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The Influence of Culture on
Consumer Behaviour
By: Kamalkant G. Tandel
Culture
 The sum total of learned beliefs, values, and customs that
serve to regulate the consumer behaviour of members o...
A Theoretical Model of Culture’s Influence
on Behavior
Lifestyle Matrix for Global Youth
Culture Satisfies Needs
 Food and Clothing
 Needs vs. Luxury
In Terms of “Culture,” Do You Consider This
Product to Be a “Good Morning” Beverage?
Forms of Cultural Learning
Formal Learning
Informal Learning
Technical Learning
How Culture is Communicated
 Enculturation & Acculturation
 Language and symbols
 Ritual
 Sharing of Culture
Culture is Dynamic
 Evolves because it fills needs
 Certain factors change culture
– Technology
– Population shifts
– Re...
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.
 Frequentl...
Consumer Fieldwork
 Field Observation
– Natural setting
– Subject unaware
– Focus on observation of behavior
 Participan...
Field Observation
 A measurement technique that takes place within a natural
environment that focuses on observing behavi...
Participant-Observers
 Researchers who participate in the environment that they
are studying without notifying those who ...
Value Measurement Survey
Instruments
 Rokeach Value Survey (RVS)
– A self-administered inventory consisting of eighteen “...
Culture and Marketing Strategy
 Identify key cultural values that affect the consumption of
the product
 Ensure the mark...
The influence of culture on consumer behaviour
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The influence of culture on consumer behaviour

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Understanding consumer behaviour is important for any organization before launching a product. If the organization failed to analyse how a customer will respond to a particular product, the company will face losses. Consumer behaviour is very complex because each consumer has different mind and attitude towards purchase, consumption and disposal of product (Solomon, 2009). Understanding the theories and concepts of consumer behaviour helps to market the product or services successfully. Moreover, studying consumer behaviour helps in many aspects. As there is constant change in the living standards, trend, fashion and change in technology; consumer's attitude towards the purchase of product varies (Kumar, 2004). Understanding these factors is of utmost importance because the marketing of product are largely dependent on these factors. Thus, consumer behaviour serves as a successful tool for marketers in meeting their sales objectives.

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The influence of culture on consumer behaviour

  1. 1. The Influence of Culture on Consumer Behaviour By: Kamalkant G. Tandel
  2. 2. Culture  The sum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.
  3. 3. A Theoretical Model of Culture’s Influence on Behavior
  4. 4. Lifestyle Matrix for Global Youth
  5. 5. Culture Satisfies Needs  Food and Clothing  Needs vs. Luxury
  6. 6. In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage?
  7. 7. Forms of Cultural Learning Formal Learning Informal Learning Technical Learning
  8. 8. How Culture is Communicated  Enculturation & Acculturation  Language and symbols  Ritual  Sharing of Culture
  9. 9. Culture is Dynamic  Evolves because it fills needs  Certain factors change culture – Technology – Population shifts – Resource shortages – Wars – Changing values – Customs from other countries
  10. 10. The Measurement of Culture  Content Analysis  Consumer Fieldwork  Value Measurement Instruments
  11. 11. Content Analysis  A method for systematically analyzing the content of verbal and/or pictorial communication.  Frequently used to determine prevailing social values of a society.
  12. 12. Consumer Fieldwork  Field Observation – Natural setting – Subject unaware – Focus on observation of behavior  Participant Observation
  13. 13. Field Observation  A measurement technique that takes place within a natural environment that focuses on observing behaviour (sometimes without the subjects’ awareness).  Takes place within a natural environment  Performed sometimes without the subject’s awareness  Focuses on observation of behaviour
  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  Rokeach Value Survey (RVS) – 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 (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
  16. 16. Culture and Marketing Strategy  Identify key cultural values that affect the consumption of the product  Ensure the marketing mix appeals to these values  Examine changes in cultural values and adapt the marketing mix if needed  Modify marketing mix to subcultures if the culture is heterogeneous  Be aware of symbols and ritual

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