This document provides an overview of key concepts regarding the influence of culture on consumer behavior. It discusses what culture is, how culture is learned through enculturation and acculturation, and ways to measure culture, including content analysis, field observation, and value measurement surveys. It also lists some American core values and provides examples of how rituals can incorporate products. The document is from a chapter that examines how culture impacts consumer decisions and behaviors.
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
Influence of culture on consumer behavior by jayshah316Jay Shah
The role culture plays in building a sound brand strategy is more important than ever. Think beyond demo and psychographic insights. While those elements still play an important role, savvy brand builders are layering in the measurable impact consumer’s culture has on what brands they support.
Factors Influencing Consumer Buying Decision
Influence of Culture on Consumer Behavior-Concept of Culture; The measurement of Culture; Indian Core
Values; Cultural aspects of emerging markets, Values, Lifestyles, and Psychographics- Impact of Values,
Lifestyles and Psychographics on buying behavior; Demographics, Lifestyles and Psychographics; Values and
Value Systems, Group Influence on Consumption- Role of reference groups; Effect of reference groups on
consumer decision making; Celebrity endorsements
10. Perilaku Wisatawan - Sub Culture & Consumer BehaviourIrwan Haribudiman
What Is Subculture?
Nationality Subcultures
Religious Subcultures
Geographic and Regional Subcultures
Racial Subcultures
Age subcultures
Sex as a Subculture
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.
Culture
Concept of Culture
3 B Framework
Implications on Consumer behavior
Parameters of Cultural boundaries
Values and Consumer Behavior
Demographics and its impact on Marketing
Language as an barrier for Consumer Behavior
Non Verbal communication as a tool of understanding pulse of marketing
Factors Influencing Consumer Buying Decision
Influence of Culture on Consumer Behavior-Concept of Culture; The measurement of Culture; Indian Core
Values; Cultural aspects of emerging markets, Values, Lifestyles, and Psychographics- Impact of Values,
Lifestyles and Psychographics on buying behavior; Demographics, Lifestyles and Psychographics; Values and
Value Systems, Group Influence on Consumption- Role of reference groups; Effect of reference groups on
consumer decision making; Celebrity endorsements
10. Perilaku Wisatawan - Sub Culture & Consumer BehaviourIrwan Haribudiman
What Is Subculture?
Nationality Subcultures
Religious Subcultures
Geographic and Regional Subcultures
Racial Subcultures
Age subcultures
Sex as a Subculture
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.
Culture
Concept of Culture
3 B Framework
Implications on Consumer behavior
Parameters of Cultural boundaries
Values and Consumer Behavior
Demographics and its impact on Marketing
Language as an barrier for Consumer Behavior
Non Verbal communication as a tool of understanding pulse of marketing
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
The Atlantic/Aspen Institute American Values SurveyBurson-Marsteller
An in-depth look at America's Values in 2012 as the nation heads into a critical national election in November. From death to taxes, the economy to politics, family, religion, science, education, free speech and beyond, this survey of 2,000 Americans identifies the issues that divide us and the ties that unite us as a nation.
These are some of the findings of The Atlantic/Aspen Institute American Values Survey, conducted by research firm Penn Schoen Berland and in partnership with global public relations and strategic communications firm Burson-Marsteller. The findings will be the subject of a discussion at the Aspen Ideas Festival.
Let’s face it…few nonprofits (if any) have the resources that large corporate brands can tap to build their brands. But every single nonprofit organization, no matter the size, can tap into some basic tools and techniques to create a compelling high impact brand. This session is designed to help organizations of all sizes and shapes boost the effectiveness of their brands, regardless of budget.
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR
3. WHAT IS CULTURE?
4. BELIEFS AND VALUES:
5. WHAT IS CONSUMER BEHAVIOUR?
6. THE INVISIBLE HAND OF CULTURE
7. Culture exists at different subjective levels:
8. CULTURE SATISFIES NEEDS
10. HOW IS CULTURE LEARNED?
11. How Culture Is Learned
12. ACQUISITION OF CULTURE
13. LANGUAGE AND SYMBOLS:
15. RITUALS:
16. SHARING OF CULTURE
18. CULTURE IS DYNAMIC
20. Mythology
21. THE MEASUREMENT OF CULTURE:
25. Value Measurement Survey Instruments:
27. CONCLUSION
29. REFERENCES:
CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK
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1. Chapter 12
The Influence of Culture on
Consumer Behavior
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
2. Chapter Outline
• What is Culture?
• How Culture Is Learned
• The Measurement of Culture
• American Core Values
12 - 2
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3. The sum total of learned
beliefs, values, and
customs that serve to
Culture
regulate the consumer
behavior of members of
a particular society.
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4. A Theoretical Model of Cultures’
Influence on Behavior
Figure 12-1
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5. Culture Is Learned
Issues
• Enculturation and • Enculturation
acculturation – The learning of one’s
own culture
• Language and
• Acculturation
symbols – The learning of a
• Ritual new or foreign
• Sharing of culture culture
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6. Discussion Question
• How do U.S. marketers target consumers
who have moved to the U.S. and are new
to the U.S. culture?
