Chapter 12

The Influence of Culture on Consumer Behavior

Culture

The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

A Theoretical Model of Cultures Influence on Behavior - Figure 11.2

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Chapter Eleven Slide

Lifestyle Matrix for Global Youth Figure 11.3

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Chapter Eleven Slide

Culture of different countries

Cola , Burgers, peanuts US culture Beer, music-German culture Pasta, pizza, wine- Italian culture Perfume, wine French culture Samosa, tea, cycles, beetal leaves- Indian culture

Forms of Cultural Learning

Formal Learning

Informal Learning

Technical Learning

Issues in Culture
Enculturation and acculturation Learning of ones own culture is known as enculturation Learning of a new or foreign culture is known as acculturation Acculturation is more important for the marketers who plan to sell their products in foreign market In present scenario acculturation has good potential as consumers are shifting from traditional to the modern culture

 Language ,symbols,colors
To communicate effectively with their audiences marketers must use appropriate symbols to convey desired product images Beliefs of people in India

 Ritual Culture includes various ritualized experiences and behaviors Rituals extend over the human life cycle from birth to death Rituals tend to be replete with ritual artifacts(products)

Selected Rituals and Associated Artifacts - Table 11.2TYPICAL ARTIFACTS SELECTED RITUALS
Wedding Birth of child Birthday 50th Wedding anniversary Graduation Valentines Day New Years Eve White gown (something old, something new, something borrowed, something blue) U.S. Savings Bond, silver baby spoon Card, present, cake with candles Catered party, card and gift, display of photos of the couples life together Pen, U.S. Savings Bond, card, wristwatch Candy, card, flowers Champagne, party, fancy dress

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Chapter Eleven Slide

The Measurement of Culture

Content analysis Consumer Fieldwork Value Measurement Instruments

Content Analysis

A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society.

Content analysis
Focuses on the content of the verbal , written and pictorial communication (copy and art composition of the advertisement Content analysis is useful to marketers in comparing the advertising claims and evaluating the nature of advertising claims targeted to specific audience E.g.Teenage girls American teen girls- independence ,determination Japanese happy, playful, childlike girlish In the advertisement campaign they use the same image of teenage girls and advertise the product

Field Observation Or consumer fieldwork

A cultural measurement technique that takes place within a natural environment that focuses on observing behavior

Characteristics of Field Observation

Takes place within a natural environment Performed sometimes without the subjects awareness Focuses on observation of behavior

Value Measurement Survey Instruments

Rokeach Value Survey (RVS) List of Values (LOV) Values and Lifestyles (VALS)

Value Measurement Survey Instruments Rokeach Value Survey (RVS): A selfadministered inventory consisting of eighteen terminal values (i.e., personal goals) and eighteen instrumental values (i.e., ways of reaching personal goals).

List of Values (LOV): A value measurement

instrument that asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey

Values and Lifestyles (VALS): A value

measurement based on two categories: self-definition and resources

Rokeach Value Survey

A self-administered inventory consisting of eighteen terminal values (i.e., personal goals) and eighteen instrumental values (i.e., ways of reaching personal goals).

List of Values

A value measurement instrument that asks consumers to identify their two most important values

Core values
Values must be adapted by a significant number of people Values must be enduring and are followed by people for a long period of time Values must enable the marketers to understand the behavior of the consumers

Indian values

Family orientation
Chief-wage earner supports the entire joint family Disposable income of such a consumer gets radically reduced Always looking for value-based brands

Festivities
Celebrating festivals is the strong identity of Indian culture festivals are the huge opportunities for the marketers several brands in a number of product categories offer sales promotional programmes during festive seasons

 Saving orientation Food habits

Changing cultural trends in indian markets

Achievement orientation Work ethics Impulse gratification Use of hi-tech products