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
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 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)
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 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)
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
CONSUMER BEHAVIOUR is an important concept when it comes to marketing. Therefore, consumer involvement in the product also plays an important role in understanding consumer behaviour. The slides share in-depth explanation about what is consumer involvement
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 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
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
CONSUMER BEHAVIOUR is an important concept when it comes to marketing. Therefore, consumer involvement in the product also plays an important role in understanding consumer behaviour. The slides share in-depth explanation about what is consumer involvement
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 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
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
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.
A consumer is a person or an organization that consumes whether he buys or not. That is, consumer is known for actual use or employment of a product or service; he or she does not worry about paying for the same. On the contrary, customer is definitely a buyer or who purchases and may or may not actually consume a given product or service.
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.
Jackets:
Jacket is an outer garment extending either to the waist or the hips, typically having sleeves and a fastening down the front.
It is available for both men and women.
There are different types of jackets:
Bomber Jackets.
Biker Jacket.
Trucker Jacket.
Denim Jackets.
Track Jacket.
Blouson Jacket.
Hooded Jacket
QUALITY MANAGEMENT:
Quality control involves testing of units and determining if they are within the specifications for the final product.
The purpose of the testing is to determine any needs for corrective actions in the manufacturing process.
Good quality control helps companies meet consumer demands for better products.
QUALITY CONTROL OF JACKETS:
Measure garment dimensions (Tech Pack
Check function of closures, buttons, zippers and other accessories
- broken
- poor quality
- poor attachment
- Mismatched trimming
- Zipper too short
Pull test: Pull at the accessory with a pull gauge for 10 seconds to confirm it stays securely attached to the garment.
Fatigue test: Use the accessory as intended for 50 cycles (e.g. button and unbutton 50 times) in quick succession and confirm it’s still functional and the garment is undamaged after testing.
Stretch test: Stretch elastic bands and straps for proper elasticity and check for any breakage in elastic fibers or stitching.
Pocket and collar incorrectly aligned
Dry and wet crocking test
Crocking tests involve rubbing a piece of
white fabric on each
coloured fabric of the
jacket to check if there
is any colour transfer on the
white fabric.
Stitches per inch (SPI) check
Number of stitches
Per inch.
According to the
Tech pack.
Defect classification zones in garments:
Zone A -- visual appearance ( front side )
(buttons: men- left side
women –right side)
Zone B – visual appearance ( back side )+ fit and shape
Zone c – the inside seams
and stitches which
are not shown out
Seam strength test:
The edges or openings (e.g. armholes, necklines, etc.) are checked.
Exposed notches.
Neatly finished seam.
Stitches :
Stitching Defects (broken, skipped, uneven, staggered, Improperly)
CONCLUSION:
Quality management is done all through the process of jacket manufacturing.
To verify attributes like seam strength, stitching and fit.
Quality control is done to ensure that customers receive products free from defects and meet their needs and meet or exceed customers' expectations.
It also forms the basis of an efficient business that minimizes waste and operates at high levels of productivity
Reduction in production cost.
Quality control ensures production of quality products which is immensely helpful in attracting more customers for the product thereby increasing sales.
Satisfaction of consumers
Manufacturing process of a shirt, roles of the managers, structure of merchan...Dhanushree Sivaprakasam
ROLE OF FACTORY MANAGER
ROLE OF HUMAN RESOURCE MANAGER
ROLE OF MERCHANDISER
ROLE OF AN INDUSTRIAL ENGINEER
ROLE OF PRODUCTION MANAGER
STRUCTURE AND FUNCTIONING OF MERCHANDISING
EXECUTION OF A GARMENT UNIT
FIBRES:
COTTON is a soft , fluffy staple fiber which is most often spun into yarn or thread and used to make a soft breathable textile.
LYCRA is a type of synthetic fabric that is very elastic. It is also called as spandex or elastane.
POLYESTER is a specific material most often refers to polyethylene terephthalate(PET) . It includes chemicals found in nature such as in plant cuticles
LINEN is a textile made from the fibers of flax plant used in traditional textiles.
NYLON is thermoplastic silky material that can be melt-processed into fibers , films or shapes.
LYOCELL is a form of rayon which consists of cellulose fiber made from dissolving pulp (bleached wood pulp) using dry jet-wet spinning.
VISCOSE is obtained by chemical treatment of cellulose and used as the basis of manufacturing rayon.
