The Influence of Culture on Consumer Behavior

Semester Gasal 2014Universitas Ciputra

The Invisible Hand of Culture

• You know, cheat sheet is always interesting for me ;)

• You are accustomed to it, while others usually don’t. For you it’s just “normal”

• Natural and automatic

Funeral Ritual Across IndonesiaWhich one is “normal”?

Culture?

• Put it simple: Culture is a society’s personality• Personality has traits. So does a culture.

Elements of Culture

• Technology• Language and Symbols• Social interaction• Aesthetics• Education• Religion

Differences in those elements:“Lain lubuk, lain belalang”

Culture Exists in a Society

Regional

National

Group

Marketing Mix and Culture

Convey Image(s)

to Certain Culture

Product

Promotion Place

Price

SILIT:Pure cooking enjoyment

Indonesian Consumer Characteristics

• Name 3 of them and mention its cultural background.

Practical/Empirical View Indonesian consumer is highly collective Addicted to foreign brand Highly religious Low awareness to environmental issues

Culture is Dynamic What values has been changed in

Indonesian society for the last 2 decades?

Current values Future values Very important for marketer!!

Culture is SharedThrough: Family Education institution Religion institution Mass media

Subcultural Aspects of Consumer Behavior

Semester Gasal Universitas Ciputra 2014

Around 900,000 Slankers officially registered!

Seize Marketing Opportunities!

What are their needs and wants?(stem from belief, value, and customs)

SubcultureO Any group that shares common

beliefs and customs and who self-identify as a distinct group.

O They are exists in narrower level of national culture.

O How they relate to culture in national level?

Sub Culture Exists in a Group

Regional

National

Group

Relation of Culture and Sub Culture

Subcultural traits

of Tionghoa people

Subcultural

traits of Javanese people

Dominant cultural traits of Indonesian

Learn to Seize Opportunities

1. Choose a sub-culture2. What are the subculture’s characteristic (specific belief,

value, and custom)? 3. What are the needs and wants arise from those

characteristics? 4. How can we fulfill those needs and wants?

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