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    Influence of Culture On Consumer Behavior

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    Kapil Bhagwani
    Culture is sum total of learned beliefs, values, and customs that serve to regulate consumer behavior of members of a particular society. Acculturation is more important for the marketers who plan to sell their products in foreign market. Consumers are shifting from traditional to the modern culture.

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    Influence of Culture On Consumer Behavior

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    Kapil Bhagwani
    134 views25 pages
    Culture is sum total of learned beliefs, values, and customs that serve to regulate consumer behavior of members of a particular society. Acculturation is more important for the marketers who plan to sell their products in foreign market. Consumers are shifting from traditional to the modern culture.

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    Influence of Culture on Consumer Behavior

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    Culture is sum total of learned beliefs, values, and customs that serve to regulate consumer behavior of members of a particular society. Acculturation is more important for the marketers who plan to sell their products in foreign market. Consumers are shifting from traditional to the modern culture.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    134 views25 pages

    Influence of Culture On Consumer Behavior

    Uploaded by

    Kapil Bhagwani
    Culture is sum total of learned beliefs, values, and customs that serve to regulate consumer behavior of members of a particular society. Acculturation is more important for the marketers who plan to sell their products in foreign market. Consumers are shifting from traditional to the modern culture.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 25

    Chapter 12

    The Influence of Culture on Consumer Behavior

    Culture

    The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

    A Theoretical Model of Cultures Influence on Behavior - Figure 11.2

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


    Chapter Eleven Slide

    Lifestyle Matrix for Global Youth Figure 11.3

    4 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Chapter Eleven Slide

    Culture of different countries


    Cola , Burgers, peanuts US culture Beer, music-German culture Pasta, pizza, wine- Italian culture Perfume, wine French culture Samosa, tea, cycles, beetal leaves- Indian culture

    Forms of Cultural Learning


    Formal Learning

    Informal Learning

    Technical Learning

    Issues in Culture
    Enculturation and acculturation Learning of ones own culture is known as enculturation Learning of a new or foreign culture is known as acculturation Acculturation is more important for the marketers who plan to sell their products in foreign market In present scenario acculturation has good potential as consumers are shifting from traditional to the modern culture

    Language ,symbols,colors
    To communicate effectively with their audiences marketers must use appropriate symbols to convey desired product images Beliefs of people in India

    Ritual Culture includes various ritualized experiences and behaviors Rituals extend over the human life cycle from birth to death Rituals tend to be replete with ritual artifacts(products)

    Selected Rituals and Associated Artifacts - Table 11.2TYPICAL ARTIFACTS SELECTED RITUALS
    Wedding Birth of child Birthday 50th Wedding anniversary Graduation Valentines Day New Years Eve White gown (something old, something new, something borrowed, something blue) U.S. Savings Bond, silver baby spoon Card, present, cake with candles Catered party, card and gift, display of photos of the couples life together Pen, U.S. Savings Bond, card, wristwatch Candy, card, flowers Champagne, party, fancy dress

    10 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall


    Chapter Eleven Slide

    The Measurement of Culture


    Content analysis Consumer Fieldwork Value Measurement Instruments

    Content Analysis

    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.

    Content analysis
    Focuses on the content of the verbal , written and pictorial communication (copy and art composition of the advertisement Content analysis is useful to marketers in comparing the advertising claims and evaluating the nature of advertising claims targeted to specific audience E.g.Teenage girls American teen girls- independence ,determination Japanese happy, playful, childlike girlish In the advertisement campaign they use the same image of teenage girls and advertise the product

    Field Observation Or consumer fieldwork

    A cultural measurement technique that takes place within a natural environment that focuses on observing behavior

    Characteristics of Field Observation


    Takes place within a natural environment Performed sometimes without the subjects awareness Focuses on observation of behavior

    Value Measurement Survey Instruments


    Rokeach Value Survey (RVS) List of Values (LOV) Values and Lifestyles (VALS)

    Value Measurement Survey Instruments Rokeach Value Survey (RVS): A selfadministered inventory consisting of eighteen terminal values (i.e., personal goals) and eighteen instrumental values (i.e., ways of reaching personal goals).

    List of Values (LOV): A value measurement


    instrument that asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey

    Values and Lifestyles (VALS): A value


    measurement based on two categories: self-definition and resources

    Rokeach Value Survey

    A self-administered inventory consisting of eighteen terminal values (i.e., personal goals) and eighteen instrumental values (i.e., ways of reaching personal goals).

    List of Values

    A value measurement instrument that asks consumers to identify their two most important values

    Core values
    Values must be adapted by a significant number of people Values must be enduring and are followed by people for a long period of time Values must enable the marketers to understand the behavior of the consumers

    Indian values

    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

    Festivities
    Celebrating festivals is the strong identity of Indian culture festivals are the huge opportunities for the marketers several brands in a number of product categories offer sales promotional programmes during festive seasons

    Saving orientation Food habits

    Changing cultural trends in indian markets


    Achievement orientation Work ethics Impulse gratification Use of hi-tech products

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