CH 11

Culture’s Influence
on Consumer
Behaviour

Amelia Rena R | Anzil Sifa F | Arina Zahra R

Culture is the collective
values, customs, norms, arts,
social institutions and
intellectual achievements of a
particular society. Cultural
values express the collective
principles, standards and
priority of a community.
Value : Achievement and success
 LO 1 : To understand culture’s role, dynamics, evolution, and impact on
consumer’s priorities and behaviours.

Different “levels” of cultural norms :

1. The supranational 2. The national 3. The group

level reflects the underlying
dimension of culture that
affect multiple societies
level reflect shared core level reflect the subdivisions
value, customs, and of a country or society
personalities that represent
of the “national character” of
a particular country
 Lifestyle matrix for four segments of global youth
aged 14 to 24:

1. In-crowd : It is all about privilege and

reinforcement

2. Pop mavericks : WOM spreads rapidly, passion,

Supranational
individuality and instant gratification are important
Level
3. Networked intelligentsia : It is all about
revolution, creativity and deconstruction.

4. Thrill renegades : It is all about infamy,

adrenaline and anarchy.
1. Culture’s continuous evolution
● Marketers must always monitor cultural changes to discover new opportunities
and abandon market that have “dried up” because of cultural change

● Marketers should periodically consider :

- Why consumers are doing what they do

- Who are the purchasers and the users of their offering

- When they do their shopping

- How and where they can be reaches by the media

- What new product and service needs are emerging

2. Cultural beliefs reflect consumers’
needs
Culture expresses and satisfies the needs
of societies. It offers order, direction, and
guidance for problem solving by
providing “tried-and-true” methods of
satisfying physiological, personal and
social needs.

Ex : Cloths for different occasions

 LO 2 : To understand language, symbols, and rituals as expressions of a
learned culture

1. Forms of learning
● Formal learning : parents, older siblings and other family members teach a
younger member “how to behave”

● Informal learning : children intimate the behaviors of selected others, such as

family, friends, TV shows.

● Technical learning : teachers instruct the children, in an educational

environment about what should be done, how it should be
done, and why it should be done, in social as well as
personal settings
2. Enculturation and Acculturation
● Enculturation is learning one’s own culture
● Acculturation is learning new or foreign cultures

3. Marketing Influences on Cultural Learning

● The repetition of marketing messages both conveys and reinforce
cultural beliefs and value
● In advertisements, cultural are not only copy depicted in the
advertising copy but also copy in the visual imagery, colors,
movements, music, and other nonverbal elements of an
advertisement
● Marketers also transmit a lot of information that enables
consumers to express shared cultural value
4. Language and symbols

Cultural value are reflected in the

language, symbols, communications,
and artifact of a society. A symbol is
anything that represents something
else, and symbols can be either verbal
or nonverbal.
5. Rituals
Type of symbolic activity consisting of a series of steps occurring in
a fixed sequence and repeated periodically. Rituals can be public,
elaborate, or ceremonial, or mundane routines.

Wedding Birthday Valentine’s Day

Facial beauty ritual by Fair and Lovely
 LO 3 : To understand how to measure the influence culture on consumer
behaviour

1. Content Analysis
● Identify the intentions, focus or communication trends of an individual,
group or institution
● Describe attitudinal and behavioral responses to communications
● Determine psychological or emotional state of persons or groups

2. Field Observation
● Take place within a natural environment
● Generally, the subjects are not aware that they are being watched
● Focuses on observation of behaviour
3. Value Measurement

● Rokeach value survey

a. Terminal value (ex : happiness, pleasure, freedom, self-respect,
etc)
b. Instrumental value (ex : ambitious, honest, polite, responsible,
etc)

● Gordon’s surveys of personal and interpersonal values

This survey measures value that determine how people cope with
their daily lives. There are two surveys, personal values and
interpersonal values.
 LO 4 : To understanding Americans’ core values and how to apply them to
persuasive communications

Criteria to select and designate core value :

1. The value must be persuasive

2. The value must be enduring
3. The value must be related to consumption behavior
1. Achievement and
Success

Americans maintain that

challenges and competition
drive people to excel
2. Time and Activity
● Americans consider time value
● Americans value being active and involved in society
3. Efficiency and
Practicality
● Americans consider
themselves highly efficient
and pragmatic
● The pragmatic orientation
has led Americans to
develop more innovations
than the other nations
4. Progress
Americans view change as desirable
because it symbolizes development
(personal as well as societal),
improvement, and growth.
5. Materialism
(comfort and pleasure)
- Americans desire for material goods
goes back a long way
- For most americans, material comfort
and possesions signify attainment of
“the good life”
- Americans often compare themselves
to others in term ov value possesions.
- Material object are desirable and just
reward their hardwork, as wel as
symbols of their achievment
6. Individualism and Conformity
- Americans value “being themselves”
- Striving for individualism is the rejection of dependency.
- Opposite of individualism is collectivism
- Objective for advertising: to persuade consumers to buy product and services
that refelect and emphasize their individual identities.
7. Freedom of choice
Freedom as an American core value
stems from the nation’s fundamental
principles
8. Humanitarianism
1. Belongingness
2. Trusting
3. Social-practical motivation
4. prestige
9. Youthfulness 10. Fitness and health
Americans are preoccupied with Being fit and healthy is an important
youthfulness core value and very evidant in many
aspects of American life
 LO 5 : To understand green marketing and ecologically responsible
consumption

Green Marketing is producing and promoting reusable and eco-friendly products.

CASE STUDY

McDonald’s
 Different “levels” of cultural norms :

1. The supranational 2. The national

In-crowd and Pop Maverick
1. Culture’s continuous evolution
○ Why consumers are doing what they do

○ Who are the purchasers and the users of their offering

○ When they do their shopping

○ How and where they can be reaches by the media

○ What new product and service needs are emerging

2. Cultural beliefs reflect consumers’ needs
1. Acculturation 2. Marketing influences on
cultural learning
3. Language and symbols 4. Rituals
 Indonesian core values and how to apply them to persuasive
communications

1. Achievement and 2. Time and activity

Success
 Indonesian core values and how to apply them to persuasive
communications

3. Efficiency and 4. Progress

Practicality
Indonesian core values and how to apply them to persuasive
communications

5. Materialism 7. Freedom of choice

 Indonesian core values and how to apply them to persuasive
communications

8. Humanitarianism
 Indonesian core values and how to apply them to persuasive
communications

10. Fitness and Health 10. Ecological Responsibility

1. Dhani

Contoh thrill renegades? Rokok

2. Salsabila

K-pop tidak ada akulturasi saat masuk ke Indonesia, kenapa bisa diterima?

3. Fay

Brand yang tidak melakukan penyesuain campaign di negara tujuan

4. Anin

Kenapa KFC tidak mengadopsi strategy product yang sama dengan MCD
(menyesuaikan culture Indonesia).