Influence of Culture on Consumer Behavior

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Chapter 12

The Influence of Culture on

Consumer Behavior


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The sum total of

learned beliefs,

values, and customs

that serve to regulatethe consumer

behavior of members

of a particular

society.

Culture


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A Theoretical Model ofCultures

Influence on Behavior - Figure 11.2

3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide


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Lifestyle Matrix for Global Youth

Figure 11.3



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Culture of different countries

Cola , Burgers, peanuts US culture

Beer, music-German culture

Pasta, pizza, wine- Italian culture

Perfume, wineFrench culture

Samosa, tea, cycles, beetal leaves- Indianculture


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Forms of Cultural Learning

Formal Learning

Informal Learning

Technical Learning


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Issues in Culture Enculturation and acculturation

Learning of ones own culture is knownas enculturation

Learning of a new or foreign culture isknown as acculturation

Acculturation is more important for the

marketers who plan to sell their productsin foreign market

In present scenario acculturation hasgood potential as consumers are shiftingfrom traditional to the modern culture


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Language ,symbols,colors

To communicate effectively with theiraudiences marketers must useappropriate symbols to convey desiredproduct images

Beliefs of people in India


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Ritual

Culture includes various ritualized experiencesand behaviors

Rituals extend over the human life cycle frombirth to death

Rituals tend to be replete with ritualartifacts(products)


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Selected Rituals and Associated

Artifacts - Table 11.2SELECTED RITUALS TYPICAL ARTIFACTS

Wedding White gown (something old, something new,

something borrowed, something blue)

Birth of child U.S. Savings Bond, silver baby spoonBirthday 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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The Measurement of Culture

Content analysis

Consumer Fieldwork

Value Measurement Instruments


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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.

ContentAnalysis


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Content analysis Focuses on the content of the verbal , written and

pictorial communication (copy and art compositionof the advertisement

Content analysis is useful to marketers in comparingthe advertising claims and evaluating the nature ofadvertising claims targeted to specific audience

E.g.Teenage girls

American teen girls- independence ,determinationJapanesehappy, playful, childlike girlish

In the advertisement campaign they use the sameimage of teenage girls and advertise the product


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A cultural measurement

technique that takes place

within a natural environment

that focuses on observing

behavior

FieldObservation

Or consumer

fieldwork


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Characteristics of Field

Observation Takes place within a natural environment

Performed sometimes without the subjects

awareness Focuses on observation of behavior


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Value Measurement Survey

Instruments

Rokeach Value Survey (RVS)

List of Values (LOV) Values and Lifestyles (VALS)


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Value Measurement Survey Instruments

Rokeach Value Survey (RVS): A self-administered inventory consisting of eighteenterminal values (i.e., personal goals) and eighteeninstrumental values (i.e., ways of reaching personal

goals). List of Values (LOV): A value measurement

instrument that asks consumers to identify their twomost important values from a nine-value list that isbased on the terminal values of the Rokeach Value

Survey

Values and Lifestyles (VALS): A valuemeasurement based on two categories: self-definitionand resources


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A self-administered

inventory consisting of

eighteen terminal values

(i.e., personal goals) and

eighteen instrumental

values (i.e., ways of reaching

personal goals).

Rokeach Value

Survey


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A value measurement

instrument that asksconsumers to identify their

two most important values

List of Values


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Core values

Valuesmust be adapted by a significant

number of people

Values must be enduring and are followedby people for a long period of time

Values must enable the marketers to

understand the behavior of the consumers


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Indian values


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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


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Festivities

Celebrating festivals is the strong identity of

Indian culture

festivals are the huge opportunities for themarketers

several brands in a number of product categories

offer sales promotional programmes during festive

seasons


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Saving orientation

Food habits


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Changing cultural trends in indian

markets Achievement orientation

Work ethics

Impulse gratification

Use of hi-tech products

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Influence of Culture on Consumer Behavior