Cultural dynamics play an important role in assessing global markets. Culture influences factors like consumption patterns, pricing, and product design. It has origins from geography, history, political systems, technology, and social institutions. There are five main elements of culture - values, rituals, symbols, beliefs, and thought processes. Understanding these cultural dimensions is key to success in international business. While cultures can resist change, marketers can also facilitate planned cultural change to introduce new products and ideas.
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.
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
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.
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
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
Introduction to Management of
Workplace Diversity
The Concept of Workplace Diversity
The need for businesses to embrace diversity
Benefits of Workplace Diversity
Challenges to managing diversity
A model for Diversity
Theoretical Contributions to Diversity Management
CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR pptIna Negi
Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.
Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society.
Factors Influencing Consumer Buying Decision
Influence of Culture on Consumer Behavior-Concept of Culture; The measurement of Culture; Indian Core
Values; Cultural aspects of emerging markets, Values, Lifestyles, and Psychographics- Impact of Values,
Lifestyles and Psychographics on buying behavior; Demographics, Lifestyles and Psychographics; Values and
Value Systems, Group Influence on Consumption- Role of reference groups; Effect of reference groups on
consumer decision making; Celebrity endorsements
Introduction to Management of
Workplace Diversity
The Concept of Workplace Diversity
The need for businesses to embrace diversity
Benefits of Workplace Diversity
Challenges to managing diversity
A model for Diversity
Theoretical Contributions to Diversity Management
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.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
2. Chapter Learning Objectives
1. The importance of culture to an international
marketer
2. The origins and elements of culture
3. The impact of cultural borrowing
4. The strategy of planned change and its
consequences
3. Introduction
Culture refers to “the human-made part of human environment—
the sum total of knowledge, beliefs, art, morals, laws, customs, and
any other capabilities and habits acquired by humans as members
of society”
A successful marketer must be a student of
culture
Culture is pervasive in all marketing activities—
in pricing, promotion, channels of distribution,
product, packaging, and styling
Importance of culture in international marketing
Understanding culture can determine success or failure in
international marketing
4. Culture’s Pervasive Impact
• Culture influences every part of our
lives
• Cultures impact on birth rates in
Taiwan, Japan, and Singapore
• Bangladesh, India
• Birthrates have implications for sellers of diapers, toys, schools,
and colleges
• Consumption of different types of food influence is culture:
Chocolate by Swiss, seafood by Japanese preference, beef by
British, wines by France and Italy
• Even diseases are influenced by culture: stomach cancer in
Japan, and lung cancer in Spain
5.
6.
7.
8. Definitions and Origins of Culture
Culture has been conceptualized as:
1. “Software of the mind” culture is a guide for
humans on how to think and behave; it is a
problem-solving tool (Hofstede)
2. An invisible barrier… a completely different way
of organizing life, of thinking, and of conceiving
the underlying assumptions about the family and
the state, the economic system, and even Man
himself” (Hall)
3. A “thicket” (U.S. Ambassador Hodgson)
Culture is the sum of the “values, rituals, symbols, beliefs, and thought processes
that are learned, shared by a group of people, and transmitted from generation to
generation”
9.
10. Origins of Culture: Geography
1. Geography, which includes climate, topography, flora, fauna,
and microbiology, influences our social institutions
2. Two researchers
suggest that
geography
influences
everything from
history to present-
day cultural
values
3. First, Jared
Diamond states
that historically
innovations
spread faster
east-to-west than
north-to-south
4. Second, Philip Parker reports strong correlations between the
latitude (climate) and the per capita GDP of countries
11. Origins of Culture: History
1. The impact of specific events in history can be seen reflected in
technology, social institutions, cultural values, and even
consumer behavior
2. The military conflicts in the Middle East in 2003 bred new cola
brands, Mecca Cola, Muslim Up, and Arab Cola
• For e.g., American trade
policy depended on tobacco
being the original source of
the Virginia colony’s
economic survival in the
1600s
12. Origins of Culture: The Political Economy
1. For most of the 20th Century three approaches to governance
competed for world dominance: fascism, communism, and
democracy/free enterprise
3. Necessary to appreciate the influence of the political economy
on social institutions and cultural values and ways of thinking
2. Fascism fell in 1945; Communism
crumbled in the 1990s
13. Origins of Culture: Technology
1. Technological innovations also impact institutions and cultural
2. Jet aircraft, air conditioning,
televisions, computers, and the
internet have all influenced culture
3. Arguably the greatest impact is
the pill that has allowed women
to have careers and freed men to
spend more time with kids
14. Origins of Culture: Social Institutions
• Social institutions including family, religion, school, the media,
government, and corporations all affect culture
• The family, social classes, group behavior,
age groups, and how societies define decency
and civility are interpreted differently within
every culture
(1) Family behavior varies across the world, e.g.,
extended families living together to Dad
washing dishes
(2) Religious value systems differ across the
world, e.g., Muslims not allowed to eat pork
to Hindus not allowed to consume beef
15. Origins of Culture: Social Institutions
(3) School and education, and literacy rates
affect culture and economic growth
(4) Media (magazines, TV, the Internet)
influences culture and behavior
(5) Government policies influence the
thinking and behaviors citizens of adult
citizens, e.g., the French government
