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7/21/2019 importance of Culture in marketing
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CULTURAL
INFLUENCESON CONSUMER
BEHAVIOR
Consumer Behavior
Lecture 9
MBA 2K13
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Lecture Outline
Understanding culture
Functional areas in culture
Cultural dimensions
Cultural forms
Cross cultural consumer analysis
orld !rands
Frame"or# for glo!al strategy
$i% glo!al consumer segments
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What is Culture?
Culture is the accumulation of shared
meanings& rituals& norms& and traditions
Culture is a society's (ersonality
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Understanding Culture
Consumers are more li#ely to "ant (roducts
that resonate "ith a culture's (riorities at any
given time
)roducts can reflect underlying cultural
(rocesses of a (articular (eriod
Cosmetics made of natural materials "ithout
animal testing
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Functional Areas in a CulturalSystem
*cology
$ocial structure
+deology
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Cultural Dimensions
Power
Distance
UncertaintyAvoidance
Masculine
versus
Feminine
Individualism
versus
Collectivism
Way members perceive differences in power
when they form interpersonal relationships
Degree to which people feel threatened byambiguous situations
Degree to which gender roles are clearly
delineated
!tent to which culture values the welfare of the
individual versus that of the group
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Cultural Forms
,orms
Myths
$tories
-ituals
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Norms in Culture
Enacted norms are
s(ecifically decided
on
Crescive norms are
discovered as "e
interact
Customs"norms
handed do"n from the
(ast that control !asic
!ehavior
Mores.custom "ith a
strong moral overtone
Conventions.normsregarding the conduct of
everyday life
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Cultural Stories & Myths
*very culture
develo(sstoriesand ceremonies that
hel( mem!ers ma#esense of the "orld$u(erstitious !eliefs
Magic remedies
Myths are stories
"ith sym!olic
elements that
re(resent the sharedemotions/ideals of a
culture
$tory characteristicsConflict !et"een o((osing forces
0utcome is moral guide for (eo(le
Myth reduces an%iety !y (roviding
guidelines
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Rituals
-ituals are sets of multi(le&sym!olic !ehaviors that occur
in a fi%ed seuence and that
tend to !e re(eated
(eriodically Many consumer activities are
ritualistic
*veryday tri(s to $tar!uc#s$unday !runch
aving coffee "ith a colleague at
the same time everyday
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Rituals and rands
e all have everyday
rituals that tend to !e
!rand.s(ecific
o" do you feel "hen
your favorite !rands arenot availa!le4
Consider these rituals5
6etting ready for !ed
Chec#ing e.mail
$having
)utting on ma#eu(
Fortress!rands are
those thathave !ecome
em!edded in
our
ceremonies
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Ritual Arti!acts
Many !usinesses !enefit !ecause they
su((ly ritual artifacts to consumers
eddings
Birthdays
6raduations
olidays
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"rooming Rituals # "i!t$"i%ing Rituals
7ransition from(rivate to (u!lic self
7ransition from "or#
self to leisure self
,atural state to
social "orld
Consumers (rocure the(erfect o!8ect& meticulously
remove the (rice tag&
carefully "ra( it& then
deliver it to reci(ient
6ift giving is a form of5*conomic e%change
$ym!olic e%change
$ocial e%(ression
*very culture (rescri!es
certain occasions and
ceremonies for giving gifts
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oliday Rituals
olidays are !ased on a myth "ith acharacter at center of storyChristmas
$t )atric#'s ay
Mar#eters find "ays to encourage gift giving
-etailers elevate minor holidays to ma8orones to (rovide merchandising o((ortunities
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Rites o! 'assage
-ites of (assage5 s(ecial times mar#ed !y achange in social status
$e(aration
Liminality
Aggregation
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Sacred and 'ro!ane Consum(tion
$acred consum(tion5involves o!8ects and events
that are set a(art from
normal activities that are
treated "ith res(ect or a"e
)rofane consum(tion5
involves consumer o!8ectsand events that are ordinary
and not s(ecial
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Desacrali)ation
esacrali:ation5 "hen a sacred
item/sym!ol is removed from its s(ecial
(lace or is du(licated in mass uantities
;!ecomes (rofane of
Issues
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Com(arisons o! Chinese andAmerican Cultural *raits
Chinese
Cultural Centered on
Confucian doctrine $u!missive to
authority
Ancestor "orshi(
?alues a (erson'sduty to family and
state
American
+ndividual centered
*m(hasis on self.
