The cultural framework of consumer behaviour.

L 2

Ing. Jiří Šnajdar 2013

Lecture 2. Cultural influences on consumer behaviour we understand the effects of cultural environment on the acquisition, use and storage of consumer products. In marketing, we trace how culture contributes to various predispositions which determine consumer purchase decision-making processes.

2.1. The content of culture. Understanding the concept can be developed in different directions: •artificial man-made environment - no human society is without culture•complex material, institutional and spiritual creations used to satisfy human need •personality of the group As the second definition suggests, culture is characterized by human creations files - cultural elements, elements. From a marketing perspective we are trying to capture a unifying or differentiating power of cultural elements on the purchasing behaviour of consumers.

Consumer Culture. In an effort to affect the culture relation to consumer behaviour, consumer culture has an expression. Then, the cultural factors and symptoms associated with consumption. It is necessary to distinguish between situations where the consumer understands the culture of other content, namely, consumer culture, consumer society. Components of culture.  For options for marketing orientation is advisable to stop at what actually constitutes culture. In the broadest perspective can affect both physical and tangible results of cultural interaction, both intangible culture.

Material components are referred to as cultural artefekty - all consumer goods. Reflect the intangible elements in particular: •social regulative•ideas and knowledge•institutions

2.2 Cultural characteristics The effects of culture are linked to the relevant factors that may affect the marketing approaches to customers.¨ Culture is learned. Culture is not inherited issues - genetic, not innate. Culture must be learned. The process of acquiring culture is called enculturation. It can be consciously andsubconsciously. (nationality, religion) Culture is transmitted from generation to generation. Cultural factors have a great momentum in its effect on consumer behavior. A clear manifestation of a cultural tradition. Another important feature is the maintenance of cultural continuity, which makes signs and returns the response in retromarketingu.

Culture is shared. It is a common concern groups and therefore consumer groups. The similarity in consumer culture leads to the application of the same marketing approach in a given cultural environment. Considering the cultural similarities is to decide what size, what criteria used for evaluationof cultural homogeneity. Culture is different. The content varies with the culture of the area. Cultural environment is different in content, there are differentiated culture. At the same time, there are distinctive in parallel cultures.From a marketing perspective, it is essential that manifests itself in different cultures,different consumer behavior. As an example for the relationship to cosmetics -French women acceding to more coherent than Scandinavian women.

 Pitfalls of a global approach can document preview, which supported the marketingorientation of Levi Strauss. Jeans in France were presented in a sexy direction, in the UK with the theme of cowboys and the Wild West, Japan topic Heroes. Decision - no potential for all cultures is the same. 

Culture spreads in verbal and nonverbal communication. Culture is adaptive - dynamic. Although a relatively inertial effect that does not mean that it does not change. Early understanding of cultural change brings: •The potential  competitive advantage•Decrease the potential weaknesses of the company ("green behaviour") The cultural change can be understood as a change in some cultural elements with subsequent changes in social behavior. Endogenous or internal changes - cultural innovation is based on the invention. Exogenous or external cultural changes.

• acculturation: constant intercourse two or more different cultures leads to changes in the original cultural patterns.

 cultural diffusion: the dispersion from the original culture center direct

migration aggression - forcing the cultural elements stimulation - in culture, there is a need of reception -  cultural elements that are part of other cultures

2.3 Marketing major groups of cultural elements The components of marketing culture is advisable to specify. The following, therefore,stops at some positions in consumer marketing, rising to the forefront. Material elements - cultural artifacts All consumer products, all packaging waste are all cultural artifacts. The connection between  the culture of consumer products is the closest. Consumer goods as a cultural artifact is at the heart of marketing.

Waste as well as cultural artifact 

has its place in marketing considerations:  ties within the meaning of the surroundings  within the meaning of recycling waste monitoring may provide useful information for marketing decision making.Interesting for municipal authorities, food industry, real estate offices, restaurants and the like. "The overall motto: convicts us of our rubbish."

The intangible elements -  social  standards, ideas, knowledge For considering the marketing orientation has no cultural artifact with no ties to consumer behavior makes sense. For this reason,  marketing  orientation sees the impact of cultural influences in the area of  intangible elements of social norms,regulative - set of cultural norms, sets of knowledge and ideas. Consumer habits.  It can be seen as consistent modes of perception, preparation and use of products. In terms of marketing is one of the most obvious groups of intangible cultural elements, which binds directly to consumer behaviour.Reflect mainly the knowledge and ideas, but also standard.

Feeding habits: one of the strongest groups of consumer habits. They are a reflection of different national cuisines, recipe files, such as tracking the source of these culturalelements. Similarly, we can observe the habits of other areas of consumption. Habits of dress, fashion, and so on. Other habits directly related to consumer behaviour from a marketing perspective:

- shopping- media

Cultural values Every culture is characterized by some basic values. Given that cultural values change slowly, can help when considering the long-term marketing orientation. In this respect, represent an interesting and useful segmentation variable, shifting to the examination of lifestyle typologies.

