Culture & Consumer Behaviour

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Culture and its types relating to Consumer Behaviour

-----------------------N.Chandra Sekhar MBA

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Culture & Consumer Behaviour

  1. 1. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. Culture Cross-Cultural Variations in Consumer Behaviour
  2. 2. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. Culture and Cross-Cultural Variations in Consumer Behaviour <ul><li>Concept of culture </li></ul><ul><li>How culture is shared and acquired </li></ul><ul><li>Cultural values </li></ul><ul><ul><li>classified into 3 categories </li></ul></ul><ul><li>Culture includes non-verbal communications </li></ul><ul><li>Risks and opportunities of cross-cultural or ethnic marketing </li></ul>
  3. 3. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. <ul><li>Definitions </li></ul><ul><li>Cultural values </li></ul><ul><li>Cross - cultural variations </li></ul><ul><li>Non - verbal communications </li></ul><ul><li>Cross - cultural marketing strategy </li></ul>Cultural Influences — Overview
  4. 4. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. Complex concept that includes knowledge, beliefs, art, law, morals, custom, and any other capabilities acquired by humans as members of society. Culture includes almost everything that influences an individual’s thought processes and behaviours. Definition of Culture:
  5. 5. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. Sub- culture Cross culture Social class culture Culture
  6. 6. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. Variables Influencing Cross-Cultural Marketing Strategies Language Demography Values Non-verbal communication Consumer Behavior Marketing strategy The behavior which the consumer shows while he/she are searching, purchasing, using, evaluating and disposing the product and its service which satisfies ones own needs is said to be Consumer Behavior.
  7. 7. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. <ul><li>Is a comprehensive concept </li></ul><ul><li>Influences our preferences </li></ul><ul><li>Is acquired from our experiences and learning </li></ul><ul><li>Supplies the boundaries for behaviour in modern societies </li></ul><ul><li>Consumers are seldom aware of cultural influences </li></ul>Culture….
  8. 8. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. Cultural Values, Norms, Sanctions and Consumption Patterns Consumption pattern Cultural values Norms specify ranges of appropriate behavior Sanctions penalties for violating norms
  9. 9. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. <ul><li>Three broad classifications are used: </li></ul><ul><ul><li>Other-oriented </li></ul></ul><ul><ul><li>Environment-oriented </li></ul></ul><ul><ul><li>Self-oriented </li></ul></ul>Classification of Cultural Values:
  10. 10. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. Other-Oriented Values: <ul><ul><ul><li>Individual vs collective (initiative, conformity) </li></ul></ul></ul><ul><ul><ul><li>Romantic o rientation (love) </li></ul></ul></ul><ul><ul><ul><li>Adult vs child (child’s place) </li></ul></ul></ul><ul><ul><ul><li>Masculine vs feminine (male role) </li></ul></ul></ul><ul><ul><ul><li>Competition vs cooperation (excel or not?) </li></ul></ul></ul><ul><ul><ul><li>Youth vs age (wisdom of elders) </li></ul></ul></ul>
  11. 11. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. <ul><ul><ul><li>Cleanliness (extent of) </li></ul></ul></ul><ul><ul><ul><li>Performance vs status (performance or class) </li></ul></ul></ul><ul><ul><ul><li>Tradition vs c hange (new behaviours?) </li></ul></ul></ul><ul><ul><ul><li>Risk-taking vs s ecurity (risk encouraged?) </li></ul></ul></ul><ul><ul><ul><li>Problem-solving vs f atalism (acceptance encouraged?) </li></ul></ul></ul><ul><ul><ul><li>Nature (admired or overcome?) </li></ul></ul></ul>Environment-Oriented V alues:
  12. 12. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. <ul><li>Active vs p assive (physical activity) </li></ul><ul><li>Material vs n on-material approach (acquisition?) </li></ul><ul><li>Hard work vs l eisure (admire hard work?) </li></ul><ul><li>Postponed vs i mmediate gratification (save/enjoy now) </li></ul><ul><li>Sensual gratification vs abstinence (food, drink) </li></ul><ul><li>Humour vs s eriousness (is life serious?) </li></ul>Self-Oriented V alues:
  13. 13. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. Cross-Cultural Variations: (Factors I nfluencing N on-Verbal C communications) <ul><li>Symbols </li></ul><ul><li>Agreements </li></ul><ul><li>Etiquette </li></ul><ul><li>Environment </li></ul><ul><li>Time </li></ul><ul><li>Space </li></ul><ul><li>Friendship </li></ul><ul><li>Things </li></ul>
  14. 14. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. <ul><li>Monochronic </li></ul><ul><li>One thing at a time </li></ul><ul><li>Concentrate on one job </li></ul><ul><li>Deadlines matter </li></ul><ul><li>Commitment to task </li></ul><ul><li>Adhesion to plans </li></ul><ul><li>Promptness is valued </li></ul><ul><li>Short-term relationships </li></ul><ul><li>Polychronic </li></ul><ul><li>Many things at once </li></ul><ul><li>Highly distractible </li></ul><ul><li>Deadlines are secondary </li></ul><ul><li>Commitment to people </li></ul><ul><li>Changing plans is easy </li></ul><ul><li>Promptness depends </li></ul><ul><li>Long-term preferred </li></ul>Time Perspective:
  15. 15. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. <ul><li>Eye contact with business clients </li></ul><ul><li>Touching a customer on the arm or shoulder </li></ul><ul><li>Contact between males </li></ul>Etiquette:
  16. 16. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. <ul><ul><li>Is it a homogenous culture? </li></ul></ul><ul><ul><li>What needs will the product fill? </li></ul></ul><ul><ul><li>Can enough afford the product? </li></ul></ul><ul><ul><li>What values are relevant to this product? </li></ul></ul><ul><ul><li>What are the distribution, political and legal structures? </li></ul></ul><ul><ul><li>How can the firm communicate about the product? </li></ul></ul><ul><ul><li>What are the ethical implications? </li></ul></ul>Developing a Cross-Cultural Marketing Strategy
  17. 17. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. France : Ads for book publishers, foreign tourism, supermarket chains, margarine and contraceptives are banned. Children cannot be used in ads. Germany : Ads may not inspire fear, encourage superstition, or promote discrimination. Athletes may not be shown drinking. Direct appeals to children are not allowed. Comparative advertising is severely restricted. Britain : Ads for undertakers, the Bible, matrimonial agencies, fortune-tellers, private detectives, contraceptives and pregnancy tests are banned. Legal Restrictions on Advertising
  18. 18. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. Other –oriented values: Individual & collective Romantic oriented Adult & child Masculine & feminine Competition & cooperation Youth & age
  19. 19. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD.
  20. 20. PRABHATH INSTITUTION OF BUSINESS MANAGEMENT A PRESENTATION ON CULTURE AND ITS VARIATION IN CONSUMER BEHAVIOR - N.Chandra Sekhar (M.B.A) UNDER THE GUIDENCE OF Asst. Prof. RAGHAVENDRA PRASAD. A presentation by N.Chandra Sekhar MBA Thank You...

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