culture & consumer behavior
TRANSCRIPT
Meaning and Nature of Culture:-
Culture is an aggregate of the learned beliefs, attitudes, values, norms and customs of a
society or group of people, shared by them and transmitted from generation to generation
within that society.
Culture too changes with time. The society that developed the culture is continuously being
exposed to new experiences. Further, the society or group is not a fixed body of people. New
generations are being brought into it and some new members from other cultures are being
assimilated. With the increased mobility of persons, flow of information and young person’s
joining the group; cultures expand, dilute, subdivide and change.
The changes in culture are however not rapid and never drastic. The changes reflect the move
from old ideas to the new and also acceptance of ground realities brought in by
environmental or generational changes. Therefore changes can only be gradual.
The word culture or the concept itself is flexible and can be stretched to cover different types
of aggregation. When we speak of Eastern culture it includes vast world stretching from
Egypt and Russia to India and Indonesia. It is perfectly legitimate for us to take up study of
subcultures of this Eastern culture like the Russian culture or Indian culture. A combination
group or cross-culture group like “Indian immigrants” can also be recognized and studied, as
long as the group is of adequate size and importance as body of consumers.
We have already defined that culture is an aggregate of beliefs, attitudes etc. culture can be
viewed as a “blessing” and a preserve of values, heritage, arts and good behavior. It can also
be a “baggage” when we consider that it transmits some irrational and out-of-date attitudes
included in it as custom.
The main vehicles of culture are the family and the religious institutions where the individual
is “taught” much of the ideas, beliefs etc., that from the culture. This teaching is reinforced as
moderated by two other vehicles namely the educational institution and the mass media.
Characteristics of Culture:
Culture is invented: It cannot be viewed as something that just “exists” and waiting
to be discovered. People are responsible for inventing their culture and this invention
consists of three interdependent components:
1. Ideological component refers to ideas, beliefs, values, and approaches to defining
what is right and wrong, or desirable and undesirable.
2. Technological component is concerned with the skill, arts, and crafts that provide
human with the means to produce goods by using what is available to them in
their environment.
3. Consumer component enables humans to live in the family systems and market it
possible to coordinate their behavior effectively with others actions.
Culture is leaned: It is not like biological features or instinctive. The process of
learning cultural blues begins early in life largely through social interactions among
families, friends, in settings in such as educational and religious institutions; growing
children are firmly indoctrinated with ways of behaving, thinking and feeling. Some
of the core cultural values that have been passed down through generations in India
are belief in god, respecting elders, husband domination, being polite to ladies,
accepting arranged marriage, viewing marriage as a union between two families and
living in joint families etc.
Culture is Shared by a firmly large group of human beings living in organized
societies and works as a linking force. Generally, common religion and language are
the critical elements that the American pop culture is being shared by a large number
of other countries through the availability of several products such as coca cola,
McDonald’s burgers, Levi’s jeans, movies and music etc.
Culture satisfies needs: Its components are passed down through generations
because they are gratifying. Culture offers order, direction and guides societies in all
phases of life by providing tried and trusted ways of meeting the physiological,
personal and social needs and due to these reasons people feel comfortable in doing
things in the customary way. Cultural values and customs etc. are followed as long as
they keep on offering satisfaction, even when we are exposed to other culture.
Though advertising is considered an important agent in bringing about social change,
from the marketers point of view an important mission of advertising is to reinforce
established cultural t and aiding in the development of new tasted, habits and customs.
Culture is not static: some cultures are relatively more resistant to change than
others but they do change gradually and continuously. These changes, however, may
be very slow in some cultures while others may be more dynamic and receptive to
changes. Since cultures are not static and change rapidly or slowly in different
societies, this becomes quit an important consideration from the marketers point of
view. For example, traditionally the role of women in India was confined within the
household. As a rule, they were married at an early age, looked after household duties
and bore children. In urban India, at least, the role of women is gradually getting
redefined. More and more women are acquiring higher and technical education and
entering several professions, which earlier were the sole domain of men. As a result of
this, dual income households are emerging, with smaller families and increased
buying power. This has thrown up several, and important, opportunities to marketers.
Such cultural changes in India can be directly attributed to the influence of western
cultures and media influence, which emphasize freedom and equality to women.
Culture can divided into two distinct components.
