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    Influence of Culture On Consumer Behaviour

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    bestin chacko
    This document discusses how culture influences consumer behavior. It defines culture as the learned beliefs, values, and customs shared by members of a society that regulate consumer behavior. Culture exists unconsciously to satisfy needs and is acquired through social learning processes like enculturation and acculturation. Key aspects of culture discussed include symbols, rituals, institutions that share culture, and core American values like achievement, individualism, and youthfulness. The document also notes that culture is dynamic and can be measured through content analysis and surveys.

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    Influence of Culture On Consumer Behaviour

    Uploaded by

    bestin chacko
    26 views19 pages
    This document discusses how culture influences consumer behavior. It defines culture as the learned beliefs, values, and customs shared by members of a society that regulate consumer behavior. Culture exists unconsciously to satisfy needs and is acquired through social learning processes like enculturation and acculturation. Key aspects of culture discussed include symbols, rituals, institutions that share culture, and core American values like achievement, individualism, and youthfulness. The document also notes that culture is dynamic and can be measured through content analysis and surveys.

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    This document discusses how culture influences consumer behavior. It defines culture as the learned beliefs, values, and customs shared by members of a society that regulate consumer behavior. Culture exists unconsciously to satisfy needs and is acquired through social learning processes like enculturation and acculturation. Key aspects of culture discussed include symbols, rituals, institutions that share culture, and core American values like achievement, individualism, and youthfulness. The document also notes that culture is dynamic and can be measured through content analysis and surveys.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    26 views19 pages

    Influence of Culture On Consumer Behaviour

    Uploaded by

    bestin chacko
    This document discusses how culture influences consumer behavior. It defines culture as the learned beliefs, values, and customs shared by members of a society that regulate consumer behavior. Culture exists unconsciously to satisfy needs and is acquired through social learning processes like enculturation and acculturation. Key aspects of culture discussed include symbols, rituals, institutions that share culture, and core American values like achievement, individualism, and youthfulness. The document also notes that culture is dynamic and can be measured through content analysis and surveys.

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    Influence of Culture on Consumer

    Behaviour
    What is culture?
     The sum total of learned beliefs, values, and customs
    that serve to regulate the consumer behavior of
    members of a particular society.
    Invisibility of Culture!
     The impact of culture is so natural and automatic that its
    influence on behavior is usually taken for granted.
     Three “levels of subjective culture:
     Supranational level – reflects the underlying dimensions of
    culture that impact multiple cultures or different societies.
     National level factors – such as shared core values, customs,
    personalities.
     Group Level factors – are concerned with various subdivisions
    of a country or society. They might include subcultures’
    difference, and membership and reference group differences.
    Culture satisfies needs
     Culture exists to satisfy the needs of people within a society.
     It offers order, direction, and guidance in all phases of human
    problem solving by providing “tried and true” methods of
    satisfying physiological, personal, and social needs.
     Culture also provides insights as to suitable dress for specific
    occasions (e.g., what to wear around the house, what to wear to
    school, what to wear to work, what to wear to church, what to
    wear at a fast food restaurant, or a movie theater).
    Culture is learned
     At an early age we begin to acquire from our social
    environment a set of beliefs, values, and customs that make
    up our culture.
     There are three distinct forms of learning:
     Formal learning—adults and older siblings teach a young family
    member “how to behave.”
     Informal learning—a child learns primarily by imitating the
    behavior of selected others.
     Technical learning—teachers instruct the child in an
    educational environment as to what, how, and why it should be
    done.
    Does Advertising Reflect Culture?
     Many marketers and advertisers share the view that
    advertising mirrors the values and needs of society, and
    therefore the claims and/or appeal contained in ads reflect
    the behavior or aspirations of potential customers.
    Enculturation and Acculturation
     The learning of one’s own culture is known as
    enculturation.
     The learning of a new or foreign culture is known as
    acculturation.
    Language and Symbols
     To acquire a common culture, the members of a society must be
    able to communicate with each other through a common
    language.
     A symbol is used to convey desired product images or
    characteristics.
     Marketers use symbols to convey desired product images or
    characteristics.
     Price and channels of distribution are also significant symbols
    of the marketer and the marketer’s product.
     The type of store where the product is sold is also an important
    symbol of quality.
    How Does a Symbol Convey the Product’s
    Advertised Benefits?

    They Provide Additional Meaning to the Ad.


    Ritual
     A ritual is a type of symbolic activity consisting of a series of
    steps occurring in a fixed sequence and repeated over time.
     Important to marketers, rituals tend to be replete with ritual
    artifacts (products) that are associated with, or somehow
    enhance, performance of the ritual.
    Culture Is Shared
     Culture is often viewed as group customs that link together
    members of society.
     Various social institutions transmit the elements of culture and
    make sharing of culture a reality.
     Family
     Educational Institutions
     House of Worship
     Mass Media:
     It disseminates information about products, ideas, and causes.
     We have daily exposure to advertising, and through those ads,
    receive cultural information.
    Culture is Dynamic
     Evolves because it fills needs
     Certain factors change culture
     Technology
     Population shifts
     Resource shortages
     Wars
     Changing values
     Customs from other countries
    Measurement of Culture
    1. Content Analysis
     Content analysis focuses on the content of verbal,
    written, and pictorial communications.
     It is a relatively objective means for determining social and
    cultural changes have occurred in a specific society.
     It is useful to marketers and public policy makers interested
    in comparing advertising claims of competitors within a
    specific industry.
    2. Consumer Fieldwork:
     Researchers are likely to select a small sample of people from a
    particular society and carefully observe their behavior.
     Based on their observations, researchers draw conclusions about
    the values, beliefs, and customs of the society under
    investigation.
    3. Value Measurement Survey Instruments:
     Value instruments ask people how they feel about such basic
    personal and social concepts as freedom, comfort, national
    security, and peace.
     A variety of popular value instruments have been used in
    research:
     The Rokeach Value Survey
     List of Values (Lov)
     Values and Lifestyles—VALS
    American Core Values

    Efficiency
    Achievement
    Activity and Progress
    and success
    practicality

    Material Individualis External


    Freedom
    comfort m conformity

    Fitness and
    Humanitarianism Youthfulness
    health
     When selecting specific core values researchers are guided by
    three criteria:
     The value must be pervasive—accepted and used by a
    significant portion of the American people
     The value must be enduring—influencing the actions of
    Americans over an extended period of time
     The value must be consumer-related—providing insights that
    help marketing people understand the consumption actions of
    the American people.
     Achievement (satisfying) and Success (status
    improvement): Both achievement and success influence
    consumption. They often serve as social and moral justification for
    the acquisition of goods and services.
     Activity: Keeping busy is widely accepted as a healthy and even
    necessary part of the American lifestyle.
     Efficiency and Practicality: In terms of efficiency,
    Americans admire anything that saves time and effort, In terms of
    practicality, Americans are generally receptive to any new
    product that makes tasks easier and can help solve problems.
     Progress: Progress often means the acceptance of change—new
    products or services designed to fulfill previously under- or
    unsatisfied needs.
     Material Comfort: To most Americans, material comfort
    signifies the attainment of the good life.
     Individualism: Americans want to be themselves, Self-
    reliance, self-interest, self-confidence, self-esteem, and self-
    fulfillment are all expressions of individualism.
     Freedom: To the marketer, freedom of choice means the
    opportunity to choose from a wide range of alternatives.
     External Conformity: Individualistic—selecting products that
    close friends do not have. Conforming—purchasing products similar
    to those their friends do have.
     Humanitarianism: Many companies try to appeal to consumers by
    emphasizing their concern for environmental and social issues.
     Youthfulness: Americans tend to place an almost sacred value on
    youthfulness. A great deal of advertising is directed to creating a
    sense of urgency about retaining one’s youth and fearing aging.
     Fitness and Health: Americans’ preoccupation with fitness and
    health has emerged as a core value. This value has manifested itself in
    a number of ways, including tennis, racquetball, biking, and jogging,
    and the continued increases in sales of vitamins.
    Toward a Shopping Culture
     Shopping has remade our culture.
     Shopping is what we do to create value in our lives.
     Making this possible is the reality that great shopping experiences
    are no longer just for the rich, as consumers from all walks of life
    can enjoy the low prices found in discount stores.

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