Culture & consumer behavior
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Culture is defined as the characteristics and knowledge of a particular group, including language, religion, cuisine, social habits, music and arts. Culture is acquired, social, transmissive, shared, idealistic, accumulative and adaptive. There are formal, informal and technical ways of learning culture. Culture influences consumer behaviors related to pre-purchase/purchase activities like information search and price negotiation, as well as post-purchase activities like product use, disposal, resale and recycling. Subcultures exist within larger cultures and are defined by religion, geography, age, gender, occupation and social class. Regional and religious subcultures influence specific product purchases. Cultural attitudes can impact views of foreign goods and marketing success abroad.
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1. Segmentation - Market segmentation is the process of
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It segments customers and audiences into
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2. basis of segmentation - a) Demographics b) Geographic c) Psychographic d) Behavioral e) Benefit segmentation.
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Facilitates proper choice of target market.
Facilitates effective tapping of the market.
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10. Why positioning? - To create a distinct place of product & service or corporate in the minds of customer.
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PPT7.pptx
Cultural diversity refers to differences in cultural patterns, beliefs, knowledge, social organization, and responses to the environment between societies. A homogeneous society includes people who share a common culture from similar backgrounds, while a heterogeneous society includes people who are dissimilar in religion, income, or ethnicity. Cultural diversity is promoted by factors such as immigration, presence of social categories like age and gender, subcultures, and cultural change over time due to changing technology and environment.
Cultaral Factors affecting consumer behaviour
1) Cultural factors, such as values and ideologies learned from family and community, strongly influence consumer behavior.
2) Culture provides standards and rules that guide decision-making. Through acculturation, marketers must understand the specific cultures of their target markets to communicate effectively using appropriate symbols and language.
3) Cultural factors form several market segments with distinct needs. Marketers must carefully study different cultures and subcultures to frame appropriate marketing strategies.
Culture and Globalisation
The document discusses how organizational culture and national culture impact global business. It defines organizational culture as the values, beliefs, behaviors, and attitudes that guide an organization. National culture includes elements like social structure, religion, language, and economic and political philosophies. Culture influences consumer behavior, management styles, negotiations, and can act as a hidden barrier to business across borders, though cultural sensitivity can help overcome these barriers. The document also notes countries can be multi-cultural or mono-cultural and that cross-cultural training methods are important for international business.
Socio-Cultural Influences on Purchase Decision Making
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.
Cultural and Cross Influences
This document discusses how culture influences consumer behavior. It defines culture and discusses issues in analyzing culture. It also covers measuring the content of culture, how cultural meanings are expressed in products, and approaches to developing international marketing strategies. Specifically, it discusses adapting, standardizing, or changing marketing strategies across cultures. It provides examples of cultural differences and trends that marketers must consider when developing cross-cultural strategies.
Multicultural marketing session 2 student version
This document discusses cross-cultural consumer behavior and the globalization of consumption. It addresses several topics:
1) How culture influences consumer behavior through values, institutions, social conventions and customs. This affects loyalty, risk perception and decision making.
2) The convergence and divergence of global consumption patterns at both the macro level of industries and demographics, and the micro level of individual consumption.
3) The emergence of standardized global consumer products and culture through McDonaldization, but also the persistence of local habits and culture-bound products.
Socio cultural factor in Marketing
This document discusses socio-cultural factors that influence rural marketing. It defines culture and identifies key cultural elements like religion, social class, groups, and family structure that marketers must consider. Culture includes shared behaviors, norms, beliefs, and customs transmitted between generations. Rural consumers are influenced by social class, opinion leaders, family roles in purchasing, and sociability within their communities. Marketers need to understand these socio-cultural factors to effectively target and design products for rural consumers.
Consumer/Industrial behavior Characteristics based on different regions.
The presentation mainly focuses on the consumer buying behavior in different regions of India and how they are differently segmented.
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一比一原版(UMTC毕业证书)明尼苏达大学双城分校毕业证如何办理
原件一模一样【微信：6496090】【(UMTC毕业证书)明尼苏达大学双城分校毕业证成绩单学位证】【微信：6496090】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
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我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
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本公司拥有海外各大学样板无数，能完美还原。
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三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
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Culture & consumer behavior
- 2. What Is Culture ? Culture is the characteristics and knowledge of a particular group of people, encompassing language, religion, cuisine, social habits, music and arts.
- 3. Characteristics of Culture THE MOST IMPORTANT CHARACTERISTICS OF CULTURE: Culture is acquired Culture is social Culture is transmissive Culture is shared Culture is idealistic Culture is accumulative Culture is adaptive
- 4. Culture Learning FORMAL LEARNING INFORMAL LEARNING TECHNICAL LEARNING
- 5. How Culture Affects Consumer Behavior •PRE - PURCHASE AND PURCHASE ACTIVITIES •CONSUMPTION AND DIVESTMENT ACTIVITIES
- 6. Influence On Pre-purchase And Purchase Activities •Culture affects what consumers think they need and what they perceive •Culture affects how consumers are likely to search for information •Culture affects the importance placed on certain attributes of alternatives •Culture affects the amount of price negotiation during the purchase process.
- 7. Influence On Consumption Divestment Activities •How consumers use or consume products? •Consumers expectations about form and function vary between cultures? •How individuals dispose of products •Reselling products after use •Giving them to others for use •Recycling them.
- 8. What Is Subculture ? Subculture is a distinct cultured group that exists as an identifiable segment within a larger, more complex society. Thus the culture profile of a society or nation or a composite of two distinct elements - The unique beliefs, values and customs subscribed to by members of specific subculture. The central or core culture themes that are shared by most of the population, regardless of the specific subculture membership.
- 9. Subculture Category And Its Variation SUBCULTURE CATEGORY VARIATION (EXAMPLES) Religion Muslim, Hindu, Christian Geographic location East, West, North, South Age Children, Teenage, Middle, Elderly Gender / sex Male , female Occupation Farmer, Businessman etc. Social class Upper, Middle, Lower
- 10. Regional Subculture Regional subcultures can be defined as the culture of the people which is affected by the local climatic and environmental conditions as well as financial and political conditions of the area in which these people live. Product Purchase HIGHEST PURCHASE LOWEST PURCHASE Body Power New York San Francisco Energy drinks Los Angeles Dallas-Fort Worth Total beer/ale Chicago Philadelphia Jams and Jellies Cleveland San Francisco Hair Growth Products New York Boston
- 11. Religious Subculture The members of religious groups at times are likely to make purchase decisions that are influenced by their religious identity. Commonly, consumer behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of various religious holidays. For example – Christmas has become the major gift-purchasing season of the year.
- 12. Social Class THE DIVISION OF MEMBERS OF A SOCIETY INTO A HIERARCHY OF DISTINCT STATUS CLASS :
- 13. Cultural Consumer Behavior Consumer tends to have an attitude when it comes to a particular product being made in a particular country. This attitude might be a positive, negative, and natural. A consumer’s level of exposure towards foreign goods or lifestyle may influence his buying decision and preference. The success of marketing and servicing in foreign countries is likely to be influence by beliefs, values, and customs.