Influence of Culture on consumer behavior
While there are a large number of areas where the individual is conditioned by his culture, for
our study we will focus on certain areas where his consumer behavior comes influence. There
are:
Consumption of food, clothing and housing
Perception on messages and media, and
Receptivity to new ideas and change
Cultur
Internal mental culture
(Ideas, knowledge, concepts)
External material culture
(Things that can be seen touched and used in our day to day living, e.g. art, music, theatre, clothing, etc. housing, books, movies, sports)
Cognitive components belief of after life, etc. Ideas, knowledge, god, supernatural power, etc.
Normative components values, conduct, norms that regulate behaviour
Food: Food perhaps is the area where preferences are any way very individual and very
marked. Additionally, culture introduces certain preferences. The examples of preference
induced by cultures are
Kosher foods – for persons of Jewish subculture
Avoidance of beef – by Hindus and Sikhs
Avoidance of pork – by Muslims
Vegetarian food – large subcultures in India
Sea foods – for subcultures in the Far East
Clothing By sheer logic, clothing preference should depend on climate and weather.
However, one can observe many peculiar preferences exhibited by consumers who can be
identified as belonging to a subculture. The preferences in these cases appear to be culturally
inherited. Otherwise there is no other explanation why Italian gentry in Toronto or Indian
ladies in San Francisco are shopping for silks and why custom dictated elaborate dresses
unsuitable for the local and prevailing climate are purchased all the year round, by ethnic
groups.
Housing people of a certain class brought up in the western culture may view the house as a
caste to protect their privacy whereas persons in the same class brought up in Eastern culture
want to treat the house as a showpiece as well as a place for interacting with kith and kin.
Such cultural influences affect the choice of location, material, construction and décor of the
houses the consumer buys and this has to be kept in mind by the marketers.
Marketers also hold varying conception of culture. A traditional marketing view in this
perspective, culture is viewed as a relatively unchanging background for behavior, consisting
primarily of values and norms. Values are enduring beliefs about desirable outcomes that
transcend specific situations and shape one’s behavior. If asked, people can usually state
important values: honesty, dependability, and so forth, for example. Cultures vary in the
strength of members’ beliefs in a limited number of universal values. Norms are informal,
usually unspoken rules that govern behavior.
Two views of Culture and Consumer Behavior
Traditional Marketing View
Consumption
Pattern
Antecedents to culture
Antecedents to culture
Culture
(Collective)
Culture
(Collective)
Perceptual
Categorization
Perceptual
Inference
Information
Processing
Strategies
Motives
Self-concept
Perceptual
Categorization
Perceptual
Inference
Information
Processing
Strategies
Motives
Self-concept
Emerging Marketing View:-
Material goods
Cultural templates
Action (blueprint)
Consumption patterns
Cultural templates
For interpretation (lens)
Cultural fields (scapes)
Values and norms help to determine perceptual and cognitive principles that, in turn,
influence people’s attitudes to marketing offerings and consumption practice. In perspective,
the key questions for marketers are to what extent should they adapt market offerings to other
culture context, and how should they do it.
Some anthropologists (scientists who study human culture), we define a society’s culture as
frameworks for action and understanding that enable one to operate in a manner acceptable to
other members. The frameworks vary between cultures, but they always incorporate
language, norms, values, and objects, as well as the myths, symbols, and rituals that we
discuss later in the chapter. Both individuals and firms that wish to operate successfully in a
culture require these kinds of knowledge. In this view, values, norms, and other cultural
elements differ in kind, not merely in strength, between different cultures.
To complicate matters, culture cannot be reduced to a list of language, things, people,
behavior, or values, although all of these are important in a culture. Our list of facts about the
Danes did not lead us to correctly predict the popularity of baby joggers, for example. The
above figure indicates culture can be through of as a set of dynamic models. Members of a
culture use these models to perceive, relate to, and interpret their world. Thus, culture
consists of shared frameworks or blueprints both for action and for understanding.
Blueprints for action and interpretation are constructed by culture from two basic elements.
First is through cultural categories, which organize time, space, nature, and the human
community. For example, class, occupation, ethnicity, gender, and age are examples of
cultural categories.
In addition to cultural categories, blueprints for action and interpretation are also shaped by
cultural principles, the values, norms, and beliefs that allow things to be grouped into
cultural categories, ranked, and interrelated. For example, cultural principles enable us to
classify products into categories and identify new brands as belonging to particular
categories. Some culture principles are expressed in sayings and folk wisdom such as “hard
work pays.” “There is virtue in loyalty to the state,” “you get what you pay for,” “seeing
believes,” “possession is nine-tenths of the law,” or “the nail that sticks up gets hammered
down.”
