CHAPTER NO: 2 CULTURE LEARNING OBJECTIVES Meaning of culture & its importance. Cultural values, core values of American culture. Influence of

CHAPTER NO: 2CHAPTER NO: 2

CULTURECULTURE LEARNING OBJECTIVESLEARNING OBJECTIVES Meaning of culture & its importance.Meaning of culture & its importance. Cultural values , core values of Cultural values , core values of

American culture.American culture. Influence of cultural values on Influence of cultural values on

consumer behavior.consumer behavior. Importance of cross cultural knowledge.Importance of cross cultural knowledge.

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Culture Culture

The complex of knowledge ,belief, art, The complex of knowledge ,belief, art, morals, laws, customs and any other morals, laws, customs and any other capabilities & habits acquired by man as a capabilities & habits acquired by man as a member of society.member of society.

The typical way of life of group of people, The typical way of life of group of people, their complete design for living is called their complete design for living is called culture.culture.

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Conti…..Conti…..

Culture is consist of material & non Culture is consist of material & non material components.material components.

Material componentsMaterial components::

It includes physical things e.g. tools, cars, It includes physical things e.g. tools, cars, artifacts (hand made) roads etc.artifacts (hand made) roads etc.

Non material components:Non material components:

It includes words of people e.g. ideas, It includes words of people e.g. ideas, customs and beliefs. customs and beliefs.

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Importance of cultureImportance of culture

The importance of culture is that all The importance of culture is that all customers are same biologically but their customers are same biologically but their views of the world, values, are different views of the world, values, are different according to their cultural background.according to their cultural background.

When we know about their values and When we know about their values and norms the its easy to satisfy their needs norms the its easy to satisfy their needs according to their culture. according to their culture.

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Cultural relevance to market Cultural relevance to market decisiondecision

An understanding culture enable the An understanding culture enable the marketer to interpret the reaction of marketer to interpret the reaction of consumer to alternative marketing consumer to alternative marketing strategy.strategy.

The anthropologists help the marketer to The anthropologists help the marketer to know better about market and consumer know better about market and consumer culture.culture.

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MANIFESTATION (show) OF MANIFESTATION (show) OF CULTURECULTURE

National characterNational character::It differentiate one national group from the other It differentiate one national group from the other

e.g. Americans, Indians, Pakistanis etc.e.g. Americans, Indians, Pakistanis etc. Silent language:Silent language:It includes of gesture, posture, food and other It includes of gesture, posture, food and other

non verbal clues of behavior.non verbal clues of behavior. Ritualized activities:Ritualized activities:It includes participation of people at home, It includes participation of people at home,

work, play, live individually or as a jointly.work, play, live individually or as a jointly.

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MANIFESTATION OF MANIFESTATION OF CULTURECULTURE

RITES OF PASSAGE:RITES OF PASSAGE:

It shows the ritual (religious manners) It shows the ritual (religious manners) events marking significant moment in events marking significant moment in person’s life as the person passes from person’s life as the person passes from one status to another e.g. Marriage, one status to another e.g. Marriage, retirement, death.retirement, death.

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CHARACTERISTICS OF CHARACTERISTICS OF CULTURECULTURE

Culture is invented:Culture is invented:

Culture is invented by the three elements i.e.Culture is invented by the three elements i.e.

1.1. Ideological system: Ideological system: consists of idea, beliefs, consists of idea, beliefs, values etc.values etc.

2.2. Technological system: Technological system: consists of skills, crafts consists of skills, crafts and art which enables human to produce goods.and art which enables human to produce goods.

3.3. organizational system: organizational system: it helps the human to it helps the human to coordinate with each other e.g. family system.coordinate with each other e.g. family system.

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Culture is learned:Culture is learned:

The culture is not innate, it actually learned The culture is not innate, it actually learned early in life & is charged with good early in life & is charged with good emotions. It is handed to from one emotions. It is handed to from one generation to another i.e. thinking, acting generation to another i.e. thinking, acting and feeling. These things are molded to and feeling. These things are molded to the behavior by culture from birth.the behavior by culture from birth.