offers new “birth bonuses” of $800 given
to women as an incentive to increase
family size
(6) Corporations influence culture via the
products they market, e.g., MTV
16. Elements of Culture
International marketers must design products, distribution systems,
and promotional programs with due consideration to culture, which
was defined as including five elements:
1. Cultural values
1. Rituals
1. Symbols
1. Beliefs, and
1. Thought processes
17. Elements of Culture: Cultural Values
• Differences in cultural values, which is found to exist among
countries, affects consumer behavior
• Hofstede, who studied over 90,000 people in 66 countries,
found that the cultures differed along four primary dimensions:
1. Individualism/Collective Index (IDV), which focuses on
self-orientation
2. Power Distance Index (PDI), which focuses on authority
orientation
3. Uncertainty Avoidance Index (UAI), which focuses on risk
orientation; and
4. Masculinity/Femininity Index (MAS), which focuses on
assertiveness and achievement
18. Individualism/Collectivism Index
• Individualism/Collectivism Index:
1. The Individualism/Collective Index refers to the preference
for behavior that promotes one’s self-interest
1. High IDV cultures reflect an “I” mentality and tend to
reward and accept individual initiative
1. Low IDV cultures reflect a “we” mentality and generally
subjugate the individual to the group
1. Collectivism pertains to societies in which people from
birth onward are integrated into strong, cohesive groups,
which protect them in exchange for unquestioning loyalty
19. Power Distance Index
• Power Distance Index:
1. The Power Distance Index measures power inequality
between superiors and subordinates within a social system
1. Cultures with high PDI scores tend to be hierarchical and
value power and social status
1. High PDI cultures the those who hold power are entitled to
privileges
1. Cultures with low PDI scores value equality and reflect
egalitarian views
20. Uncertainty Avoidance Index
• Uncertainty Avoidance Index:
1. The Uncertainty Avoidance Index measures the tolerance
of uncertainty and ambiguity among members of a society
1. High UAI cultures are highly intolerant of ambiguity,
experience anxiety and stress, accord a high level of
authority to rules as a means of avoiding risk
1. Low UAI cultures are associated with a low level of anxiety
and stress, a tolerance of deviance and dissent, and a
willingness to take risks
21.
22. Elements of Culture: Rituals, and Symbols
• Rituals are patterns of behavior and interaction that are learned
and repeated vary from country to country, e.g., extended lunch
hours in Spain and Greece
• French attempting to preserve the
purity of their language
• Language as Symbols: the
“languages” of time, space, things,
friendships, and agreements
23. Elements of Culture: Rituals, and Symbols
• In Canada, language has been the focus of political disputes
including secession
• Aesthetics as Symbols: the arts,
folklore, music, drama, and dance
of a culture influences marketing
• Differences in language vocabulary
varies widely
24.
25. Fractured Translations
Product
Equivalent to Japanese Spam
Toilet Paper
Ready to Eat Pancakes
Antifreeze Spray
Pediatrician’s Slogan
English Translation
Liver Putty
My Fanny Brand
Strawberry Crap Dessert
Hot Piss Brand
Specialist in Deceased Children
• English Translations made by Japanese firm that were added to
labels to increase prestige for their products being sold in China
SOURCE: “Some Strawberry Crap Dessert, dear?” South China Morning Post, Dec 9,1996 p. 12.
26. Elements of Culture:
Beliefs and Thought Processes
Beliefs, which stem from religious training, vary from culture to
culture
In summary, marketers must consider larger cultural consequences
of marketing actions
Thought processes also vary across cultures
Examples:
• The western aversion to the number 13 or refusing
to walk under a ladder
• Japanese concern about Year of the Fire Horse
• The Chinese practice of Feng Shui in designing
buildings
Examples: “Asian and Western” thinking
27. Factual versus Interpretive
Cultural Knowledge
There are two kinds of knowledge about cultures both of which are
necessary
Factual knowledge
is usually obvious
and must be learned,
e.g., different
meanings of colors,
and different tastes;
it deals with a facts
about a culture
Interpretive knowledge is the ability to
understand and appreciate the nuances
of different cultural traits and patterns,
e.g., the meaning of time, and attitudes
toward people
Interpretive knowledge requires a
degree of insight
It is dependent on past experience for
interpretation
It is prone to misinterpretation if one’s
SRC is used
28. Cultural Change and Cultural Borrowing
• International marketers should appreciate how cultures
change and accept or reject new ideas
• How cultures change, e.g., war (changes in Japan after
World War II) or by natural disaster
• Hofstede has shown that consumers’ acceptance of
innovations varies across cultures – innovation was
associated with higher individualism (IDV), and lower
power distance (PDI) and uncertainty avoidance (UAI)
• International marketers should be aware the extent to
which cultures borrow ideas and learn from other
cultures
• Helps in the marketing of products from one culture to a
different culture
29. Whose English?
United States
1. Trunk
2. Hood
3. Convertible Top
4. Elevator
5. Toilet
6. Bathroom
7. Vacuum
United Kingdom
1. Boot
2. Bonnet
3. Hood
4. Lift
5. W.C.
6. Tub or Shower
7. Hoover
30. Resistance to Change
Acceptance of genetically modified foods
(or “Frankenfood”) in Europe
Working women in Masculine societies like
Saudi Arabia
Although some cultures embrace change,
others are resistant to it
Examples of cultures that resist change:
31. Planned and Unplanned Cultural Change
• Cultures that are resistant to change represent a major hurdle in
marketing products
Cultural change can be accomplished by:
• First, determine which cultural factors conflict with an
innovation, thus creating resistance to its acceptance
• Second, change those factors from obstacles to acceptance into
stimulants for change
• Third, marketers can cause change by introducing an idea or
product and deliberately setting about to overcome resistance and
to cause change that accelerates the rate of acceptance
• Firms can use a strategy of planned change by deliberately
changing those aspects of the culture offering resistance to
predetermined marketing goals, e.g., introducing western foods
and baseball into Japan