Variation in cultural values
There are three broad forms of cultural values as show in following fig.
Other Oriented values
Environment oriented values
Self oriented values
Societies view of relationship between people
Societies view of relationship with environment
Objective/approaches to life, society finds
Consumption purchase communications
Cultural values
Values include instrumental values, shared beliefs about how people should behave, and
terminal values, or desirable life goals. Examples of instrumental values include
competence, compassion, sociality, and integrity.
Ambition is an instrumental value that might help one attains a comfortable life, which is a
terminal value.
Cultural values are shared broadly across a society. They are learned, reinforced, and
modified within subcultures, ethnic groups, social classes, and families, values are organized
into systems that differ in their importance to consumers. They transcend particular
situations. Some believe that behaviors develop from attitudes, which in turn derive from
more general or abstract cultural values. This is referred to as the value-attitude behavior
hierarchy.
The Rokeach value survey (RVS) identifies a set of 18 terminal values, or desired end
states, and instrumental values, or desirable actions. A comparison between Brazil and the
united states on a few of Rokeach’s terminal values shows substantial differences. The most
import values in the united states-family security, a world at peace, freedom (independence),
and self-respect-are ranked substantially lower in Brazil (seventh, fifth, sixth, and ninth,
respective). The highest-ranking Brazilian values-true friendship, mature love, happiness, and
inner harmony –were ranked lower in the United States (tenth, fourteenth, fifth, and
thirteenth, respectively). The U.S. terminal value rankings on the RVS have remained
remarkably stable over time.
Hofstede proposed another approach of value measurement, and it has been applied more
extensively. It is based on five dimensions of cultural values, sometimes called value
orientations. These values are as follows:
1. Individualism vs. Collectivism Cultures,
2. Masculinity vs. femininity,
3. High vs. low power distance,
4. High vs. low uncertainly avoidance, and
5. Abstract vs. associative thinking.
1. Individualism vs. Collectivism Cultures:-
“Individualism Culture is a society in which members put their personal advancement and
welfare ahead of that for other groups, institutions, and the culture as a whole”. In such
societies, people are personally focused, have loose connection with others and place their
interest and goals above those of other individuals and the groups to which they belong. The
development of the “private self” is encouraged.
In this culture, consumers are less likely to be influenced by their peers or reference group. In
this culture, choosing a product that focus on their personal self image, that will give personal
pleasure and allow them to express themselves freely will be on target.
“Collectivism Culture is a culture in which people put the goods of others, the groups they
belong to, and the society as a whole above their own.” Self discipline is important, and
individuals basically accept where they are in life. Competition on group basis is acceptable
but not encouraged. Here, the development of the “collective self” is fostered.
In collectivist society, “fitting in” is important, so products and services that reference group
demand are needed. Pleasure, skill development, and knowledge acquisition in group setting
are also to be focus for offerings.
2. Masculinity vs. femininity
“Masculine culture is a society in which male roles are considered superior to female”. In
this, high value is placed on such things as monetary gain, material possessions, competition,
being successful, and being assertive and aggressive.
“Femininity culture is a society in which female roles are considered superior to male role”.
It sets values on nurturing, the family, quality of life, social responsibility, environment
quality and the like over attaining wealth, possessions etc…
3. High vs. Low Power Distance
“Power distance is a level of social inequality that exists in a society and how willing
members are to accept authority at all levels”.
“High power distance means high social inequality.” In this includes accepting authority at
the family level, in social settings, at work, from government agencies and the like. Countries
with higher power distance include Venezuela, Guatemala, Saudi Arabia, Iraq, India,
Malaysia, Japan etc…
“Low Power distance relationships are more informal across social levels, more equality is
found among all people, and authority is more shared.” Countries with low power distance
include Australia, New Zealand, England, Sweden, Switzerland, Canada etc…
4. High vs. Low Uncertainty Avoidance
“Uncertainty avoidance is a willingness of the member of a society to accept ambiguity and
uncertainty.”
“High uncertainty avoidance (a “certainty culture”) is found in societies that have
routinized behavior patterns, many rules and regulation, low tolerance for new ideas or new
ways to do things.” Persons in such societies tend to go to their families and other important
to them to obtain advice, security, guidance, and comfort. They are more prone to stress,
emotional, anxious, aggressive, and are hard workers.
