importance of culture in marketing

7/21/2019 importance of Culture in marketing

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CULTURAL

INFLUENCESON CONSUMER

BEHAVIOR

Consumer Behavior

Lecture 9

MBA 2K13


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Lecture Outline

Understanding culture

Functional areas in culture

Cultural dimensions

Cultural forms

Cross cultural consumer analysis

orld !rands

Frame"or# for glo!al strategy

$i% glo!al consumer segments


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What is Culture?

Culture is the accumulation of shared

meanings& rituals& norms& and traditions

Culture is a society's (ersonality


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Understanding Culture

Consumers are more li#ely to "ant (roducts

that resonate "ith a culture's (riorities at any

given time

)roducts can reflect underlying cultural

(rocesses of a (articular (eriod

Cosmetics made of natural materials "ithout

animal testing


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Functional Areas in a CulturalSystem

*cology

$ocial structure

+deology


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Cultural Dimensions

Power

Distance

UncertaintyAvoidance

Masculine

versus

Feminine

Individualism

versus

Collectivism

Way members perceive differences in power

when they form interpersonal relationships

Degree to which people feel threatened byambiguous situations

Degree to which gender roles are clearly

delineated

!tent to which culture values the welfare of the

individual versus that of the group


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Cultural Forms

,orms

Myths

$tories

-ituals


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Norms in Culture

Enacted norms are

s(ecifically decided

on

Crescive norms are

discovered as "e

interact

Customs"norms

handed do"n from the

(ast that control !asic

!ehavior

Mores.custom "ith a

strong moral overtone

Conventions.normsregarding the conduct of

everyday life


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Cultural Stories & Myths

*very culture

develo(sstoriesand ceremonies that

hel( mem!ers ma#esense of the "orld$u(erstitious !eliefs

Magic remedies

Myths are stories

"ith sym!olic

elements that

re(resent the sharedemotions/ideals of a

culture

$tory characteristicsConflict !et"een o((osing forces

0utcome is moral guide for (eo(le

Myth reduces an%iety !y (roviding

guidelines


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Rituals

-ituals are sets of multi(le&sym!olic !ehaviors that occur

in a fi%ed seuence and that

tend to !e re(eated

(eriodically Many consumer activities are

ritualistic

*veryday tri(s to $tar!uc#s$unday !runch

aving coffee "ith a colleague at

the same time everyday


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Rituals and rands

e all have everyday

rituals that tend to !e

!rand.s(ecific

o" do you feel "hen

your favorite !rands arenot availa!le4

Consider these rituals5

6etting ready for !ed

Chec#ing e.mail

$having

)utting on ma#eu(

Fortress!rands are

those thathave !ecome

em!edded in

our

ceremonies


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Ritual Arti!acts

Many !usinesses !enefit !ecause they

su((ly ritual artifacts to consumers

eddings

Birthdays

6raduations

olidays


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"rooming Rituals # "i!t$"i%ing Rituals

7ransition from(rivate to (u!lic self

7ransition from "or#

self to leisure self

,atural state to

social "orld

Consumers (rocure the(erfect o!8ect& meticulously

remove the (rice tag&

carefully "ra( it& then

deliver it to reci(ient

6ift giving is a form of5*conomic e%change

$ym!olic e%change

$ocial e%(ression

*very culture (rescri!es

certain occasions and

ceremonies for giving gifts


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oliday Rituals

olidays are !ased on a myth "ith acharacter at center of storyChristmas

$t )atric#'s ay

Mar#eters find "ays to encourage gift giving

-etailers elevate minor holidays to ma8orones to (rovide merchandising o((ortunities


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Rites o! 'assage

-ites of (assage5 s(ecial times mar#ed !y achange in social status

$e(aration

Liminality

Aggregation


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Sacred and 'ro!ane Consum(tion

$acred consum(tion5involves o!8ects and events

that are set a(art from

normal activities that are

treated "ith res(ect or a"e

)rofane consum(tion5

involves consumer o!8ectsand events that are ordinary

and not s(ecial


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Desacrali)ation

esacrali:ation5 "hen a sacred

item/sym!ol is removed from its s(ecial

(lace or is du(licated in mass uantities

;!ecomes (rofane of

Issues


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Com(arisons o! Chinese andAmerican Cultural *raits

Chinese

Cultural Centered on

Confucian doctrine $u!missive to

authority

Ancestor "orshi(

?alues a (erson'sduty to family and

state

American

+ndividual centered

*m(hasis on self.

reliance

)rimary faith inrationalism

?alues individual

(ersonality


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Cross$Cultural ConsumerAnalysis

$imilarities and

differences among

(eo(le

7he gro"ing glo!al

middle class

7he glo!al teen

mar#et

Acculturation

6ro"ing in Asia& $outh

America& and *astern

*uro(e Mar#eters should focus

Issues


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$imilarities and

differences among

(eo(le

7he gro"ing glo!al

middle class

7he glo!al teen

mar#et

Acculturation

7here has !een gro"th inan affluent glo!al teenage

and young adult mar#et 7hey a((ear to have

similar interests& desires&and consum tion !ehavior

Issues


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$imilarities and

differences among

(eo(le

7he gro"ing glo!al

middle class

7he glo!al teen mar#et

Acculturation

Mar#eters must learn

everything that is

relevant a!out the

usage of their (roductand roduct cate ories

Issues


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Alternati%e MultinationalStrategies+ "lo,al -ersus Local

Favoring a orld Brand

Are 6lo!al Brands ifferent4

Multinational -eactions to Brand

*%tensions

Ada(tive 6lo!al Mar#eting

Frame"or#s for Assessing Multinational

$trategies


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WorldBrands

Products that are

manufactured,

packaged, and

positioned the same

way regardless of the

country in which they

are sold.


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Why Does One o! the World.s Most ighly RegardedWrist/atch rands Use a Single "lo,al Ad%ertising

Strategy 0Only -arying the Language1?


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*hey S(ea2 to *hem in *heir O/n Languageto Ma3imi)e their 4Com!ort 5one67


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Are "lo,al randsDi8erent? According to a survey @ yes

6lo!al !rands have5uality signal (consumers belief)

6lo!al myth (citizen of the world)

$ocial res(onsi!ility (sales revenue and

investments)


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Multinational Reactions torand 93tensions

A glo!al !rand does not al"ays have

success "ith !rand e%tensions

*%am(le Co#e !rand e%tension @ Co#e

(o(corn*astern culture sa" fit and acce(ted the

!rand e%tension

estern culture did not see fit


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Ada(ti%e "lo,alMar2eting Ada(tation of advertising message to s(ecific

values of (articular cultures

Mconald's uses locali:ation

*%am(le -onald Mconald is onald Mconald ina(an

a(anese menu includes corn sou( and green teamil#sha#es

0ften !est to com!ine glo!al and local mar#etingstrategies

McDonalds, Levis, and Reebok, prefer to usemulti-local strateies


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Frame/or2 !or AssessingMultinational Strategies

6lo!al

Local

Mi%ed


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COMMUNICATON

STRATEGY

STANDARDIEDCOMMUNICATIONS

!OCA!IEDCOMMUNICATIONS

STANDARDIED

"RODUCT

Glo#al strate$y%

Uniform Product/ Uniform

Message

Mi&ed Strate$y%

Uniform Product/

Customized Message

!OCA!IED

"RODUCT

Mi&ed strate$y%

Customi'ed "rodu(t)

Uni*orm Messa$e

!o(al Strate$y%

Customized Product/

Customized Message

"RODUCTSTRATEGY

A Frame/or2 !or Alternati%e"lo,al Mar2eting Strategies


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Cross$Cultural'sychogra(hic Segmentation

7he only ultimate truth (ossi!le is that

humans are !oth dee(ly the same and

o!viously different


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Si3 "lo,al Consumer Segments

Stri+ers De+outs

Altruists Intimates

,unSeeers

Creati+es


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#triversare am!itious and materialistic

evoutsare res(onsi!le and res(ectful

Altruistsunselfish in their concern for others Intimates focus on social relationshi(

Fun see$ers are young in age and outloo#

and value a good time Creativessee# #no"ledge and have

interests in !oo#s and ne" media

importance of culture in marketing

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