Join AIPMM Anthropologist Paula Gray as she concludes the in-depth webcast series focusing on Consumer Behavior.  This 3 part series has been a tremendous success as Paula has taken the time to unpack the somewhat mysterious buyer decision process.  Part 1 focused on the product purchasing process, part 2 focused on internal process that shape buying decisions. Now join us for the final installment where we will look at how cultural and societal rules, laws, conventions, customs and values also affect the consumer’s purchase decision. Your customer does not make buying decisions in a vacuum, but rather under the societal and cultural pressures that exist anywhere.  Who better to uncover the complexity of that socio-cultural framework than our own AIPMM Anthropologist, Paula Gray?  Join us as we learn more about these external influences and how they shape the internal buying decision. As with the rest of this series you can use this information to inform your marketing strategy, create more relevant messaging and improve your social media strategy. This information is relevant for both tangible goods and intangible services. Key topics in Part 3 will include: ·         Definition of culture and how the components affect your customer’s buying decisions ·         Subcultures and their “languages” ·         Family and household member influence ·         Reference groups and their influence   About Paula Gray Paula Gray is an anthropologist and the Director of Research and Knowledge Development at AIPMM. She has traveled the globe to work with companies throughout the US, Europe, Africa and Asia-Pacific to help them gain a deeper understanding of their customers. She is featured in Linda Gorchels' book The Product Manager's Handbook and has contributed to several books on product management including The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK). She is also the author of numerous blog posts and papers including Business Anthropology and the Culture of Product Managers.

1. AIPMM Webinar Series
Socio-Cultural Influences on Purchase
Decision Making
(Part 3 of 3)

2. Paula Gray
AIPMM Director of Research & Knowledge Development
Applied Anthropologist
Our Speaker

3. What We Will
Cover
Cultural Influences-cultural
framework
Cross Cultural Perspectives-looking
outside our own
Social Influences-the people

4. Cultural Influences

5. Culture
Defined:
Values
Beliefs
Behaviors
That are:
Learned
Shared

6. What’s the
Difference
Between
Society and
Culture?
Culture is learned
Society is people (from Latin
socius = companion)

7. Components
of Culture
Norms
Mores (pronounced more-aye)
Taboos
Customs
Values
Beliefs
Rituals
Material artifacts

8. Languages
and
“languages”
of Culture
Native Tongue (words)
Colors
Time
Gestures
Symbols
Friendship

9. Government
and Laws
Impact
Culture
Individual access to goods and
services
Trade barriers
Impacts cost of doing business
Potential marketing and
advertising restrictions

10. Goods &
Services Hold
Cultural
Meanings
Wedding dress, prom dress, sun dress
Smart car, Lamborghini
Vegan organic couscous salad, beef
ribs slow smoked over Texas mesquite
Super Cuts, Vidal Sassoon
Graduation cap and gown, poncho and
baseball cap
Lederhosen, Kimono, Burka, Kilt, Sari

11. Why is this
important to
marketers?
Produce more effective and
acceptable products and
messaging
Work within time perceptions,
proper protocol
Understand friendship and how it
impacts vendor agreements
Understand the true cost of doing
business

12. Cross-Cultural
Perspectives

13. Ethnocentrism The idea that “my” culture is
superior to others
My culture is “right” or is how it
is, reality
My culture is the correct manner
in which to live

14. Consumer
Ethnocentrism
Consumers prefer products that
originate from or were produced
in their own country
◦May believe they are superior
◦May want to economically support
their own country

15. Key Values
Comparison
Developed by Dr.
Geert Hofstede
Individualistic vs Collectivistic
Cultures
Masculine vs Feminine Cultures
High vs Low Uncertainty
Avoidance Cultures

16. Culture in the US
How “American Values” Translate to Consumer Behaviors
Established Values
Actively Master Performance, ease of operation, precision
Open/Change Innovation, novelty, new
Individual Aspirations, position, status, wealth,
success
Emerging Values
Leisure Activities, parks, outdoors
Environment Nature, recycling, preservation

17. Why is this
important to
marketers?
Position products on either
established or emerging
American values
Create messaging that resonates
with customers based on their
beliefs and values

18. Subcultures “Single” view of any nation is not very
aware or informed.
Nationality/Ethnicity
Age
Geographic Region
Religion

19. Why is this
important to
marketers?
Opportunities might be available to
market products tied to religious
holidays or rituals
Market same product differently in
different regions
Match products to age groups
most likely to buy – with messaging
that resonates
Segment groups according to their
identification with subcultural
groups

20. Social Influences

21. Social Class is
NOT About
Judgment
One is not “better” than the
other
Words “Upper” or “Lower” refer
to economic impact NOT the
value or worth of the individuals
or the group
US Lower-Middle and Upper-
Lower account for 60%-70% of
the population

22. Social Class –
Membership
Factors
Occupation
Income source
Possessions
Associations
Level of influence

23. Why is
understanding
Social Class
important?
Influences marketplace behavior
Allows marketers to segment consumers
and target them
Influences the products they buy
Influences the media they use to learn
about products
Influences the type of communications
that resonate
Influences their choice of outlets
Influences the manner in which they buy

24. Reference
Groups-
“The Joneses”
Set levels for individual aspiration
Help define what’s acceptable

25. Social Power Reward
Coercive
Expert
Referent

26. Why is this
important for
marketers to
understand?
Identify the reference group(s)
most likely to influence your
customer
Create messaging that resonates
with their social group
Identify the type of power those
groups have over existing or
aspiring members

27. The family is the single most significant
influence on all consumer behavior.

28. Household as
a
Consumption
Unit
Composition of households is
changing
Family life stage (within the life
cycle)
Household members hold
different roles in consumer
decision process and can vary by
stage in the process
◦Negotiation more common
◦Children wield significant influence

29. Why is this
important for
marketers to
understand?
Know who is narrowing down the
selection of options
AND
Who will ultimately be making the
purchase decision
Know the level of influence that
children will play
Clearly target needs of ACTUAL
households, which may be smaller,
older, single, roommates, etc.

30. Summary Cultural Influences-cultural framework
◦ Components of culture
◦ Languages of culture
◦ Goods and services hold symbolic meaning
Cross Cultural Perspectives-looking
outside our own
◦ Ethnocentrism and Consumer Ethnocentrism
◦ Key Values comparison- Dr. Geert Hofstede
Social Influences-the people
◦ Social class
◦ Reference groups
◦ Household as consumption unit

31. Thank You! You can contact me at:
paula.gray@aipmm.com

32. Q & A Session
Ask questions. Our team is standing by to help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members

33. Upcoming Webinars
AUGUST 25, 2017
6 Lean Steps to Get to Market in Record Time
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