“Low uncertainty avoidance (an “uncertainly culture”) exists in cultures where people “go
with the flow”. They don’t have a strong desire to control their destiny and have a sense that
what is to come will be. They are said to be relieved, confident, rational, and retired, behavior
patterns as individuals and consumers are more fluid and reactive, and new ideas and new
ways are more easily accepted, partly because they are more willing to accept personal risks.
5. Abstract vs. Associative Thinking Culture
“Abstract thinking those societies whose members are logical thinkers, interested in the
principle of cause and effect.” Products and services are seen as good benefits-deliverers
purely because their inherent characteristics. Face to face communication is preferred.
Member of such societies are willing and eager to make changes and to try new things,
including new products and services.
“Associative thinking is those societies in which connections or associations with people,
celebrities, and events impact on the importance of things.” Consumer products or services
tied to such acquire value. Thinking that a baseball bat that matches that of home run hitters
Mark McGuire or Barry Bonds is better than one not tied to a special player whether it’s the
correct length and weight for you or not. Associative thinking societies also see connections
with God or gods, supernatural or mystic beings, events or places to various life events.
6. The Confucian Dynamic Impact on Cultures
“The Confucian dynamic, at the positive end of the Confucian Dynamic scale are such
values as persistence, hard work, thrift, shame, and regard for relationships that indicate a
future-oriented, dynamic mentality. At the negative end are values indicating a static
mentality. They are tied to the present and the past and include “face,” reciprocity, and
tradition.” Such values encourage people to stay within known and accepted societal
boundaries. This dimension is not only fund in cultures with a history of Confucian influence.
Brazil is one of the highest scoring countries, and Germany, the Netherlands, and Sweden are
in the middle. The Confucian Dynamic is referred to as “long-term vs. short-term
orientation.”
Cultural Myths and Symbols
Myths and symbols are an example of what we have called a template or cultural blueprint
for interpretation because they help us understand what we observe in social life. Myths are
stories containing symbolic elements that express shared emotions and cultural values. In
traditional cultures, people conveyed culture knowledge to their children through myths,
legends, and fairy tales. Today, many popular culture media like television programs,
advertisements, movies, comics, cartoons, and novels build on mythic themes and convey
cultural knowledge to consumers. Knowledge of myths and how they work is useful to
marketers. Myths serve several important fictions in culture. First, they emphasize how things
are interconnected.
Second, myths maintain social order by authorizing a social code. The European Cinderella
myth teaches us how a miserable but deserving person can be blessed with wealth and
happiness. This rags-to-riches story resonates with the U.S. immigrant experience. Therefore,
variants of the Cinderella myth reappear in many media products, including recent films like
pretty Woman and Working Girl.
Third, myths provide psychological models for individual behavior and identify. Many myths
teach models of heroic or right action. Disney films such as The Lion King, Mulan, and
Tarzan are examples of films whose heroes act out models where individual- ism and
personal integrity are promoted.
Important behaviors in any society in any society can be better understood by reference to
shared Cultural symbols, objects that represent beliefs and values. Culture is well reflected in
core symbols, symbols that are emotionally powerful and that contain multiple meanings. In
the United symbols, symbols include George Washington and the Wild West. In finance, core
symbols include the Louvre museum, the tricolour French flag, and Marianne, a mythical
figure whose face adorns French coins, money, and buildings.
People use core symbols in different ways. The U.S. flag is a public symbol, typically used to
mark official places and events. Danes use their flag as an intimate, domestic symbol.
Marketers can use cultural symbols to help position products and services. Example is the Taj
Mahal, a famous Indian building, is a popular name for Indian restaurants all over the world.
Cultural Rituals
Cultural rituals are a good example of activities that combine blueprints for action and
understanding. They consist of behaviors that occur in a relatively fixed sequence and that
tend to be repeated periodically. Knowledge of rituals simplifies behavioral choices such as
how to behave at a wedding, for example.
Rituals organize peoples feeling and facilitate and simplify group communications. That is,
rituals organize life experience and give it meaning. They are particularly useful in handling
situations involving risk, whether the risk is social, emotional, or physical.
From important types of consumer rituals are those relating to possession, grooming,
divestment and exchange. People undertake possession rituals when products move from the
marketplace to the home or workplace where they are consumed. Possession rituals also
occur when people move into a new home or take possession of pre owned goods, which may
involve cleaning, customization, or making offerings such as the Jewish custom of tacking a
mezuzah to the door frame.
