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
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
CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR pptIna Negi
Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society.
Culture in Consumer Behaviour By Ray Bawania and Abhishek ChandRay Bawania
How does culture affect consumer behavior?
Should companies assimilate to local tastes or are they expected to be exporting their own taste to provide locals with something new?
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.
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.
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
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
CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR pptIna Negi
Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society.
Culture in Consumer Behaviour By Ray Bawania and Abhishek ChandRay Bawania
How does culture affect consumer behavior?
Should companies assimilate to local tastes or are they expected to be exporting their own taste to provide locals with something new?
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.
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.
For marketers and marketing students the importance of understanding the behavior of consumer is very important. Understanding Consumer Behavior can be directly related to the profit/ promotion of any product or service.
This presentation is associated with a Lecture delivered to M.B.A students.
Tackles About
a.Socialization/Enculturation
b.Norms and Values
c.Status and Roles
d.Conformity and Deviance
e.Human Rights, Human Dignity and Common Good
SOCIAL INTERACTION
It is a central concept to understanding the nature of social life.
It is two or more people taking one another into account in building up their actions
A main goal of sociology is to explain social action (Anything people are conscious of doing because of other people).
TYPES OF SOCIAL INTERACTION
1. Exchange - when people do something for each other with the express purpose of receiving a reward or return, they are involved in an exchange interaction.
2. Cooperation
A cooperative interaction occurs when people act together to promote common interests or achieve shared goals.
3. Conflict - it arises when people or groups have incompatible values or when the rewards or resources available to a society or its members are limited.
4. Competition – it is a form of conflict in which individuals or groups confine their conflict within agreed-upon rules.
Conflict always involves an attempt to gain or use power . Conflict is not always negative. One Problem with conflict is that it often leads to unhappiness and violence which causes many people to view it negatively
The variation between individualism and collectivism is a demanded topic in the theory and practices of the institution that wish to achieve better understanding of multicultural employees. As part of dealing with multicultural employees, there is always a need of prediction on how others going to react to different actions inside the organization . it is important to spot the lights on how different cultures are express their emotions. Successful organizations invest the money and time on understand different employees cultures to fully aware of cultural differences conflict that may occur. The concepts of individualism-collectivism were argued by many researchers in the recent years. Collectivism is defined as a continuum as the extent to which an individual identifies with group oriented goals and needs at the expense of his/her own personal desires . On the other hand , Individualism is defines as an emphasize solely on the individual’s needs that include those of his/her nuclear family , when making major decisions . Generally, individualism–collectivism continuum demonstrates its enduring nature as it still mirrors the anecdotal cultural differences between eastern and western societies .The study rely mainly on different articles discussed about individualism-collectivism pioneered by Geert Hofstede as he provided the foundation necessary to examine cultural differences .
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Chapter 2 buying decision making processNagendra Babu
Buying Decision Making Process: buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Consumer Behavior and Marketing ResearchNagendra Babu
Consumer Behavior and Marketing Research
introduction, Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles, Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
An introduction to consumer behavior and phychology Chapter 1 & 2 Nagendra Babu
Chapter 1 & 2 Consumer Behavior
Business orientations,
What the Businessman should know about consumers? Meaning and Definitions of
C-B, Relationship between CB and other subjects
Books for Reference
Schiffman and Kaunuk “Consumer Behavior”-Prentice-Hall of India.
Sheth Mittal “Consumer Behavior-A Managerial perspective- Thompson
NK Sahani, Meenu Gupta
“Consumer Behavior”-Kalyani Publishers.
Suja R Nair “Consumer Behavior –Text and cases-Himalaya Publishing House.
