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Influence of Culture on Consumer Behavior

Culture

The sum total of learned beliefs, values, and

customs that serve to regulate the consumer

behavior of members of a particular society.

2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Excel Books11– 3 Consumer Behaviour (2nd Edition) Satish K Batra / S H H Kazmi

Part IIIConsumer and Cultural InfluencesC11

Copyright © 2008, Satish K Bhatra, S H H Kazmi

The Characteristics of Culture1. Culture is invented

2. Culture is learnt

3. Culture is shared

4. Culture satisfies needs

5. Cultures are similar but different

6. Culture is not static




Cultural ValuesCultural values are enduring beliefs that a given behaviour or outcome is desirable or good (Milton J. Rokeach). Our values, as enduring beliefs, serve as standards that guide our behaviour across situations and over time. Social values represent "normal" behaviour for a society or group. Personal values define "normal" behaviour for an individual. Personal values mirror the individual's choices made from the variety of social values to which that individual gets exposed.

Rokeach Value Scale (RVS) is used by asking respondents to rank the importance of goals and ways of conduct that can be analysed by ethnicity, religion, age, gender, or any other variables that might be of interest in consumer analysis.

Cont….




Instrumental values such as loving, helpfulness, and honesty etc. are needed to achieve equality, which is a terminal value. The seven categories are:

1. Maturity

2. Security

3. Pro-social behaviour (doing nice things to others)

4. Restrictive conformity

5. Enjoyment in life

6. Achievement

7. Self-direction.

Cont….




Other-oriented Values Individual/Collective Youth/Age Extended/Limited Family Masculine/Feminine Competitive/Cooperative Diversity/UniformityEnvironment-oriented Values Cleanliness Performance/Status Tradition/Change Risk-Taking/Security Problem Solving/Fatalistic Nature

Self-oriented Values Active/Passive Sensual Gratification/Abstinence Material/Non-material Hard Work/Leisure Religious/Secular

A Theoretical Model of Culture’s Influence on Behavior - Figure 11.2


To Which Cultural Value or Values Is This Product’s Advertising Appealing?


Convenience in Food Preparation


The Invisible Hand of Culture

Each individual perceives the world through his own

cultural lens


Culture Satisfies Needs

• Food and Clothing• Needs vs. Luxury


In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not?


Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee).


Culture Is Learned

• Enculturation and acculturation

• Language and symbols

• Ritual• Sharing of culture

• Enculturation– The learning of one’s

own culture• Acculturation

– The learning of a new or foreign culture

Issues


http://www.kwintessential.co.uk/etiquette/doing-business-japan.html

Culture Is Learned




Issues • Without a common language ,shared meaning could not exist

• Marketers must choose appropriate symbols in advertising

• Marketers can use “known” symbols for associations


How Does a Symbol Convey the Product’s Advertised Benefits?


They Provide Additional Meaning to the Ad.


Culture Is Learned




Issues• A ritual is a type of

symbolic activity consisting of a series of steps

• Rituals extend over the human life cycle

• Marketers realize that rituals often involve products (artifacts)


Discussion Questions

• What are some rituals (religious, educational, social) that you have experienced?

• What artifacts or products were part of that ritual?

• How did marketers influence the choice of these artifacts?


Selected Rituals and Associated Artifacts - Table 11.2

SELECTED RITUALS TYPICAL ARTIFACTS

Wedding White gown (something old, something new, something borrowed, something blue)

Birth of child U.S. Savings Bond, silver baby spoon

Birthday Card, present, cake with candles

50th Wedding anniversary Catered party, card and gift, display of photos of the couple’s life together

Graduation Pen, U.S. Savings Bond, card, wristwatch

Valentine’s Day Candy, card, flowers

New Year’s Eve Champagne, party, fancy dress


Culture Is Learned



• Ritual• Sharing of Culture

Issues

• To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society

• Culture is transferred through family, schools, houses of worship, and media 21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Facial Beauty Ritual of a Young TV Advertising Sales Representative - Table 11.3

1. I pull my hair back with a headband.2. I take all of my makeup off with L’Oreal eye makeup remover.3. Next, I use a Q-tip with some moisturizer around my eyes to make sure

all eye makeup is removed.4. I wash my face with Noxzema facial wash.5. I apply Clinique Dramatically Different Lotion to my face, neck, and

throat.6. If I have a blemish, I apply Clearasil Treatment to the area to dry it

out.6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry

and dead skin.7. Once a week, I apply Clinique Clarifying Lotion 2 with a cotton ball to

my face and throat to remove deep-down dirt and oils.8. Once every three months, I get a professional salon facial to deep-clean

my pores.


Culture is Dynamic

• Evolves because it fills needs• Certain factors change culture

– Technology– Population shifts– Resource shortages– Wars– Changing values– Customs from other countries

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2323Chapter Eleven Slide

http://www.collegedrinkingprevention.gov/

The Measurement of Culture

• Content Analysis• Consumer Fieldwork• Value Measurement

Instruments


Content Content AnalysisAnalysis

A method for systematically analyzing

the content of verbal and/or pictorial

communication. The method is frequently

used to determine prevailing social values

of a society.