Grooming rituals tend to be private behaviors that aid in the transition from private to public
self and back again. Clean/dirty, public/ private, work/ leisure are three of the symbolic
transformations that are often involved in grooming rituals. Numerous beauty products and
personal services are marketed on their contribution to making grooming rituals successful.
Divestment rituals occur when consumers relinquish possession of objects.
Exchange rituals, like holiday gift giving, are an extremely important ritual type. An
important class of exchange rituals involves rites of passage. In rites of passage like college
graduation, participants mark events that symbolize changes in their social status.
For marketers, providing ritual goods has pluses and minuses. For example, vendors at some
Shinto temples in Japan that specialize in childbirth blessings do a thriving business in
protective charms and support garments. Stationery and party supply stores provide all sorts
of goods for calendrical rituals such as birthdays, carnival, or Halloween. Other retailers
provide symbolic goods that allow fans to express their affiliation with sports teams and
contests. Sometimes, a consumer product becomes almost identical with a ritual or even
triggers the ritual. For example, Mother’s Day was created in order to sell more flowers and it
works. For florists, Mother’s day is the biggest revenue – producing day of the year.
Rituals have life cycles; they decline and gain in popularity, and new cultural rituals emerge
as others fade.
Culture further divided in two category; sub culture and cross- culture.
WHAT IS SUBCULTURE?
The members of specific subculture possess beliefs, values, and customers that set them apart
from other members of the same society. In addition, they adhere to most of the dominant
cultural beliefs, values, and behavioral patterns of the larger society. We define subculture,
then as a distinct cultural group that exists as an identifiable segment within a larger, more
complex society.
In below figure presents a simple model of the relationship between two subcultural groups
and the larger culture. As depicts, each subculture has its own unique traits, yet both groups
share the dominant traits of the overall American culture. Each American, however, is at the
same time a member of various subcultures. For example, a 14-year-old boy may
simultaneously be Hispanic, Catholic, a teenager, and a New Yorker. We should expect that
membership in each different subculture would provide its own set of specific beliefs, values,
attitudes, and customs.
Subcultural analysis enables the marketing manager to focus on sizable and “natural” market
segments. When carrying out such analyses, the marketer must determine whether the beliefs,
values, and customs shared by members of a specific subgroup make them desirable
candidates for special marketing attention. Subcultures, therefore, are relevant units of
analysis for market research. Important subcultural categories are nationality, religion,
geographic, location, race, age, and sex.
NATIONALITY SUBCULTURES
Although most U.S. citizens, especially those in the United States, see themselves as
American, they frequently retain a sense of identification and pride in the language and
custom of their ancestors. When it comes to consumer behavior, this ancestral pride is
manifested most strongly in the consumption of ethic food, in the purchase of numerous
cultural artifacts (ethic clothing, art, music, foreign-language newspapers). Interest in these
goods and services has expanded rapidly as younger Americans attempt to better understand
Dominant Cultural Traits of United -States Citizens
and more closely associate with their ethnic roots. The importance of ethnic origin as a
subcultural market segment, the following section examines Hispanic-American subculture.
Hispanic Subcultures
Hispanic –Americans represent about 9 percent of the United States population. In American
population segments, Hispanic-Americans are younger, they are members of larger families
and they are more likely to live an “extended family” household, with members consisting of
several generations.
Hispanic-Americans are projected to supplant African-American within 20 years as the
largest American minority group. Hispanic has already become the dominant minority in
New York, San Diego, San Francisco and they represent the majority in San Antonio, Texas.
This subcultural group can be considered as a single market, based on a common language
and culture, or as separate subcultural markets that correspond to different Hispanic countries
of origin. There are twelve Hispanic subcultural groups now identified in the United States.
Understanding Hispanic Consumer Behavior
Available evidence indicates that Hispanic and Anglo consumers differ in terms of a variety
of important buyer behavior variables. Hispanic consumers prefer well-established brands
and traditionally prefer to shop at smaller store. Similarly, other research indicates that when
it comes to clothes shopping, Hispanic youths are more fashion-conscious and are more likely
to seek out and be loyal to well-known brands and to generally like the act of shopping more
than their non-Hispanic counterparts.
