Culture has a significant influence on consumer behavior. It determines values and lifestyle choices that impact thoughts, motives and consumption patterns. Core cultural values define how products are used and perceptions of brands. While globalization is dissolving boundaries, local culture still influences heterogeneity in consumption. Culture is learned and influences language, family structure, product evaluations, and communication style. It must be considered in marketing strategy, particularly regarding products, pricing, distribution and communication.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
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 Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
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
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
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.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
Dissecting culture and its application to business.docxmadlynplamondon
Dissecting
culture and its
application to
business
What we’ll cover
1. What is the nature of culture?
2. Variety and variation in culture
3. How have globalisation, migration and diversity impacted on
national culture?
4. Use these insights to critically evaluate models of national culture
5. Culture traps: problems and pitfalls to avoid
6. Dynamic models of culture
7. Groupwork exercise: apply your cultural knowledge to business
practice
1. What is culture?
Read the following descriptions of national values
for China, India, Britain
•What do these descriptions tell us about the nature of
culture?
i.e. what kinds of things do we call ‘culture’?
• How long might it take an outsider to understand these
values?
So what is the nature of culture?
“a complex frame of reference that consists of patterns of traditions,
beliefs, values, norms, symbols, and meanings that are shared to varying
degrees by interacting members of a community”
(Ting-Toomey, 1999, p.10)
traditions rituals, ceremonies, rites of passage
beliefs, values, norms underlying principles governing behaviours
symbols language (verbal, non-verbal) also images
meanings Interpretations of symbols held by members
‘shared to varying degrees’ not every single member of the culture to the same degree!
‘a frame of reference’ for making sense of the world
Culture is socially constructed; a basis for shared, collective identities
What are the key
words to highlight
in this definition?
Another definition
“the coherent, learned, shared view of a group of people about life’s
concerns that ranks what is important, furnishes attitudes about what
things are appropriate, and dictates behaviour”
(Varner & Beamer, 2011, p.5)
coherent an entire, consistent world view
learned we are not born with it; culture is transmitted
view of a group agreed, shared views of a society
What are the key
words to highlight
in this definition?
The Iceberg of Culture
In awareness Visible
Out of conscious
awareness
Invisible
Self-awareness
The Iceberg of Culture Fine arts Literature
Drama Classical music Popular music
Folk dancing Games Cooking Dress
Notions of modesty Conceptions of beauty Ideas about child raising
Rules of descent Cosmology Relationship to animals Courtship practices
Patterns of superior/subordinate relations Definitions of sin
Conceptions of justice Notions of leadership Incentive to work Tempo of work
Attitudes to the dependent Approaches to problem solving
Patterns of group decision making Eye behaviour Conceptions of cleanliness
Theories of disease Conception of status mobility
Roles in relation to status by age, sex, class, occupation, kinship etc
Definition of insanity Nature of friendship Conception of self
Patterns of visual perception Body language Facial expression
Notions of logic and validity Patterns of handling emotions ...
Understanding the ConsumerCulture and Cultural Change1.docxmarilucorr
Understanding the Consumer
Culture and Cultural Change
1
Understanding Culture
Culture is the lens through which consumers view products and try to make sense of their own and other people’s behaviour..
Culture dictates the manner of how people consume, the priority of needs and wants they attempt to satisfy.
Consumption choices cannot be understood without considering the cultural context in which they are made.
Therefore:
Culture determines
the overall priorities that a consumer attaches to different activities and products
the success or failure of specific products and services.
What is Culture?
Culture is “that complex whole which includes knowledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society.”
(Edward B. Tylor, 1871)
What is the difference between the two?
Culture is "the collective programming of the mind which distinguishes the members of one group or category of people from another."
(Hofstede, 1991, p.5)
3
Definitions of Culture
“Culture may be defined as a set of values, ideas, artefacts, and other meaningful symbols that help individuals to communicate, interpret, and evaluate as members of society.“ (Engel, Blackwell & Miniard, 1990, p. 3).
‘Culture is a society’s personality and describes what people have in common. It is the total sum of learned beliefs, values, and customs that direct the consumer behaviour of members of a particular society’ (Schiffman et al., pp. 282)
4
(adapted from Douglas & Craig, 2011)
Consumer
CULTURE
Cognition
Attitude
Values
Patterns of
Consumption
Choices
Information seeking
Disposal?
Macro
Micro
Meso
Situational Factors
Macro: The types of macroenvironmental variables, which condition consumer behavior, include economic variables such as GNI per capita, income distribution,
GNP, income distribution, government exp, population- purchasing power and variety of options available
The demographic factors such as population size and rate of growth, levels of education, socio-cultural factors such as cultural values, religion and geographic factors such as climate or topography. While each of these different factors can be clearly identified, it is important to remember that they interact with each other, as well as conditioning variables at other levels of context.
