The Influence of Culture on Consumer Behavior Semester Gasal 2014 Universitas Ciputra.

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Presentation transcript:

The Influence of Culture on Consumer Behavior Semester Gasal 2014 Universitas Ciputra

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

Funeral Ritual Across Indonesia Which one is “normal”?

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”

Culture Exists in a Society Regional National Group

Marketing Mix and Culture Convey Image(s) to Certain Culture Product Promotio n PlacePrice

SILIT: Pure cooking enjoyment

Indonesian Consumer Characteristics Name 3 of them and mention its cultural background.

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!!

Culture is Shared Through:  Family  Education institution  Religion institution  Mass media

Subcultural Aspects of Consumer Behavior Semester Gasal Universitas Ciputra 2014

Around 900,000 Slankers officially registered!

Seize Marketing Opportunities! What are their needs and wants? (stem from belief, value, and customs)

Subculture O 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?

Sub Culture Exists in a Group Regional National Group

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-culture 2.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?

WHY HER?