POLYAMIDE is a macro molecule with repeating unit linked by amide bonds.it occurs both naturally and artificially.
3. IT IS A PREDICTION AND FORECASTING STYLES / DESIGNS/ TRENDS WITH SCIENTIFIC AND ANALYTICAL ESTIMATION OF DEMAND FOR FASHION PRODUCT / FASHION SERVICE FOR UPCOMING SEASON / FOR A PARTICULAR PERIOD OF TIME
4. ELEMENTS OF GOOD DEMAND FORECAST:
TIMELY
ACCURATELY
MEANINGFUL
RELIABLE
WRITTEN
EASY TO USE
CRITERIA FOR GOOD DEMAND FORECASTING:
ACCURACY
ECONOMY
AVAILABILITY
DURABILITY
SIMPLICITY
5. IMPORTANCE OF FORECASTING:
FOR PREPARING AND MEETING CONSUMER DEMAND.
TO MEET WORLDWIDE COMPETITION SUCCESSFULLY
LIMITATIONS OF FORECASTING:
CHANGE IN FASHION
CUSTOMERS PSYCOLOGY
LACK OF PAST DATA
UNECONOMICAL
LACK OF EXPERIENCED EXPERTS
6. CONCLUSION
As Demand forecasting plays an important role as an input for planning activities in basic Operations Management.
In the fashion industry, the fashion forecasting is done to characterized products by, long replenishment lead times, short selling seasons and nearly unpredictable demand.
2. What is Spider Silk?
5. HISTORY
7. REELING PROCESS
9. TYPES OF SPIDER SILK
12. WHO INVENTED SPIDER SILK?
14. Genetically Engineered Spider Silk / Synthetic Spider Silk
16. Transgenic spider dragon silk
18. ARTIFICAL SPIDER SILK (BACTERIA)
22. ARTIFICAL SPIDER SILK (ph solution)
24. Man made SPIDER SILK (goat milk)
28. Properties 0f spider silk
32. END USES OF SPIDER SILK
Check the videos on youtube:
VIDEO 1:
Milking a Spider | Richard Hammond's Invisible Worlds | Earth Lab
VIDEO 2:
Thomas Scheibel - Artificial spider silk
VIDEO 3:
A Simple, New Way to Spin Spider Silk in the Lab
VIDEO 4:
Making Stuff Spider Silk
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
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First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
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One of the final stages of shopping abandonment occurs is the checkout page.
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So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
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Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
3. • Culture is defined as the sum total of learned values,
beliefs and customs that serve to direct the consumer
behaviour of members of a particular society.
• Culture consists of many elements such as
1. Beliefs
2. Values
4. BELIEFS AND VALUES:
• Accumulated feeling and priorities that
individuals have about things and possessions.
• They are mental images that influence the
responses of a person in a specific situation .
5. • Consumer behaviour is defined as the behaviour that
the consumers display in searching for, purchasing,
using, evaluating, and disposing of products and
services that they expect, will satisfy their needs.
6. • The impact of culture is automatic and natural and hence
many times its takes for granted.
• Consumers both view themselves in the context of their
culture and react to their environment based upon the
cultural framework that they bring to that experience.
Each individual perceives the world through his or her
own cultural lens.
7. • Culture exists at different subjective levels:
SUPRANATIONAL: Cultural differences that cross
national boundaries, present in more than one country.
Consumer behaviour relevant factors: language, symbolism
meaning, racial composition etc.
NATIONAL : Cultural characters of that uniquely define
citizens of a particular country.
GROUP : are concerned with various subdivisions of a
country or society. They might include subcultures’ difference,
and membership and reference group differences. Eg: families,
work groups, friendship groups
8. • Culture exists to satisfy the needs of people within a
society.
a) 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.
b) Similarly, culture also provides insights as to
suitable dress for specific occasions (e.g., what to wear
around the house, what to wear to school, what to wear to
work, what to wear to church, what to wear at a fast food
restaurant, or a movie theater).
9. • In a cultural context, when a product is no longer
acceptable because it’s related value or custom does
not adequately satisfy human needs, it must be
modified.
• Culture gradually evolves to meet the needs of
society.
10. • In which adults and other elder
siblings teach young family member
“how to behave”.
FORMAL
LEARNING
• In which a child learns primarily by
imitating the behavior of selected
others, such as family, friends or TV
hero’s.
