culture & consumer behaviour.ppt

7/27/2019 culture & consumer behaviour.ppt

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Influence of culture

on

consumer behaviorPresented By:

Yash DaveM.B.A. (RM) Sem-3


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To Which Cultural Value or Values Is

This Products Advertising Appealing?

2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide


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Convenience in Food Preparation



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Culture

The sum total of learned

beliefs, values, and

customs that serve toregulate the consumer

behavior of members of

a particular society.



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A Theoretical Model ofCultures Influence

on Behavior - Figure 11.2



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The Invisible Hand of Culture

Each individual perceives the

world through his own

cultural lens



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Lifestyle Matrix for Global Youth

Figure 11.3



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Culture Satisfies Needs

Food and Clothing

Needs vs. Luxury



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In Terms of Culture, Do You Consider This Product to

Be a Good Morning Beverage? Why or Why Not?



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Many Will Say NO Due to Lack of Nutritional Value

and Competing Products (Coffee).



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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of culture

Enculturation The learning of ones

own culture

Acculturation The learning of a new or

foreign culture

Issues

http://www.kwintessential.co.uk/etiquette/doing-business-japan.html


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Discussion Questions

How do U.S. marketers target consumers who

have moved to the U.S. and are new to the

U.S. culture?

How do U.S. marketers target consumers who

live outside the U.S. and are adopting parts of

the U.S. culture?



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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of culture

Issues Without a common

language ,shared meaning

could not exist

Marketers must chooseappropriate symbols in

advertising

Marketers can useknown symbols for

associations



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How Does a Symbol Convey the Products

Advertised Benefits?



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They Provide Additional

Meaning to the Ad.



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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of culture

Issues

A ritual is a type of

symbolic activity consisting

of a series of steps Rituals extend over the

human life cycle

Marketers realize that

rituals often involve

products (artifacts)



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What are some rituals (religious, educational,

social) that you have experienced?

What artifacts or products were part of thatritual?

How did marketers influence the choice of

these artifacts?



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Selected Rituals and Associated Artifacts -

Table 11.2

SELECTED RITUALS TYPICAL ARTIFACTS

Wedding White gown (something old, something

new, something borrowed, something

blue)

Birth of child U.S. Savings Bond, silver baby spoon

Birthday 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



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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of Culture

Issues

To be a cultural

characteristic, a belief,

value, or practice must be

shared by a significant

portion of the society Culture is transferred

through family, schools,

houses of worship, and

media 19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide


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Facial Beauty Ritual of a Young TV Advertising

Sales Representative - Table 11.3

1. I pull my hair back with a headband.

2. I take all of my makeup off with LOreal eye makeup remover.

3. Next, I use a Q-tip with some moisturizer around my eyes to make sure

all eye makeup is removed.

4. I wash my face with Noxzema facial wash.

5. I apply Clinique Dramatically Different Lotion to my face, neck, and

throat.

6. If I have a blemish, I apply Clearasil Treatment to the area to dry it

out.

6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry

and dead skin.

7. Once a week, I apply Clinique Clarifying Lotion 2 with a cotton ball to

my face and throat to remove deep-down dirt and oils.

8. Once every three months, I get a professional salon facial to deep-clean

my pores.



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Culture is Dynamic

Evolves because it fills needs

Certain factors change culture

Technology

Population shifts

Resource shortages

Wars Changing values

Customs from other countries

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2121Chapter Eleven Slide
http://www.collegedrinkingprevention.gov/


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The Measurement of Culture

Content Analysis

Consumer Fieldwork

Value MeasurementInstruments



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ContentAnalysis

A method for

systematically analyzing

the content of verbal

and/or pictorial

communication. Themethod is frequently

used to determine

prevailing social valuesof a society.



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Which Cultural Value

Is Portrayed, and How So?



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Progress The Fridge has

Superior Design



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Which Cultural Value

Is This Ad Stressing, and How So?



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Fitness and Health

Low Calorie



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Consumer Fieldwork

Field Observation

Natural setting

Subject unaware Focus on observation of behavior

Participant Observation



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Value Measurement Survey Instruments

Rokeach Value Survey

(RVS)

A self-administered

inventory

consisting ofeighteen

terminal values

(i.e., personal

goals) and eighteen

instrumentalvalues (i.e., ways of

reaching personal

goals)

List of Values (LOV)

A value

measurement

instrument that asksconsumers to

identify their two

most important

values from a nine-

value list that is

based on theterminal values of

the Rokeach Value

Survey

Values and Lifestyles

(VALS)

A value

measurement based

on two categories:self-definition and

resources



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American Core Values

Criteria for Value Selection

The value must be pervasive.

The value must be enduring.

The value must be consumer-related.



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American Core Values



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Scale to Measure Attitude

Toward Helping Others

Attitude toward helping others (AHO)

People should be willing to help others who are

less fortunate

Helping troubled people with their problems is

very important to me

People should be more charitable toward others insociety

People in need should receive support from others



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Have you observed changes in any of the core

values over the past 4 years?

Why did those changes occur? How have they affected marketers?



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Toward a Shopping Culture

Is shopping what we do to create value in our

lives?

The younger generation is shopping more This has an effect on credit card debt

http://www.webmd.com/mental-health/features/shopping-spree-addiction


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Thank You

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