culture & consumer behaviour

PRABHATH INSTITUTION OF BUSINESS MANAGEMENTA PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A)

UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.

Culture

Cross-Cultural

Variations in

Consumer Behaviour



Culture and Cross-Cultural Variations in Consumer Behaviour

Concept of cultureHow culture is shared and acquiredCultural values

– classified into 3 categoriesCulture includes non-verbal communicationsRisks and opportunities of cross-cultural or ethnic marketing



• Definitions

• Cultural values

• Cross-cultural variations

• Non-verbal communications

• Cross-cultural marketing strategy

Cultural Influences — Overview



Complex concept that includes knowledge, beliefs, art, law, morals, custom, and any other capabilities

acquired by humans as members of society.

Culture includes almost everything that influences an individual’s thought processes and behaviours.

Definition of Culture:



Sub- culture Cross cultureSocial class

culture

Culture



Variables Influencing Cross-Cultural Marketing Strategies

Language

Demography

Values

Non-verbal communication

Consumer Behavior

Marketing strategy

The behavior which the consumer shows while he/she are searching, purchasing, using, evaluating and disposing the product and its service which satisfies ones own needs is said to be Consumer Behavior.



Is a comprehensive concept

Influences our preferences

Is acquired from our experiences and learning

Supplies the boundaries for behaviour in modern societies

Consumers are seldom aware of cultural influences

Culture….



Cultural Values, Norms, Sanctions and Consumption Patterns

Consumption pattern

Cultural

values

Norms specify

ranges of appropriate

behavior

Sanctions penalties

for violating

norms



Three broad classifications are used:

1. Other-oriented

2. Environment-oriented

3. Self-oriented

Classification of Cultural Values:



Other-Oriented Values:

•Individual vs collective (initiative, conformity)

•Romantic orientation (love)

•Adult vs child (child’s place)

•Masculine vs feminine (male role)

•Competition vs cooperation (excel or not?)

•Youth vs age (wisdom of elders)



•Cleanliness (extent of)

•Performance vs status (performance or class)

•Tradition vs change (new behaviours?)

•Risk-taking vs security (risk encouraged?)

•Problem-solving vs fatalism (acceptance encouraged?)

•Nature (admired or overcome?)

Environment-Oriented Values:



Active vs passive (physical activity)

Material vs non-material approach (acquisition?)

Hard work vs leisure (admire hard work?)

Postponed vs immediate gratification (save/enjoy now)

Sensual gratification vs abstinence (food, drink)

Humour vs seriousness (is life serious?)

Self-Oriented Values:



Cross-Cultural Variations: (Factors Influencing Non-Verbal Ccommunications)

•Symbols•Agreements•Etiquette•Environment

•Time•Space•Friendship•Things



Monochronic One thing at a time Concentrate on one job Deadlines matter Commitment to task Adhesion to plans Promptness is valued Short-term relationships

Polychronic Many things at once Highly distractible Deadlines are secondary Commitment to people Changing plans is easy Promptness depends Long-term preferred

Time Perspective:



Eye contact with business clients

Touching a customer on the arm or shoulder

Contact between males

Etiquette:



–Is it a homogenous culture?–What needs will the product fill?–Can enough afford the product?–What values are relevant to this product?–What are the distribution, political and legal structures?–How can the firm communicate about the product?–What are the ethical implications?

Developing a Cross-Cultural Marketing Strategy



France: Ads for book publishers, foreign tourism, supermarket chains, margarine and contraceptives are banned. Children cannot be used in ads.

Germany: Ads may not inspire fear, encourage superstition, or promote discrimination. Athletes may not be shown drinking. Direct appeals to children are not allowed. Comparative advertising is severely restricted.

Britain: Ads for undertakers, the Bible, matrimonial agencies, fortune-tellers, private detectives, contraceptives and pregnancy tests are banned.

Legal Restrictions on Advertising



Other –oriented values:

Individual & collective

Romantic oriented

Adult & child

Masculine & feminine

Competition & cooperation

Youth & age



A presentation by

N.Chandra Sekhar MBA

culture & consumer behaviour

Education