schiff cb ce 09
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Copyright © 2006 Pearson Education Canada Inc.
Chapter 9The Influence of Culture on
Consumer Behaviour
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
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Opening Vignette Canadians and Minivans Is there a unique Canadian Culture?
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CultureCulture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.
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Key Characteristics of Culture The Impact of culture is hard to identify Culture is dynamic Culture is shared Culture is learned through enculturation and
acculturation Culture offers order, direction, and guidance in all phases of human problem solving
- e.g. When to eat, Where to eat
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Forms of Cultural Learning
Formal Learning
Informal Learning
Technical Learning
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How Culture is Communicated
Language and symbols Ritual Sharing of Culture
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Culture and Advertising
Is it the role of advertising to socialize readers on how to dress, decorate their homes, choose wines and food for parties, etc? – Vanity Fair– Martha Stewart Living– Wine Spectator
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Criteria for Value Selection
The value must be pervasive. The value must be enduring. The value must be consumer-related.
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Canadian Core Values Achievement and
success Activity Efficiency and
practicality Progress Material comfort
Individualism Freedom External
conformity Humanitarianism Youthfulness Fitness and health
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Canadian Versus American Core Values
Core values are not a Canadian phenomenon
Differences between Canadian and American values stem from differences in founding values, experiences and institutions
Are Canadian and American values diverging?
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Comparison of Canadian and American Values
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Comparison of Canadian and American Values – cont’d
Canadians are less likely to say that religion is important to them
There are more agnostics, atheists and secular humanists in Canada than in the US
Canadians value the influence of immigrants more than Americans
Canadians are more ‘liberal’ in their values at every age than Americans
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The Measurement of Culture
Content Analysis Consumer Fieldwork Value Measurement Instruments
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Content AnalysisContent Analysis
A method for systematically analyzing the content of verbal and/or pictorial communication.
Frequently used to determine prevailing social values of a society.
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Field ObservationField Observation
A measurement technique that takes place within a natural environment that focuses on observing behaviour (sometimes without the subjects’ awareness).
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Field Observation
Takes place within a natural environment Performed sometimes without the subject’s
awareness Focuses on observation of behaviour
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Participant-ObserversParticipant-Observers
Researchers who participate in the environment that they are studying without notifying those who are being observed
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Value Measurement Survey Instruments
Rokeach Value Survey (RVS)– A self-administered inventory consisting of
eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals).
List of Values (LOV)– A value measurement instrument that asks
consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey
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(continued)
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Figure 9-8 (continued)
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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
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