Defining and Segmenting the Hispanic Market
Marketers who are targeting the diverse Hispanic subcultural groupings are concerned with
finding the best ways to define and segment this market. Of these measures, the combination
of self-identification and degree of identification are particularly appealing, because they
permit consumers to define or label themselves. Research shows that those who strongly
identify with being Hispanic are more frequent users of Spanish-language media, are more
brand loyal, are more likely to buy prestige brands, are more likely to seek the advice of
another and to more often be influenced by friends or family, and are more likely to buy
brands advertised to Hispanics than Weak Hispanic Identifiers. This pattern suggests that the
degree of Hispanic identification is a useful segmentation variable when one is targeting
Hispanic market.
RELIGIOUS SUBCULTURES
The United States reportedly has more than 200 different organized religious groups. The
members of all these religious groups at time are likely to make purchase decisions that are
influenced by their religious identity. Consumer behavior is directly affected by religion in
term of products that are symbolically and ritualistically associated with the celebration of
various religious holidays. For example, Christmas has become the major gift –purchasing
season of the year.
In our earlier discussion of the family we indicate that husband and wife decision making
also was related to religious orientation. It was reported that husbands in proreligious and
catholic families were the major influence in making specific purchase decisions, husband
and wives shared equally in most decisions. Religious requirements or practices sometimes
take on an expanded meaning beyond their original purpose.
RACIAL SUBCULTURES
The major racial subcultures in the United States are Caucasian, African-American, Asian-
American, and American Indian. Although differences in lifestyles and consumer spending
patterns exist among these groups, the vast majority of racially oriented consume research has
focused on consumer differences between African-Americans and Caucasians. Only recently
has particular research attention been given to Asian-American consumers.
Asian-American Consumers
The Asian-American population is currently more than seven million in size and is the fastest
growing American minority. For example, between 1980 and 1990, the white, African-
American, and Hispanic populations in the United States grew 6, 13 and 53%, respectively;
during this same time period, the Asian population grew by 108%. Asian- Americans are
largely family-oriented, highly industrious and strongly driven to achieve a middle-class
lifestyle, they are an attractive market for increasing numbers of marketers.
Where Are the Asian-American?
Asian-Americans are largely urban people, who are presently concentrated in a small number
of large American cities. Most Chinese, as well as most Asian-Americans, do not live in
downtown urban areas; they live in the suburbs.
Understanding the Asian-American Consumer
Local newspapers and weekly newsmagazines frequently portray the accomplishments of
Asian-Americans, who have shown they to be hardworking, very family-oriented and strivers
for excellence in educational pursuits. Asian-American children have consistently won a
substantial share of academic awards and scholarships.
Asian-American as Consumers
Asian-American spends about $38 billion on consumer goods and services annually. It is
important to remember that Asian-Americans are really drawn from diverse cultural
backgrounds. Therefore, although Asian-Americans have many similarities, marketers should
approach this overall group with caution, as they are not completely homogeneous. For
example, Vietnamese-Americans are more likely to follow the traditional model wherein the
man makes the decision for large purchase, whereas Chinese-American husbands and wives
are more likely to share in the decision-making process.
Age as Subcultures:-
Each major age sub grouping of the population might be thought of as a separate subculture,
because important shifts occur in the demand for specific types of product and services. Age
subculture has three additional groups: Generation X, baby boomers and the mature and
elderly.
The Generation X Market:
This age grouping often referred to as Xers, busters or slackers and twenty something
consists of approximately 46 million 18 to 29 years old who spend about $125 billion yearly.
For Generation X consumers, job satisfaction is typically much more important than salary.
Xers reject the values of older co-workers who may neglect their families while striving to
secure higher salaries and career advancement.
Appealing to Generation X:-
Members of generation X often pride themselves on their sophistication. Although they are
not necessarily materialistic, they do purchase good brand name e.g. Sony but not necessarily
designer labels. Xers are not against the advertising but only opposed to insincerity.
The baby boomer Market:
Marketers have found baby boomers a particularly desirable target audience because
1.) They are the single largest distinctive age category alive today
2.) they frequently make important consumers purchase decision; and
3.) They contain a small sub segment of trend setting consumers who have influence on
the consumer taste of other age segment of society.
As baby boomers age, the nature of the products and services they most need or desire
changes. For example, because of the aging of this market segment, Levi Strauss is featuring
“relaxed fit” jeans, sales of “lineless” bifocal glasses to new customers are up substantially,
and sales of walking shoes have grown rapidly.
Mature and elderly Consumer:-
Baby boomers are starting to hit 50, there are plenty of pre boomers (i.e. those 45 to 65
years), and the no. of elderly consumers is growing twice as fast as the overall United States
population.
