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.
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.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
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.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
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
Detailed description of VALS model with description and illustrative examples for each segment. VALS,Innovators,Thinkers,Believers,Achievers,Strivers,Experiencers,Makers,Survivors
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
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.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Fluent: The Razorfish Social Influence Marketing ReportRazorfish
Fluent: The Razorfish Social Influence Marketing Report. This report touches on how Social Influence Marketing encompasses every part of marketing and every dimension of an organization. A survey with 1,000 consumers plus six months worth of conversational data serve as the backbone of the findings in this report. We also introduce the SIM score, a simple but groundbreaking index for the social web.
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
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
Detailed description of VALS model with description and illustrative examples for each segment. VALS,Innovators,Thinkers,Believers,Achievers,Strivers,Experiencers,Makers,Survivors
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
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.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Fluent: The Razorfish Social Influence Marketing ReportRazorfish
Fluent: The Razorfish Social Influence Marketing Report. This report touches on how Social Influence Marketing encompasses every part of marketing and every dimension of an organization. A survey with 1,000 consumers plus six months worth of conversational data serve as the backbone of the findings in this report. We also introduce the SIM score, a simple but groundbreaking index for the social web.
FellowBuddy.com is an innovative platform that brings students together to share notes, exam papers, study guides, project reports and presentation for upcoming exams.
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Like Us - https://www.facebook.com/FellowBuddycom
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
This workshop covers the principles and issues of Structural Equation Modelling (SEM) and its practical applications. The two-day workshop covers the purpose of SEM, Confirmatory Factor Analysis (CFA), path analysis and multi-group analysis. The participants will learn how to conceptualize models of theoretical interest, recognize identification of problems, perform model estimation and modification using AMOS software and choose the final model for establishing direct and indirect relationship among the study variables. The participants are expected to bring Laptop and upload AMOS version 18 (if possible).
IFM (Institut Français de la Mode) invited me to talk about what creative ideas are in advertising.
This is the support deck of the great open discussion we've had with the students.
More about RE-UP agency:
http://thisisreup.com
The Revenge of Subcultures: the real value of Social Media for brandsLaurent François
This deck aims to demonstrate that marketers shape a wrong targeting for the social brands, focusing only on demographics and "average" consumers. But analysing average behaviors can only drive to weak and non relevant communication pillars, then a strong dismissal of consumers against brand digital properties.
This demonstration has been presented during Digital Shoreditch 2013, Future Brands day, by Laurent Francois
Integrated Live 2016 - The revenge of Subcultures in social mediaLaurent François
A talk I've given to Integrated Live 2016 in London.
Marketers need to kill "average personas" as it ultimately destroys brand equity and miss the true value of social media: its versatile subcultures which create the most influential clusters and forecast what the whole societies might consume in the next future.
http://thisisreup.com
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.
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
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
2. 2
Executive Summary
International marketers believe that consumers would increasingly
resemble each other and that they will eat the same food, wear same clothes, l
watch the same television programs to an increasing proportion. But the reality is
very different.
Therefore, to trade in international markets, man must overcome the large
cultural and economic boundaries. Not only improve the worldwide competition
in the market also different traditional beliefs, preferences, habits, customs are
needed to be understood.
Culture involves society's thoughts, words, their traditions, language,
materials, attitudes and feelings. One of the elements that make culture is
beliefs. Beliefs of the people in a community can show similarities. For example,
four, and four times in Japan are seen as unlucky, because of that most products
are sold in groups of five leads.
Another element of culture, tradition, is related with non-verbal behaviour
of individuals. In France the men use more cosmetic products than the women,
which shows the self-conscious tradition of the French men
As a result, learning of cultural properties in the analysis of consumer
behavior has been an important variable in marketing, especially in market
segmentation, target market and product positioning.
3. 3
Table of Contents
Topic Page Number
Introduction 4
What is Culture 5
What is Consumer Behavior 6-7
Role of culture, in understanding the consumer behavior 8
Why it is important for marketers to understand the cultural
Impact on consumer behavior 9-10
Conclusion 11
References 12
Appendices
4. 4
Introduction
Consumer behavior is largely dependent on cultural factors consisting of
mutually shared operating procedures, unstated assumptions, tools, norms,
values, standards for perceiving, believing, evaluating, and communicating.
Cultural factors vary by country but become increasingly complex when
people immigrate to foreign countries that have different cultural dimensions. In
these situations, people are subjected to a wide variety of cultural reference
groups that ultimately affect their purchase behavior. In addition, reference
groups may consist of familial groups or external peer groups with each group
providing specific and often conflicting information that affects purchase and
consumption behavior.
In response, marketers must develop marketing communication that
addresses cultural and reference group factors from both a domestic and global
perspective. To this end, marketers use market segmentation and
micromarketing to develop customer-centric marketing messages with the goal of
providing precisely defined marketing messages that satisfy consumer’s need for
personal information regarding products and services so that consumers should
be adequately stimulated to purchase the product or service being advertised.
5. 5
We define culture as the sum total of learned beliefs, values, and customs
that serve to direct the consumer behavior of members of a particular society
(Consumer Behavior, Shiffman and Kanuk)
In a broad sense both values and beliefs are mental images that effect a
wide range of specific attitudes that, in turn, influence the way a person uses to
evaluate alternative brands in a product category (such as Volvo versus an Audi
automobile), or his or her eventual preference for one of these brands over the
other, are influenced by both a person’s general values (perceptions as to what
constitutes quality and the meaning of country of origin) and specific beliefs
(particular, perceptions about the quality of Swedish made versus German made
automobiles)
In contrast to beliefs and values, customs are usual and acceptable ways of
behaving, where the former are guides for behavior.
