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Influence of Culture on Consumer Behavior
Culture
The sum total of learned beliefs, values, and
customs that serve to regulate the consumer
behavior of members of a particular society.
2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Excel Books11– 3 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
The Characteristics of Culture1. Culture is invented
2. Culture is learnt
3. Culture is shared
4. Culture satisfies needs
5. Cultures are similar but different
6. Culture is not static
Excel Books11– 4 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Cultural ValuesCultural 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….
Excel Books11– 5 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Instrumental values such as loving, helpfulness, and honesty etc. are needed to achieve equality, which is a terminal value. The seven categories are:
1. Maturity
2. Security
3. Pro-social behaviour (doing nice things to others)
4. Restrictive conformity
5. Enjoyment in life
6. Achievement
7. Self-direction.
Cont….
Excel Books11– 6 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Other-oriented Values Individual/Collective Youth/Age Extended/Limited Family Masculine/Feminine Competitive/Cooperative Diversity/UniformityEnvironment-oriented Values Cleanliness Performance/Status Tradition/Change Risk-Taking/Security Problem Solving/Fatalistic Nature
Self-oriented Values Active/Passive Sensual Gratification/Abstinence Material/Non-material Hard Work/Leisure Religious/Secular
A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2
7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
To Which Cultural Value or Values Is This Product’s Advertising Appealing?
8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Convenience in Food Preparation
9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
The Invisible Hand of Culture
Each individual perceives the world through his own
cultural lens
1010Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture Satisfies Needs
• Food and Clothing• Needs vs. Luxury
1111Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not?
12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee).
13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of culture
• Enculturation– The learning of one’s
own culture• Acculturation
– The learning of a new or foreign culture
Issues
14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of culture
Issues • Without a common language ,shared meaning could not exist
• Marketers must choose appropriate symbols in advertising
• Marketers can use “known” symbols for associations
15Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
How Does a Symbol Convey the Product’s Advertised Benefits?
16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
They Provide Additional Meaning to the Ad.
17Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of culture
Issues• 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)
18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
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?
19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Selected Rituals and Associated Artifacts - Table 11.2
SELECTED RITUALS TYPICAL ARTIFACTS
Wedding White gown (something old, something new, something borrowed, something blue)
Birth of child U.S. Savings Bond, silver baby spoon
Birthday Card, present, cake with candles
50th Wedding anniversary Catered party, card and gift, display of photos of the couple’s life together
Graduation Pen, U.S. Savings Bond, card, wristwatch
Valentine’s Day Candy, card, flowers
New Year’s Eve Champagne, party, fancy dress
20Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Culture Is Learned
• Enculturation and acculturation
• Language and symbols
• Ritual• Sharing of Culture
Issues
• 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 21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Facial Beauty Ritual of a Young TV Advertising Sales Representative - Table 11.3
1. I pull my hair back with a headband.2. I take all of my makeup off with L’Oreal eye makeup remover.3. Next, I use a Q-tip with some moisturizer around my eyes to make sure
all eye makeup is removed.4. I wash my face with Noxzema facial wash.5. I apply Clinique Dramatically Different Lotion to my face, neck, and
throat.6. If I have a blemish, I apply Clearasil Treatment to the area to dry it
out.6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry
and dead skin.7. Once a week, I apply Clinique Clarifying Lotion 2 with a cotton ball to
my face and throat to remove deep-down dirt and oils.8. Once every three months, I get a professional salon facial to deep-clean
my pores.
22Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
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 2323Chapter Eleven Slide
The Measurement of Culture
• Content Analysis• Consumer Fieldwork• Value Measurement
Instruments
24Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Content Content AnalysisAnalysis
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.
25Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Which Cultural ValueIs Portrayed, and How So?
26Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Progress – The Fridge has Superior Design
27Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Which Cultural ValueIs This Ad Stressing, and How So?
28Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Fitness and Health – Low Calorie
29Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Consumer Fieldwork
• Field Observation– Natural setting– Subject unaware– Focus on observation of behavior
• Participant Observation
3030Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
American Core Values
32Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
American Core Values
33Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Scale to Measure Attitude Toward Helping Others
3434Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
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?
35Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Toward a Shopping Culture
• Is shopping what we do to create value in our lives?
• The younger generation is shopping more• This has an effect on credit card debt
36Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
SubcultureSubculture
A distinct cultural group that exists as an
identifiable segment within a larger, more
complex society.
37Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide
Excel Books11– 38 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Aspects of Sub-cultures
The influence of sub-culture on consumer behaviour depends on factors such as
sub-cultural distinctiveness, sub-cultural homogeneity and sub-cultural exclusion.
