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Group 8
INFLUENCE OF CULTURE ON CONSUMER
BEHAVIOR
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` Culture is a societys personality
` Culture is the sum total of learned
` beliefs,
` values, and
` Customs
that serve to direct the consumer behavior of
members of a particular society.
` Impact of culture is natural and automatic
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Three levels of subjective culture
` Supranational
` National
` Group
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Personality
traits Cognitive
beliefs
Attitude
SUBJECTIVE
CULTURE:
Regional
Ethnic
Religious
Linguistic
National
Professional
Organizational
Group
Behavioral
Intention
Social Normsvalues
practices Behavior
A Theoretical Model of Cultures
Influence on Behavior
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CULTURE IS LEARNED
` How culture is learned?
` Formal learning
` Informal learning
` Technical learning
` Enculturation and Acculturation
` Language and symbols
` Ritual
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` Culture is shared
` Culture is dynamic
`
Measurement of culture` Content Analysis
` Consumer Fieldwork
` Value measurement survey instruments
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CONTENTANALYSIS:
` Used to determine the presence of certain words or
concepts within texts.
` Attempt to quantify & analyze the context, meaning or
relationship in using those words concepts within the texts
and make inferences about the author, audience and the
culture at such time.
` One can conclude about specific aspect about a society once
we are able to decipher the contents.
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CONSUMER FIELD WORK:
` Researchers select the sample from a particular society and
carefully observe their behavior, draw conclusions about the
beliefs, values and customs about that particular society.
` Needs skilled researchers
` Depth Interviews and Focus group discussions are other
methods.
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VALUEMEASUREMENTSURVEY:
` Study to make inferences about the dominant value in any
society.
` Data collection instruments called value instruments
which are used to identify personal and social concepts
such as freedom, security, personal comfort etc.
` Means value and Ends value of RokeachValue Survey.
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SUBCULTURE
Subcultural traits
of
HispanicAmericans
Subculturaltraits
of
African Americans
Dominant cultural traits of U.S
Citizens
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DEFINITION:
` Subcultures are distinct clusters of behaviors and cultural
forms that identify groups of people in an organization /
society.
` They differ noticeably from the common organizational
culture.
` Compromise solution between two conflicting needs: the
need to create and express autonomy/difference ---- and the
need to maintain identifications to the culture within whose
boundaries it exists.
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Common Elements Of a Sub Culture
` Relatively unique values and norms
` A special slang not shared by society.
` Separate channels of communication.
` Unique style and fads.
` Sense of primary group belonging (use of us & them).
` A hierarchy of social pattern that specify the criteria for
prestige and leadership.
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RELIGIOUS SUBCULTURE
` Consumption decisions are influenced by religious holidays.
E.g. Deepawali, Ramzan and Christmas.
` Buying decisions in families are also deeply influenced by
religious background (Muslim families its husband
dominated).
` Leisure is another area influenced by subculture.
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GEOGRAPHIC & RACIALSUBCULTURES
` Big countries like US, India, Russia geographic and climatic
conditions vary.
` They affect the living and food habits of people
` Research has revealed that there exists differences in value
orientations. N. Indians are more aggressive.
` Racial sub cultures exist when people from different
countries settle down in another country.
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AGE SUBCULTURES
` Baby Boomer Market.
` Generation X Market.
`
Yuppie culture.` The middle aged segment.
` The elderly market.
` Youth Subculture (Global youngster)
` Working women (sex as a subculture)
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CROSS CULTURALANALYSIS
` Effort to determine to what extent the consumers of two
or three countries are similar or different.
` To avoid the error Most MNCs are moving into Cross
CulturalAcculturation.
` 1. Should understand the values, beliefs and customs of new
society and make products.` 2. Persuade members of new society to break their
tradition and accept Cos offerings.
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Cross Cultural Psychographic Segmentation
` Consumers are similar in many ways across the globe.
` Similar categories such as Strivers, Achievers, Pressured,
Adapted and Traditional that exist in US also exist in Japan,
Hong Kong etc in Asia and also in other parts.
` The cultural difference will lead to different priorities in
their buying habits.
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Thank you