Week 7 9 the Influence of Culture in Consumer Behavior X

Week 7 & 9 The Influence of Culture in Consumer Behavior

What Is Culture?

What Is Culture?

A set of values, ideas, artifacts, and

other meaningful symbols that help

individuals communicate, interpret, and

evaluate as members of society

What Is Culture?

Blueprint of human activity,

determining coordinates of social

action and productive activity

A set of socially acquired behavior

patterns transmitted symbolically

through language and other means to

the members of a particular society

Ethnicity Race

Religion Regional or

national identity

Influences

CULTURE

Ethnicity Race

Religion Regional or

national identity

Influences

CULTURE

Ethnicity

Race Religion

Regional or

national identity

Influences

Values

Norms

Rituals

Symbols

Physical/material

Artifacts

Technology

Infrastructure

Abstract/behavioral

What Is Culture?

Abstract elements: values, attitudes,

ideas, personality types, and summary

constructs such as religion or politics

Symbol may evolve to represent a

culture

Symbols (with three components of

language, aesthetic styles, and story

themes) often act as shorthand for a

culture, defining its characteristics and

values similar to a brand

What Is Culture?

Material components (cultural

artifacts): include such things as

books, tools, buildings, and specific

products

Products provide symbols of meaning

Products may be used in ritual

behavior such as food eaten on certain

holidays

Material components may become

icons such as McDonalds arches

Characteristics Influenced by Culture

Characteristics Influenced by Culture

Sense of self and space

Communication and language

Dress and appearance

Food and feeding habits

Time and time consciousness

Relationships

Values and norms

Beliefs and attitudes

Mental processes and learning

Work habits and practices

Characteristics Influenced by Culture

Sense of self and space

Communication and language

Dress and appearance

Food and feeding habits

Time and time consciousness

Relationships

Values and norms

Beliefs and attitudes

Mental processes and learning

Work habits and practices

Used to define and differentiate cultures

Values and Norms

Norms: rules of behavior held by a

majority or at least a consensus of a

group about how individuals should

behave(Ej.Japan:Attitudes towards senior

adults)

Cultural (social) values: values shared

broadly across groups of people(Islam-

lifestyle)

Personal values: terminal (goals) or

instrumental (behaviors) beliefs of

individuals

Values and Norms

Values and norms represent the beliefs of

various groups within a society

Macroculture: values and symbols that

apply to an entire society or most of its

citizens

Microculture: values and symbols of a

restrictive group or segment of

consumers, defined according to

variables such as age, religion, ethnicity,

or social class(gang culture)

Values and Norms

Socialization: the process by which

people develop their values,

motivations, and habitual activity

The Values Transfusion Model shows

how the values of a society are

reflected in families, religious

institutions, and schools, all of which

expose and transmit values to

individuals

Values and Norms

People adopt values that influence how

they live, how they define right and

wrong, how they shop, and what is

important to them(Ej. Criollada,la

cultura del vivo)

The values adopted by individuals

today shape the values of society in the

future

Values of Society

Religious

Institutions

Early

Lifetime

Experiences

Family Educational

Institutions

The Values Transfusion Model

Values of Society

Religious

Institutions

Early

Lifetime

Experiences

Family Educational

Institutions

Individual

Internalized

Values Peers Media

The Values Transfusion Model

Values of Society

Religious

Institutions

Early

Lifetime

Experiences

Family Educational

Institutions

Society of

Future

Individual

Internalized

Values Peers Media

The Values Transfusion Model

Adapting Strategies to Changing Cultures

Culture is adaptive, and marketing

strategies based on values of

society must also be adaptive

Marketers must address consumer

socialization: the acquisition of

consumption-related cognitions,

attitudes, and behavior

Adapting Strategies to Changing Cultures

Advertising and marketing efforts

have difficulty changing behaviors

or norms learned early in life

How Culture Affects Consumer

Behavior:

Pre-purchase and Purchase

Activities

Consumption and

Divestment Activities

Influence of Culture on Pre-

purchase and Purchase Activities

Influence of Culture on Pre-

purchase and Purchase Activities

Culture affects what consumers think

they need and what they perceive as

frivolous

Culture affects how consumers are

likely to search for information

Culture affects the importance placed

on certain attributes of alternatives

Culture affects the amount of price

negotiation during the purchase

process(Ej.Bargaining in africa,middle

east)

Influence of Culture on Consumption

and Divestment Activities

Culture affects how consumers use or

consume product(Ej.Eat hand)

Consumers expectations about form

and function vary between cultures

Culture influences how individuals

dispose of productsreselling

products after use, giving them to

others for use, or recycling them and

their packaging when possible

Influence of Culture on Consumption

and Divestment Activities

How Core Values Affect Marketing

How Core Values Affect Marketing

Core values define how products

are used in a society

Core values define acceptable

market relationships

Core values define ethical behavior

Changing Values

Changing Values

Societys values change continuously

even though core values are relatively

permanent

Changes in values may alter the

response to advertising, service

offerings, and retailing formats

Changing Values

Life-cycle explanation: values change

according to life-cycle (as individuals

grow older, their values change)

Theory of behavioral assimilation:

Younger people grow into the values of

their parents as they get older

Generational change: gradual

replacement of existing values by those

of young people who form the leading

generation in value terms

Changing Values

Will people become more like their

parents as they get older, or will

they carry with them the values of

their generation?

