influence of culture on consumer

8/6/2019 Influence of Culture on Consumer

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Group 8

INFLUENCE OF CULTURE ON CONSUMER

BEHAVIOR


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` Culture is a societys personality

` Culture is the sum total of learned

` beliefs,

` values, and

` Customs

that serve to direct the consumer behavior of

members of a particular society.

` Impact of culture is natural and automatic


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Three levels of subjective culture

` Supranational

` National

` Group


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Personality

traits Cognitive

beliefs

Attitude

SUBJECTIVE

CULTURE:

Regional

Ethnic

Religious

Linguistic

National

Professional

Organizational

Group

Behavioral

Intention

Social Normsvalues

practices Behavior

A Theoretical Model of Cultures

Influence on Behavior


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CULTURE IS LEARNED

` How culture is learned?

` Formal learning

` Informal learning

` Technical learning

` Enculturation and Acculturation

` Language and symbols

` Ritual


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` Culture is shared

` Culture is dynamic

`

Measurement of culture` Content Analysis

` Consumer Fieldwork

` Value measurement survey instruments


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CONTENTANALYSIS:

` Used to determine the presence of certain words or

concepts within texts.

` Attempt to quantify & analyze the context, meaning or

relationship in using those words concepts within the texts

and make inferences about the author, audience and the

culture at such time.

` One can conclude about specific aspect about a society once

we are able to decipher the contents.


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CONSUMER FIELD WORK:

` Researchers select the sample from a particular society and

carefully observe their behavior, draw conclusions about the

beliefs, values and customs about that particular society.

` Needs skilled researchers

` Depth Interviews and Focus group discussions are other

methods.


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VALUEMEASUREMENTSURVEY:

` Study to make inferences about the dominant value in any

society.

` Data collection instruments called value instruments

which are used to identify personal and social concepts

such as freedom, security, personal comfort etc.

` Means value and Ends value of RokeachValue Survey.


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SUBCULTURE

Subcultural traits

of

HispanicAmericans

Subculturaltraits

of

African Americans

Dominant cultural traits of U.S

Citizens


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DEFINITION:

` Subcultures are distinct clusters of behaviors and cultural

forms that identify groups of people in an organization /

society.

` They differ noticeably from the common organizational

culture.

` Compromise solution between two conflicting needs: the

need to create and express autonomy/difference ---- and the

need to maintain identifications to the culture within whose

boundaries it exists.


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Common Elements Of a Sub Culture

` Relatively unique values and norms

` A special slang not shared by society.

` Separate channels of communication.

` Unique style and fads.

` Sense of primary group belonging (use of us & them).

` A hierarchy of social pattern that specify the criteria for

prestige and leadership.


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RELIGIOUS SUBCULTURE

` Consumption decisions are influenced by religious holidays.

E.g. Deepawali, Ramzan and Christmas.

` Buying decisions in families are also deeply influenced by

religious background (Muslim families its husband

dominated).

` Leisure is another area influenced by subculture.


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GEOGRAPHIC & RACIALSUBCULTURES

` Big countries like US, India, Russia geographic and climatic

conditions vary.

` They affect the living and food habits of people

` Research has revealed that there exists differences in value

orientations. N. Indians are more aggressive.

` Racial sub cultures exist when people from different

countries settle down in another country.


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AGE SUBCULTURES

` Baby Boomer Market.

` Generation X Market.

`

Yuppie culture.` The middle aged segment.

` The elderly market.

` Youth Subculture (Global youngster)

` Working women (sex as a subculture)


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CROSS CULTURALANALYSIS

` Effort to determine to what extent the consumers of two

or three countries are similar or different.

` To avoid the error Most MNCs are moving into Cross

CulturalAcculturation.

` 1. Should understand the values, beliefs and customs of new

society and make products.` 2. Persuade members of new society to break their

tradition and accept Cos offerings.


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Cross Cultural Psychographic Segmentation

` Consumers are similar in many ways across the globe.

` Similar categories such as Strivers, Achievers, Pressured,

Adapted and Traditional that exist in US also exist in Japan,

Hong Kong etc in Asia and also in other parts.

` The cultural difference will lead to different priorities in

their buying habits.


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Thank you

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