influence of culture on cb

CHAPTERELEVEN

CultureThe sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall *Chapter Eleven Slide

Food and ClothingNeeds vs. Luxury

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall **Chapter Eleven Slide

Enculturation and acculturationLanguage and symbolsRitualSharing of cultureEnculturationThe learning of ones own cultureAcculturationThe learning of a new or foreign culture

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall *IssuesChapter Eleven Slide

Enculturation and acculturationLanguage and symbolsRitualSharing of cultureWithout a common language ,shared meaning could not existMarketers must choose appropriate symbols in advertisingMarketers can use known symbols for associations


Enculturation and acculturationLanguage and symbolsRitualSharing of cultureA ritual is a type of symbolic activity consisting of a series of stepsRituals extend over the human life cycleMarketers realize that rituals often involve products (artifacts)


Enculturation and acculturationLanguage and symbolsRitualSharing of CultureTo be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the societyCulture is transferred through family, schools, houses of worship, and media


Evolves because it fills needsCertain factors change cultureTechnologyPopulation shiftsResource shortagesWarsChanging valuesCustoms from other countriesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall **Chapter Eleven Slide

Content AnalysisA method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall *Chapter Eleven Slide

1.Family Orientation

2. Savings Orientation

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3. Festivities

4. Shopping as a Ritual *

5. Mythology

6. Food Habits*

Achievement OrientationWork EthicMaterial SuccessMiddle of the road Approach to TraditionImpulse GratificationUse of Hi-Tech Products*

Thank You

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*To understand culture, just think of the difference between two societies. How do they think, believe, and act differently? Even though many believe culture is becoming less distinct from country to country, I am sure you can identify differences in values and behaviors.*This theoretical model of cultures influence on behavior gives us a sense of how culture combines with personality traits to build our beliefs and values. This forms our attitudes, which combine with social norms to determine how we intend to behave, and consequently do behave, in given situations.*We often dont think about the influence that culture has on behavior. Sometimes things just seem like the right thing to do. The statement in this slide helps sum up culture as a lens with which people see the world.*What kinds of needs does culture help satisfy? It helps us decide where to eat, when to eat, and what to eat. It helps us know which products we simply must have, like a cell phone, and what products are a luxury, like a private plane.*We learn about our own culture from the time we are small children. Through both informal and formal learning, we learn how to behave and the difference between right and wrong. The learning of our own culture usually happens slowly over time. Quite often, when someone moves, they must learn a new culture. This process of acculturation can be very difficult and will differ based on age, interest in the culture, and desire to become part of the new society. This web link gives you information on doing business in Japan and some cultural issues, including etiquette and manners.*There is a strong symbolic nature to human language. We use symbols to communicate with each other and marketers will use symbols to communicate to their customers.*You can probably think of many rituals in which you have been involved birthday parties, weddings, graduations, or religious rites of passage. Many of these rituals involved artifacts, objects that are important to the day. Some rituals might even be informal, like poker night. Are there certain artifacts that students absolutely must have? Food, perhaps, music or objects.*A culture can not just exist within one person. There must be a large group which is involved, a significant portion of society. We will discuss subcultures in the next chapter, which are smaller subcultural groups that exist within larger cultures.*It is important for marketers to realize that culture is changing. The products that fulfill needs, what is cool and in style, are constantly changing. Large cultural shifts may occur due to events that affect society. Certain cultures would like to change. For example, this is a link to changing the drinking culture at colleges.*Measurement techniques are used to track values and social trends for government and business. Each one will be looked at individually on the following slides.*Researchers can look at magazines, websites, television commercials, and even blogs to see what changes might be occurring and what values are important. *With consumer fieldwork, researchers observe behavior. This can be done in the field or by actively involving participants to observe their own behavior and beliefs.*Instead of observing behavior, these techniques use surveys of consumers. As you can see, there are a variety of these studies, each a bit different in the number of questions that are asked and the categories they choose to emphasize.**

influence of culture on cb

Documents

pearson education

prentice hall

family orientation

products artifacts copyright

slidecontent analysisa

particular society

known symbols

appropriate symbols