Meso: within country differences in ethics groups, language, lifestyle, culture, topography
In China, for example, there are marked differences in the economic infrastructure, consumer purchasing power and distribution channels between different regions (Batra, 1997; Cui and Liu, 2000).
Micro: Local level info on market, economy
This is defined here as consisting of the basic physical infrastructure in a village, town or city, including roads, water, electricity, the market infrastructure, i.e. the number and type of stores avail ...
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 Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
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
What consumers thinking before purchasing the commodity or how they take decisions for purchasing any commodity.
This presentation covered the stages of buying process of coonsumer.So, it helps to analyse the buying behaviour of people.
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.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants
Dissecting culture and its application to business.docxmadlynplamondon
Dissecting
culture and its
application to
business
What we’ll cover
1. What is the nature of culture?
2. Variety and variation in culture
3. How have globalisation, migration and diversity impacted on
national culture?
4. Use these insights to critically evaluate models of national culture
5. Culture traps: problems and pitfalls to avoid
6. Dynamic models of culture
7. Groupwork exercise: apply your cultural knowledge to business
practice
1. What is culture?
Read the following descriptions of national values
for China, India, Britain
•What do these descriptions tell us about the nature of
culture?
i.e. what kinds of things do we call ‘culture’?
• How long might it take an outsider to understand these
values?
So what is the nature of culture?
“a complex frame of reference that consists of patterns of traditions,
beliefs, values, norms, symbols, and meanings that are shared to varying
degrees by interacting members of a community”
(Ting-Toomey, 1999, p.10)
traditions rituals, ceremonies, rites of passage
beliefs, values, norms underlying principles governing behaviours
symbols language (verbal, non-verbal) also images
meanings Interpretations of symbols held by members
‘shared to varying degrees’ not every single member of the culture to the same degree!
‘a frame of reference’ for making sense of the world
Culture is socially constructed; a basis for shared, collective identities
What are the key
words to highlight
in this definition?
Another definition
“the coherent, learned, shared view of a group of people about life’s
concerns that ranks what is important, furnishes attitudes about what
things are appropriate, and dictates behaviour”
(Varner & Beamer, 2011, p.5)
coherent an entire, consistent world view
learned we are not born with it; culture is transmitted
view of a group agreed, shared views of a society
What are the key
words to highlight
in this definition?
The Iceberg of Culture
In awareness Visible
Out of conscious
awareness
Invisible
Self-awareness
The Iceberg of Culture Fine arts Literature
Drama Classical music Popular music
Folk dancing Games Cooking Dress
Notions of modesty Conceptions of beauty Ideas about child raising
Rules of descent Cosmology Relationship to animals Courtship practices
Patterns of superior/subordinate relations Definitions of sin
Conceptions of justice Notions of leadership Incentive to work Tempo of work
Attitudes to the dependent Approaches to problem solving
Patterns of group decision making Eye behaviour Conceptions of cleanliness
Theories of disease Conception of status mobility
Roles in relation to status by age, sex, class, occupation, kinship etc
Definition of insanity Nature of friendship Conception of self
Patterns of visual perception Body language Facial expression
Notions of logic and validity Patterns of handling emotions ...
Understanding the ConsumerCulture and Cultural Change1.docxmarilucorr
Understanding the Consumer
Culture and Cultural Change
1
Understanding Culture
Culture is the lens through which consumers view products and try to make sense of their own and other people’s behaviour..
Culture dictates the manner of how people consume, the priority of needs and wants they attempt to satisfy.
Consumption choices cannot be understood without considering the cultural context in which they are made.
Therefore:
Culture determines
the overall priorities that a consumer attaches to different activities and products
the success or failure of specific products and services.
What is Culture?
Culture is “that complex whole which includes knowledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society.”
(Edward B. Tylor, 1871)
What is the difference between the two?
Culture is "the collective programming of the mind which distinguishes the members of one group or category of people from another."
(Hofstede, 1991, p.5)
3
Definitions of Culture
“Culture may be defined as a set of values, ideas, artefacts, and other meaningful symbols that help individuals to communicate, interpret, and evaluate as members of society.“ (Engel, Blackwell & Miniard, 1990, p. 3).
‘Culture is a society’s personality and describes what people have in common. It is the total sum of learned beliefs, values, and customs that direct the consumer behaviour of members of a particular society’ (Schiffman et al., pp. 282)
4
(adapted from Douglas & Craig, 2011)
Consumer
CULTURE
Cognition
Attitude
Values
Patterns of
Consumption
Choices
Information seeking
Disposal?