Sex as a subculture:-
Consumer products and sex roles
Within every society, it is quite common to find products that are either exclusively or
strongly associated with the members of one sex. In the United States, for example, shaving
equipment, cigars, pants, ties, and work clothing were historically male products; bracelets,
hair spray, etc generally were considered feminine products.
Despite the fact the line between “male only” and 1”female only” products has become
blurred in recent years, consumers tend to impute a sex, or gender, to products. For this
reason, advertising executives should consider not only the sex of their target market but also
the perceived sex of the product category in the development of their advertising campaigns.
CROSS – CULTURAL CONSUMER ANALYSIS
Cross cultural consumer analysis is defined as the effort to determine to what extent the
consumers of two or more nations are similar or different. Such analyses can provide
marketers with an understanding of the psychological, social, and cultural characteristics of
the foreign consumers they wish to target, so that they can design effective marketing
strategies for each of the specific national markets involved. Cross cultural analysis might
also include a comparison of subcultural groups within a single country.
Acculturation is a Needed Marketing Viewpoint
Too many marketers make the strategic error of believing that “if it is liked by local or
domestic consumers, then everyone will like it”. It reflects a lack of appreciation of the
unique psychological, social, cultural, and environmental characteristics of distinctly different
cultures.
Cross cultural acculturation is a dual process for marketers.
First, marketers must thoroughly orient themselves to the values, beliefs, and customs of the
new society to appropriately position and market their products.
Second, to gain acceptance for a culturally new product in a foreign society, they must
develop a strategy that encourages members of that society to modify or even break with their
own traditions.
Distinctive Characteristics of Cross – Cultural Analysis
It is often difficult for a company planning to do business in foreign country to undertake
cross-cultural consumer research. In Saudi Arabia it is illegal to stop people on the streets,
and focus groups are impractical, because most gatherings of four or more people are
outlawed.
Applying Research techniques
Although the same research techniques used to study domestic consumers are useful in
studying consumers in foreign lands, in cross cultural analysis an additional burden exists,
because language and word usage often differ from nation to nation. Another issue in
international marketing research concerns scales of measurement.
Globalization and cultural consumer behavior
With so much diversity present among the members of just one nation, it is easy to appreciate
that numerous larger differences may exist between citizens of different nations having
different cultures, values, beliefs and languages. If international marketers are to satisfy the
needs of consumers in potentially very distinct markets effectively, they must understand the
relevant similarities and differences that exist between the peoples of the countries they
decide to target.
As increasing in no. of consumers from all over the world come in contact with the material
goods and lifestyle of people living in other countries, and as the no. of middle class
consumers grows in developing countries, marketers are eager to locate these new customers
and to offer them their products.
Some of the problems involved in cross cultural analysis include differences in language,
consumption patterns, needs, product usage, economic and social conditions, marketing
conditions, and market research opportunities. There is urgent need for more systematic and
conceptual cross cultural characteristics concerning the consumption habits of foreign
consumers. Such analyses would identify increased marketing opportunities that would
benefit both international marketers and their targeted consumers.
Summary:
A culture is a shared template for behavior and interpretation. Although people hardly ever
notice their own culture, culture supplies important boundaries on behavior. Culture is
adaptive, dynamic, and patterned. Although there is substantial intra cultural variability, it is
possible to identify core values that seem to define a culture. Many different approaches to
measuring cultural values have been developed.
In addition to values, myths, symbols, and rituals also help to define culture. Important
consumer behavior in any society can be better understood by referencing shared myths and
symbolic meanings. Consumer goods often become core blueprints for actions and
interpretation. Among different type of rituals are those that relate to possessions, grooming,
divestment and exchange. The uses of ritual objects, often consumer product accompany
these rituals.
Bibliography
Books:
Eric Arnould, Linda Price and George Zinkhan, “Consumers”, Publisher:Mc Graw
Hill Publication, 1st edition.
Leon G. Schiffman & Leslie Lazar Kanuk , “Consumer Behavior”, Publisher:
Prentice-hall India, 6th edition.
M.S.Raju & Dominique Xardel, “Consumer Behavior”.
Material Given by Mr. Vipul Patel.
Neeran Gautam & Kokil Jain, “Consumer Behavior”, Wisdom Publications.
Matin Khan, “Consumer Behavior”, New Age International Publishers, 2nd edition.