Depends on elements in the

Cultural Transfusive Triad and early

lifetime experiences

Values of Society

Religious

Institutions

Early

Lifetime

Experiences

Family Educational

Institutions

Society of

Future

Individual

Internalized

Values Peers Media

The Values Transfusion Model

Changing Family Influences

Less time for in-home or parent-

child influence

Increasing divorce rates

Isolated nuclear family (geographic

separation of generations)

EU vrs latin america

Changing Religious Influences

Traditional churches and religions

have seen a decline in loyalty

Increase in non-Christian religions

A shift from traditional religion to

spirituality

Women are more religious

Religion and spirituality are big

business and influence big

business

Changing Educational Influences

Dramatic increase in formal

education

Teaching has evolved from

memorization to questioning

Digital learning has increased in

popularity

Influence of Age-Related Microcultures on Values

Cohorts: a group of individuals

linked as a group in some way

usually by age

Cohort analysis: investigates the

actual changes in patterns of

behavior or attitudes in a cohort,

those attributed to the process of

aging and those associated with

the events of a particular period

Consumer Age Cohorts

The World War II

Cohort

Trailing Edge Boomers

Cohort

The Depression Cohort

The Generation X

Cohort

The Postwar Cohort Leading Edge Boomers

Cohort

N Generation Cohort

Consumer Age Cohorts

The World War II

Cohort

The Depression Cohort

Consumer Age Cohorts

The World War II

Cohort

The Depression Cohort

Depression Generation

Born 1922-1927

This group was unified by a

common goal and enemy.

It exhibits self-denial

characteristics that have outlived the war, especially

among veterans and their

families.

The G.I. Generation

Born 1912-1921

Living through the

Depression has deeply affected this groupthey

save a lot and spend little.

This was the first group to

be influenced by

contemporary media.

Consumer Age Cohorts

Leading Edge Boomers

Cohort

The Postwar Cohort

Consumer Age Cohorts

The Postwar Cohort

Woodstock Generation

Born 1946-1954

The Kennedy and King

assassinations meant an end to status quo and unified this vast

cohort.

Early boomers pushed for

lifestyles at least as good as

their parents.

The Silent Generation

Born 1928-1945

Generation of war babies

benefited from years of economic growth and social

tranquility.

The youngest were the first

to listen to folk rock music.

Leading Edge Boomers

Cohort

Consumer Age Cohorts

Generation X Cohort Trailing Edge Boomers

Cohort

Consumer Age Cohorts

Generation X Cohort

Baby-busters

Born 1966-1976

A generation of kids raised in

daycare and with divorce is born. Searching for an anchor,

many resort to retro

behaviors.

Whats in it for me cynicism

is prevalent.

Zoomers

Born 1955-1965

After Watergate, the

idealistic youth dis-appeared, giving rise to the

self-help move-ment.

In an age of downward

mobility, debt became a way

to maintain lifestyle.

Trailing Edge Boomers

Cohort

Consumer Age Cohorts

N Generation Cohort

Consumer Age Cohorts

Born 1977-1984

The advent of the Internet is defining for N-Gens with a

different core value structure

than Gen X.

More idealistic and team

oriented.

N Generation Cohort Milenials Youngsters born between 1990- 1995 Techological open Goals orientated

National Culture

Geographic culture: cultures may

exist for an entire country, but

areas within a nation sometimes

develop their own culture

Climate, religious affiliations,

nationality influences, and other

variables are interrelated to

produce a core of cultural values in

a geographic area

National Culture

Individualism versus collectivism

Self-construal

Role of Others

Values

Motivational

drives

Behavior

Collectivism

Defined by

important others,

family, friends

Self-definition

Emphasis on

relationships and

connectedness

Focus on

similarity, need to

blend in

Influenced by

personal

preferences, needs

Defined by internal

attributes and personal

traits

Self-evaluation

Emphasis on

individuality and

separateness

Differentiation, need to

be unique

Reflective of personal

preferences, needs

Individualism

Cases on Culture impact on Consumer Behavior

Arranged Marriage India

Aethetics & Color

White :Funeral in India

Red in China means good luck & Fortune

Symbols of good luck

Symbol of prosperity in china Feng shui

Clothes in Middle East

Global Cousine

China

India

Malaysia

Thailand

Japan

France

Italy

Russia

Egipt

Persia

Turkey

Mexico

Peru

Thali from India

Food in India

Curry laksa Malasia Nasi Goreng Indonesia

Ways of Eating in the World Eating with hands in Middle East,India & Africa With sticks in Asia,cutlery in the western countries

Eating with hands in India, Middle East and Africa