Culture in Consumer Behaviour By Ray Bawania and Abhishek Chand
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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?
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This document presents a framework for understanding cross-cultural consumer behavior. It discusses how culture, manifested in symbols, values, heroes and rituals, shapes consumer behavior. The framework integrates existing research and can help marketers better understand foreign consumers. It distinguishes between emic and etic definitions of culture - an emic view focuses on understanding from the culture's perspective, while an etic view compares cultures. The framework identifies areas needing further research to understand the relationships between cultural manifestations and dimensions of consumer behavior.
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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.
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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.
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Culture plays an important role in shaping consumer behavior. The elements of culture, such as beliefs, traditions, language and symbols, influence consumers' perceptions, preferences and purchase decisions. For marketers, it is essential to understand the cultural factors and their impact on behavior in both domestic and global markets. Failing to account for cultural differences can lead to ineffective marketing strategies. Learning about a culture allows marketers to develop communications and position products in a way that addresses local needs and is acceptable to target consumers.
ITFT Importance of Culture in Consumer Behaviour
Culture is defined as the learned beliefs, values, and customs that guide consumer behavior in a society. Consumer behavior is largely dependent on cultural factors like norms, values, and standards that are shared within a culture. Cultural factors can vary between countries and become more complex when people migrate and are exposed to new cultural influences, ultimately affecting their purchasing decisions. Culture exists to satisfy personal and social needs through establishing rules and standards. Marketers must understand target cultures to ensure products are acceptable and how to best communicate to persuade cultural groups, including using appropriate symbols and language.
Influence of culture on consumer behaviour
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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This document discusses various aspects of culture and how it impacts marketing. It defines culture and discusses how culture manifests through norms, consumption patterns, values and sanctions. It classifies cultural values into other-oriented, environment-oriented and self-oriented categories. It also discusses how culture is learned through enculturation and acculturation. Key elements that are part of a culture are discussed such as material culture, language, aesthetics, education, religion and social interactions. The document provides examples of how these different elements impact marketing tasks.
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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
Culture and Consumer Behavior
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.
Impact of Culture on Consumer Behaviour
Culture plays an important role in shaping consumer behavior. The elements of culture, such as beliefs, traditions, language and symbols, influence consumers' perceptions, preferences and purchase decisions. For marketers, it is essential to understand the cultural factors and their impact on behavior in both domestic and global markets. Failing to account for cultural differences can lead to ineffective marketing strategies. Learning about a culture allows marketers to develop communications and position products in a way that addresses local needs and is acceptable to target consumers.
ITFT Importance of Culture in Consumer Behaviour
Culture is defined as the learned beliefs, values, and customs that guide consumer behavior in a society. Consumer behavior is largely dependent on cultural factors like norms, values, and standards that are shared within a culture. Cultural factors can vary between countries and become more complex when people migrate and are exposed to new cultural influences, ultimately affecting their purchasing decisions. Culture exists to satisfy personal and social needs through establishing rules and standards. Marketers must understand target cultures to ensure products are acceptable and how to best communicate to persuade cultural groups, including using appropriate symbols and language.
Influence of culture on consumer behaviour
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
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LESLIE LAZAR KANUK
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This document discusses various aspects of culture and how it impacts marketing. It defines culture and discusses how culture manifests through norms, consumption patterns, values and sanctions. It classifies cultural values into other-oriented, environment-oriented and self-oriented categories. It also discusses how culture is learned through enculturation and acculturation. Key elements that are part of a culture are discussed such as material culture, language, aesthetics, education, religion and social interactions. The document provides examples of how these different elements impact marketing tasks.
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Abraham Maslow's hierarchy of needs theory proposes that people's needs are arranged in a hierarchy from basic physiological needs to more advanced needs for esteem and self-actualization. According to the theory, consumers' purchasing decisions are driven by their desire to fulfill needs at different levels of the hierarchy. Marketers must understand how cultural factors influence which needs dominate in a given society as well as how culture shapes what products are purchased, who makes decisions, and purchasing behaviors. Adapting to local cultural norms is important for international marketing success.
