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Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
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Consumer and Cultural Influences
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Consumer Behaviour
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Cultural Values
Cultural values are enduring beliefs that a given behaviour or outcome is desirable or good (Milton J. Rokeach). Our values, as enduring beliefs, serve as standards that guide our behaviour across situations and over time. Social values represent "normal" behaviour for a society or group. Personal values define "normal" behaviour for an individual. Personal values mirror the individual's choices made from the variety of social values to which that individual gets exposed.
Rokeach Value Scale (RVS) is used by asking respondents to rank the
importance of goals and ways of conduct that can be analysed by ethnicity, religion, age, gender, or any other variables that might be of interest in consumer
analysis.
Cont.
Copyright 2008, Satish K Bhatra, S H H Kazmi
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Instrumental values such as loving, helpfulness, and honesty etc. are needed to
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Other-oriented Values
Self-oriented Values
Individual/Collective
Youth/Age Extended/Limited Family Masculine/Feminine Competitive/Cooperative Diversity/Uniformity Cleanliness Performance/Status Tradition/Change Risk-Taking/Security Problem Solving/Fatalistic Nature
Active/Passive
Sensual Gratification/Abstinence Material/Non-material Hard Work/Leisure Religious/Secular
Environment-oriented Values
Consumer Behaviour
(2nd Edition)
Excel Books
In Terms of Culture, Do You Consider This Product to Be a Good Morning Beverage? Why or Why Not?
Many Will Say NO Due to Lack of Nutritional Value and Competing Products (Coffee).
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation
The learning of ones own culture
Acculturation
The learning of a new or foreign culture
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Without a common language ,shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use known symbols for associations
Chapter Eleven Slide 15
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture
A ritual is a type of symbolic activity consisting of a series of steps Rituals extend over the human life cycle Marketers realize that rituals often involve products (artifacts)
Discussion Questions
What are some rituals (religious, educational, social) that you have experienced? What artifacts or products were part of that ritual? How did marketers influence the choice of these artifacts?
Birth of child Birthday 50th Wedding anniversary Graduation Valentines Day New Years Eve
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of Culture To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society Culture is transferred through family, schools, houses of worship, and media Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 21
Culture is Dynamic
Evolves because it fills needs Certain factors change culture
Technology Population shifts Resource shortages Wars Changing values Customs from other countries
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide 23
Content Analysis
A 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.
Consumer Fieldwork
Field Observation
Natural setting Subject unaware Focus on observation of behavior
Participant Observation
Activity
Progress
Individualism
Freedom
Humanitarianism
Youthfulness
Discussion Questions
Have you observed changes in any of the core values over the past 4 years? Why did those changes occur? How have they affected marketers?
Subculture
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
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Aspects of Sub-cultures
Sub-cultures may be based on religion, region, language, age, gender and many
other differences. As in most other countries, one may easily notice several subcultures in India. Out of several sub-cultures, only some are important from the marketers' point of view for formulating separate marketing programmes. Much depends on the relevance of a product category to a particular subculture.
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Ad based on Religious Beliefs of the Largest Sub-culture in India. Durga, the Devi is believed as the destroyer of all evils.
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Copyright 2008, Satish K Bhatra, S H H Kazmi
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Excel Books
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Regional sub-cultures: Distinct regional sub-cultures arise due to climatic conditions, the natural environment and resources, language and significant social and cultural events. Such groups can be identified as having distinct and homogenous needs, tastes, lifestyles and, values. Anyone who has travelled across India would have probably noted many regional differences in language and consumers' consumption behaviour, particularly dresses, food and drink.
Cont.
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Ad focusing on working women
In
recent
times,
number
of
advertisers
importance mothers
have
of
realised
the
communicating
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dominated or non-marketer dominated and as delivered by mass media or personally Marketer dominated Non-marketer
dominated (1 ) Mass delivered
Adve rtis ing Sa les promot ions Publicity
(2 )
Ne w s Crit ique s/re vi ew s Progra mm e cont ent Ex te rnal endors eme nts Cultural he roes/ heroines Clubs/ organis ations (4 ) Family Friends Neighbours Clas sm ate s Co -w or k er s
Reach High
Reach Low
De livered Personality
High
Two - wa y Communication
Credibility
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2.
3.
Values the views and reactions of group members with regard to buying decisions.
Accepts the rewards and sanctions allotted out by the group for proper or improper behaviour. Cont.
Copyright 2008, Satish K Bhatra, S H H Kazmi
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Nature of the Group: James H. Leigh and Terrance G. Gabel note that reference groups are more likely to influence a group member's behaviour if they are: i. Cohesive, that is having similar values and norms. ii. Frequently interacting and thus creating more opportunities to influence members. iii. Distinctive and exclusive, that is, the membership in the group is highly regarded. Continuing with the Harley-Davidson group example, the group is closely knit and for many members biking has become a full-time hobby. Membership is exclusive and distinctive as they refer to each other as "brothers" and outsiders as "citizens. Nature of the Product: The nature of the product also determines the degree of influence a group has on an individual. Groups are more likely to be influential for products, which are: (a) visible such as clothing and (b) exclusive that might speak of status such as a Mercedes.
Copyright 2008, Satish K Bhatra, S H H Kazmi
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Consumer Behaviour
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Excel Books
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Membership Positive attitude Negative attitude Positive membership group Disclaimant-group Non membership Aspiration group Dissociative group
Types of membership groups Informal Primary Secondary Positive membership group Disclaimant-group Formal Aspiration group Dissociative group
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Appealing to Increase Position
Aspiration Groups Anticipatory Aspiration Groups: These are groups that an individual anticipates to join at some future time. The individual, generally, has some direct contact with such group(s). For instance, the individual may wish to join a group higher in the organisational hierarchy. The individual's aspiration is more likely to be an outcome of anticipated rewards that go with higher position in an organisation such as power, status, prestige, money and other perks. A good example of a direct appeal to aspiration group norms within the organisation is the ad for Johnnie Walker. The ad appeal focuses on anticipation of ultimately reaching at the top in the business organisation.
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Cont.
Copyright 2008, Satish K Bhatra, S H H Kazmi
Consumer Behaviour
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Excel Books
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Famous soccer player (David Bekham) endorses Police Sunglasses
Symbolic Aspiration Groups: The individual admires these groups but is unlikely to join them despite acceptance of the group's beliefs and attitudes. In a study Robert J. Fisher and Linda L. Price found that individuals establish a vicarious connection with such a group by purchasing a product associated to the aspiration group. For example, a tennis fan may buy a Nike sports jacket and shoes because many tennis star wear these. It is important for such an influence that the product is visually obvious. Marketers use certain celebrities to advertise the product and thereby appeal to the symbolic aspirations of consumers
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consumer by describing her/his objective as acquiring knowledge, the condition for accepting information as credible, the power source as expertise and the behaviour as accepting influence.
Types of Reference Group Influences Nature of influence Informational Comparative Knowledge Acceptance Self-maintenance Identification and enrichment Objectives Behaviour Perceived source characteristics Credibility Similarity Type of power Expert Referent
Informational influence is likely to be more important when consumers perceive Normative Reward Power Reward or financial, social,Conformity or performance risk in buying a product.
Cont. coercion
Copyright 2008, Satish K Bhatra, S H H Kazmi
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Reference Group Influences on Publicly and Privately Consumed Luxuries and Necessities Where Consumed In Private Influence weak Razor Toilet soap Water heater Mattress Influence strong Body massage DVD player Hot bath tub Private swimming-pool In Public Influence weak Clothing Watches Shoes Conveyance
Necessity
Type of Product
Luxury
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Copyright 2008, Satish K Bhatra, S H H Kazmi
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Excel Books
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(b) Symbolic referent The famous cricketer (a) Actual referent is a typical consumer
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This Ad is Placed in Black Media which is Very Important to Many African Americans.
Discussion Questions
Is it ethical for marketers of high-priced goods, an iPod for example, to target tweens? How might they market responsibly?