INRODUCTION OF CULTURE • Most fundamental determinant of a person’s wants and behavior. • Require to study of detailed examination of character of the total society and other factor like languge knoweledge,laws,religions,food customs etc • It is very important to understand the local culture of the population of a particular area • Definition: Culture as the sum total of learned belief,value and customs that serve to direct the customer behavior of member of particular society • culture is defined as our attitudes and beliefs
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INRODUCTION OF CULTURE
• Most fundamental determinant of a person’s wants and behavior.• Require to study of detailed examination of character of the total society and other factor like languge knoweledge,laws,religions,food customs etc • It is very important to understand the local culture of the population of a particular area•Definition: Culture as the sum total of learned belief,value and customs that serve to direct the customer behavior of member of particular society• culture is defined as our attitudes and beliefs
COMPONENET OF CULTURE
Value and belief Values are also belief Value and belief are mental images that
affect the wide range of specific situation in turn ,influence the way a person is likely to respond in specific situation.
Person use to evaluate alternative brand in a product category (Pansonic vs samsung)
Rituals are prescribed by society, habits by the individual.
Rituals embody more symbolic meaning and affect.
THREE LEVEL OF SUBJECTIVE CULTURE
Supranational: present more than one country
National: specifically about one country
Group:collection of individual
A THEORETICAL MODEL OD CULTURE’S INFLUENCE ON BEHAVIOR
PERSONALITY TRAIT
SUBCJECTIVE CULTURERegional
ehinicReligiousLinguisticNational
ProfessionalOrganizational
group
Cognitive Belief
Values
Practices
Attitude
Social norms
Behavioral intension
Behavior
HOW CULTURE IS LEARNED
Formal learning Informal learning Teaching learning Advertisements Repetative ads : reniforce culture belief and
value Reniforce the benefit that customer want from
that product Teaches future generation of consumer to
expect the same benefit from product category Enculturation Acculturation
MOVEMENT OF CULTURE MEANING
Culturally constituted world
Advertising/fashion system
Fashion sytem
Consumer goods
Possession goods
Exchanges Ritual
Grooming Ritual
Divestment ritual
Individual customer
GLOBAL BRAND POSITIONS ACROSS CULTURES
Friendly
Austria
Denmark
Germany
Finland
Sweden
UKNorway
Belgium
Italy
FranceSpain
Netherlands
PDI-
UAI-
UAI+
PDI+
InnovativeDifferent
Prestigious
Turkey, Russia, Ukraine
SwitzerlandTrustworthy
SYMBOL
Verbal or nonverbal To communicate effectively Convey the desired product images Price and channel of distribution are symbol Several and contradictory meaning
THIS AD USES THE SYMBOL OF A MAGNET TO EMPHASIZE ITS BENEFITS.
MEASUREMENT OF CULTURE
Content analysis Consumer fieldwork Value measurements instrument
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.
Content Content AnalysisAnalysis
A cultural measurement technique that takes
place within a natural environment that
focuses on observing behavior (sometimes without the subjects’
awareness).
Field Field ObservationObservation
CHARACTERISTICS OF FIELD OBSERVATION
Takes place within a natural environment Performed sometimes without the subject’s
awareness Focuses on observation of behavior
Participant-Observers
Researchers who participate in the
environment that they are studying without notifying those who are being observed.
VALUE MEASUREMENT SURVEY INSTRUMENTS Rokeach Value Survey (RVS)
A self-administered inventory consisting of eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals)
List of Values (LOV) A value measurement instrument that
asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey
Values and Lifestyles (VALS)A value measurement based on two
categories: self-definition and resources
The value must be pervasive.
The value must be enduring.
The value must be consumer-related.
VALUE MEASUREMENTS INSTRUMENT
CRITERIA FOR VALUE SELECTION
Excerpt From The Rokeach Value Survey
THIS AD REFERENCES A TERMINAL VALUE.
VIEWS OF FOREIGN EXPERTS IN THE U.S
“There are no small eggs in America. There areonly jumbo, extra large, large, and medium.”
“If you are not aggressive, you’re not noticed.”
“For a foreigner to succeed in the United States…he needs to be more aggressive than in his own culture
because Americans expect that.”
Americans say “Come on over sometimes,” butforeigners learn (perhaps awkwardly) that this isnot really an invitation.
“Here that [socializing outside the businessrelationship] is not necessary. You can even dobusiness with someone you do not like.”
AMERICAN CORE VALUES Achievement and success Activity Efficiency and practicality Progress Material Comfort Individualism Freedom External Conformity Humanitarianism Youthfulness Fitness and health
AN ACHIEVEMENT-SUCCESSAPPEAL
Ad Stressing Saving Time and Money
PROGRESS IS A WINNING APPEAL
AMERICAN CORE VALUE
VALUE FEATURE RELEVANCE TO CONSUMER BEHAVIOR
Achievement and success Activity
Effiency and practicality
Material comfart
inidividualism
Freedom
External comfort
External conformity
Humanitarianism
Youthfulness
Fitteness and health
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