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This document discusses how culture influences consumer behavior in China and the United States. It first defines culture and explains how core cultural values shape consumer behaviors. It then analyzes seven key differences in the core values between Chinese and American culture, and how each impacts related consumer characteristics. These include collectivism vs individualism, family relationships, and time consciousness. The document concludes by providing marketing insights based on these cultural comparisons, such as using relationship marketing with Chinese consumers and developing more time-saving products for American consumers.
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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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Culture is defined as the learned beliefs, values, and customs that influence consumer behavior within a society. There are three levels of subjective culture: supranational, national, and group. Personal traits and cultural influences like beliefs and values interact to shape behavioral intentions and actions. Culture is learned through both formal and informal means like education, advertising, and social interactions. Cultural symbols and meanings can spread and change over time through various movements and exchanges between societies.
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Core values define how products are used in societies and influence acceptable market relationships and behaviors. Culture includes learned beliefs, values, customs, and responses that direct consumer behavior. Cultural characteristics are learned and shared within groups. Marketers must understand how culture affects consumer pre-purchase activities like information search and post-purchase activities like product use. Culture also influences social classes that are hierarchical groups distinguished by factors like occupation, income, education, and prestige. Understanding differences in subcultures and cross-cultural groups is important for marketers to effectively target various national markets.
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2) It describes how a consumer's level of involvement with a product influences their decision making process.
3) It explains the fundamental motives behind consumer purchases, such as fulfilling needs, wants, and achieving benefits or rewards.
4) It discusses various cultural, social, and personal influences that shape consumer behavior, including family, reference groups, opinion leaders, and cultural values.
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This document discusses various subcultures and how they relate to consumer behavior. It defines subculture and examines nationality, religious, geographic, racial, age and sex-based subcultures. Specific examples are provided for each category, including differences in purchasing preferences. Marketers must understand these subcultures to effectively target consumer groups.
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This document discusses how cultural factors affect consumer behavior. It provides examples of how culture influences purchasing decisions and preferences. The conclusion states that understanding local culture is essential for marketers to engage successfully with customers. Culture determines consumers' experiences, beliefs, and values, which directly impact their attitudes, emotions, and purchasing habits. Differences in culture must be considered when entering new markets.
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Consumer behavior is influenced by reference groups, social class, culture, and subcultures. [REFERENCE GROUPS] such as friends, celebrities, coworkers can influence purchasing decisions. [SOCIAL CLASS] is a hierarchy that impacts status and consumption patterns. [CULTURE] is learned and influences symbols, rituals, and sharing beliefs. [SUBCULTURES] like age, religion, region also shape behavior. Cross-cultural analysis examines psychological and social similarities and differences between nations to effectively target foreign consumers.
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The document summarizes a presentation on how culture and cross-cultural variations influence consumer behavior. It defines culture and discusses how cultural values are classified into other-oriented, environment-oriented, and self-oriented categories. It also examines how cross-cultural differences in areas like non-verbal communication, time orientation, and etiquette can impact marketing strategy when expanding to other cultures. The presentation was given by N. Chandra Sekhar, an MBA student at Prabhath Institution of Business Management, under the guidance of Assistant Professor Raghavendra Prasad.
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Why & how consumer buy in different cultures
Abraham Maslow's hierarchy of needs theory proposes that people's needs are arranged in a hierarchy from basic physiological needs to more advanced needs for esteem and self-actualization. According to the theory, consumers' purchasing decisions are driven by their desire to fulfill needs at different levels of the hierarchy. Marketers must understand how cultural factors influence which needs dominate in a given society as well as how culture shapes what products are purchased, who makes decisions, and purchasing behaviors. Adapting to local cultural norms is important for international marketing success.
