culture & consumer behaviour.ppt
TRANSCRIPT
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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?
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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
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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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Discussion Questions
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
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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
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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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Discussion Questions
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
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Thank You