INFORMAL
LEARNING
• In which teachers instruct the child in
educational environment about what
should be done, how it should be
done, and why it should be done.
TECHNICAL
LEARNING
11. • Advertising and marketing communications can
influence all three types of cultural learning.
• The repetition of advertising messages creates and
reinforces cultural beliefs and values
12. Anthropologists often distinguish between the learning
of one’s own, or native, culture and learning of some
“new” culture.
Enculturation – learning of one’s own culture .
Acculturation : learning of a new or foreign
culture.
13. • To acquire common culture, a common language for
communication is needed.
• To communicate with consumers , marketers must use
appropriate symbols to convey product images or
characteristics.
• Symbols can be verbal and non verbal.
Verbal symbols – television, advertisement.
Non verbal- figures, symbol for additional
meaning.
15. • Ritual is a symbolic activity consisting of a series of
steps occurring in a fixed sequence and repeated over
time.
16. • Culture is often viewed as group customs that link
together members of society.
• Various social institutions transmit the elements of
culture and make sharing of culture a reality.
a) Family—the primary agent for enculturation –
passing along of basic cultural beliefs, values, and customs
to society’s newest members.
b) Educational institutions—charged with imparting
basic learning skills, history, patriotism, citizenship, and the
technical training needed to prepare people for significant
roles within society
17. c) Houses of worship—provide religious
consciousness, spiritual guidance, and moral training.
d) Mass media—is a fourth and often overlooked
transmitter of culture.
i) We have daily exposure to advertising, and through
those ads, receive cultural information.
18. 1. Culture continually evolves; therefore, the marketer
must carefully monitor the sociocultural environment in
order to market an existing product more effectively or to
develop promising new products.
a) This is not easy because many factors are
likely to produce cultural changes within a given society.
2. Marketers who monitor cultural changes often find new
opportunities to increase corporate profitability
19. 3. The changing nature of culture means that marketers
have to consistently reconsider:
a) Why consumers are now doing what they do?
b) Who are the purchasers and the users of their
products?
c) When they do their shopping?
d) How and where they can be reached by the media?
e) What new product and service needs are emerging?
20. • Mythological stories, sculptures, and music are an
inherent part of the Indian culture.
• Such products are marketed in the places of tourist
interest but they are not branded.
• May also have an inferior quality.
• Vast potential for creating a brand in this industry.
• A large chunk of the industry is in unorganized sector.
21. • A wide range of measurement techniques are used in
the study of culture.
1) Content Analysis,
2) Consumer fieldwork and
3) Value measurement
They are the 3 research approaches that are frequently
used to examine culture and to spot culture trends.
22. • A method for systematically analysing
the content of verbal and/or pictorial
communication.
• Content analysis for determining
social and cultural changes have
occurred in a specific society or as a
way of contrasting aspects of two
different societies.
Content
Analysis:
23. 1. When examining a specific society,
anthropologists frequently immerse
themselves in the environment under
study through consumer fieldwork.
2. Researchers are likely to select a
small sample of people from a
particular society and carefully
observe their behaviour.
3. Based on their observations,
researchers draw conclusions about
the values, beliefs, and customs of
the society under investigation.
Consumer
Fieldwork:
24. 4.Field observation has a number of
distinct characteristics:
a) It takes place within a natural
environment.
b) It is performed sometimes without
the subjects’ awareness.
c) It focuses on observation of
behaviour.
5. In addition to fieldwork methods, depth
interviews and focus-group sessions are
also quite often employed by marketers to
get a first look at an emerging social or
cultural change.
Field
observation:
25. • Value instruments ask people how they feel about such
basic personal and social concepts as freedom,
comfort, national security, and peace.
• A variety of popular value instruments have been used
in research:
a) The Rokeach Value Survey
b) List of Values (Lov)
c) Values and Lifestyles—VALS
26. a) The Rokeach Value Survey :
The Rokeach Value Survey is a self-administered value
inventory, which is divided into two parts.
a) Part one consists of 18 terminal value items, designed to
measure the relative importance of end-states of existence
(personal goals).
b) Part two consists of 18 instrumental value items,
designed to measure the basic approaches an individual
might take to reach end-state values.
b) List of Values (Lov) :
The LOV is a related instrument.
a) Its scale asks consumers to identify their two most
important values from a nine-value list.
27. • 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.
28. • 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.
29. • CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK