culture and sub culture marketing slides

Consumer Behaviour by Parumasur & Roberts -Lombard 2014

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CULTURE AND SUB-CULTURE


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Culture is very broad (societal elements such as: values, attitudes, ideas, personality types, language, laws, religions, politics, customs and work patterns, AND material elements such as: books, computers, tools, buildings, music, art, specific products and other artefacts that give society its distinctive quality.

Thought of as society’s “personality”

The nature of culture


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Difficult to define in simple terms Many definitions exists:

1. Behaviour that adheres to a particular section of society’s standards of acceptable behaviour

2. Participation and embracement of activities such as: traditional dances, festivals, marriage ceremonies, funerals, ancestral worshiping etc.

3. A selective way of responding to experience or a behavioural pattern(culture influences motives, brand understanding, attitudes and consumer’s intention to use particular products, ideas and services)

CONT


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The sum total of learned beliefs, values and customs that serve to direct the consumer behaviour of members of a particular society

Consumer behaviour oriented definition of culture


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A complex whole consisting of a system of interdependent components.

Entails activities that characterise the behaviour of particular communities of people(what they eat and how they eat; how they talk; how they dress and groom themselves and how they act and behave)

Key constructs of culture definition


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Customs : culturally acceptable overt ways of behaving in specific situations(daily or routine behaviour)/an acceptable way of doing things.

Beliefs and values: guides/shape behaviour. Beliefs : mental states consisting of thoughts

or expressed statements reflecting a person’s particular knowledge and assessment of something/ a strong feeling that something or somebody exists or is true

Customs, values and beliefs


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A belief is an organised pattern of knowledge that individuals hold as true about his/her world

The belief may be based on own personal experience, faith or hearing.

Consumers tend to develop a set of beliefs about the product’s attributes and then, the brand image shapes consumers’ attitudes towards the product e.g. Toyota is reliable, easy to maintain and reasonably priced..

CONT


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Values are also beliefs, but they differ from beliefs in that :

Relatively few in number Guide appropriately acceptable behaviour Difficult to change More tied to specific objects or situations Widely acceptable by the members of

society

CONT


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Culture’s influence on behaviour is so natural, habitual but usually under rated

Culture’s influence on behaviour is easily noticeable when one interacts with people from different cultures

Cultural pride and identity is evident in how people dress, eat traditional cuisine, visit places of their ancestors and purchase of cultural artefacts.

CONT


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Have to keep updated on changes in opinions, beliefs and values of communities so as to either reposition or develop new products, services or ideas that these consumers want.

EXAMPLES: Cultural shift towards healthy living(organic ,low

fat products, fitness equipment) Shift towards informality(casual clothing,

simpler home furnishings) Increased desire for leisure time( demand for

convenient products and services)

Implications for marketers


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Culture offers order, direction and guidance in consumer decision making as consumers’ needs(physiological, personal and social needs) are influenced by their culture.

As culture changes, consumers needs changes as well, so is their purchasing behaviour.

Culture influences behaviour: what to wear around the house, to school, to work, to church, when going to a restaurant or a movie(suitable behaviour for specific occasions)

Needs and culture


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Consumers continue to respect cultural beliefs, values and customs for as long as they satisfy their needs

When customer no longer find a product or service acceptable due to its related value or custom not adequately satisfying their needs, they generally modify or discard it.

CONT


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Individuals acquire a basic set of beliefs, values and customs at an early age through socialising with family and friends.

THREE FORMS OF LEARNING: Formal learning: adults and older siblings

teach a young family member how to behave Informal learning: learn by imitating the

behaviour of selected others Technical learning: learning in an educational

environment(what, how and why children should do certain things)

Learning and culture


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Learning is a process that creates changes in behaviour through experience and practice.

Learning can also be categorised into two types: experiential and conceptual

Experiential learning: occurs when an experience changes your behaviour( if buying a product that you heard of on an advert satisfies your needs, behaviour is already shaped, you will but it again.

Learning CONT


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Conceptual learning: not learnt through direct learning but from what you heard from people and it influence your consumption behaviour

Reinforcement and repetition enhance learning: see advert(stimulus) + buy the product( response to a stimulus) + find the yoghurt refreshing( reward) = behaviour has been positively reinforced i.e. it will be repeated.

Learning CONT


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Marketing efforts especially advertising influence all the three forms of learning.

Advertising mainly influence informal learning through repetition and in the process assist in creating and reinforcing cultural beliefs and values.

Implications for marketers


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Repetition is key in marketing communication because it can lead to increased learning(repetitive advertising)

Advertising messages should be spread over time rather than on short periods of time.

Marketers therefore use the learning process so that consumers learn to associate certain things with their products and brands or not to(these associations are the ways in which they differentiate their products from those of competitors.