521 1 how cultural factors influence consumer behaviors-1
This document discusses how culture influences consumer behavior in China and the United States. It first defines culture and explains how core cultural values shape consumer behaviors. It then analyzes seven key differences in the core values between Chinese and American culture, and how each impacts related consumer characteristics. These include collectivism vs individualism, family relationships, and time consciousness. The document concludes by providing marketing insights based on these cultural comparisons, such as using relationship marketing with Chinese consumers and developing more time-saving products for American consumers.
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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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Culture is defined as the learned beliefs, values, and customs that influence consumer behavior within a society. There are three levels of subjective culture: supranational, national, and group. Personal traits and cultural influences like beliefs and values interact to shape behavioral intentions and actions. Culture is learned through both formal and informal means like education, advertising, and social interactions. Cultural symbols and meanings can spread and change over time through various movements and exchanges between societies.
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Core values define how products are used in societies and influence acceptable market relationships and behaviors. Culture includes learned beliefs, values, customs, and responses that direct consumer behavior. Cultural characteristics are learned and shared within groups. Marketers must understand how culture affects consumer pre-purchase activities like information search and post-purchase activities like product use. Culture also influences social classes that are hierarchical groups distinguished by factors like occupation, income, education, and prestige. Understanding differences in subcultures and cross-cultural groups is important for marketers to effectively target various national markets.
Ibahrine Chapter 5 Culture Consumer Behavior
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1) It outlines the consumer perception process and explains how perception influences behavior.
2) It describes how a consumer's level of involvement with a product influences their decision making process.
3) It explains the fundamental motives behind consumer purchases, such as fulfilling needs, wants, and achieving benefits or rewards.
4) It discusses various cultural, social, and personal influences that shape consumer behavior, including family, reference groups, opinion leaders, and cultural values.
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This document discusses various subcultures and how they relate to consumer behavior. It defines subculture and examines nationality, religious, geographic, racial, age and sex-based subcultures. Specific examples are provided for each category, including differences in purchasing preferences. Marketers must understand these subcultures to effectively target consumer groups.
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This document discusses how cultural factors affect consumer behavior. It provides examples of how culture influences purchasing decisions and preferences. The conclusion states that understanding local culture is essential for marketers to engage successfully with customers. Culture determines consumers' experiences, beliefs, and values, which directly impact their attitudes, emotions, and purchasing habits. Differences in culture must be considered when entering new markets.
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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.
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COSUMER BEHAVIOUR
Consumer behavior is influenced by reference groups, social class, culture, and subcultures. [REFERENCE GROUPS] such as friends, celebrities, coworkers can influence purchasing decisions. [SOCIAL CLASS] is a hierarchy that impacts status and consumption patterns. [CULTURE] is learned and influences symbols, rituals, and sharing beliefs. [SUBCULTURES] like age, religion, region also shape behavior. Cross-cultural analysis examines psychological and social similarities and differences between nations to effectively target foreign consumers.
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it will also cover
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Module 5.ppt
This document discusses how culture impacts consumer behavior. It defines culture as the learned beliefs, values, and customs that guide a society's consumption attitudes and behaviors. Culture acts as an "invisible hand" that influences perceptions and satisfies needs through norms learned via language, symbols, and rituals. While static in some ways, culture also evolves dynamically based on changing technologies, values, and customs exchanged between societies. Marketers analyze culture using content analysis of communications and fieldwork to understand prevailing values and how consumers enact cultural rituals. Surveys also measure individuals' held values to aid marketer's cultural understanding of consumers.
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12 Global Brands & Local Markets
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Developing Cultural Intelligence in the KFC company1.pptx
This training module aims to develop cultural intelligence among KFC employees. It will explore key elements of culture, teach metacognitive strategies, explain the cultural intelligence model, and discuss self-efficacy. The training will be delivered virtually over two weeks and include modules, discussions, and assessments to improve cross-cultural skills. The goal is for participants to enhance their cultural awareness, adaptability, and confidence when interacting with diverse customers and global markets.
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keegan_gm7_stppt_04.ppt
Global marketers must study and understand the cultures of countries where they do business to avoid viewing those cultures through the lens of their own cultural values. Culture is comprised of both physical and nonphysical aspects like customs, religion, and attitudes that are shaped by social institutions and differ across societies. When marketing globally, firms must consider how cultural factors like context, values, aesthetics, language, and traditions can impact whether consumers adopt innovations.
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Consumer Culture CHAPTER 8 PART 3 8-‐1 Lea.docx
Consumer Culture CHAPTER 8
PART 3
8-‐1
Learning Outcomes
Understand how culture provides the true meaning of
objects and activities.
Use the key dimensions of core societal values to apply
the concept of cultural distance.
Define acculturation and enculturation.
List fundamental elements of verbal and non-verbal
communication.
Discuss current emerging consumer markets and scan for
opportunities.
8-‐2
Understand how culture provides
the true meaning of objects and
activities.
8-‐3
What Is Culture?
Consumer culture–
commonly held societal
beliefs that define what is
socially gratifying.
8-‐4
Exhibit 8.1:
Culture, Meaning, and Value
8-‐5
Identify some of the many dietary
restrictions in various cultures, and
how companies such as McDonald’s
have had to adapt their menus.
A visit to McDonald’s websites for
several countries illustrates this.
Food preferences are not always
driven by religious restrictions—
many cultures take pleasure in
foods (horse, snail, frog, dog, etc.)
that Canadian culture does not
embrace! Where do such
Preferences originate in the culture.
Culture, Meaning, and Value
Gives meaning to objects
Gives meaning to
activities
Facilitates communication
8-‐6
What is the “meaning” of the Maple Leaf,
a cup of tea, a cross. Consider the
cultural basis of the meaning.
Suggest typically Canadian activities—
watching the Stanley Cup playoffs,
going to the cottage, or camping may
be mentioned. Consider the deeper
meanings of these activities. Is camping
more than sleeping in a tent?
What non-verbal communications
such as a wink, a rolling of the eyes,
or a shrug of the shoulders mean.
Cultural Norms and Sanctions
Cultural Norm
Rule that specifies the
appropriate behaviour in
a given situation within a
specific culture.
Cultural Sanction
Penalty associated with
performing a non-
gratifying or culturally
inconsistent behaviour.
8-‐7
Exhibit 8.2:
Societal Role Expectations Vary
8-‐8
Think of some “roles” you play
regularly: student, employee,
son/daughter, boyfriend/girlfriend.
Consider whether your
Consumption choices are
sometimes influenced
by the role of the moment.
For example, do you tend to order
beer and chicken wings when out
with friends but Diet Coke and a
salad when having lunch with the
boss? Why?
Use the key dimensions of core
societal values to apply the
concept of cultural distance.
8-‐9
Dimensions of Cultural Values
Masculinity
Uncertainty
Avoidance
Individualism
Power Distance
Long-Term
Orientation
8-‐10
How might marketing need to change based on cultural values:
-High vs. low individualism influences imagery (the lone cowboy vs. a group setting),
language (“rugged,” “independent”), and message (buy this to get ahead vs. buy this
to improve company performance).
-Using aut.
Managing the Outsourcing_Cultural sensitivity
The document discusses cultural sensitivity in business and managing outsourcing processes. It defines cultural sensitivity as being aware, acknowledging, and respectful of other cultures. It discusses Hofstede's framework for understanding cultural differences based on dimensions like individualism/collectivism, uncertainty avoidance, and long/short term orientation. Companies are advised to provide cultural sensitivity training and overseas assignments to prepare their workforce for managing outsourcing and working across cultures.
How Culture Effect on Advertisement
The document discusses the relationship between culture and advertising. It provides examples of how McDonald's and Kellogg's had to adapt their marketing and products to local cultures internationally. McDonald's offers different menu items tailored to local tastes, such as a Maharaja Mac in India. Kellogg's corn flakes failed in India as Indians prefer warm milk with sugar, whereas the corn flakes are meant for cold milk. The document emphasizes that understanding local cultural values, behaviors and preferences is critical for effective advertising and product success globally.