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Culture is socially shared:Culture is socially shared:

Culture is group phenomenon, shared by the Culture is group phenomenon, shared by the human with each other. The group that’s human with each other. The group that’s involve in sharing may be so much large involve in sharing may be so much large (countries) or to small unit (family). For (countries) or to small unit (family). For example language, food, dress etc. example language, food, dress etc.

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Culture are similar but different:Culture are similar but different:

All cultures are showing similarities e.g. All cultures are showing similarities e.g. food, cooking, dancing, education, family food, cooking, dancing, education, family etc but they differs by the nature of etc but they differs by the nature of societies which may results in important of societies which may results in important of consumer behavior differences.consumer behavior differences.

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Culture is satisfying & persistent:Culture is satisfying & persistent:

Culture satisfy our learned biological needs. Culture satisfy our learned biological needs. It consists of habits that are maintained It consists of habits that are maintained and practice frequently. So by this way it is and practice frequently. So by this way it is handed down to the next generation. handed down to the next generation. Therefore the culture is long lived Therefore the culture is long lived (persistent). (persistent).

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Culture is adaptive:Culture is adaptive:

Although we resist to the change in culture Although we resist to the change in culture but culture is slowly and gradually change but culture is slowly and gradually change with the passage of time. In some with the passage of time. In some societies in quite static while other are societies in quite static while other are more dynamic. more dynamic.

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Culture is organized:Culture is organized:

Culture is organized by means of dress, Culture is organized by means of dress, food, death and marriage rituals etc. food, death and marriage rituals etc. although there are some inconsistent thing although there are some inconsistent thing but they are less in numbers.but they are less in numbers.

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Culture is prescriptive:Culture is prescriptive:

The culture involves in our patterns of The culture involves in our patterns of behavior so that members of the society behavior so that members of the society have the common understanding right and have the common understanding right and proper way to think, feel and act. It gives proper way to think, feel and act. It gives us guidelines to how better and simple us guidelines to how better and simple spend our life.spend our life.

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CULTURE VALUESCULTURE VALUES

VALUES:VALUES:A widely held belief that some A widely held belief that some

activities ,relationships, feelings are activities ,relationships, feelings are important to the community’s identity.important to the community’s identity.

It is learned by social interaction, largely It is learned by social interaction, largely from our families and friends in setting from our families and friends in setting such as schools & ceremonies.such as schools & ceremonies.

It dictates the consumer behavior during It dictates the consumer behavior during buying and using.buying and using.

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US CULTURAL VALUESUS CULTURAL VALUES

INDIVIDUALISM:INDIVIDUALISM:

This value is closely interrelated to freedom, This value is closely interrelated to freedom, democracy, nationalism etc.democracy, nationalism etc.

People have freedom are independent to People have freedom are independent to outside constraints.outside constraints.

The advertisement should be made in The advertisement should be made in such a way that shows their patriotism e.g. such a way that shows their patriotism e.g. “MADE IN USA”.“MADE IN USA”.

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EQUALITY:EQUALITY:

all people have the equal right to spend all people have the equal right to spend their lives on their own way because all their lives on their own way because all are same to GOD.are same to GOD.

Most of the marketer made such Most of the marketer made such advertisements which encourage the advertisements which encourage the females and provide them equality & females and provide them equality & independence for work.independence for work.

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Activity :Activity :

Hard working is predominant value of the Hard working is predominant value of the culture. People do work to earn and spent culture. People do work to earn and spent it on his family.it on his family.

The marketers made such ways to save The marketers made such ways to save the consumer time during searching for the consumer time during searching for the product. They provide them online the product. They provide them online shopping which save their time. shopping which save their time.

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Progress & achievements:Progress & achievements:

They believe on progress for society and in They believe on progress for society and in achievement and success for the achievement and success for the individuals.individuals.

They think for the future instead of past They think for the future instead of past and present.and present.

The marketer provide them continuously The marketer provide them continuously modern products which satisfy their needs.modern products which satisfy their needs.