Products like aspirin, petrol, bleach and paper towels, marketers rely on marketing communication to point out brand differences that consumers would otherwise not recognise

Marketing implications CONT


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Language, symbols and rituals


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A prerequisite for membership of a particular society(communication by means of a shared language)

Common language enhances shared meaning and true communication.

Language can also be used as a symbol for quality e.g. Japanese products labelled in foreign languages especially English are perceived as exotic and high quality.

Important to understand meanings of certain words according to different cultures to ensure product success in the market e.g. nova in Espanola means “does not go” and the use of nova by GM motors was a failure in Spanish speaking countries.

Language


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An object representing something else (e.g. cross for Christianity; a star and crescent moon for Islam)

Symbols may sometimes have contradicting meanings related to culture.

Marketers generally use symbols to communicate desired product-related images or attributes.

Packaging, price and channels of distribution are marketing symbols used by marketers to denote quality.

Symbols


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Examples: Chocolate wrapped in expensive –looking

foils Dull labels symbolise more expensive wines

than shiny labels Warranties are symbols of high quality Higher price symbolises quality Exclusive distribution symbolise quality e.g.

sports cars (Ferrari)

Symbols CONT


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A symbolic activity involving a sequence of activities which is repeated over time.

Distinguished at particular phases across the human life cycle and can be practiced in public or in private.

Mostly formal and predetermined( procedural) Certain rituals dictate the way a person behaves in

a particular situation Important to marketers as some products and

services tend to be associated with related rituals, symbols and artefacts( garments related to initiations for Sangomas)

Rituals


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Culture is never static, it is dynamic Marketers therefore need to monitor the socio-cultural

environment to position existing product or service more effectively or to develop new products or services.

Marketers need to continuously ascertain: Why consumers do what they are doing Who the buyers and users of the company’s products

are When consumers do shopping How and where the media can reach consumers New products and services that may be emerging

Changing nature of culture


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Enculturation :learning of one’s own culture Acculturation: learning of a new or foreign culture Acculturation results in growth of cosmopolitan

urban community(different ethnic groups constantly interacting)

Acculturation results in the development of subcultures(township cultures with unique belief systems, dress codes and language patterns)

Acculturation changes consumers’ lifestyle and consumption patterns( e. g host communities taking tourists cultures)

Enculturation and acculturation


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A distinctive cultural group that exists as an identifiable segment within a larger cultural group.

Includes nationalities, religions, language groups, racial groups and geographic regions

Within sub cultures, people’s attitudes, values and purchase decisions are even more similar than within the broader culture

THEREFORE: Sub cultures can be used as the basis for market segmentation and target marketing(products and marketing strategies designed to meet the sub-cultures’ needs).

SUB CULTURES


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The rainbow nation: suggest strength and richness in diversity

The salad bowl: all though the ethnic groups interact, each group will maintain its own significant traits.(marketing campaign should be targeted at individual ethnic groups not one campaign for all groups)

The melting pot :with time, differences between ethnic groups will become less and less noticeable. thus one common culture incorporating certain traits from each culture will result.(marketing campaigns will be aimed at all groups)

Perspectives on SA culture diversity


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Often categorised on the basis of demographics e.g. teenagers, older people, wealthy people etc

Values tend to be associated with particular age groups because age groups or generations have shared very important and a historically meaningful experiences that influence and shape the way they live.

Geographic regions: rural areas, villages, towns, peri-urban and metropolitan areas also represent sub-cultural groups(different consumption patterns on e.g. toiletries, food and groceries)

Differences in consumer behaviour is also evident among speakers of different languages, members of different ethnic groups and religions

Sub-cultures CONT


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For a particular belief, value or practice to be considered a cultural attribute of society, a great portion of the society must share it

CULTURAL VALUES AND SOCIETY


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Family: primary agent for enculturation and marketers view family as an educational ground for consumer-related values and skills

Educational institutions: imparts basic learning skills, history, patriotism, citizenship and technical training

Places of worship: provides religious consciousness, spiritual guidance and moral training

The mass media: disseminate information about products, services and ideas through advertisements people receive cultural information.

Social institutions transmitting the elements of culture


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The two refers to the relationship between ourselves and the group to which we belong.

Individualism Vs collectivism


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Definition: emotional independence from groups, organisations and other collectivises.

More self-centred, less willing to sacrifice anything in order to belong, less loyal, less emotionally attached and less concerned about the needs, goals, norms, interests, integrity and consequences of the groups they belong to

Individualism


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Collectivists cultures highly values group membership, group processes and communal decisions.

Members are expected to safeguard or protect each other in case of need and crisis.

Advantageous and harmonious relationships are important directives in the way they think, feel and act

Individual member identities resembles the group identity

Cooperation is high within groups, but is less likely between members from different groups

Collectivism


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Defined: learned set of desired outcomes and beliefs that guide attitudes and behaviour(Rose and Shoham 2000).