Value orientations can be followed with emphasis on position classification. There are different systems for monitoring cultural values. One of the known views is the Rokea set of values that distinguishes terminal and instrumental values : Types of terminal values: a comfortable life - the excitement - equality - pleasure -safety - freedom - happiness .... Types of instrumental values: ambition - thoughtfulness - cleanliness - honesty ...

Another well-known marketing and investigation is looking at the main factors of Hofstede's value. Basically the following categories, value orientations. Distribution of powerIndividualityMasculinityUncertainty avoidanceLong-term orientation The above views are a strong background in the case of consumer marketing.The cultural value is learned, reinforced and modified within subcultures, ethnicity, social class, family.The point is that, their links to consumer behavior vary by more between cultures. 

The position of women, men in the cultural environment. The most commonly used segmentation variables include gender, associated with different conditional expressions supplies the social circumstances in which gender is used. In this context, it is advisable to monitor the location of specific cultural values  that affect how the cultural environment that reflected the position of women and men.

 

Generally one can observe two opposite tendencies.: Approximation of female and male roles. In terms of consumer marketing is primarily on the approximation: Use products disappearing in typically female and typically male products- Leisure time activities in- In the media monitoring- In the manner in advertising- In relation to other  gender Strengthening traditional position:

- Returns to  fundamentalism- New traditionalism - educated women become housewives

 

 Language

Language is a significant part of its culture is an essential component of communication in social life one must master it. Language is not just a tool to describe, also shapes the events. Observers of the same event from different cultures may interpret the facts differently in the same event. From a marketing perspective it is essential to link language and behavior that is reflected in the functions of language. It concerns the following functions.

 

-Function control - impact on behavior -Instrumental function - in the direction of meeting the needs of material- Function interaction- Function impersonation - terms of personality- Heuristic function - exploring the neighborhood- Features imaginative- Function  representational  express propositions Most of the links of language and culture, sociolinguistics monitors. From a marketing perspective have a greater significance following positions:- Language and social stratification- Dialects, slang, argot- The status of language, language change, linguistic diffusion and assimilation- Meanings - polite form of address - Be on first name terms- Expression of men and women 

 

Other intersections of language as a cultural environment in marketing relate to the effect of expression, vocabulary, abbreviations, linguistic borrowing. Significant attention to the cultural circumstances also requires decisions about brand names,the slogans. Non-verbal communication

non-verbal communication is actually any personal communication, which is based on the content meaning of words. Bow, a handshake- Hand gestures - adapters, indicators, illustrators, symbolic gestures- Facial expression - the use of the eyes, mouth, forehead- Relation - Organization of people in an area 

 

Symbols

The marketing orientation is clearly entering the meanings attached to colors,shapes, flowers, animals, but also products and brands. From there it depends on the role of symbols in marketing and approaches:- Symbols as a tool to emphasize product- Product symbolism Rituals

Rituals understand the types of activities that occur in steady order and repeated over time. Are differentiated rituals of danger, changeovers, punishment and reverence.  At view of consumer´s behaviour are sometimes stressed as important :ownership rituals, grooming rituals, divestment rituals, endowing rituals. 

 

 Gender significance

 Life style significance

 Market and status - product, service - age significance significance 

education significance 

age significance 

values significance  fashion and trends significance

 

 

   The significance for consumable marketing obtain rituals in case of social, emotional, psychological risk in scope of purchase decision of customers. From marketing view it is appropriate to warn, that in case of rituals is proved cultural dynamics : rituals have life cycle, one are missing other are new created in the culture.

Taboo : Taboo means prohibited behaviour, means not only

misdoing, but also profanation (incest, necrophilia) :•customs : delimit propriety and impropriety (rules of decent behaviour, bon ton, fashion). Sanctions : irony, taunts.•morals : delimit moral and immoral,•rules,•taboo.

 

 

 Fables :

For following of tendencies in consumer behaviour it is essential to investigate sense of fables proving in given culture ambience.

Their importance for consumable marketing is for example in :•Show the value orientation of consumers and its dynamic.•Enter importantly into content of media communication.•In case of some products (for example sphere of free time, entertainment) become directly the heart of the product.•Advertisement announcements often use structure of fables. •Specific aspect of fables´ display in consumers behaviour is sacral consumption. Products thanks to connection with fable become symbolical more important that would correspond with their practical value.

 

 

 Body image The expression body image means culturally

qualified conception about human body. This is conditioned by penetration of especially cultural aesthetics, social statement (reputation, solidarity), healthy life style.  •Body weight : slenderness/plumpness – usually is measured with help of Body Mass Index - BMI .•Body forms, proportions : example currently phenomenon of long legs.•Physiological characters : colour of eyes, skin.•Body ornamentation : tattoos, piercing and other techniques with marked connection on different cultures.

Time and space perception Different cultures can differ in time perception, lengths etc.

Work ideas

 

 

Religion

Religion represents connected circle comprising different groups of cultural elements in certain ideological orientation.

Main functions of religion are :•cognitive (understanding)•substantive (reaching the target)•psychological (compounding with fear, worries)•sociable.  Inspiration from view of possible rate of religion influence on behaviour of member of certain cultures is following of connection between religion, that operates in given culture and general level of economical development of given society.