reliance
)rimary faith inrationalism
?alues individual
(ersonality
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Cross$Cultural ConsumerAnalysis
$imilarities and
differences among
(eo(le
7he gro"ing glo!al
middle class
7he glo!al teen
mar#et
Acculturation
6ro"ing in Asia& $outh
America& and *astern
*uro(e Mar#eters should focus
Issues
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Cross$Cultural ConsumerAnalysis
$imilarities and
differences among
(eo(le
7he gro"ing glo!al
middle class
7he glo!al teen
mar#et
Acculturation
7here has !een gro"th inan affluent glo!al teenage
and young adult mar#et 7hey a((ear to have
similar interests& desires&and consum tion !ehavior
Issues
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Cross$Cultural ConsumerAnalysis
$imilarities and
differences among
(eo(le
7he gro"ing glo!al
middle class
7he glo!al teen mar#et
Acculturation
Mar#eters must learn
everything that is
relevant a!out the
usage of their (roductand roduct cate ories
Issues
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Alternati%e MultinationalStrategies+ "lo,al -ersus Local
Favoring a orld Brand
Are 6lo!al Brands ifferent4
Multinational -eactions to Brand
*%tensions
Ada(tive 6lo!al Mar#eting
Frame"or#s for Assessing Multinational
$trategies
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WorldBrands
Products that are
manufactured,
packaged, and
positioned the same
way regardless of the
country in which they
are sold.
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Why Does One o! the World.s Most ighly RegardedWrist/atch rands Use a Single "lo,al Ad%ertising
Strategy 0Only -arying the Language1?
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*hey S(ea2 to *hem in *heir O/n Languageto Ma3imi)e their 4Com!ort 5one67
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Are "lo,al randsDi8erent? According to a survey @ yes
6lo!al !rands have5uality signal (consumers belief)
6lo!al myth (citizen of the world)
$ocial res(onsi!ility (sales revenue and
investments)
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Multinational Reactions torand 93tensions
A glo!al !rand does not al"ays have
success "ith !rand e%tensions
*%am(le Co#e !rand e%tension @ Co#e
(o(corn*astern culture sa" fit and acce(ted the
!rand e%tension
estern culture did not see fit
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Ada(ti%e "lo,alMar2eting Ada(tation of advertising message to s(ecific
values of (articular cultures
Mconald's uses locali:ation
*%am(le -onald Mconald is onald Mconald ina(an
a(anese menu includes corn sou( and green teamil#sha#es
0ften !est to com!ine glo!al and local mar#etingstrategies
McDonalds, Levis, and Reebok, prefer to usemulti-local strateies
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Frame/or2 !or AssessingMultinational Strategies
6lo!al
Local
Mi%ed
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COMMUNICATON
STRATEGY
STANDARDIEDCOMMUNICATIONS
!OCA!IEDCOMMUNICATIONS
STANDARDIED
"RODUCT
Glo#al strate$y%
Uniform Product/ Uniform
Message
Mi&ed Strate$y%
Uniform Product/
Customized Message
!OCA!IED
"RODUCT
Mi&ed strate$y%
Customi'ed "rodu(t)
Uni*orm Messa$e
!o(al Strate$y%
Customized Product/
Customized Message
"RODUCTSTRATEGY
A Frame/or2 !or Alternati%e"lo,al Mar2eting Strategies
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Cross$Cultural'sychogra(hic Segmentation
7he only ultimate truth (ossi!le is that
humans are !oth dee(ly the same and
o!viously different
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Si3 "lo,al Consumer Segments
Stri+ers De+outs
Altruists Intimates
,unSeeers
Creati+es
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#triversare am!itious and materialistic
evoutsare res(onsi!le and res(ectful
Altruistsunselfish in their concern for others Intimates focus on social relationshi(
Fun see$ers are young in age and outloo#
and value a good time Creativessee# #no"ledge and have
interests in !oo#s and ne" media