019 Influence of Culture on Consumer Behavior
25/25
Changing cultural trends in indian
markets Achievement orientation
Work ethics
Impulse gratification
Use of hi-tech products
Recommended