 

 

 Relation between religion and economical development : Level of economical development Religion tendencies subnormal Hinduism, Buddhism, Islam normal Catholics (France, Spain, Italy)

over average Protestantism (North America, Germany, Great Britain, North Europe)

 

Attributes of religions show also in consumers´ behaviour : •Buddhism (revised Hinduism) – karma (destiny), nirvana (reconciliation), human suffering is result of longing for delights.•Islam – prohibitions (following from Koran and Sharia)•Catholics – rules, orders, hierarchy, rituals, stress on liturgy, tradition.•Protestantism – direct approach to Got, individual responsibility, work is the mission.

 

Art

Art is the style how a certain culture expresses its symbols. Cultures differ with their art expressions. Differentiation proves to level of specifics subcultures.  Art and marketing on consumers´ markets have few mutually mingling aspects :

•Way to aimed segment.•Usage of artistic expressive means (Absolut).•Sponsoring (art is one of standard spheres of “sponsor mix”).  Other immaterial cultural elements and configurations The listing of cultural anthropology is not complete – were stated especially those categories that we can markedly meet in marketing speculations.

 

Cultural wheel   

NatureFormality

  Competitiveness Time

Culture Structure

Activity  Individuality

Communication

Power Space 

 

Relations of culture wheel

•Relation to nature, naturalness : human superiority to nature (USA), harmony (Asia), subordination (Latin America)•Time - sequence (North America), plurality (South Europe) - past (East Asia, Middle East) / present (North America) / future (East Asia)•Activity : active (“doers” – USA) / passive (“beers” – Latin America, Europe)•Communication : influence of context for coding and decoding of communication announcement big (Japan, Arabian countries) / small (Switzerland). •Space : allowable distance in personal communication bigger (North America, Australia) / smaller (Arabian).•Power : equality (USA, UK, Australia) / inequality (Arabian, Latin America, East Asia, Spain). 

 

• Individuality / collectivism : collectivism strong (Greece) / individualism strong (Holland).

• Structure : needs of regulation, rules high (Latin America, Mediterranean, Germany) / low (USA, UK, Canada, Scandinavia).

• Competitiveness : higher (USA, UK, Germany, Japan).• Formality : formal (pressure on protocol and social

convention: Latin America, Arabian, Europe) / informal (USA, Australia).

 Searching of cultural content with help of culture wheel

concept is connected with following of culture of organisations.  

 

 2.4 Subculture dimensions  Subculture can be understand as :•specific “before cultural” base (biological characteristics),•cores of culture,•set of cultural elements specific for chosen part of larger culture, •set of cultural elements of any smaller identifiable group,•set of cultural elements of groups that deviates from normative and values of given society. Typical dimensions of subculture : nationality – religion – geographic region – race – age – sex – profession. Following of subculture is very important for marketing orientation. 

 

 2.5 Usage of cultural anthropology in marketing  Cultural anthropology is science dealing with following of different cultures (originally oriented especially on primitive and ethnic faraway societies). Similar content has concept “social anthropology” (used for example in Great Britain). Position of cultural anthropology is close to sociology and also psychology.Cultural anthropology follows cultural elements, has some sub-spheres and some sections of contact with other disciplines (linguistics, new archaeology, …).

There is no a questionnaire appointed to customers that would not bring knowledge of cultural anthropological character. Evidence of growing importance of usage of cultural anthropology processes at following the purchase behaviour is research done on commercial basis by P. Underhill.

 

 

  But also biological anthropology, that creates connected anthropological discipline, is important for marketing (design). Currently arise culturally anthropological assets in scope of growing importance of ethnographic research in marketing.

Among main spheres belong :

Decision about product :

•Distinguishing of opportunities for new products. •Orientation of communication tool. Ethnographically discovered unwillingness of manuals reading.•Sphere of sales power (business deal)•Choice of distribution ways – retail navigation, category management•Strategic importance at knowing of ethnic cultures to market segments.•Mystery shopping.

 

 

2.6 Possibilities of market culture searching  Question : Is it possible to measure the culture ? The answer is Yes if we understand “measure” as monitoring of a culture.  Among methods of monitoring, investigation of culture influence on consumable behaviour and marketing orientation belong: •Content analysis (verbal or picture communication).•Terrain researches – questionnaires.•Group dialogues.•Projective techniques.•Observing : direct indirect

 

 

• The most used technique in cultural anthropology or ethnography is long-term stay in given society (its typical sample).

• Following of secondary data : varied group of different sources – from expert studies to fiction.

2.7 Some current cultural trends  Trends illustrating cultural trends, that show cultural adaptivity: • nobody is old,• time is valuable,• money is pleasure,• return home,• return to traditions,• return of life to centres,• interest in other cultures,• new purism, • health,• regionalism,

 

 

• fundamentalism,• entertaining shopping,• “new father” (present at childbirth),• green marketing,• consumer skills,• experience consumption,• mixing of local with foreign into new forms. (acculturation)