Macro
Micro
Meso
Situational Factors
Macro: The types of macroenvironmental variables, which condition consumer behavior, include economic variables such as GNI per capita, income distribution,
GNP, income distribution, government exp, population- purchasing power and variety of options available
The demographic factors such as population size and rate of growth, levels of education, socio-cultural factors such as cultural values, religion and geographic factors such as climate or topography. While each of these different factors can be clearly identified, it is important to remember that they interact with each other, as well as conditioning variables at other levels of context.
Meso: within country differences in ethics groups, language, lifestyle, culture, topography
In China, for example, there are marked differences in the economic infrastructure, consumer purchasing power and distribution channels between different regions (Batra, 1997; Cui and Liu, 2000).
Micro: Local level info on market, economy
This is defined here as consisting of the basic physical infrastructure in a village, town or city, including roads, water, electricity, the market infrastructure, i.e. the number and type of stores avail ...
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.
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
Cross cultural management involves managing work teams in ways that considers the differences in cultures, practices and preferences of consumers in a global or international business context. Many businesses have to learn to modify or adapt their approaches in order to compete on a level in fields no longer bound by physical geography with online interactions more common in business and other situations.
This topic introduces the cultural diversity in tourism and hospitality industry. it also discusses the types of culture and the advantages of cultural diversity in the hospitality industry.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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[Note: This is a partial preview. To download this presentation, visit:
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
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1. Introduction and Key Concepts of Sustainability
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To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
4. Culture is contextually based!
The common grasshopper
USA: Pest!
CHINA: House pet!
Thailand: A snack!
Culture is an
important part
of
international
business and
marketing!!!
5. Culture:
Is the accumulation of shared meanings,
rituals, norms, and traditions among the
members of an organization or society.
6. Culture is…
“ Collective programming of the mind which distinguishes
the members of one human group from another... Includes
system of values; and values are among the building blocks
of culture...” (Hofstede, 1980)
Glue that binds groups together. Without cultural patterns,
organized system of significant symbols, people would have
difficulty living together (De Mooij, 2004)
Set of control mechanisms – plans, recipes, rules,
instructions – for governing behavior (Geertz, 1973)
Includes shared believs, attitudes, norms, roles and values
found among speakers of a particular language who live
during the same period in a specific geographic region
(Triandis, 1995).
8. Characteristics of culture
1. Culture is learned
2. Common to members of a certain group
3. Determines the behavior of group
members
4. Culture (customs, values, habits) makes
life more effective
AN INDIVIDUAL DOESN’T HAVE
CULTURE!
AN INDIVIDUAL HAS A PERSONALITY!
9. Characteristics of Culture:
By Keith Williams
Culture exists to serve the needs of the
society
Culture is acquired from society throughout
our life time.
Culture is not static
Culture is learned through interactions with
other members of the culture.
Culture is transferred from generations to
generations.
Culture will be adaptive to the needs of the
society.
10. Culture and CB
Culture has immense influence on the
values and lifestyles of individuals.
it cannot be underestimated as it actually
affects their thoughts, motives and value
systems
Due to this dynamism people’s
psychological construct changes and,
therefore, their consumption patterns
11. Culture and CB……
culture explicates the value systems of the
consumers that subsequently governs the
interpretation of environment around the
consumers.
it plays an immense role in affecting the
consumers’ affective and cognitive choices
of consumption and spending.
12. Culture and CB…….
Core values of a society define the usage of
products
Positive and negative valences for brands
and for communication programs
Culture define the ideology of consumption
13. Causes : Dissolving boundaries across
national culture
Multinationalization, globalisation
World tourism,
World sports
World communication (media)
Global education
Global workforce
Global supply chain
Global virtual teams
Global organization
Transnational cosmopolitanism
14. Transnational Company
A global network of productive units with a
decentralized authority structure and no
distinct national identity
Relies on a blend of global and local
strategies
18. Ingredients / elements Leading to
Heterogeneity
Institutions
Norms
Values
Believes
Religion
Language
Education system
Art and aesthetics
Material culture and life-style…
22. Culture . . .
. . . is a learned behavior.
Enculturation is learning one’s own
culture.
Acculturation is learning a new
culture.
23. SubcultureSubculture
A distinct cultural group
that exists as an
identifiable segment
within a larger, more
complex society.
23Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide
24. Subculture
A subculture is a segment of a larger culture whose members
share distinguishing values and patterns of behavior.
The unique values and patterns of behavior shared by
subculture group members are based on the social history of
the group as well as on its current situation.