International marketing
The document discusses several key concepts related to culture and international marketing:
- It defines culture and explains that culture consists of learned behaviors and mental programming shared by a group. It influences human behavior.
- It outlines several manifestations of culture including symbols, heroes, rituals, values, and norms.
- There are differences between explicit and implicit culture, and technical, formal, and informal cultural norms.
- Cultural diversity exists both externally in markets and internally in multinational companies.
- Culture can be transferred between generations through socialization or between adults through acculturation.
Dr. jhansi rani M R - cross cultural management (IHRM)
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As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.Assignment 2 Task 1: Digital Marketing Course
How Consumers Use Technology And Its Impact On Their Lives
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Culture in Consumer Behaviour By Ray Bawania and Abhishek Chand
- 1. CULTURE AND CONSUMER BEHAVIOUR Ray Bawania and Abhishek Chand
- 2. Definition of Culture • “Culture is the collective programming of the human mind.” Hofstede (1991) • Culture in this sense is a system of collectively held values. Culture is everything that people have, think, and do as members of their society, which demonstrating that culture is made up of – Material objects – Ideas, values, attitudes and beliefs
- 3. First of all • There is nothing good or bad about Culture.There are only differences. • Understanding Cultural differences are often the determining factor in success or failure in business
- 4. Cultural Adaptation • Cultural Adaptation is the process of “adjusting the native ways of thinking and behaviors to be consistent with the local culture” (Kotler, 1982). • AdaptationVs Standardization • You can either stick to your firms original characteristics when expanding (standardization approach) or you can adapt to the new culture (adaptation approach).
- 5. Lining Up in Different Countries - Canada
- 6. Lining Up in Different Countries - India
- 7. Lining Up in Different Countries - Philippines
- 12. Canadian Culture
- 13. Culture can work For or Against Companies • For: – If a Chinese company wants to expand into North America it could take advantage of cultural celebrations like Halloween • Against: – If an American company goes into China but ignores the value of selling items targeted towards Singles Day
- 14. Conclusion • Most evidence shows that firms that expand need to use a strategy of cultural adaptation rather standardization • A good example of this is McDonald’s –They have made significant changes on their products and service based on the local taste, values, custom, dining habits and language in the countries they operate in.
- 15. So Are We All Still Buying from the Same Clown?
- 16. QUESTIONS?
- 17. Works Cited • Foscht,Thomas, et al. "The Impact of Culture on Brand Perceptions: A Six-Nation Study." Journal of Product & Brand Management 17.3 (2008): 131-42.Web. 10 May 2016 • Hofstede, G. (1991). Cultures and organizations:Software of the mind. London: McGraw-Hill. • Kelly, N. (2012,October 8). McDonald’s’ Local Strategy, from El McPollo to Le McWrapChèvre. Retrieved May 10, 2016, from https://hbr.org/2012/10/mcdonalds-local-strategy-from • Kotler P. (1982)Global Standardization-Courting Danger,The Journal of Consumer Marketing, 3 (2) spring. • Mohamed, K. (2014). Role of CulturalAdaptation in International Retailing. Journal of Marketing & Management Research, 4(10), 1–9. • Mooij, Marieke, and Geert Hofstede. "Cross-CulturalConsumer Behavior: A Review of Research Findings." Journal of International Consumer Marketing (2011): 181-92. Print. • Prahalad, C. K., & Lieberthal, K. (2003).The End of Corporate Imperialism. Harvard Business Review, 81(8), 109-117.
Editor's Notes
- Culture is basically the personality of a society
- There are universal values that extend across cultures. For example, happiness and family are shared values. However, what makes us happy is different, different across cultures and even across subcultures. The potato might be common (happiness value) but how it is transformed is different - McAlloo Tikki, Hashbrowns, Nori Fries, Honey Butter Fries, only simply, Fries!
- Works Cited: