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8/7/2019 CB 9 (Social & Cultural Influences)
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Social & Cultural
Influences on
Consumer Behavior
Prof. Manu Priya
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A model of consumer behaviour
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SOCIAL CLASSSOCIAL CLASS
The division of members of asociety into a hierarchy of
distinct status classes, so that
members of each class haveeither higher or lower statusthan members of other classes.
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Relatively permanent and homogeneous
divisions in a society into which individuals
or families sharing similar values, lifestyles,
interests and behaviour can be categorised
± Relations in the production and acquisition of
goods
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SOCIAL CLASS & SOCIAL STATUSSOCIAL CLASS & SOCIAL STATUS
Status is frequently thought of as the relativerankings of members of each social class
± ±WealthWealth (amount of economic assets)
± ±
PowerPower (degree of influence on others) ± ±PrestigePrestige (degree of recognition received from
others)Social Comparison Theory
states that individualscompare their
own possessions against those
of others to determine their
relative social standing.
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The process by which consumers actively
increase their social standing through
conspicuous consumption or possessions
STATUS CONSUMPTIONSTATUS CONSUMPTION
Social status is usually defined in terms of one ormore of the following socioeconomic variables:
± Family Income
± Occupational Status
± Educational Attainment
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A communitys expectations for style of lifeamong each class as well as the positive ornegative social estimation of honour given to eachclass
Source of influence on what people buy andconsume
-Stratification according to the principles of their consumption of goods (lifestyles)
Individuals compare their own materialpossessions with those owned by others todetermine their own social standing
STATUSSTATUS GROUPGROUP
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Targeting
Upscale
Customers
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SOCIAL STANDING &SOCIAL STANDING &
BEHAV
IOUR
BEHAV
IOUR
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Not all Behaviours are Unique
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Economic ± Job
± Income
± Wealth (possessions)
Interaction ± Personal prestige (success, not only economic)
± Association (everyday relationships, values)
± Socialisation
Political ± Power
± Class consciousness (relevance of the class)
± Mobility
Factors defining a social class (Gilbert andFactors defining a social class (Gilbert and
KahlKahl, 1982), 1982)
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Major
American
Social
Classes
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(continued)
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(continued)
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Use of Income and Purchase Motivation forUse of Income and Purchase Motivation for
Target Market AppealTarget Market Appeal
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Targeting
Upper-class
Consumers
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GeodemographicGeodemographicClustersClusters
A composite
segmentationstrategy that uses
both geographic
variables (zip codes,
neighborhoods) anddemographic
variables (e.g.,
income, occupation)to identify target
markets.
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Marketers superimpose these
geodemographic clusters onto a host of products & services usage data, mediaexposure data & lifestyle data tp create a
sharp, refined picture of their targetmarkets.
One of the most popular clustering service
is PR
IZM (www.claritus.com) which definesa variety of socioeconomic & demographicfactors.
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Selected Consumer Behavior and Application of Social ClassSelected Consumer Behavior and Application of Social Class
Clothing, Fashion & Shopping
People dress to fit their self-image, which includes theirperceptions of their own social-class membership.
Members of specific social classes differ in terms of whatthey consider fashionable or in good taste .
Ex. ConsumersConsumers of of lowerlower--middlemiddle classclass havehave strongstrongpreferencepreference forfor TT--shirts,shirts, caps,caps, etcetc.. ThatThat offeroffer themthemexternalexternal pointpoint of of identificationidentification..
ExEx.. UpperUpper classclass consumersconsumers likelylikely toto buybuy clothingclothing withwith
moremore subtlesubtle lookslooks asas sportswearsportswear ratherrather thanthan designerdesigner jeans jeans..
ExEx.. GapGap isis rollingrolling outout itsits goodsgoods toto thethe workingworking classclassfamiliesfamilies whowho usuallyusually purchasepurchase fromfrom Kmart,Kmart, WalWal--Mart,Mart,
TargetTarget..
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The Pursuit of Leisure
Social class membership related to the choice of
recreational & leisure activities.Upper-class customers like to attend theatre &concerts'.
Lower-class consumers are T
Vwatchers, fishing ,enjoy drives in movies.
Middle-class consumers spends time oncommercial activities (playing pools, billiards
visiting museums) craft activities (model building,painting, wood working project) cerebralactivities (reading, visiting museums) & familyvacations
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Saving, Spending & Credit
Upper-class--- more future orientedconfident for financial acumen, morewilling to invest in insurance, stocks,real estates, shares. Uses credit cardsas a convenient substitute for cash.
Lower-class--- concerned with
immediate gratification, primarilyinterested in safety & security, tend touse their credit cards for instalment
purchases.
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Influence of the Social EnvironmentInfluence of the Social Environment
Flows of influence with in the social structure
Individual
consumers
Organizations Reference colors Family Media
Culture
Subculture
Social class
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Cultural
Influences on
Consumer
Behaviour
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Culture . . .Culture . . .. . . is a learned behavior.
Enculturation is learning ones own
culture.
Acculturation is learning a new
culture.
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. . . refer to the values,
norms, and shared
beliefs that are
symbolically
communicated
. . . represent the sharedmeanings of ideal end
states and modes of
conduct
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Cultural Identification .Cultural Identification . . .
Refers to the society in which a person prefersto live.
It is attitudinal in contrast to acculturation,
which is behavioral. . . . is adaptive, i.e. it changes as a society
faces new problems and opportunities...
. . . satisfies needs by providing norms(rules of behavior)...
. . . provides values which delineate what
is right, good, and important to a society.
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CULTURECULTURE
Culture is the M ost Basic Cause of a
Person's Wants and Behavior.
Culture is learned from family, church, school,peers, colleagues.
Culture includes basic values, perceptions,
wants, and behaviors.
Components of culture: values, language,
myths, customs, rituals, laws, material artifacts
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Cola, burgers, peanuts,
popcorn, ketchup popularpart of US culture.
Tea, sandwiches, bowler
hats, golf, raincoats are
part of English culture.
Kimonos, rice, cars,cameras synonymous with
Japan.
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Beer, music, cars with
Germany.
Pasta, pizza, espresso coffee,art, wine, opera, shoes are
part of Italian culture.
Perfume, wine, cognac,
cheese, intrinsic to the French
culture
Samosa, spicy eatables, tea,
beeda, cycles, incense sticks
represent Indian Culture.
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What is Culture?
Everything that people have, think, and
do as members of a society
Characteristics of CultureCharacteristics of Culture
Culture is learned
Culture is invisible
Culture is Symbolic
Culture is a way of life
Culture is Dynamic Culture is Relative
Culture satisfies needs
Culture is shared
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Three distinct form of cultural learning.
Formal
Learning
Informal
learning
Technical
Learning-
In which adults teach a young family
member how to behave.
Child learns primarily bY
imitating the behaviour of
selected others.
In which teachers instructthe child in an educational
environment about what
should be done & how it
should be done.
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Components of CultureComponents of Culture N orms- more specific than values
and dictate acceptable and
unacceptable behaviors
Customs- civilization, background, ethnicity,
way of life. Ex . Different food habits of
Indians.
Conventions- a set of agreed, stipulated or
generally accepted standards, norms, social
norms, or criteria, often taking the form of
a custom.
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Ritual- is type of symbolic activity
consisting of series of steps
occurring in fixed sequence &repeated over time.
Language & Symbols- marketers
use to convey desired productimage. Symbols
Generate ideas, emotions, thoughts
Types of Symbols
Numbers
Colours
Gestures
Animals (animate objects)
Inanimate objects
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Cultural influenceCultural influence
Set of values, ideas, artefacts' and other meaningfulsymbols that help individuals communicate,interpret and evaluate as member of society
± Sense of self and space
± Communication and language
± Dress and appearance
± Food and feeding habits
± Time and time consciousness
± Relationship ± Values and norms
± Beliefs and attitudes
± Mental processes and learning
±Work habits and practices
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Examples of Popular CultureExamples of Popular Culture
Advertising
Television
Music
Fashion
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CultureCulture
Subculture Groups of people with shared
value systems based on commonlife experiences.
Based on demographics
personality, lifestyle, and
psychographics
Examples of Major Groups
Hispanic Consumers
African-American Consumers
Asian-American Consumers
Mature Consumers
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Marketers and CultureMarketers and Culture
must understand theculture of consumers
to whom they
market identify subcultures
which will be
attractive target
market segments
link the marketing
mix to culture
INTERNATIONALMARKETING
cultural differencesand similarities
key segmentationquestion:
± are cultures
different enough tobe distinct targetmarket segments?
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The Measurement of CultureThe Measurement of Culture
A wide of measurement techniques are projective
tests, content analysis, consumer fieldwork value
measurement survey instruments.
Conclusion about society or specific aspects of a
society or comparison of two societies can be drawn
by examining the content of particular message.
This focuses on content of verbal, written or pictorialcommunication.
It is mean of determining what social & cultural
changes have occurred.
CONTENTANALYSISCONTENTANALYSIS
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Researcher likely to select a small sample of peoplefrom particular society & carefully observe their
behaviour.
It takes place in natural environment
Performed sometimes without subjective awareness.
It focuses on observation of behaviour.
It focuses on in-store shopping behaviour
Sometimes researcher become active participants.
In addition to this depth interviews & focus-group
sessions are also used.
CONSUMER FIELDWORKCONSUMER FIELDWORK
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Consumer is being observed in Consumer Fieldwork