MK527_Task 4_CB & Socio-Culture. Powerpoint_Paulina.Jaswiec
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MK527_Task 4_CB & Socio-Culture. Powerpoint_Paulina.Jaswiec
- 1. Consumer Behavior MK 527 Paulina Jaswiec Socio-culture environment and the affects on consumer behavior cultural affects on consumer behavior Japan’s
- 2. Introduction CB+ Social- Cultural Environment
- 3. Background ▪ Culture is educated to individuals in their daily life’s by other individuals and institutions ▪ “consumer behavior is largely dependent on culture factors, of mutually shared operating procedures, unstated assumptions, tools, norms, values, standards for preserving, believing, evaluating and communicating.” Andrew Masiglia ▪ environmental stimuli ▪ marketing stimuli
- 4. The LAWS of CULTURE • Culture is shared, & learned. • Culture fulfills needs in societies. • Culture develops language, symbols, rituals and peoples identities. • Culture constantly evolves.
- 5. Framework interpreting the mindset of: Old World Japan ▪ Wisest/ Prideful ▪ value their achievements and traditions. ▪ life philosophy plays a big role in every life and throughout their existence in this world. ▪ extreme measure of discipline, health, public order, environmental respect, simplicity, craftsmanship, cohabitation, and quality service EDO Period
- 6. EDO Lifestyle Old World Japan ▪ Forced into a 15-year period of studies that were divided into scholastic and human development. ▪ The scholastic part: chosen for you and it always (depending on the wealth of your parent, where you lived, your ancestral back ground) ▪ One could never aspire to become something better than his parents, however it was possible to become better than this parent at what they do ▪ Human development was a mandatory expectancy and consisted of art, dance, theatrics, sculpting, architecting, sports, and meditation. Working became known as a art. This is why cooks were the most skilled knifemen, fighting became a dance to the death, and farming was known as becoming one with the earth.
- 7. Framework interpreting the mindset of: New World Japan ▪ The Lost Children ▪ Losing TRADITONAL roots ▪ adapting to a routine that fits there current situation ▪ Economic downturn ▪ Individuality movement ▪ Quality of Life ▪ Living separately
- 8. Post EDO Lifestyle New World Japan ▪ EDO generation believe this the new generation is loosing its traditional roots and adopting to the European/ American lifestyle. ▪ No longer was youth looking for high quality at a high price, but affordability ▪ They want to work smart and hard.
- 10. EDO ▪ Hard work + quality nutritious+ active lifestyle + stricter rules= healthier/longer living. ▪ Currently people live till 82.7 years (IMB, 2010). ▪ Spend time looking for a quality item for a better offer, discount, or sale ▪ Want youth to be in school- just as they did ▪ Want tradition back
- 11. POST EDO ▪ Affordability: along with independence comes more bills, & less spending money ▪ Women empowerment: Clothes become more reveling & social expectance in gatherings ▪ Balance lifestyle: more hobbies, and at home activities
- 12. POST EDO Marketing Strategies- less materialistic Low End Demands • Affordablility: (Tesco, Target, McDonald, Ikea, Walmart) • Women empowerment: shopping experience • Balance lifestyles: software/ smartphones/ gaming/ computer/ tech/ and video opportunities • Compact lifestyles- compact products • Value- timeless, simple design that is durable • Open to new influence, trends, & products • Online Segment
- 13. EDO Marketing Strategies- hunt for value High End Demands • Look for Novelty & have high standards- value fresh items, quality, and craftsmanship • Expect Best service and quality at a bargain price or they lose interest • Always make sure the price is the same across all markets- if you are caught with a higher price you lose credibility in their eyes
- 14. Contemporary vs Traditional Worlds Youth: According to the HRO, Japanese youth have been classified as the, “smart consumers.” The will put in their research to find the best options before making a purchase as well as consider any potential health related issues, the environmental impacts and where the product was produced (Hro, 2007). Elderly: According to Ceanus, Japanese elders have been classified as the, “most demanding customers.” Quality and Stature are on the top of their shopping list. Knowing this, most companies will over staff their facilities to ensure that each target shopper gets the absolute best service. This type of customer will even go as far as to rate the packaging, warranty time frame, customer buying experience, and expects no defects (HRO, 2007).
- 15. Reference • Ceanus. (2012, March). Japan’s Consumer Trends and Opportunities. Ceanus Marketing by Dzolin- taking your business to Japan. Retrieved from: http://www.oceanus marketing.com/2012/03/24/japan%E2%80%99s-consumer-trends-and-opportunities • HRO. (2007, March). Understanding the Japanese’s Mindset. HRO Today Magazine, Vol. 6, No. 2. Family Involvement. Retrieved from: http://www.hrotoday.com/content/1640/ understanding-japanese-mindset • Kotler, P. (2003). Marketing Management. 11th edition, Prentice-Hall India. ISBN 10: 0130497150 • IMB. (2010, March). The Japanese Consumer: Behaviour, Attitudes and Perceptions toward Food Products. International Market Bureau: Market Analysis Report. Canada, Ottawa. ISSN 1920-6593 • Marsiglia, A. (2010, December 26th). Cultural Effects on Consumer Behaviour. www.lead_inspire. com. Retrieved from: http://lead-inspire.com/Papers-Articles/Leadership- Management/Cultural%20Effects%20on%20Consumer %20Behavior%20Paper%20122610.pdf • Salsberg, B. (2010, March). The new Japanese consumer: The attitudes and behavior of Japanese consumers are shifting dramatically, presenting opportunities and challenges for companies in the world’s second-largest retail market. McKinsey & Company- Quarterly Review. Retrieved from: http://www.mckinsey.com/ insights/consumer_and_retail/the.new_japanese_consumer
Editor's Notes
- Some psychologist and behaviorist, such as Geert Hofsted, believe culture is educated to individuals in their daily life’s by other individuals and institutions. Maybe this is where marketing came from? I remember learning about the effects of propaganda, during the Nazi regime. The people that were constantly exposed to the manipulating images with horrific words, begin feel the words when looking at the images. Their attitudes changes drastically which lead to the participation of the horrible events that followed. As a result people began to study psychological affects and correlation of this phenomenon. It is apparent that people are affected by the world, images they see, sounds they hear, feelings they feel and textures they touch.
- According to Andrew Masiglia, an expert in effective communication and world leadership describes the merge between culture and consumer behavior as a multidimensional process. In fact Masiglia statements, “consumer behavior is largely dependent on culture factors, of mutually shared operating procedures, unstated assumptions, tools, norms, values, standards for preserving, believing, evaluating and communicating.” Over all in order for this process to become a mainstream vessel in the culture it must be shared amongst the individuals that inhabit it, and it must satisfy their needs.
- Review: Culture is shared, & learned. Culture fulfills needs in societies. Culture develops language, symbols, rituals and peoples identities. Lastly, culture constantly evolves.
- Old World Japan- the wisest The older Japanese generation is a proud group. They value their achievements and traditions. Their life philosophy plays a big role in every life and throughout their existence in this world. They value extreme measure of discipline, health, public order, environmental respect, simplicity, craftsmanship, cohabitation, and quality service. This generation grew up under the Edo Period, which was ruled by Tokugawa Shogunate. Tokugawa had strict social/ political/ environmental rules and believed each class had to have its very own codes (IMB, 2010).
- The Japanese people were forced into a 15-year period of studies that were divided into scholastic and human development. The scholastic part was chosen for you and it always depending on the wealth of your parent, where you lived, your ancestral back ground. One could never aspire to become something better than his parents, however it was possible to become better than this parent at what they do but in a humble manner. Human development was a mandatory expectancy and consisted of art, dance, theatrics, sculpting, architecting, sports, and meditation. Working became known as a art. This is why cooks were the most skilled knifemen, fighting became a dance to the death, and farming was known as becoming one with the earth. Even to this very day these codes have managed to affect the culture and the consumer behavior of this target group. This generation has a Edo way of consuming.
- New World Japan- the lost children It is the Edo generation that called the young Japanese, the lost children (Salsberg, 2010). They believe this generation is loosing its traditional roots and adopting to the European/ American lifestyle. As it may seem as this maybe true, if you look deeper into why these changes are occurring you will find that they are adapting to a routine that fits there current situation.
- During this generational evolution many important factor contributed to the development of new Japanese culture: 1) economic downturn- loss of jobs has put pressure on the purchases power. No longer was youth looking for high quality at a high price, but affordability. 2) Women empowerment- became a trend, now women a voices. 3) Individuality movement- no longer do youth want to live with controlling family members. They are moving into cramped studio apartments, leaving little money to spend on the quality foods and items their parents purchase. (IMB, 2010) 4) Spend quality time- no longer is this generation wanting to spend long working hours always from home like their parents. They want to work smart and hard.
- Behavior Principles- interpreting the consumerism of Old & New World JAPAN
- Youth: Independent- Individualistic- Self-fulfilling Affordablility: along with independence comes more bills, & less spending money Women empowerment: Clothes become more reveling & social expectance in gatherings Balance lifestyle: more hobbies, and at home activities Both: Health/ Environmental/ Dietary: the highest of the world Elderly: Achievers- Controllers- Collectivism- Power Distance Hard work + quality nutritious+ active lifestyle + stricter rules= healthier/longer living. Currently people live till 82.7 years (IMB, 2010). Spend time looking for a quality item for a better offer, discount, or sale
- Marketing Strategies – successful/ not successful/ + opportunities Youth: Low End Demands (Less Materialistic) Affordablility: (Tesco, Target, McDonald, Ikea, Walmart) new cheap lower quality items submerge and are becoming very popular (Salsberg, 2010) Women empowerment: shopping experience changed with a goal to drawl in women Balance lifestyles: software/ smartphones/ gaming/ computer/ tech/ and video opportunities Compact lifestyles- compact products opportunities (Ceanus, 2012) Value- timeless, simple design that is durable More open to influence, trends, and new products Online Segment is becoming more popular Both: Health/ Environmental/ Dietary: sport, dietary, and eco segment has huge opportunities here. BUT people are not persuaded or affected more to a brand because a famous person is wearing it (Salsberg, 2010). Traditionally 4 time of anything is seen as bad- when packaging this should be remembered
- Elderly: High End Demands (Hunt for Value) Look for Novelty & have high standards- value fresh items, quality, and craftsmanship (Ceanus, 2012) Expect Best service and quality at a bargain price or they lose interest (Ceanus, 2012) Always make sure the price is the same across all markets- if you are caught with a higher price you lose credibility in their eyes (Ceanus, 2012)