Consumer Behavior & Marketing Research Nagendra Babu
Books for Reference
Marketing Research – R.Nargundkar
Consumer Behaviour – Schiffman and Kanuk
Marketing Research – Tull, Green and Hawkins
Business Research Methods – Zikmund
Marketing Research – N.K. Malhotra
Marketing Research – Parashuraman, Grewal
Consumer Behaviour – Hoyer Mac Innis
Introduction,
Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles,
Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
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Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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Applications of 3D and AR in Digital Commerce,
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How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
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Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
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Consumer and Cultural Influences
1. S O C I A L C L A S S , F E A T U R E S O F S O C I A L C L A S S ,
S O C I A L I M P L I C A T I O N , C U L T U R E , C U L T U R A L
I N F L U E N C E S
Chapter 7
Consumer and Cultural Influences
2. Social Class
Division of society exists in all societies.
It is natural segmentation
According to Leon. G. Schiffman
“Social class is division of society into a
hierarchy (Levels) of distinct status classes
so that members of each class have
relatively the same status and members of
all other classes have either more or less”.
3. Social Class
Social Class is measured in terms of social status
people have in-comparison to others in terms of:
1. Wealth (Amount of economic assets)
2. Power (Degree of influence over others)
3. Prestige (Degree of recognition from others)
Consumption pattern/ behavior is influenced by the
social class to which people belong
4. Social Class-Features
1. Persons within a given social class tend to behave
more alike.
2. Social class is Hierarchical (Upper, middle, lower)
3. Social class is measured as a weighted function of
ones occupation, income, wealth education, status,
prestige
4. Members within the social class can move into
higher class or come down to lower class
5. Social Impact on Consumer Behavior
1. Intimate groups
2. Role of opinion Leaders
3. Exposure to media
4. Impact on savings and buying attitudes
6. Social Impact on Consumer Behavior
1. Intimate Groups:
A. Groups which serve as comparison point.
B. Groups to which individual aspires to belong.
C. Groups whose perspectives are assumed
irrespective of whether he aspires to be a member or
not.
7. Social Impact on Consumer Behavior
2. Role of opinion Leaders:
Opinion leaders are those who informally
influence the actions or attitudes of other
who may be opinion seekers or merely
opinion recipients
8. Features
of Opinion Leader
1. Personality Traits: Self-confident, clear
self concept, professional.
2. Social Traits: interaction with people
regularly and informally.
3. Demographic Traits: They interact
with demographic commonness. Ex
Interacting with more or less same age,
gender etc.
9. Features
of Opinion Leader
4.Great interest and knowledge:
Will show interest and have good
awareness level.
5. Influential: Their Attitude and
Intention influences others.
6. Loyal towards the group
standards: Group norms and
standards.
10. Social Impact on Consumer Behavior
3. Exposure to Media:
It is one of the important aspects of social class
Consumers are living in information age
Consumers are bombarded with information
Unsolicited information comes to consumers
Media is used to hard sell products
Marketers should draw customers, evoke interest in
the product, gain their acceptance and retain them
11. Social Impact on Consumer Behavior
4.Impact on Savings and Buying Attitudes:
Social class affects savings and buying attitudes
Upper class: Have more income than expenditure,
they plan to save, they can borrow
Lower class: Struggle to equate income with
expenditure, no definite plan for savings, they find it
hard to borrow.
This affects savings and buying attitude
12. Culture
According to Howard and Seth: Culture is
selective, manmade way of responding to
experience a set of behavior pattern.
It is a set of learned beliefs, values, attitudes,
habits and forms of behavior that are shared
by society and transmitted from generation
to generation. PTO
13. Culture
It includes traditional ideas, and values
attached to these ideas.
It is comprehensive and includes
knowledge, beliefs, art, morality, law,
customs values, attitudes, habits and all
other habits acquired by man as a
member of the society.
14. Culture-Features
1. It is a learned response
2. It includes inculcated values
3. Culture is a social phenomena
15. Sub-Culture
It is a set of learned beliefs, values,
attitudes, habits, and forms of behavior
that are shared by subsets of a society
and are transmitted from generations
to generations.
16. Sub-Culture
Sl.
No
Sub-Culture
Category
Examples
1 Religion Hindu, Jain, Christian, Muslim etc
2 Location North, South, East, West
3 Gender Male, Female
4 Occupation Business, service, professional
5 Social class Upper, Middle, lower
6 Age Old, young, middle age, children etc