26. Marketing to African Americans
Products
Retailing
More than 60% of African American shoppers say that
one of their most important reasons for choosing a store
is that it treats its customers with respect.
This focus on respect is caused by the sad fact that
many black shoppers still encounter obviously
disrespectful acts such as being closely watched while
shopping as well as more subtle discrimination such as
slower service.
27. Asian Americans
Asian Americans are a rapidly growing subculture, due
primarily to immigration. Asian Americans have the highest
average household income of any ethic group. However, Asian
Americans are also the most diverse group, with numerous
nationalities, languages, and religions.
National Background of Asian Americans
Chinese
28%
Filipino
22%Japanese
9%
Korean
13%
Vietnamese
13%
Other
15%
28. Native Americans
Nearly half live in the West, and there are approximately 550
Native American tribes, each with its own language and traditions.
Asian-Indian Americans
There are approximately 1.7 million Americans of Indian heritage.
There are well educated, affluent, and fluent in English.
Arab Americans
They are approximately 1 million Arab Americans in the U.S..
They are come from a variety of countries, including Morocco,
Egypt, Jordan, and Kuwait. They share a common Arabic heritage
and the Arabic language.
30. Issues in Understanding Gender as a Subculture
• Sex Roles and Consumer Behavior
– Masculine vs. Feminine Traits
• Consumer Products and Sex Roles
• Women as depicted in Media
30Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide
33. The imperative to be multinational
Acquiring exposure to other cultures
Through consumers’ own initiatives
Through movies, theatre and art
Through new products/services
Culture transfer through international marketing
Country of origin effects
Consumers use their knowledge of where products are made in
the evaluation of their purchase options
Common associations
France – perfumes, wine, clothing
Italy – shoes, sports cars, furniture
Japan – cameras and consumer electronics
Germany – cars, tools and machinery
India – spices, textiles, jewellery
US – computers, entertainment, fast-food
38. Context and communication
The context explains the degree of
directness of communication.
In high context communication message
most of the info is either part of the
context or internalized in the person. Very
little is made explicit. Use of symbolism or
indirect verbal expressions.
In low context communication message is
direct and unambiguous.
43. The Measurement of Culture
• Content Analysis: systematically analyzing the
content of verbal and/or pictorial
communication. Is frequently used to determine
prevailing social values of a society.
• Consumer Fieldwork: Field Observation (natural
setting, subject unaware, focus on observation of
behavior); Participant Observation
• Value Measurement Instruments: Rokeach Value
Survey (RVS); List of Values (LOV); VALS
43
46. Indirect socio-cultural effects
Food intake
Imports
Appropriate portion size / packaging
Price
Convenience
Food choice
Availability
Cultural interest in a food
Cultural avoidance of a food
47. Indirect personal effects
Food intake
Body image/ideals and eating
Norms about meal size and timing
Food choice
Social and moral implication of eating
Food-health links
Preferences versus likes
Food presentation (cuisine)
48. Direct sociocultural influences
Inadvertent
No intent on the part of the social agent
Advertent
Intentional role to influence food intake or
choice
49. Inadvertent influences
Food intake
Intake increases with the number of individuals
involved in a eating episode
Presence of particular others (e.g. girlfriend trying to
get slimmer)
“Females eat less, that is, behave on a more
feminine way, in the presence of a desirable male
companion” (Mori et al., 1987)
Food choice
Presentation of food / exposure
Influence through others’ mood
Consuming/buying food in public (judgement)
50. Advertent influences
Media information
Social (e.g. parental) influence
Flattering
Persuading
Threatening
Bribing
Editor's Notes
A subculture has beliefs, values, and customers that set them apart from the other members of the same society.
You have probably heard these terms before. Marketers and other researchers divide the population into groups depending on the year they were born. There are many differences between these age subcultures, which will be explored in the following slides.
Gender plays an important role in some marketing issues. Men and women react differently toward print ads and have very different shopping motives. As such, some consumer products are much more focused to one sex versus the other. It is only in the past few years that men have increased their purchases of consumer care products, including moisturizers and hair care products.
Many women are concerned with the way they are depicted in media and would like to see more of the “real” women that advertisers like Dove have begun to use. Follow this web link to the Campaign for Real Beauty by Dove to learn more about the campaign.
It is important for marketers to realize that an individual can belong to several of the subcultures presented in these slides and must consider how these influences will work together.
Measurement techniques are used to track values and social trends for government and business. Each one will be looked at individually on the following slides.
Instead of observing behavior, these techniques use surveys of consumers. As you can see, there are a variety of these studies, each a bit different in the number of questions that are asked and the categories they choose to emphasize.