Sub-cultural distinctiveness
Sub-cultural homogeneity
Sub-cultural exclusion
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 sub-
cultures 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. Cont….
Excel Books11– 39 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Religious sub-cultures: Religious groups
can be regarded as sub-cultures because
of traditions and customs that are tied to
their beliefs and passed on from one
generation to the next.
Ad based on Religious Beliefs of the Largest Sub-culture in India. Durga, the Devi is believed as the destroyer of all evils.
Cont….
Excel Books11– 40 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
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.
Targeting consumers in the Hindi-speaking belt of North India Cont….
Excel Books11– 41 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
In recent times, a number of advertisers have realised the importance of communicating appropriately with working women and mothers
Ad focusing on working women
Excel Books11– 42 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Sources of influence on consumer behavior can be described as marketer dominated or non-marketer dominated and as delivered by mass media or personally Marketer dominated Non-marketer
dominated
(1)
AdvertisingSales promotionsPublicity
(2)
NewsCrit iques/revi ewsProgramme contentExternal endorsementsCultural heroes/heroines Clubs/organisations
(3)
Salesp ersons
(4)
Family FriendsNeighbours ClassmatesCo -wor ker s
Massdelivered
DeliveredPersonality
Special: Opinion leadersSources: Market mavens
Reach
High
Reach
Low
Low
Two-wayCommunication
High
Low HighCredibility
Excel Books11– 43 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
When do Groups Exert Influence?The group influence on an individual's buying behaviour depends on three factors:
Attitude Towards the Group: According to William O. Bearden and Richard Rose, individual's susceptibility to group influence varies widely. The buying behaviour of a consumer is more likely to be influenced by the group if the individual:
1. Views the reference group as a credible source of information about the product or service.
2. Values the views and reactions of group members with regard to buying decisions.
3. Accepts the rewards and sanctions allotted out by the group for proper or improper behaviour. Cont….
Excel Books11– 44 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
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.
Excel Books11– 45 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Cont….
Types of Reference GroupsReference groups furnish points of comparison by which one can evaluate attitudes and behaviour. An individual can be a member of a reference group such as the family and would be said to be part of a membership group. This same individual may aspire to belong to a cricket club and would be said to be apart of an aspiration group. A disclaimant group is one to which an individual may belong to or join and then reject the group's values. An individual may also regard the membership in a specific group as something undesirable and to be avoided. Such a group is a dissociative group.
Membership Groups
1. Primary Informal Groups
2. Primary Formal Groups
3. Secondary Informal Groups
4. Secondary Formal Groups
Excel Books11– 46 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Cont….
Membership Non membershipPositive attitude
Negative attitude
Primary
Secondary
Types of aspiration groups
Contact
Types of membership groups
Informal Formal
No Contact
Anticipatory
Symbolic
Positive membershipgroup
Aspiration group
Dissociative groupDisclaimant-group
Positive membershipgroup
Disclaimant-group
Aspiration group
Dissociative group
Types of Reference Groups
Excel Books11– 47 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Cont….
Aspiration GroupsAnticipatory 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.
Appealing to Increase Position
Excel Books11– 48 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
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
Famous soccer player (David Bekham) endorses Police Sunglasses
Excel Books11– 49 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Cont….
Perceived Nature of Objectives source Type of Behaviour influence characteristics power
Informational Knowledge Credibility Expert Acceptance
Comparative Self-maintenance Similarity Referent Identification and enrichment
Normative Reward Power Reward or Conformity coercion
Table presented below shows the nature of informational influence on the 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
Informational influence is likely to be more important when consumers perceive financial, social, or performance risk in buying a product.
Excel Books11– 50 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
Cont….
In Private In Public
Influence weakRazorToilet soapWater heaterMattress
Influence weakClothingWatchesShoesConveyance
Influence strongBody massageDVD playerHot bath tubPrivate swimming-pool
Influence strongCamcorderJewelryHealth clubCustom-madeCar
Where Consumed
Necessity
Type of Product
Luxury
Reference Group Influences on Publicly and Privately Consumed Luxuries and Necessities
Excel Books11– 51 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi
Part IIIConsumer and Cultural InfluencesC11
Copyright © 2008, Satish K Bhatra, S H H Kazmi
(a) Actual referent is a “typical” consumer (b) Symbolic referent The famous cricketer
What Are theStrategic Goals of This Ad?
52Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide
This Ad is Placed in “Black Media” which is Very Important to Many African Americans.
53Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide
Discussion Questions
• Is it ethical for marketers of high-priced goods, an iPod for example, to target tweens?
• How might they market responsibly?
54Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide