INRODUCTION OF CULTURE <ul><li>Most fundamental determinant of a person’s wants and behavior. </li></ul><ul><li>Require to...
COMPONENET OF CULTURE <ul><li>Value and belief </li></ul><ul><li>Values are also belief </li></ul><ul><li>Value and belief...
THREE LEVEL OF SUBJECTIVE CULTURE <ul><li>Supranational: present more than one country </li></ul><ul><li>National: specifi...
A THEORETICAL MODEL OD CULTURE’S INFLUENCE ON BEHAVIOR PERSONALITY TRAIT SUBCJECTIVE  CULTURE Regional ehinic Religious Li...
HOW CULTURE IS LEARNED <ul><li>Formal learning </li></ul><ul><li>Informal learning </li></ul><ul><li>Teaching learning </l...
MOVEMENT OF CULTURE MEANING Culturally constituted world  Advertising/fashion system Fashion sytem Consumer goods Possessi...
GLOBAL BRAND POSITIONS ACROSS CULTURES Friendly Austria Denmark Germany Finland Sweden UK Norway Belgium Italy France Spai...
SYMBOL <ul><li>Verbal or nonverbal </li></ul><ul><li>To communicate effectively </li></ul><ul><li>Convey the desired produ...
THIS AD USES THE SYMBOL OF A MAGNET TO EMPHASIZE ITS BENEFITS.
MEASUREMENT OF CULTURE  <ul><li>Content analysis </li></ul><ul><li>Consumer fieldwork </li></ul><ul><li>Value measurements...
A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used ...
A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometim...
CHARACTERISTICS OF FIELD OBSERVATION <ul><li>Takes place within a natural environment </li></ul><ul><li>Performed sometime...
Participant-Observers Researchers who participate in the environment that they are studying without notifying those who ar...
VALUE MEASUREMENT SURVEY INSTRUMENTS <ul><li>Rokeach Value Survey (RVS) </li></ul><ul><ul><li>A self-administered inventor...
<ul><li>The value must be pervasive. </li></ul><ul><li>The value must be enduring. </li></ul><ul><li>The value must be con...
Excerpt From The Rokeach Value Survey
THIS AD REFERENCES A TERMINAL VALUE.
VIEWS OF FOREIGN EXPERTS IN THE U.S <ul><li>“ There are no small eggs in America. There are </li></ul><ul><li>only jumbo, ...
AMERICAN CORE VALUES <ul><li>Achievement and success </li></ul><ul><li>Activity </li></ul><ul><li>Efficiency and practical...
AN  ACHIEVEMENT-SUCCESS APPEAL
<ul><li>Ad Stressing Saving  </li></ul><ul><li>Time and Money </li></ul>
PROGRESS IS A WINNING APPEAL
AMERICAN CORE VALUE VALUE FEATURE RELEVANCE TO CONSUMER BEHAVIOR Achievement and success Activity Effiency and practicalit...
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consumer buying behavior

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consumer buying behavior

  1. 1. INRODUCTION OF CULTURE <ul><li>Most fundamental determinant of a person’s wants and behavior. </li></ul><ul><li>Require to study of detailed examination of character of the total society and other factor like languge knoweledge,laws,religions,food customs etc </li></ul><ul><li>It is very important to understand the local culture of the population of a particular area </li></ul><ul><li>Definition: Culture as the sum total of learned belief,value and customs that serve to direct the customer behavior of member of particular society </li></ul><ul><li>culture is defined as our attitudes and beliefs </li></ul>
  2. 2. COMPONENET OF CULTURE <ul><li>Value and belief </li></ul><ul><li>Values are also belief </li></ul><ul><li>Value and belief are mental images that affect the wide range of specific situation in turn ,influence the way a person is likely to respond in specific situation. </li></ul><ul><li>Person use to evaluate alternative brand in a product category (Pansonic vs samsung) </li></ul><ul><li>Rituals are prescribed by society, habits by the individual. </li></ul><ul><li>Rituals embody more symbolic meaning and affect. </li></ul>
  3. 3. THREE LEVEL OF SUBJECTIVE CULTURE <ul><li>Supranational: present more than one country </li></ul><ul><li>National: specifically about one country </li></ul><ul><li>Group:collection of individual </li></ul>
  4. 4. A THEORETICAL MODEL OD CULTURE’S INFLUENCE ON BEHAVIOR PERSONALITY TRAIT SUBCJECTIVE CULTURE Regional ehinic Religious Linguistic National Professional Organizational group Cognitive Belief Values Practices Attitude Social norms Behavioral intension Behavior
  5. 5. HOW CULTURE IS LEARNED <ul><li>Formal learning </li></ul><ul><li>Informal learning </li></ul><ul><li>Teaching learning </li></ul><ul><li>Advertisements </li></ul><ul><li>Repetative ads : reniforce culture belief and value </li></ul><ul><li>Reniforce the benefit that customer want from that product </li></ul><ul><li>Teaches future generation of consumer to expect the same benefit from product category </li></ul><ul><li>Enculturation </li></ul><ul><li>Acculturation </li></ul>
  6. 6. MOVEMENT OF CULTURE MEANING Culturally constituted world Advertising/fashion system Fashion sytem Consumer goods Possession goods Exchanges Ritual Grooming Ritual Divestment ritual Individual customer
  7. 7. GLOBAL BRAND POSITIONS ACROSS CULTURES Friendly Austria Denmark Germany Finland Sweden UK Norway Belgium Italy France Spain Netherlands PDI- UAI- UAI+ PDI+ Innovative Different Prestigious Turkey, Russia, Ukraine Switzerland Trustworthy
  8. 8. SYMBOL <ul><li>Verbal or nonverbal </li></ul><ul><li>To communicate effectively </li></ul><ul><li>Convey the desired product images </li></ul><ul><li>Price and channel of distribution are symbol </li></ul><ul><li>Several and contradictory meaning </li></ul>
  9. 9. THIS AD USES THE SYMBOL OF A MAGNET TO EMPHASIZE ITS BENEFITS.
  10. 10. MEASUREMENT OF CULTURE <ul><li>Content analysis </li></ul><ul><li>Consumer fieldwork </li></ul><ul><li>Value measurements instrument </li></ul>
  11. 11. 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
  12. 12. A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometimes without the subjects’ awareness). Field Observation
  13. 13. CHARACTERISTICS OF FIELD OBSERVATION <ul><li>Takes place within a natural environment </li></ul><ul><li>Performed sometimes without the subject’s awareness </li></ul><ul><li>Focuses on observation of behavior </li></ul>
  14. 14. Participant-Observers Researchers who participate in the environment that they are studying without notifying those who are being observed.
  15. 15. VALUE MEASUREMENT SURVEY INSTRUMENTS <ul><li>Rokeach Value Survey (RVS) </li></ul><ul><ul><li>A self-administered inventory consisting of eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals) </li></ul></ul><ul><li>List of Values (LOV) </li></ul><ul><ul><li>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 </li></ul></ul><ul><li>Values and Lifestyles (VALS) </li></ul><ul><ul><li>A value measurement based on two categories: self-definition and resources </li></ul></ul>
  16. 16. <ul><li>The value must be pervasive. </li></ul><ul><li>The value must be enduring. </li></ul><ul><li>The value must be consumer-related. </li></ul>VALUE MEASUREMENTS INSTRUMENT CRITERIA FOR VALUE SELECTION
  17. 17. Excerpt From The Rokeach Value Survey
  18. 18. THIS AD REFERENCES A TERMINAL VALUE.
  19. 19. VIEWS OF FOREIGN EXPERTS IN THE U.S <ul><li>“ There are no small eggs in America. There are </li></ul><ul><li>only jumbo, extra large, large, and medium.” </li></ul><ul><li>“ If you are not aggressive, you’re not noticed.” </li></ul><ul><li>“ For a foreigner to succeed in the United States… </li></ul><ul><li>he needs to be more aggressive than in his own culture because Americans expect that.” </li></ul><ul><li>Americans say “Come on over sometimes,” butforeigners learn (perhaps awkwardly) that this isnot really an invitation. </li></ul><ul><li>“ Here that [socializing outside the business </li></ul><ul><li>relationship] is not necessary. You can even do </li></ul><ul><li>business with someone you do not like.” </li></ul>
  20. 20. AMERICAN CORE VALUES <ul><li>Achievement and success </li></ul><ul><li>Activity </li></ul><ul><li>Efficiency and practicality </li></ul><ul><li>Progress </li></ul><ul><li>Material Comfort </li></ul><ul><li>Individualism </li></ul><ul><li>Freedom </li></ul><ul><li>External Conformity </li></ul><ul><li>Humanitarianism </li></ul><ul><li>Youthfulness </li></ul><ul><li>Fitness and health </li></ul>
  21. 21. AN ACHIEVEMENT-SUCCESS APPEAL
  22. 22. <ul><li>Ad Stressing Saving </li></ul><ul><li>Time and Money </li></ul>
  23. 23. PROGRESS IS A WINNING APPEAL
  24. 24. AMERICAN CORE VALUE VALUE FEATURE RELEVANCE TO CONSUMER BEHAVIOR Achievement and success Activity Effiency and practicality Material comfart inidividualism Freedom External comfort External conformity Humanitarianism Youthfulness Fitteness and health
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