E.g.- Consumer’s routine behavior, such as adding a diet sweetener to
coffee, putting ketchup on scrambled eggs etc…..
6. 6
What is Consumer Behavior
Consumer behavior is the study of individuals,
groups, or organizations and the processes they use
to select, secure, and dispose of products, services,
experiences, or ideas to satisfy needs and the
impacts that these processes have on the consumer
and society. It blends elements from
psychology, sociology, social anthropology and econ
omics. It attempts to understand the buyer decision
making process, both individually and in groups. It
studies characteristics of individual consumers such
as demographics and behavioral variables in an
attempt to understand people's wants. It also tries to assess influences on
the consumer from groups such as family, friends, reference groups, and society
in general.
Customer behavior study is based on consumer buying behavior, with the
customer playing the three distinct roles of user, payer and buyer. Research has
shown that consumer behavior is difficult to predict, even for experts in the
field. Relationship marketing is an influential asset for customer behavior analysis
as it has a keen interest in the re-discovery of the true meaning of marketing
through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship
management, personalization, customization and one-to-one marketing. Social
functions can be categorized into social choice and welfare functions.
7. 7
Black box model
ENVIRONMENTAL FACTORS BUYER'S BLACK BOX
BUYER'S
RESPONSEMarketing
Stimuli
Environmental
Stimuli
Buyer
Characteristics
Decision
Process
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Demographic
Natural
Attitudes
Motivation
Perceptions
Personality
Lifestyle
Knowledge
Problem
recognition
Information
search
Alternative
evaluation
Purchase
decision
Post-purchase
behavior
Product
choice
Brand choice
Dealer choice
Purchase
timing
Purchase
amount
The black box model shows the interaction of stimuli, consumer characteristics,
decision process and consumer responses. It can be distinguished between
interpersonal stimuli (between people) or intrapersonal stimuli (within
people). The black box model is related to the black box theory of behaviorism,
where the focus is not set on the processes inside a consumer, but the
relation between the stimuli and the response of the consumer.
The marketing stimuli are planned and processed by the companies, whereas the
environmental stimulus is given by social factors, based on the economical,
political and cultural circumstances of a society. The buyer’s black box contains
the buyer characteristics and the decision process, which determines the buyer’s
response.
The black box model considers the buyers response as a result of a conscious,
rational decision process, in which it is assumed that the buyer has recognized the
problem. However, in reality many decisions are not made in awareness of a
determined problem by the consumer.
8. 8
Role of culture in understanding the market behavior of the
consumer
This model depicts the role that subjective culture plays in
determining our beliefs, practices, and values, which in turn impact our social
norms, attitudes, behavioral intentions and ultimately our behavior.
Subjective culture reflects regional character (e.g. – People
living in several nations in a particular region of South America) and religious
similarities or differences, or shared or different languages, national factors, such
as shared core values, customs, personalities, and group level factors are
concerned with various subdivisions of a country or society (e.g. - families, work
groups, shopping groups, friendship groups) and many more factors.
9. 9
Why it is important for marketers to understand the cultural
impact on Consumer Behavior
Because culture satisfies needs
Culture exists to satisfy the needs of the people within a
society. It offers order, direction and guidance in all phases of human
problem solving by providing ‘tried and true’ methods of satisfying
physiological, personal, and social needs.
e.g.:- Culture provides standards and ‘rules’ about when to
eat, where to eat, what is appropriate to eat for breakfast, lunch, dinner…
etc...
Because culture is learned
Unlike innate biological characteristics, culture is learned.
The three distinct forms of cultural learning are formal learning, informal
learning and technical learning.
Although a firm’s advertising and marketing communications
can influence all three types of cultural learning, it is likely that many
product marketing messages enhance informal learning by providing the
audience with a model of behavior to imitate.
Because of Acculturation
Acculturation is an important concept for marketers who
plan to sell their products in foreign or multinational markets. In such cases,
marketers must study the specific cultures of their potential target markets
to determine whether their products will be acceptable to its members and
if so, how they can best communicate the characteristics of their products
to persuade the target market to buy.
When using Language and Symbols
To communicate effectively with their audiences, marketers
must use appropriate symbols to convey desired product images or
characteristics. These symbols can be verbal or nonverbal.
10. 10
A symbol may have several, even contradictory meanings, so
the advertiser must ascertain exactly what the symbol is communicating to
its intended audience.
When facilitating Rituals
Most important from the standpoint of marketers is the fact
that rituals tend to be replete with ritual artifacts that are associated with
or somehow enhance the performance of the ritual.
Because culture is shared
Various social institutions within a society transmit the
elements of culture and make the sharing of culture a reality. Such
institutions are family, educational institutions, houses of worship and most
importantly mass media. Because consumers receive important cultural
information from advertising.
Because culture is dynamic
To fulfill its need gratifying role, culture continually must
evolve if it is to function in the best interests of a society. For this reason,
the marketer must carefully monitor the socio-cultural environment in
order to market an existing product more effectively.
11. 11
Conclusion
As it has been seen and said before, the world is
becoming more and more globalize. People tend to have the same needs
and wishes and that is why in some cases, companies may have the
possibility to produce the same items and the same advertising
campaigns for its international consumers. However, thanks to the
analysis previously done, it has been realized that strong differences
remain according to the cultures of the citizens.
Companies must understand these differences,
especially when they sell products that can be considering as chocking
by the population. If they understand them and learn how consumers
think according to their cultures, they will be able to produce good ways
of communication and sell their products properly.