Culture and Consumer Behaviour Maori greeting Culture and Consumer Behaviour

OBJECTIVES To address the meaning of culture Importance of culture in consumer behaviour Aspects of culture Rituals Changes in Cultural Values Summary

Culture Society’s personality “Culture includes abstract ideas such as values and ethics, and material objects and services such as cars, clothes, food, art, that are produced or valued by another society” (Arnould, 2003)

Culture continued Culture is the accumulation of shared meanings. It is the lens through which people view products. Often unconscious until we experience different environments Culture offers order, direction, and guidance in all phases of human problem solving e.g. When to eat, Where to eat

Culture and Advertising (Discussion) Is it the role of advertising to inform and socialize readers on how to dress, decorate their homes, choose drinks and food for parties,events etc? Fashion World Akhbar e Jahan Rooh Afza Copyright © 2006 Pearson Education Canada Inc.

According to tradition the slow pour takes exactly 119 According to tradition the slow pour takes exactly 119.5 seconds, the bar tender fills three-quarters lets it settle and tops it off with a signature creamy head. When introducing new technology ‘Fastpour’ – drinkers resisted and Guinness had to scrap the idea. http://www.youtube.com/watch?v=69MpLiYhsXw

Culture continued Culture shock Global village Cultural dress - daily for Muslim, occasional for Scots, Indian

‘Posh work wear’ Photo of ‘working class’ in Vietnam, despite living in very basic houses , many dressed in 100% silk clothing from head to toe, beautiful design and style, very traditional. culture – well dressed, style and grace even when working on the river – fishing, selling food, baskets etc

Shanghai Culture of a country can be very varied, from a highly modern and advanced society… to

Chinese Paddy Fields …fairly primitive society in different parts of the same country.

Traditional dress is often ‘modernised’ with fashion

Aspects of Culture Ecology - matching product to habitat(environment/home) HSBC - Washing machine. Social structure - nuclear or extended family Ideology - worldview, ethics

Crescive Norms Crescive norms are embedded into a culture and are only discovered through interaction with other members of that culture. These norms can include: Customs – norms handed down from past that control behaviours Conventions – norms regarding conduct of every day life _Flowers_ Ads HSBC.

Rituals A ritual is a set of multiple, symbolic behaviours which occur in a fixed sequence and tend to be repeated periodically Rituals are related to many consumption activities which occur in popular culture, e.g. holiday observances, gift giving and grooming HSBC Wedding Present.mp4

Tea in China Coffee in Bahrain HSBC 'Eels‘ A

Rites of Passage A special kind of ritual which involves a transition from one role to another Typically entail the need to acquire products and services called ritual artefacts, to facilitate the transition E.g. graduations, initiation ceremonies, weddings, funerals

Gift giving

The Measurement of Culture Copyright © 2006 Pearson Education Canada Inc.

Content Analysis A method for systematically analyzing the content of verbal and/or pictorial communication. Frequently used to determine prevailing social values of a society. Copyright © 2006 Pearson Education Canada Inc.

Field Observation A measurement technique that takes place within a natural environment that focuses on observing behaviour (sometimes without the subjects’ awareness). Copyright © 2006 Pearson Education Canada Inc.

Field Observation Takes place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behaviour Copyright © 2006 Pearson Education Canada Inc.

Participant-Observers Researchers who participate in the environment that they are studying without notifying those who are being observed Copyright © 2006 Pearson Education Canada Inc.

Changes in Cultural Values There is always a reason of changes in behavior. Observable shifts in behavior, including consumption behavior, often reflect that there are shifts in cultural values. Therefore, it is necessary to understand the core value shifts in order to understand current and future consumer behavior.

Changes in Cultural Values Self-Oriented Values Environment-Oriented Values Other-Oriented Values 3-25

Changes in Cultural Values Self-Oriented Values Religious/Secular Sensual Gratification/Abstinence Postponed/Immediate Gratification Hard work/Leisure Material/Nonmaterial Active/Passive 3-26

Changes in Cultural Values Environment-Oriented Values Cleanliness Tradition/Change Risk Taking/Security Problem Solving/Fatalistic Admire/Overcome Nature Performance/Status 3-27

Changes in Cultural Values Other-Oriented Values Individual/Collective Diversity/Uniformity Limited/Extended Youth/Age Competition/Cooperation Masculine/Feminine 3-28

Marketing Strategy and Values Green Marketing Cause-Related Marketing Gender-Based Marketing 3-29

Green Marketing (1) developing products whose production, use, or disposal is less harmful to the environment than the traditional versions of the product; (2) developing products that have a positive impact on the environment; or (3) tying the purchase of a product to an environmental organization or event.

Cause-Related Marketing (CRM) Cause-Related Marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause. Cause-related sponsorship (corporate spending toward CRM) continues to rise, with an increase from $120 million in 1990 to $1.08 billion in 2005!

Gender-Based Marketing Gender Identity versus Gender Roles Ascribed versus Achievement Roles Traditional versus Modern Gender Orientation 3-32

A Global Teenage Culture? Global Cultures A Global Teenage Culture? Mass media and the Internet have had an impact of uniformity among teens around the world. They tend to watch many of the same shows, see the same movies and videos, listen to the same music, and they tend to dress alike.

Culture and Marketing Strategy Identify key cultural values that affect the consumption of the product Ensure the marketing mix appeals to these values Examine changes in cultural values and adapt the marketing mix if needed Modify marketing mix to subcultures if the culture is heterogeneous Be aware of symbols and ritual Copyright © 2006 Pearson Education Canada Inc.

Cross-Cultural Marketing Strategy Considerations in Approaching a Foreign Market Homogeneous versus Heterogeneous with Respect to Culture? What Needs Can the Product Fill in this Culture? Can Enough People Afford the Product? What Values are Relevant to the Purchase and Use of the Product? What are the Distribution, Political and Legal Structures for the Product? In What Ways Can We Communicate About the Product? What are the Ethical Implications of Marketing This Product in This Country?

Summary The meaning of culture Importance of culture in consumer behaviour Aspects of culture Rituals Changes in cultural values