An enduring belief that a particular mode of behaviour or end-state of existence(Rokeath 1973).

Concepts or beliefs about desirable end-states or behaviours and are ordered by relative importance (Swartz 2006)

Human values


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Values are beliefs and concepts These beliefs and concepts are about

desirable behaviour or end-states Values go beyond particular situations Values guide the choice or evaluation of

events and behaviour Values are arranged in a hierarchy of

importance.

Five important features of value: Grunert and Scherhorn 1990


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Beliefs about end-states such as freedom, comfortable life and mature love

Terminal values,


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Beliefs about desired modes of action, such as being independent, ambitious or honest

Instrumental values


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How people feel, think and act is contained within their desired end-states or terminal values.

Value are not the same as attitudes Attitudes can be towards a specific mental or

physical objects such as person, thing or issue whereas values have no specific object of reference(e.g. attitude towards any product).

Nevertheless, values influence the evaluation of objects(products/services/ideas and attitude formation by providing the underlying reasons for individuals to seek out objects that will satisfy or realise their values or end-states.

Human values CONT


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Values are guiding principles in people’s daily lives because they are enduring beliefs about desirable end-states

Although values are used at the personal level, they are socially constructed and inherently cultural( people are not born with values, but learn them through socialisation)

THEREFORE values can be conceptualised as deep-seated motivators instilled by culture( people feel them more deeply than opinions which are easily influenced by current debates and people change their values less easily than they would change their attitudes)

Human values CONT


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Personal values are key factors influencing consumer’s attitudes and consumption behaviour.

Individual value differences are related to differences in attitudes and behaviour.

By being aware of values, marketers are better able to understand why consumers behave in certain ways and to predict the media and products consumers will use.

THEREFORE personal values are one of the most influential factors that affect the type of needs consumers try to satisfy through buying and consumption behaviours.

Consumers’ needs and desires are shaped by their values, which in turn are influenced by the society to which they belong.

Human values CONT


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Consumers’ value play a very central role in creation of attitudes or brand purchase decision making.

Consumers have certain meanings about products and brands so values organise these meanings in consumers’ minds

The value concept in marketing


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The application of the values perspective to the marketing of consumer products is based on two theoretically grounded perspectives :sociological macro-perspective and a psychological micro-perspective.

Sociological macro-approach: consumer markets are segmented into groups based on their value orientation

Psychological perspective: specifically focus on the links between the product attributes or means, the personal consequences of these attributes and the personal values or ends that the consequences reinforce.

The value concept in marketing CONT


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Hierarchical value map(HVM)/ value structure map(VSM) is a strategic tool that describes how consumers tend to perceive or think about a specific product, service or idea by linking the attributes and benefits to values.

Attributes can be concrete or abstract Benefits can be the functional or psychosocial

consequences of the product’s attributes(get benefits from product’s attributes).

VSM therefore provide a structure of consumer’s associations with a product, service or idea at the three levels( i.e. of attributes, benefits and values).



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VSM demonstrate the types of associations between specific attributes and the subsequent benefits and values

The associations are conceptualised by Reynolds and Gutman into a means-end chain model

Means: objects(products, services or ideas) or activities in which people engage.

Ends: the fundamental beliefs or values that provide the guiding principles to direct behaviour



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Core values don't always have to be positive or morally good( Some consumers may be driven by negative characteristics of self-interest or greed)

A means –end chain depicts the interrelationships between the product attributes, the effects or needs that the product satisfies and the end-states or values

The model links values to behaviour Terminal values are the ends while

instrumental values are the means.



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Laddering: a technique/type of interviews used to develop means-end chains.

Laddering is an in-depth one- on one interviewing technique that facilitates the development of an understanding of how consumers translate the attributes of products into meaningful associations with respect to the self

The length and content of the means-end chain depend on the content and organisation of the meaningful knowledge structures that consumers have learnt through experiences



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When product attributes are not connected to the values, the means-end chains are short

The end- level of a means-end chain reflects the extent to which consumers feel that the product or the brand attribute is personally relevant or valuable to their self concept

Construction of HVMs/VSMs displays means-end chains and these maps guides the development of promotional material reflecting instrumental and terminal values to a greater or lesser extend.



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The most effective and persuasive instrumental or terminal advertisement would match the promotional strategy to each consumer’s way of relating to a given product

The type of the product determines whether or not the consumer will relate to the product in an instrumental or expressive way

Examples: More instrumental: appliances,, tools and

similar instruments More expressive: clothing and jewellery



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According to Zetterberg, values indicate how people wish to live their lives and they can be expressed in the market place

THEREFORE: Marketers need to understand values so as to devise effective marketing strategies and tactics.