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Efficiency & practicalityEfficiency & practicality

Americans like the technology to get result Americans like the technology to get result in a better way, thus their economic in a better way, thus their economic system is founded on these ideas.system is founded on these ideas.

The advertisement should be natural and The advertisement should be natural and practical, clear and truthful.practical, clear and truthful.

Revlon cosmetics ads, Revlon cosmetics ads, popular mechanics popular mechanics and reader digest’s and reader digest’s are the best examplesare the best examples

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Mastery over the environmentMastery over the environment

Americans don’t like to be controlled by their Americans don’t like to be controlled by their environment, rather they seek to control it.environment, rather they seek to control it.

It start from weather to solar energy and It start from weather to solar energy and genetic engineering. So they like change genetic engineering. So they like change in products and in their packaging.in products and in their packaging.

We can see these things in We can see these things in smoke smoke detector, microwave oven, VCR, DVD etc.detector, microwave oven, VCR, DVD etc.

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Religious & moral orientationsReligious & moral orientations

90% American people believe in GOD while 90% American people believe in GOD while 60% believe on life after death. They are 60% believe on life after death. They are more religious as compare to other more religious as compare to other industrial countries in the world.industrial countries in the world.

The ads and products should be made in The ads and products should be made in such a way that they don’t violate the other such a way that they don’t violate the other culture and their values.culture and their values.

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HumanitarianismHumanitarianism

Americans have strong sense of personal Americans have strong sense of personal concern for the rights & welfare of others.concern for the rights & welfare of others.

They give aid to those peoples which are They give aid to those peoples which are affected in wars, disasters.affected in wars, disasters.

RED CROSS, UNO,CARE are the best RED CROSS, UNO,CARE are the best examples. examples.

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YouthfulnessYouthfulness

Americans want to look and act young, they Americans want to look and act young, they consume great quantity of those products consume great quantity of those products that promise to make the consumer young.that promise to make the consumer young.

Hair colors, removing of wrinkles, and Hair colors, removing of wrinkles, and flabbiness.flabbiness.

““YOU ARE AS YOUNG AS YOU FEEL”YOU ARE AS YOUNG AS YOU FEEL”

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MaterialisticMaterialistic

American are the world’s most voracious American are the world’s most voracious consumers, they spend millions of dollars consumers, they spend millions of dollars on buying products.on buying products.

This trend grows towards This trend grows towards hedonism(hedonism(devotion of pleasure). We devotion of pleasure). We desire to gave them maximum pleasure. desire to gave them maximum pleasure.

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Do values influence consumer Do values influence consumer behaviorbehavior

The values influence the consumer the The values influence the consumer the perception and they can buy more of that perception and they can buy more of that product.product.

The values shows belongings to the The values shows belongings to the consumer, so they can be attract.consumer, so they can be attract.

E.g. “STAY FREE”, “CONNECTING E.g. “STAY FREE”, “CONNECTING PEOPLE”, “AUR SUNAO” ETCPEOPLE”, “AUR SUNAO” ETC

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CULTURAL VALUESCULTURAL VALUES

Terminal valuesTerminal values A comfortable lifeA comfortable life An excitement lifeAn excitement life A world in peaceA world in peace Mature loveMature love Equality Equality

Modes of conductModes of conduct HardworkingHardworking Open mindedOpen minded Courageous Courageous PolitePolite HelpfulHelpful

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Values base on ageValues base on age Depression babiesDepression babies

Born (1930-1939),they usually going to retire Born (1930-1939),they usually going to retire from career. Their clothing and purchasing from career. Their clothing and purchasing differs from others.differs from others.

World war 2 babiesWorld war 2 babies

They buy products apparently but they seek They buy products apparently but they seek bargaining. bargaining.

Mature boomersMature boomers

(1946-1950) will spend to maintain their youth (1946-1950) will spend to maintain their youth and buy individualistic products.and buy individualistic products.

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Values base on ageValues base on age

Mild boomer Mild boomer

(1951-1970) these peoples are flexible to (1951-1970) these peoples are flexible to technology and they like online shopping.technology and they like online shopping.

