Culture and Sub

8/2/2019 Culture and Sub

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boundaries of acceptable behavior. For example, in American society, one cannot show upto class naked, but wearing anything from a suit and tie to shorts and a T-shirt wouldusually be acceptable. Failure to behave within the prescribed norms may lead tosanctions, ranging from being hauled off by the police for indecent exposure to beinglaughed at by others for wearing a suit at the beach. (4) Conscious awareness of cultural

standards is limited. One American spy was intercepted by the Germans during WorldWar II simply because of the way he held his knife and fork while eating. (5) Cultures fallsomewhere on a continuum between static and dynamic depending on how quickly theyaccept change. For example, American culture has changed a great deal since the 1950s,while the culture of Saudi Arabia has changed much less.

Dealing with culture. Culture is a problematic issue for many marketers since it isinherently nebulous and often difficult to understand. One may violate the cultural normsof another country without being informed of this, and people from different cultures mayfeel uncomfortable in each others presence without knowing exactly why (for example,two speakers may unconsciously continue to attempt to adjust to reach an incompatible

preferred interpersonal distance).

Warning about stereotyping. When observing a culture, one must be careful not to over-generalize about traits that one sees. Research in social psychology has suggested a strongtendency for people to perceive an outgroup as more homogenous than an ingroup,even when they knew what members had been assigned to each group purely by chance.When there is often a grain of truth to some of the perceived differences, the temptationto over-generalize is often strong. Note that there are often significant individualdifferences within cultures.

Cultural lessons. We considered several cultural lessons in class; the important thing here

is the big picture. For example, within the Muslim tradition, the dog is considered a dirtyanimal, so portraying it as mans best friend in an advertisement is counter-productive.Packaging, seen as a reflection of the quality of the real product, is considerably moreimportant in Asia than in the U.S., where there is a tendency to focus on the contents whichreally count. Many cultures observe significantly greater levels of formality than thattypical in the U.S., and Japanese negotiator tend to observe long silent pauses as aspeakers point is considered.

Cultural characteristics as a continuum. There is a tendency to stereotype cultures asbeing one way or another (e.g., individualistic rather than collectivistic). Note, however,countries fall on a continuum of cultural traits. Hofstedes research demonstrates a widerange between the most individualistic and collectivistic countries, for examplesome fallin the middle.

Hofstedes Dimensions. Gert Hofstede, a Dutch researcher, was able to interview a largenumber of IBM executives in various countries, and found that cultural differences tendedto center around four key dimensions:


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Individualism vs. collectivism: To what extent do people believe in individualresponsibility and reward rather than having these measures aimed at the largergroup? Contrary to the stereotype, Japan actually ranks in the middle of thisdimension, while Indonesia and West Africa rank toward the collectivistic side.The U.S., Britain, and the Netherlands rate toward individualism.

Power distance: To what extent is there a strong separation of individuals based onrank? Power distance tends to be particularly high in Arab countries and someLatin American ones, while it is more modest in Northern Europe and the U.S.

Masculinity vs.femininity involves a somewhat more nebulous concept.Masculine values involve competition and conquering nature by means suchas large construction projects, while feminine values involve harmony andenvironmental protection. Japan is one of the more masculine countries, while theNetherlands rank relatively low. The U.S. is close to the middle, slightly towardthe masculine side. ( The fact that these values are thought of as masculine orfeminine does not mean that they are consistently held by members of eachrespective genderthere are very large within-group differences. There is,

however, often a large correlation of these cultural values with the status ofwomen.) Uncertainty avoidance involves the extent to which a structured situation with

clear rules is preferred to a more ambiguous one; in general, countries with loweruncertainty avoidance tend to be more tolerant of risk. Japan ranks very high. Fewcountries are very low in any absolute sense, but relatively speaking, Britain andHong Kong are lower, and the U.S. is in the lower range of the distribution.

Although Hofstedes original work did not address this, a fifth dimension oflong term vs.short term orientationhas been proposed. In the U.S., managers like to see quick results,while Japanese managers are known for take a long term view, often accepting long

periods before profitability is obtained.

High vs. low context cultures: In some cultures, what you see is what you getthespeaker is expected to make his or her points clear and limit ambiguity. This is the case inthe U.S.if you have something on your mind, you are expected to say it directly, subjectto some reasonable standards of diplomacy. In Japan, in contrast, facial expressions andwhat is not said may be an important clue to understanding a speakers meaning. Thus, itmay be very difficult for Japanese speakers to understand anothers writtencommunication. The nature of languages may exacerbate this phenomenonwhile theGerman language is very precise, Chinese lacks many grammatical features, and themeaning of words may be somewhat less precise. English ranks somewhere in the middleof this continuum.

