the influence of culture on consumer behavior semester gasal 2014 universitas ciputra
TRANSCRIPT
The Invisible Hand of Culture
• You know, cheat sheet is always interesting for me ;)
• You are accustomed to it, while others usually don’t. For you it’s just “normal”
• Natural and automatic
Culture?
• Put it simple: Culture is a society’s personality• Personality has traits. So does a culture.
Elements of Culture
• Technology• Language and Symbols• Social interaction• Aesthetics• Education• Religion
Differences in those elements:“Lain lubuk, lain belalang”
Practical/Empirical View Indonesian consumer is highly collective Addicted to foreign brand Highly religious Low awareness to environmental issues
Culture is Dynamic What values has been changed in
Indonesian society for the last 2 decades?
Current values Future values Very important for marketer!!
Seize Marketing Opportunities!
What are their needs and wants?(stem from belief, value, and customs)
SubcultureO Any group that shares common
beliefs and customs and who self-identify as a distinct group.
O They are exists in narrower level of national culture.
O How they relate to culture in national level?
Relation of Culture and Sub Culture
Subcultural traits
of Tionghoa people
Subcultural
traits of Javanese people
Dominant cultural traits of Indonesian
Learn to Seize Opportunities
1. Choose a sub-culture2. What are the subculture’s characteristic (specific belief,
value, and custom)? 3. What are the needs and wants arise from those
characteristics? 4. How can we fulfill those needs and wants?