Mature boomletsMature boomlets

(1977-1982) these peoples exert great (1977-1982) these peoples exert great influence on family spending, therefore influence on family spending, therefore they have more demands then other ages. they have more demands then other ages.

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Cultural change Cultural change

1.1. The end of welfare stateThe end of welfare state

2.2. English as the worldwide languageEnglish as the worldwide language

3.3. Genetic engineeringGenetic engineering

4.4. Worldwide free tradeWorldwide free trade

5.5. No limit to growthNo limit to growth

6.6. Era of globalization.Era of globalization.

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Implication of cultural change Implication of cultural change for marketerfor marketer

For work leisure (freedom) situation, the For work leisure (freedom) situation, the time is become more precious commodity time is become more precious commodity so they need time saving products e.g. fast so they need time saving products e.g. fast food, fast drying paints, supermarkets etc.food, fast drying paints, supermarkets etc.

As the people shift their notions about As the people shift their notions about individual rights and feel to be entitled with individual rights and feel to be entitled with adequate income after retirement, health adequate income after retirement, health care, decent housing etc. so the product care, decent housing etc. so the product should be safe and truthful.should be safe and truthful.

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Conti…..Conti…..

The emphasis on self respect and sense The emphasis on self respect and sense of accomplishment focuses on inner rather of accomplishment focuses on inner rather then other directed satisfactions. So the then other directed satisfactions. So the marketer will produce such ideas to their marketer will produce such ideas to their new products that aim at self fulfillment new products that aim at self fulfillment and improvement.and improvement.

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Conti ….Conti ….

Product planningProduct planning

Assessing consumer’s present and Assessing consumer’s present and emerging (arise) value orientations can emerging (arise) value orientations can help the marketer to identify new products help the marketer to identify new products opportunities and achieve better product opportunities and achieve better product positioning e.g. PLEASURE, AN positioning e.g. PLEASURE, AN EXCITING LIFE etc.EXCITING LIFE etc.

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Conti …Conti …

Distribution channelDistribution channel

changing consumer value system leads to changing consumer value system leads to different shopping pattern. For example different shopping pattern. For example home delivery service, online shopping.home delivery service, online shopping.

PromotionPromotion

New approaches for ads i.e. more truly New approaches for ads i.e. more truly copy, informative copy, realistic ads etc.copy, informative copy, realistic ads etc.

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Conti …Conti …

Market segmentationMarket segmentation

The knowledge about value helps us The knowledge about value helps us measurable set of variables, related to measurable set of variables, related to needs. These things provide the needs. These things provide the psychographic and demographic psychographic and demographic knowledge about their interest.knowledge about their interest.

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Cross cultural understanding of Cross cultural understanding of consumer behaviorconsumer behavior

Time Time

The American gave priority to the time while The American gave priority to the time while the Asian countries are careless about it. the Asian countries are careless about it. So for cross culture we have to care about So for cross culture we have to care about the time factor which the main ingredient the time factor which the main ingredient for the decision making process.for the decision making process.

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Conti…Conti…

Thought & communication patternThought & communication pattern

The Americans like written agreements and The Americans like written agreements and contracts while the other countries do contracts while the other countries do verbal agreements.verbal agreements.

In marketing you should have to learn In marketing you should have to learn about their communication pattern for about their communication pattern for better services.better services.

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Conti …. Conti ….

Personal spacePersonal space

Distance in between two person when they Distance in between two person when they come face-to-face may vary from culture come face-to-face may vary from culture to culture.to culture.

American do not like closeness while American do not like closeness while Asian and Arab hug each others.Asian and Arab hug each others.

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Conti…Conti…

Family rolesFamily roles

In America the family hold by both sexes In America the family hold by both sexes while in other countries the male earn for while in other countries the male earn for the family.the family.

ReligionReligion

The Americans don’t dominate the religion in The Americans don’t dominate the religion in day to day lives while Arabs do religion day to day lives while Arabs do religion activities throughout the day. activities throughout the day.

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Documents

CHAPTER NO: 2 CULTURE LEARNING OBJECTIVES Meaning of culture & its importance. Cultural values, core values of American culture. Influence of