Marketing 547 Culture & Consumer Behavior

What is Culture?  Set of ideas, values, artifacts and other meaningful symbols that help individuals communicate, interpret and evaluate as members of a society  The personality of a society -- the distinctive way of life for a group of people Nature of culture – VALUES (reflected in)  Norms  Customs  Mores  Conventions  Rituals

Culture & Consumer Behavior  Aspects of Culture Ecology -- manner in which a society adapts to its habitat Social Structure -- manner in which order is maintained Ideology -- mental characteristics of a society  Learning of Culture Enculturation  Family  Religious Institutions  Socialization  School Acculturation (less effective way to learn)  Ethnocentrism

Culture & Consumer Behavior Culture Is Dynamic  It undergoes constant change  Major factors contributing to change are: Technology Cultural diffusion: it occurs when people in one culture become exposed to people and/or ways of another culture (e.g., the “western” influence) Natural, political, and conflict events  Climatic changes, earthquakes, wars, etc.

Culture & Consumer Behavior  US Core Values Practically Family Newness Cheap/Thrifty Healthy Glamour Youthfulness Uniqueness

Culture & Consumer Behavior  Core Values in Other Societies/  Emerging Values Renaissance of arts, literature, and spirituality Yearning for traditionalism Unlimited Growth

Culture & Consumer Behavior Marketing Opportunities  Culture effect on CB Subtle Pervasive Significant  ETIC Think globally; act locally  EMIC Adaptation of the Marketing Mix to cultural needs

Culture & Consumer Behavior Is there a global culture?  It is a myth! Some economic integration (EU, NAFTA) Some political disintegration (the former Soviet Union, Czechoslovakia, Yugoslavia) but..

Culture & Consumer Behavior Consumer Products and Cultural Meanings  Products that transmit of cultural meaning  Brands that convey a user image through cultural transfer  Possession, exchange, grooming, and divestment rituals