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Promote the functional and physical benefits of the product

Present detailed information to assists a consumer in making purchasing judgement

Illustrate product performance or what consumers can do with the product, encouraging consumers to use their instrumental values as criteria with which to judge the product

Indicate how product usage can support more efficient environmental impact

Instrumental advertisements


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Promote the symbolism or image of the product through metaphors or by showing the types of people and social groups who use the product

Encourage consumers to take their intuition and emotional reactions into account, facilitating an effective judgement

Portray end-states or ultimate goals which should encourage the consumers to use their terminal values as a criteria with which to judge the product

Imply how using the product will allow self-expression in general and social approval in particular.

Terminal advertisements


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People of African descent are linked by shared values that are fundamental features of African identity and culture (openness, friendliness, a common framework-seeking principle(UBUNTU) and the prominence of community rather than the individual.

Whatever happens to an individual happens to the group and whatever happens to the group happens to the individual

South African core values


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South African core values are difficult to identify as the country is highly diverse(subcultures varieties)

Rapid technological developments has made it difficult to monitor the changes in cultural values.

Schwartz 2006 designed a theory of 10 basic values that can be applied to all cultures.

South African core values CONT


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The theory identifies different groups of values according to 3 sets of criteria:

Values arranged according to the objective (instrumental or terminal value)

Values arranged according to interest(individualist, collectivist or both

Values arranged according to 10 motivational domains(power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity and security)

The Schwartz Theory of universal values


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The desire for social status and prestige, control, dominance or influence over people and resources

Power


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The desire for personal success through demonstration of competence according to social class

Achievement


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Desire for pleasure and sensuous gratification for oneself; pain avoidance.

Hedonism


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Desire for excitement, novelty and challenge in life

Stimulation


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Independent thought and action( choosing, creating, exploring)

Self-direction


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Desire for understanding, appreciation, tolerance, protection of the welfare of all people and nature

Universalism


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Preservation and enhancement of the welfare of people with whom one is in frequent personal contact

Benevolence


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Desire for respect, commitment, acceptance of the customs and ideas that traditional culture or religion provides the self

Tradition


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Restraint of actions , inclinations and impulses likely to upset or harm others and violate social expectations or norms

Conformity


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Safety, harmony and stability of society of relationships and of self.

Security


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LSM 1-3: hedonism, stimulation,, self-direction and benevolence.

LSM 4-5: self-direction, universalism, benevolence, security

LSM 6-8: power LSM 9-10: hedonism, achievement and

power

A link between motivational domains &the living standards measures(LSM)


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Content analysis Consumer fieldwork Social values measurement

The measurement of culture


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Focus on the verbal or non verbal communication

It is relatively an objective technique to determine social and cultural change within a specific society

Useful to marketers interested in comparing the competitive advertising claims

Content analysis


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A small sample of people from a particular society is selected and their behaviour is carefully observed.

Researchers at times also become active participants of the environment they are studying(participant-observer) rather than just observing.

In-depth interviews, focus groups are also frequently used by marketers to obtain an initial view of an emerging social or cultural change.

Focus group discussions(informal) enables consumers to reveal attitudes or behave in a way that may signal a shift in values that may in turn affect the long-run acceptance of a product or service in the market place

Consumer fieldwork


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It takes place within the subjects’ natural environment

It is performed sometimes without the subjects’ knowledge

It focuses on observation of behaviour

Distinct characteristics of field observation


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TRADITIONALLY done through observation and inferences on the principal or underlying values.

NOW includes using value measurement instruments and asking and asking people how they feel about basic and social concepts such as freedom, comfort, national security and peace

A number of popular value instruments have been used in research :Rokeach Value Survey(RVS); the Schwartz Value Scale; List of Values(LOV) and Values and Lifestyles(VALS)

Social values measurement


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The most widely known and used instrument for measuring personal values.

Consists of 18 instrumental values(modes of conduct) AND 18 terminal values(end-states of existence) arranged in alphabetical order

Each value is presented with a brief description in brackets.

Respondents rank the two sets of values in order of importance to them as guiding principles in their lives

Criticism : use of ranking is considered less appropriate than rating scales.

Rokeach Value Survey(RVS)


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consists of 4 groups further divided into nine lifestyles.

Each sub-group describes a unique way of life defined by its distinctive array of values, drives, beliefs, needs, dreams and opinions.

VALS approach can be more useful if used together with other segmentation approaches such as benefit segmentation.

Values and Lifestyles(VALS)


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Developed to overcome some limitations of the RVS and VALS. Tested by researchers from a the University of Michigan using a

national sample.Consists of:

1. Self-respect2. A sense of accomplishment3. Being well-respected4. Security5. warm relationships with others6. A sense of belonging7. Fun and enjoyment in life8. Self-fulfillment9. Excitement

List of Values(LOV)


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THANK YOU

culture and sub culture marketing slides

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