• How do U.S. marketers target consumers
who live outside the U.S. and are adopting
parts of the U.S. culture?
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7. This ad would
appeal to
those from
other countries
who are now
interested in
buying a
house in the
U.S.
8. The EU has
a Web site
for new
citizens.
weblink
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9. The Movement of Cultural Meaning
Figure 12.2
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10. Culture Is Learned
Issues
• Enculturation and • Without a common
acculturation language shared
• Language and meaning could not exist
symbols • Marketers must choose
• Ritual appropriate symbols in
• Sharing of culture advertising
• Marketers can use
“known” symbols for
Copyright 2007 by associations 12 - 10
11. This
Web site
explores
animals as
symbols for
advertising.
weblink
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13. Culture Is Learned
Issues
• Enculturation and • A ritual is a type of
acculturation symbolic activity
• Language and consisting of a series of
symbols steps
• Ritual • Rituals extend over the
• Sharing of culture human life cycle
• Marketers realize that
rituals often involve
Copyright 2007 by products (artifacts) 12 - 13
14. Discussion Question
• What are some rituals (religious,
educational, social) that you have
experienced?
• What artifacts or products were part of that
ritual?
• How did marketers influence the choice of
these artifacts?
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15. Culture Is Learned
Issues
• Enculturation and • To be a cultural
acculturation characteristic, a belief,
• Language and value, or practice must
symbols be shared by a
• Ritual significant portion of the
society
• Sharing of Culture
• Culture is transferred
weblink
through family, schools,
Copyright 2007 by
houses of worship, and 12 - 15
16. This ad uses
characters
well known
in the U.S.
culture.
17. Table 12.2 Selected Rituals and
Associated Artifacts
SELECTED RITUALS TYPICAL ARTIFACTS
Wedding White gown (something old, something new,
something borrowed, something blue)
Birth of child U.S. Savings Bond, silver baby spoon
Birthday Card, present, cake with candles
50th Wedding anniversary Catered party, card and gift, display of photos of the
couple’s life together
Graduation Pen, U.S. Savings Bond, card, wristwatch
Valentine’s Day Candy, card, flowers
New Year’s Eve Champagne, party, fancy dress
Thanksgiving Prepare a turkey meal for family and friends
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18. Table 12.3 Facial Beauty Ritual of a Young
TV Advertising Sales Representative
1. I pull my hair back with a headband.
2. I take all of my makeup off with L’Oreal eye makeup remover.
3. Next, I use a Q-tip with some moisturizer around my eyes to make sure
all eye makeup is removed.
4. I wash my face with Noxzema facial wash.
5. I apply Clinique Dramatically Different Lotion to my face, neck, and
throat.
6. If I have a blemish, I apply Clearasil Treatment to the area to dry it out.
6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry
and dead skin.
7. Once a week I apply Clinique Clarifying Lotion 2 with a cotton ball to
my face and throat to remove deep-down dirt and oils.
8. Once every three months I get a professional salon facial to deep-clean
my pores.
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19. The Measurement of Culture
• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments
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20. A method for
systematically analyzing
the content of verbal
and/or pictorial
Content
communication. The
Analysis
method is frequently
used to determine
prevailing social values
of a society.
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21. A cultural measurement
technique that takes
place within a natural
Field environment that
Observation focuses on observing
behavior (sometimes
without the subjects’
awareness).
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22. Characteristics of Field
Observation
• Takes place within a natural environment
• Performed sometimes without the
subject’s awareness
• Focuses on observation of behavior
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23. Researchers who
participate in the
Participant- environment that they
Observers are studying without
notifying those who
are being observed.
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24. 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
• Values and Lifestyles (VALS)
– A value measurement based on two categories:
self-definition and resources
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25. Table 12.5
Excerpt from the Rokeach Value Survey
TERMINAL VALUES INSTRMENTAL VALUES
A comfortable life Ambitious
An exciting life Broad-minded
A world at peace Capable
Equality Cheerful
Freedom Clean
Happiness Courageous
National security Forgiving
Pleasure Helpful
Salvation Honest
Social recognition Imaginative
True friendship Independent
Wisdom Intellectual
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27. American Core Values
• Achievement and • Individualism
success • Freedom
• Activity • External conformity
• Efficiency and • Humanitarianism
practicality • Youthfulness
• Progress • Fitness and health
• Material comfort
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28. Discussion Question
• Have you observed changes in any of the
core values over the past 4 years?
• Why did those changes occur?
• How have they affected marketers?
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29. Criteria for Value Selection
• The value must be pervasive.
• The value must be enduring.
• The value must be consumer-related.
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30. Toward a Shopping Culture
• Is shopping what we do to create value in
our lives?
• The younger generation is shopping more
• This has an effect on credit card debt
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