Ethnocentrism and the self-reference criterion. Theself-reference criterion refers to thetendency of individuals, often unconsciously, to use the standards of ones own culture toevaluate others. For example, Americans may perceive more traditional societies to bebackward and unmotivated because they fail to adopt new technologies or socialcustoms, seeking instead to preserve traditional values. In the 1960s, a supposedly wellread American psychology professor referred to Indias culture of sick because, despite


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severe food shortages, the Hindu religion did not allow the eating of cows. Thepsychologist expressed disgust that the cows were allowed to roam free in villages,although it turns out that they provided valuable functions by offering milk and fertilizingfields. Ethnocentrism is the tendency to view ones culture to be superior to others. Theimportant thing here is to consider how these biases may come in the way in dealing with

members of other cultures.

It should be noted that there is a tendency of outsiders to a culture to overstate thesimilarity of members of that culture to each other. In the United States, we are well awarethat there is a great deal of heterogeneity within our culture; however, we oftenunderestimate the diversity within other cultures. For example, in Latin America, there aregreat differences between people who live in coastal and mountainous areas; there are alsogreat differences between social classes.

Language issues. Language is an important element of culture. It should be realized thatregional differences may be subtle. For example, one word may mean one thing in one

Latin American country, but something off-color in another. It should also be kept in mindthat much information is carried in non-verbal communication. In some cultures, we nodto signify yes and shake our heads to signify no; in other cultures, the practice isreversed. Within the context of language:

There are often large variations in regional dialects of a given language. Thedifferences between U.S., Australian, and British English are actually modestcompared to differences between dialects of Spanish and German.

Idioms involve figures of speech that may not be used, literally translated, inother languages. For example, baseball is a predominantly North and SouthAmerican sport, so the notion of in the ball park makes sense here, but the term

does not carry the same meaning in cultures where the sport is less popular. Neologisms involve terms that have come into language relatively recently as

technology or society involved. With the proliferation of computer technology, forexample, the idea of an add-on became widely known. It may take longer forsuch terms to diffuse into other regions of the world. In parts of the World whereEnglish is heavily studied in schools, the emphasis is often on grammar andtraditional language rather than on current terminology, so neologisms have a widepotential not to be understood.

Slangexists within most languages. Again, regional variations are common and notall people in a region where slang is used will necessarily understand this. Thereare often significant generation gaps in the use of slang.

Writing patterns, or the socially accepted ways of writing, will differs significantly betweencultures.


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In English and Northern European languages, there is an emphasis on organization andconciseness. Here, a point is made by building up to it through background. Anintroduction will often foreshadow what is to be said. In Romance languages such asSpanish, French, and Portuguese, this style is often considered boring and inelegant.

Detours are expected and are considered a sign of class, not of poor organization. In Asianlanguages, there is often a great deal of circularity. Because of concerns about potentialloss of face, opinions may not be expressed directly. Instead, speakers may hint at ideas orindicate what others have said, waiting for feedback from the other speaker beforecommitting to a point of view.

Because of differences in values, assumptions, and language structure, it is not possible tomeaningfully translate word-for-word from one language to another. A translator mustkeep unspoken understandings and assumptions in mind in translating. The intendedmeaning of a word may also differ from its literal translation. For example, the Japaneseword hai is literally translated as yes. To Americans, that would imply Yes, I agree.

To the Japanese speaker, however, the word may mean Yes, I hear what you are saying(without any agreement expressed) or even Yes, I hear you are saying something eventhough I am not sure exactly whatyou are saying.

Differences in cultural values result in different preferred methods of speech. In AmericanEnglish, where the individual is assumed to be more in control of his or her destiny than isthe case in many other cultures, there is a preference for the active tense (e.g., I wrotethe marketing plan) as opposed to the passive (e.g., The marketing plan was written byme.)

Because of the potential for misunderstandings in translations, it is dangerous to rely on a

translation from one language to another made by one person. In the decenteringmethod, multiple translators are used.


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The text is first translated by one translatorsay, from German to Mandarin Chinese. Asecond translator, who does not know what the original German text said, will thentranslate back to German from Mandarin Chinese translation. The text is then compared.If the meaning is not similar, a third translator, keeping in mind this feedback, will thentranslate from German to Mandarin. The process is continued until the translated meaningappears to be satisfactory.

Different perspectives exist in different cultures on several issues; e.g.:

Monochronic cultures tend to value precise scheduling and doing one thing at atime; inpolychronic cultures, in contrast, promptness is valued less, and multipletasks may be performed simultaneously. (See text for more detail).

Space is perceived differently. Americans will feel crowded where people frommore densely populated countries will be comfortable.

Symbols differ in meaning. For example, while white symbols purity in the U.S., itis a symbol of death in China. Colors that are considered masculine and femininealso differ by culture.

Americans have a lot of quite shallow friends toward whom little obligation is felt;

people in European and some Asian cultures have fewer, but more significantfriends. For example, one Ph.D. student from India, with limited income, feltobligated to try buy an airline ticket for a friend to go back to India when a relativehad died.

In the U.S. and much of Europe, agreements are typically rather precise andcontractual in nature; in Asia, there is a greater tendency to settle issues as theycome up. As a result, building a relationship of trust is more important in Asia,since you must be able to count on your partner being reasonable.

In terms of etiquette, some cultures have more rigid procedures than others. Insome countries, for example, there are explicit standards as to how a gift should bepresented. In some cultures, gifts should be presented in private to avoid

embarrassing the recipient; in others, the gift should be made publicly to ensure thatno perception of secret bribery could be made.


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Cultural and subcultural influences on consumer behavior

How do Culture and Subculture Affect Consumer Behavior?How does culture affect the needs we recognize, how we search, our evaluationof alternatives, our shopping habits, consumption habits, how we dispose of

products?

Parts of CultureCulture: norms, roles, beliefs, values, customs, rituals, artifactsCulture classifies things into discontinuous units of value in societyCodes classified units, develops behaviors, specifies priorities, legitimizes and

justifies the classificationsConsumer socialization - the process by which people develop their values,motivations, and habitual activityCulture creates meanings for everyday products

We study how the use and/or collections of products and their meanings movethrough a society

Nature of CultureComponentsNorms: rules that designate forms of acceptable and unacceptable behaviorCustoms: behaviors that lasted over time and passed down in the family setting Mores: moral standards of behaviorConventions: practices tied to the conduct of everyday life in various settings Ethnocentrism: the tendency to view ones own culture as better or superior toothers

Key Points about CultureIt is learned: transmitted from generation to generationIt rewards acceptable behaviorsIt stays the same, yet can changeFamily, Religion, School and Peers: what is the relative influence of each?Values Transfusion Model shows how these combineWill any become more, less relevant?Consumer socialization: the acquisition of consumption-related cognitions,attitudes, and behaviors.

What is similar about . . .MarriageBirthDeathShelterFood


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Age gradingDivision of labourProperty rightsFamily / kinship groupsStatus differences

Magic / luck superstitionsHospitalityGreetingsJokingCookingPersonal namesLanguageGesturesBody adornmentCourtshipMusic and dance

Incest taboosCleanliness training

These are called cultural universalsOne of the largest surveys of cultural life was undertaken by the Functionalistsociologist George Peter Murdock ("The Common Denominator of Culture",1945)

He claimed to have identified approximately 70 cultural features that could beconsidered universal in human societies.

Cultural Generalizations

Culture is pervasive Its in most every corner of peoples lives High-context styleit is where the communication has most of the

information in either the physical way its presented or the personreceiving it already knows the meaning

Low-context stylethe knowledge of the ins and outs of the society is notas widespread

Culture is functional

The Languages of CultureColorsColor choice that signifies death varies across regions of the worldThe color redBright colors


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Colors and fashion

TimeSelf-time, interaction time, institutional time

Time styles: Approaches: economic, socio-cultural, psychological, measurement,

physiological Orientation: a persons perception of the importance of the past, present,

or future Activity level: monochronic versus polychronic behavior see PAI Time processing: economic or linear, procedural, circular or cyclical

Other Languages of Culture

SpaceWhat is the acceptable personal space across cultures?DistanceGestures, postures, or body positionsSymbolssignifiersFriendship and agreementsGovernment and Laws

Certain Dimensions of Culture are Relevant to Consumer BehaviorPower distance: equality and informality vs. distance and formality

Uncertainty avoidance: comfort with not knowingMasculine vs. feminine: are there rules of behavior related to being a man?Being a woman? Are their nurturing behaviors that are valued? Aggressivebehaviors?Individualism vs. collectivism: does country X emphasize the growth and rightsof the individual or of the group?

What Myths and Old Wives Tales Do You Know?Throw salt over your _____ shoulder when _____

Always eat ____________ on New Years Day

Always ______________for someones birthday

Always give _____________ for Valentines day

When sending wedding invitations, how many envelopes are used? __________


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Eat __________ when you have a cold

How do these Myths relate to Consumer Behavior?

People may just use products because they think that they have to People may not understand if there is a reason for such use - is chicken soupreally good for a cold?People may not accept your product if there is a better alternative, even if its notin the same product class we find this in bringing innovations to new markets There may be certain expected behavior for the giver and for the receiver

What About Things You Expect to Receive?At graduation, you expect that you will get a ________________.

If you were planning a baby shower, you would expect people to bring__________

If you were consulting for a Party Store, what types of items would yourecommend that they carry?Balloons, streamersPlates, napkins, cups

For instance. . .

What determines a hot lunch and why it is desirable What determines holiday foods? What is a breakfast food? Colors of foods? Correct clothing for various events Why do you turn around when entering an elevator? Why do men wear ties and women do not? Why do people shake hands, and not touch elbows? Why do you know what constitutes good vs. bad manners?

Function, form, and meaning are defined by ones culture What does the product do for us? What are the benefits?

What should the product look like? What should it be made of? When should it be used? By whom? Can it be given as a gift? Who shops? Who is exposed to ads? Who traditionally uses the product?

Core Values in MarketingWhat are the basic food groups? For Whites? Blacks? Hispanics? etc?What about the aspects of consumer behavior? Consumer research?


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EG - Is the decision process carried out the same way?Are the structure of attributes the same? Compensatory vs. Noncompensatory?

Does someones membership in a cultural group affect their consumer

behavior?

Lets consider the Core American Values Do you agree with these? Will they continue? What do they mean for marketers? What would they mean for food, clothing, entertainment? Core values define how products are used in a society Core values provide positive and negative valences for brands and

communication programs Core values define acceptable market relationships

Core values define ethical behavior

Suppose you were consulting with a greeting card companyWhich holidays?Which themes?What is appropriate language?What are appropriate pictures/graphics?Who would send the card?Does Hallmark really mean the very best?

Do you belong to any Subcultural Groups?Subculture is a distinct cultural group which exists as an identifiable segmentwithin a larger, more complex society

Ethnic subcultures Blacks, Hispanics, Asian Americans, EuroAmericans, Native Americans, etc

Religious subcultures Disabilities subcultures Age subcultures Any others?

Some Hard Facts

It is difficult to discuss common needs and practices in subcultural groupswithout sounding stereotypical and biased.

Summaries just reflect commonly-held behaviors, practices, and norms


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Oftentimes various ethnic minorities live in areas where there is lowincome, little shopping opportunities, and great inequality - look atCamden

Regardless, people who belong to a specific group are likely to haveidentifiable preferences and needs

Key ConceptsAcculturation: measures the degree to which a consumer has learned the waysof a different culture compared to how they were raised

Consumer acculturation- how people learn consumer behaviors in anotherculture

Black or African-American Subculture

A common heritage More than 36 million consumers in US Younger with very high numbers living in cities 1999 earnings: $491 billion 1999 purchases: $207 billion (ninth largest economy in the world) Approximately 28% of families had an annual income of $50,000 or more

in 1999 The group is very diverse

Marketing to African-AmericansAfrican-American consumers expect respect within the marketplace and must

feel a sense of acceptance, BUT

Under-representation and token appearances in advertising Inappropriate product development: e.g. lag in toys, dolls, other role

model icons, cosmetics

How to identify genuine needs and wants? Go back to cultural universals Foods - based on learned cultural normsClothing - styles and colors that are preferred

Physiologically-relevant: cosmetics

Black SubcultureA high proportion of families are headed by womenBlack women influence many purchases that might otherwise be purchased bymen

Advertising often appeals to the strength black women portray in life


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Often unavailability of shopping areas in neighborhoods causes great disparity inspending powerDifferences in decision making patterns and in media usage

Asian American Subculture

Approaching 11.9 million 2000 Census High incomes, high education Multicultural: Chinese, Japanese, Korean, Vietnamese, Malaysian, and

Indian are the largest sectors Often mistakenly grouped into one segment

Asian- and Pacific Island-American Subculture

It consists of 29 distinct groups Their nationalities range from Chinese to Filipino, Korean, and Pacific

Island The group earned $350 billion in 2000 with the median income per

household at approximately $36,100 They tend to be conservative and family oriented

Distinct subcultures within Asian American group

A total of 2.7 million Asian American residents are Chinese (excludingTaiwanese) or Chinese (excluding Taiwanese) in combination with one or

more other races or Asian groups, making Chinese the leading Asiangroup. Filipino (2.4 million) and Asian Indian (1.9 million) follow. Thelargest Pacific islander groups are native Hawaiian (401,000) and Samoan(133,000).

Over half (51 percent) of the Asian population lived in just three states:California, New York, and Hawaii, which accounted for 19 percent of thetotal population.

Asian Americans - similaritiesThey are cost conscious and very brand loyal

They shop mostly within their communitiesLanguage barrier may be a challenge for marketersThe most effective advertising to Chinese-Americans reflects traditional familyvalues

Asian Americans - differencesDifferences in reasons for coming to, living in the US, desire to return to


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homelandSignificant differences in household decision making - male or female dominance

Difference in innovativenessDifferences in use of homeland media - English best for broadcast; Asian

languages best for printSimilarities and differences in reactions to marketing stimuli, such as colors,themes in ads

Hispanic Subculture

Fastest growing ethnic market in US 37.4 million people, reported in March 2002 by the Census Bureau 2000 purchasing power: $340 billion Median income is about two thirds of the average in the U.S.

In 2000, 9.6% percent of Hispanic families had incomes of more than$50,000

Hispanics (continued)They think of themselves as Hispanic or Latino first and as Americans second 90% indicate that Spanish is the most important feature of their culture Two-thirds of Hispanics prefer to speak Spanish at home20% of Hispanics do not speak English at all

Key Ideas

Latinos are concentrated geographically Latinos are generally brand loyal Latinos emphasize the importance of the family Latin identity - ethnic identity Importance of religion

Marketing to Hispanic-Americans

They are a diverse group, bound together by a common language and

cultural heritage They are very brand loyal 90% use Spanish language media for product information 65% listen to Spanish-language radio, 80% watch Spanish-language TV,

40% read Spanish-language newspapers, and 20% read Spanish-language magazines

They have positive attitudes toward advertising


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Stereotypes Regarding Language

Should all messages be in Spanish? Not always - it may depend on thepurpose, product, context, level of learning, etc.

Which form of Spanish - various subcultural Spanish groups have specific

idioms! Which language in research? Maybe both - it may depend on the topic

being discussed Which language do people use to think about a topic? Which language do

they use when they go shopping?

Religious Subcultures

What is the impact of Catholicism, Protestantism, Judaism, Islam, etc onthe products the consumers buy and use?

The holidays they celebrate?

The foods they should and should not use? The gifts they give? What do people know about their religious heritage? If they are second or

third-generation, do they need information?

Why Do We Study Cohorts?

A cohort is any group of individuals linked in a group in some way Often they have gone through the same experiences They are likely to affect specific cultures in unique ways

Where were you when . . . World War II, Korean Conflict, Vietnam War took place? President Kennedy was shot Martin Luther King was shot, Bobby Kennedy was shot The Challenger exploded Desert Storm erupted Princess Diana died Timothy McVey was executed Columbine 9-11? How did _____________ affect the way you think?

Subculture Based on AgePreteensThey influence purchases in approx. 60 product categoriesThey select the stores in which they spend their own money By appealing to preteens, marketers build brand loyalty at an early stage


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The medium of choice for them is television

Teens

They make up 6% of the population, but growth will be flat until 2010 They have been segmented into several lifestyle groups Increasing influence on purchasing Increasing spending power Teens are preoccupied with their appearance They are open to new ideas and new products Teens are avid television viewers

Young AdultsGeneration X

Those born between 1965 and 1977 (40 million people) They are distrustful of marketing They look for a balance between work and leisure Gen X-ers are close to their parents and they tend to live at home

Generation X (continued)

They are not drawn to traditional forms of advertising (i.e., hyping upproducts)

Gen X-ers express their need to stay in control by purchasing

communications equipment such as beepers, fax machines, e-mail, andmobile phones They prefer products based on their practicality

Baby BoomersThose born between 1946 and 1964 (78 million)Total income is over $1 trillion, increasing at a rate of 10% per year (versus 5%for the rest of the population)They have a high level of educationThey have more discretionary income than other groups and they buy more and

save lessBoomers are health conscious

Baby Boomers (continued)They are becoming less materialistic in outlook and their product and serviceselections reflect their concern for the environment and quality of life They use credit cards and buy expensive exercise equipment


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Boomers keep up with fashionsThe marketing of nostalgia works well with them (especially older baby boomers)

Seniors

There were approx. 35 million people over 65 in 2000it is the fastest growingsegment of the populationHouseholds are small and their need for new purchases is limited They enjoy convenience in the marketplace and appreciate their leisure time

Influence of Culture and Subculture on Consumer Behavior :

Influence of Culture and Subculture on Consumer Behavior

What is culture and subculture? :

What is culture and subculture? Culture It is a detailed examination of the character of thetotal society, including such factors as language, knowledge, laws, religion, food customs,music, art, technology, work patterns, products, and other artifacts that give a society itsdistinctive flavor. In a sense, culture is a societys personality. Culture is the sum total oflearned learned beliefs, values, and customs that server to direct the consumer behavior ofmembers of a particular society. Subculture It is a distinct cultural group that exists as anidentifiable segment within a larger, more complex society.

Relationship between culture and subculture :Relationship between culture and subculture Sub cultural traits Of easterners (east of theMississippi river Dominant cultural Traits of U.S Citizens Sub cultural Traits of westerners(west of Mississippi River)

Influence of culture :

Influence of culture Consumers both view themselves in the context of their culture andreact to their environment based upon the cultural frame work that they bring to thatexperience. Each individual perceives the world through his own cultural lens. CultureSatisfies Needs Culture is also associated with what a societys members consider to be a

necessity and what they view as a luxury. For instance,55% of Americans adults consider amicrowave to be a necessity and 36% consider a remote control for a TV or VCR to benecessity.

Culture is Learned :

Culture is Learned At an early age, we begin to acquire from our social environment a setof beliefs, values, and customs that make up our culture. Anthropologists have identified


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three distinct forms of cultural learning: 1. Formal learning: in which adults and oldersiblings teach a young family member How to behave; 2. Informal learning: in which achild learns primarily by imitating the behavior of selected others, such as family, friends,or TV stars. 3. Technical Learning: Which teachers instruct the child in an educationalenvironment about what, how and why it should be done. Advertising can influence all

three types of cultural learning's.

Slide 6:

Culturally Constituted World Advertising/Fashion System Fashion System ConsumerGoods Possession Rituals Exchange Rituals Grooming Rituals Disinvestment RitualsIndividual Consumer

Enculturation and Acculturation :

Enculturation and Acculturation The learning of ones own culture is known as

enculturation. The learning of a new or foreign culture is known as acculturation. Languageand Symbols To communicate effectively with their audiences, marketers must useappropriate Language and symbols to convey desired products characteristics. SymbolsVerbal Non verbal

Slide 8:

Pepsodent

Rituals :

Rituals A Ritual is a type of symbolic activity consisting of a series of steps occurring in afixed sequence and repeated over time. The standpoint of marketers is the fact that ritualstends to replete with ritual artifacts that are associated with or some how enhance theperformance of the ritual.

Week Nights are Rich and Ritual :

Week Nights are Rich and Ritual

Culture is Shared :

Culture is Shared Culture is viewed as group customs that link together the members of thesociety. Common language is the critical component that makes it possible for people toshare values, experiences, and customs. Social Institutions transmitting the element ofculture and sharing of culture Family : primary agent for enculturation EducationalInstitutions : imparts learning skills, history, patriotism, citizenship and technical training.Religious Institutions : Perpetuate religious consciousness, spiritual guidance, and moraltraining. Mass Media : wide range of cultural values.


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Culture is Dynamic :

Culture is Dynamic To fulfill the need gratifying role, culture continually must evolve if itis to function in the best interests of a society. The marketers must carefully monitor the

socio culture environment in order to market an existing product effectively or to developpromising new products.

Measurement of Culture :

Measurement of Culture Content Analysis Consumer Fieldwork Value measurementsurvey instruments Content Analysis Conclusion about a society, or specific aspects of asociety, or a comparison of two or more societies sometimes can be drawn from examiningthe content of particular messages. Content analysis, as the name implies, focuses on thecontent of verbal, written, and pictorial communications. It can be used as a relativelyobjective means of determining what social and cultural changes have occurred in a

specific society.

Slide 14:

Consumer Fieldwork : In this study the trained researchers, they are likely to select a smallsample of people from a particular society and carefully observe their behavior. Based ontheir observations, researchers draw conclusion about values, belief, and customs of thesociety. Characteristics of field observation are : It takes place within a naturalenvironment; It is performed sometimes without the subjects awareness. It focuses onobservation of behavior.

Slide 15:

Value Measurement Survey Instrument : In this researchers observed the behavior ofmembers of a specific society and inferred from such behavior or underlying values of thesociety. Researchers use data collection instruments called value instruments to ask peoplehow they feel about such basic personal and social concept as freedom, comfort, nationalsecurity, and peace.

Subcultures . . . :

Subcultures . . . . . . a subdivision of a national culture that is based on some unifying

characteristic. . . . members share similar patterns of behavior that are distinct from those ofthe national culture.

Sub Culture :

Sub Culture Categories Nationality Religion Geographic region Race Age GenderOccupation Social class Ethnicity Examples Jamaican,Vietnamese,French Mormon,


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Baptist, Catholic Northeast, Southwest etc. Pacific Islander, Native American, Caucasian.Senior citizen, teenager Female, male Bus driver, mechanic, engineer. Lower, middle,upper. Similar values and customs.

Age Subcultures :Age Subcultures Consumers undergo predictable changes in values, lifestyles, andconsumption patterns as they move through their life cycle. Four Major Age Trends BabyBoomers Generation X Generation Y Elderly

The Baby-Boom Generation. . . :

The Baby-Boom Generation. . . . . . are those Americans born between 1946 and 1964 andshare lifestyle similarities. . . . number 77 million.

The Baby... :The Baby... Bust Boom Xers Yers 1930s 1940s 1960s 1970s 1980s

The Baby Boom Generation :

The Baby Boom Generation Roomer chinos are needed now. Their difficulty in findinggood jobs has led to RYAs and ILYAs.

Generation X . . . :

Generation X . . . . . . is small in number, but possesses $125 billion of discretionaryincome This group is known for valuing religion, formal rituals (e.g., proms) andmaterialism, and has more negative attitudes toward work and getting ahead than theboomers had at their age.

Generation Y . . . :

Generation Y . . . This group, like Xers, is more heterogeneous in racial and socioeconomicterms than the boomers. They are pragmatic, value oriented, weighing price quality,relation ships, brand embracing.

The Elderly :

The Elderly The Graying of America refers to the fourth major age trend By the year2020 Americans over 65 will outnumber teenagers two to one. Process informationdifferently. Experience motor skill declines which mean walking, writing, talking, etc.abilities deteriorate.


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Ethnicity . . . :

Ethnicity . . . . . . refers to a group bound together by ties of cultural homogeneity (i.e.,linked by similar values, customs, dress, religion, and language).

African-American Subculture :African-American Subculture Represents almost 13 percent of the U.S. population. Incomedeprivation a major factor: In the 1990s, 37 % of African-American households hadincomes of under $15,000.

The Hispanic Subculture :

The Hispanic Subculture . . . is the second-fastest-growing ethnic subcultural group in theUnited States and will become the largest ethnic minority in the U.S. by the year 2010.Commonalities: Language (82 % of U.S. Hispanic households speak primarily Spanish).Religion (over 85% of Hispanics are Catholic). Tendency to live in metropolitan areas

(63%).

Hispanic Segmentation :

Hispanic Segmentation There are at least four distinct segments: Mexicans (65.2 % of U.S.Hispanics) Cubans (4.3 %) Puerto Ricans (9.6 %) Central and South Americans (14.3 %)

The Asian-American Subculture :

The Asian-American Subculture . . . is the fastest-growing ethnic subculture in the UnitedStates. The percentage of Asian-Americans who graduated from college is nearly twice thatof white Americans Asian-American family incomes are significantly higher than the otherethnic subcultures More than Hispanics, Asian-Americans differ in language and culture oforigin

Comparing Anglo-, African-American and Hispanic Buying :

Comparing Anglo-, African-American and Hispanic Buying No brand loyalty differencesNo differences in coupon proneness, impulse buying, or shopping for generic productsAfrican-Americans and Hispanics are more likely to shop for bargains

Representation in Advertisements :

Representation in Advertisements African-Americans and Hispanics are slightly under-represented. Asians are slightly over-represented.


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Regional Subcultures . . . :

Regional Subcultures . . . . . . have distinct lifestyles resulting from variations in climate,culture, and ethnic mix of people. Consequently, different product preferences exist.

Geodemographics . . . :Geodemographics . . . . . . takes as a unit of analysis the neighborhood (i.e., census blocks)and obtains demographic information on consumers within the neighborhood.

African-American culture, also known as black culture, in the United States refers to thecultural contributions ofAfrican Americans to the culture of the United States, either aspart of or distinct from American culture. The distinct identity of African-American culture

is rooted in the historical experience of the African-American people, including the MiddlePassage. The culture is both distinct and enormously influential to American culture as awhole.

African-American culture is rooted in Africa. It is a blend of chiefly sub-Saharan Africanand Sahelean cultures. Although slavery greatly restricted the ability of Americans ofAfrican descent to practice their cultural traditions, many practices, values, and beliefssurvived and over time have modified or blended with white culture. There are some facetsof African-American culture that were accentuated by the slavery period. The result is aunique and dynamic culture that has had and continues to have a profound impact onmainstream American culture, as well as the culture of the broader world.

After emancipation, unique African-American traditions continued to flourish, asdistinctive traditions or radical innovations in music, art, literature, religion, cuisine, andother fields. 20th-century sociologists, such as Gunnar Myrdal, believed that AfricanAmericans had lost most cultural ties with Africa.[1] But, anthropological field research byMelville Herskovits and others demonstrated that there has been a continuum of Africantraditions among Africans of the Diaspora.[2] The greatest influence of African culturalpractices on European culture is found below the Mason-Dixon in the American South.[3][4]

For many years African-American culture developed separately from mainstreamAmerican culture, both because of slavery and the persistence ofracial discrimination in

America, as well as African-American slave descendants' desire to create and maintaintheir own traditions. Today, African-American culture has become a significant part ofAmerican culture and yet, at the same time, remains a distinct cultural body
http://en.wikipedia.org/wiki/African_Americanhttp://en.wikipedia.org/wiki/Culture_of_the_United_Stateshttp://en.wikipedia.org/wiki/Middle_Passagehttp://en.wikipedia.org/wiki/Middle_Passagehttp://en.wikipedia.org/wiki/Sub-Saharan_Africahttp://en.wikipedia.org/wiki/Sahelhttp://en.wikipedia.org/wiki/White_peoplehttp://en.wikipedia.org/wiki/Slavery_in_the_United_Stateshttp://en.wikipedia.org/wiki/Gunnar_Myrdalhttp://en.wikipedia.org/wiki/African-American_culture#cite_note-0http://en.wikipedia.org/wiki/African-American_culture#cite_note-0http://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Melville_J._Herskovitshttp://en.wikipedia.org/wiki/African_Diasporahttp://en.wikipedia.org/wiki/African-American_culture#cite_note-1http://en.wikipedia.org/wiki/Mason-Dixonhttp://en.wikipedia.org/wiki/Southeastern_United_Stateshttp://en.wikipedia.org/wiki/African-American_culture#cite_note-gullah-2http://en.wikipedia.org/wiki/African-American_culture#cite_note-gullah-2http://en.wikipedia.org/wiki/African-American_culture#cite_note-scih-3http://en.wikipedia.org/wiki/Racial_discriminationhttp://en.wikipedia.org/wiki/African_Americanhttp://en.wikipedia.org/wiki/Culture_of_the_United_Stateshttp://en.wikipedia.org/wiki/Middle_Passagehttp://en.wikipedia.org/wiki/Middle_Passagehttp://en.wikipedia.org/wiki/Sub-Saharan_Africahttp://en.wikipedia.org/wiki/Sahelhttp://en.wikipedia.org/wiki/White_peoplehttp://en.wikipedia.org/wiki/Slavery_in_the_United_Stateshttp://en.wikipedia.org/wiki/Gunnar_Myrdalhttp://en.wikipedia.org/wiki/African-American_culture#cite_note-0http://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Melville_J._Herskovitshttp://en.wikipedia.org/wiki/African_Diasporahttp://en.wikipedia.org/wiki/African-American_culture#cite_note-1http://en.wikipedia.org/wiki/Mason-Dixonhttp://en.wikipedia.org/wiki/Southeastern_United_Stateshttp://en.wikipedia.org/wiki/African-American_culture#cite_note-gullah-2http://en.wikipedia.org/wiki/African-American_culture#cite_note-scih-3http://en.wikipedia.org/wiki/Racial_discrimination

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