external influences in customer behavior: culture

External Influences

Cultures

Culture

By.. Sukanda panpetch 53910304

Cultural values

1. Other-oriented values.

2. Environment-oriented values.

3. Self-oriented values.

CULTURE

Sub-Cultures

Concept of culture The totality of socially

transmitted behavior patterns, arts, beliefs, institutions, and all other products of human work and thought.

1. Culture is a comprehensive concept

2. Culture is acquired.

3. Culture seldom provide detailed prescriptions for appropriate behavior.

4. We are seldom aware of cultural influences.

Culture

thought, belief, decision, behaviors

Consumption Patterns

:cultural values, subculture

Cultural Values Cultural values are widely held

beliefs that affirm what is desirable.

1. Other-oriented values.

2. Environment-oriented values.

3. Self-oriented values.

Other-Oriented Values Society’s view of the

appropriate relationships between individual and groups within that society.

These relationships have a major influence on marketing practice.

Individual/ CollectiveIndividualism is accomplished,

the free from obligatory ties and responsibilities to other people or to

institutions.

Collective A collective is a group of entities that share or are

motivated by at least one common issue or interest, work together and

make decisions on a consensus-driven.

Nothing to wear to work..because I couldn't find anything I wanted to wear.

Focus on group and participation.

Youth/ Age

Youth: Focus on the needs of youth. Youth have a right to participate in decisions and actions which will affect on marketing practice.

Age: Such as Asian cultures traditionally valued the wisdom that come with age, thus, Adult more powerful than youth.

Extended/ Limited family

The family is really a system of contact rather than purely an emotional unit.

Cleary, marketers need to understand the role of families is the cultures they serve and adapt accordingly.

://Culture/cultural values/ other oriented

Masculine/ FeminineBasically, we live in a masculine-

oriented world but nowadays the role of woman are changing and expanding throughout much of the world.

It’s important to remember that traditional segment and values certainly do still remain and that marketer must adapt not only across but within cultures.

Competitive/ Cooperate

Cultures with more masculine and individualistic orientations tend to value competitiveness and demonstrate it openly.

Collectivist cultures even if high in masculinity tend to find openly competitive gestures offensive as they cause others to “lose face”.

Diversity/ Uniformity

A cultures values diversity not only will accept a wide array of personal behaviors and attitude but is also likely to welcome variety in term of food, dress, and other products and services.

In contrast, a society valuing uniformity is unlikely to accept a wide array of tastes and product preferences.

Cleanliness

In many poorer countries, cleanliness in not valued at a level sufficient to produce a healthy environment.

While cleanliness is next to godliness for developed countries.

Global CulturesGlobal Cultures

It is the collection of knowledge that comes from our awareness of the fact that our own cultures don't exist in isolation

anymore. Its evolution accelerated by modern technologies and social trends that

have catapulted a massive number of people out of their places of origin.

Global CulturesGlobal Cultures

It is the collection of knowledge that comes from our awareness of the fact that our own cultures don't exist in isolation

anymore. Its evolution accelerated by modern technologies and social trends that

have catapulted a massive number of people out of their places of origin.

Environment-Oriented Values

A society’s relationship to its

economic and technical as well as its physical

environment and taking care of the social

environment .

Performance/ Status

Performance/ status is closely related to the concept of “power distance”, which refers to the degree to which people accept inequality in power, authority, status and wealth as natural or inherent in society.

Expert sources in ads have a greater impact in a high-power distance country than in a low one.

Traditional/ Change

Tradition values is reflex of reservation thought, decision and behavior.

Change is modernness, focusing on technology, fashion, and leisure are used more often.

Risk taking/ Security

This values relates to tolerant for ambiguity and uncertainty avoidance.

It has a strong influence on entrepreneurship and economic development as well as new-product acceptance.

Problem solving/ Fatalistic

Fatalists tend to feel they don’t have control over the outcome of event.

Problem solving is react to obstacles and disaster as challenges to be overcome.

Nature

This value tend to protects the environment

Most northern European countries place a high value on the environment.

In turn, Americans and Canadians appear to place a higher value on the environment, though this may reflected variations in financial ability to act on this values rather than the value itself.

Self-Oriented Values

Self-Oriented values are reflect the objectives and approaches to life that the individual members of society find desirable.

Active/ Passive

Physical active and to take an action-oriented approach to problem are values of active socials such as America, Canada, whereas opposite

of active is passive and so much more in Asia’s socials, only just stand there don’t do anything.

Sensual gratification/ Abstinence

Sensual gratification ads is not appropriate in cultures that place a high value on abstinence such as in

Muslim cultures, Asian cultures, different form openly mind in west

culture.

Material/ Nonmaterial

There are two types of materialism. Instrumental materialism is the acquisition of things to enable one to do something.

Terminal materialism is the acquisition of items for the sake of owning the item itself.

Hard work/ Leisure

Work has traditionally been viewed as a necessary evil in many countries, this value has important consequences for lifestyle and demand for leisure activities.

Postponed gratification

Immediate gratification

Postponed gratification: Save for rainy day.> long-term orientations.

Immediate gratification: live for today.> short-term orientations.

Save for raining daySave for raining day

live for todaylive for today

Religious/ Secular

cultures are religiously oriented, daily activities determined by religious doctrine.

Some cultures relatively secular such as the United States.

Subcultures

A subculture is a group of people with a culture (whether distinct or hidden)

which differentiates them from the larger culture to which they belong, for example,

if a particular subculture is

characterized by a systematic opposition

to the dominant culture, it may be

described as a counterculture.

Rap music is a sub culture that

originated in the United States during the mid

1970s and became integrated into modern

pop culture in the 1980s .Rap came from an oppressed African

American youth as a form of cultural

expression in New York City .

1990s gangsta rap became a major part of American music.

Cross-Cultural

Marketing a c r o s s c u l t u r a l boundaries is a difficult and challenging task.

Cultures may differ in demographics, language, nonverbal communications and values. The success of global marketers depends on how well they understand and adapt to these differences.

Global Cultures

It is the collection of knowledge that comes from our awareness of the fact

that our own cultures don't exist in isolation anymore. Its evolution

accelerated by modern technologies and social trends that have catapulted a

massive number of people out of their places of origin.

Pop Cultures

is the totality of ideas, perspectives, attitudes, memes, images and other

phenomena that are deemed preferred per an informal consensus within the

mainstream of a given culture.