3. COMPONENTS OF CULTURE #1 Beliefs : A large number of mental and verbal processes which reflect our knowledge and assessment of products and services
4. COMPONENTS OF CULTURE #2 Values: The indicators consumers use to serve as guides for what is appropriate behaviour, they tend to be relatively enduring and stable over time and widely accepted by members of a particular market
5. CULTURAL VALUES AND THEIR RELEVANCE TO CONSUMER BEHAVIOUR Value Achievement & success Efficiency & practicality Progress Material comfort Individualism External conformity Youthfulness Features Success flows from hard work Admiration of things that solve problems People can improve themselves The ‘good life’ Being oneself Uniformity of observable behaviour State of mind that stresses being young at heart Relevance to behaviour Justification for acquisition of goods Stimulates purchase of well functioning products Ready acceptance of ‘new’/‘improved’ products Fosters acceptance of convenience/ luxury products Stimulates acceptance of customised or unique products Stimulates interest in products used by others Stimulates acceptance of products that promote youthfulness Source: Schiffman, L.G. & Kanuk, L. L. (2000)
6. COMPONENTS OF CULTURE #3 Customs: Overt modes of behaviour that constitute culturally approved or acceptable ways of behaving in specific situations. Customs are evident at major events in ones life eg birth, marriage, death and at key events in the year e.g. Christmas, Easter, Ramadan, etc.
10. THE MAIN SILENT LANGUAGES IN OVERSEAS BUSINESS #2 Silent Language Implications For Marketing & Business - The significance of trusted friends as social insurance in times of stress and emergency - Rules of negotiations based on laws, moral practices or informal customs Friendship Agreements
14. THE CONTEXTUAL CONTINUUM OF DIFFERING CULTURES Source: Usiner et al (2005) ) Swiss Germans Scandinavians North Americans English Italians/Spanish Latin Americans Arabs Japanese Low Context High Implicit Explicit Messages French
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