Which Cultural ValueIs Portrayed, and How So?


Progress – The Fridge has Superior Design


Which Cultural ValueIs This Ad Stressing, and How So?


Fitness and Health – Low Calorie


Consumer Fieldwork

• Field Observation– Natural setting– Subject unaware– Focus on observation of behavior

• Participant Observation


American Core Values


Scale to Measure Attitude Toward Helping Others



• Have you observed changes in any of the core values over the past 4 years?

• Why did those changes occur?• How have they affected marketers?


Toward a Shopping Culture

• Is shopping what we do to create value in our lives?

• The younger generation is shopping more• This has an effect on credit card debt


http://www.webmd.com/mental-health/features/shopping-spree-addiction

SubcultureSubculture

A distinct cultural group that exists as an

identifiable segment within a larger, more

complex society.

37Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide




Aspects of Sub-cultures

The influence of sub-culture on consumer behaviour depends on factors such as

sub-cultural distinctiveness, sub-cultural homogeneity and sub-cultural exclusion.

Sub-cultural distinctiveness

Sub-cultural homogeneity

Sub-cultural exclusion

Sub-cultures may be based on religion, region, language, age, gender and many

other differences. As in most other countries, one may easily notice several sub-

cultures in India. Out of several sub-cultures, only some are important from the

marketers' point of view for formulating separate marketing programmes. Much

depends on the relevance of a product category to a particular subculture. Cont….




Religious sub-cultures: Religious groups

can be regarded as sub-cultures because

of traditions and customs that are tied to

their beliefs and passed on from one

generation to the next.

Ad based on Religious Beliefs of the Largest Sub-culture in India. Durga, the Devi is believed as the destroyer of all evils.

Cont….




Regional sub-cultures: Distinct regional sub-cultures arise due to climatic conditions, the natural environment and resources, language and significant social and cultural events. Such groups can be identified as having distinct and homogenous needs, tastes, lifestyles and, values. Anyone who has travelled across India would have probably noted many regional differences in language and consumers' consumption behaviour, particularly dresses, food and drink.

Targeting consumers in the Hindi-speaking belt of North India Cont….




In recent times, a number of advertisers have realised the importance of communicating appropriately with working women and mothers

Ad focusing on working women




Sources of influence on consumer behavior can be described as marketer dominated or non-marketer dominated and as delivered by mass media or personally Marketer dominated Non-marketer

dominated

(1)

AdvertisingSales promotionsPublicity

(2)

NewsCrit iques/revi ewsProgramme contentExternal endorsementsCultural heroes/heroines Clubs/organisations

(3)

Salesp ersons

(4)

Family FriendsNeighbours ClassmatesCo -wor ker s

Massdelivered

DeliveredPersonality

Special: Opinion leadersSources: Market mavens

Reach

High

Reach

Low

Low

Two-wayCommunication

High

Low HighCredibility




When do Groups Exert Influence?The group influence on an individual's buying behaviour depends on three factors:

Attitude Towards the Group: According to William O. Bearden and Richard Rose, individual's susceptibility to group influence varies widely. The buying behaviour of a consumer is more likely to be influenced by the group if the individual:

1. Views the reference group as a credible source of information about the product or service.

2. Values the views and reactions of group members with regard to buying decisions.

3. Accepts the rewards and sanctions allotted out by the group for proper or improper behaviour. Cont….




Nature of the Group: James H. Leigh and Terrance G. Gabel note that reference groups are more likely to influence a group member's behaviour if they are:i. Cohesive, that is having similar values and norms.ii. Frequently interacting and thus creating more opportunities to influence

members.iii. Distinctive and exclusive, that is, the membership in the group is highly

regarded.Continuing with the Harley-Davidson group example, the group is closely knit and for many members biking has become a full-time hobby. Membership is exclusive and distinctive as they refer to each other as "brothers" and outsiders as "citizens.“Nature of the Product: The nature of the product also determines the degree of influence a group has on an individual. Groups are more likely to be influential for products, which are: (a) visible such as clothing and (b) exclusive that might speak of status such as a Mercedes.




Cont….

Types of Reference GroupsReference groups furnish points of comparison by which one can evaluate attitudes and behaviour. An individual can be a member of a reference group such as the family and would be said to be part of a membership group. This same individual may aspire to belong to a cricket club and would be said to be apart of an aspiration group. A disclaimant group is one to which an individual may belong to or join and then reject the group's values. An individual may also regard the membership in a specific group as something undesirable and to be avoided. Such a group is a dissociative group.

Membership Groups

1. Primary Informal Groups

2. Primary Formal Groups

3. Secondary Informal Groups

4. Secondary Formal Groups




Cont….

Membership Non membershipPositive attitude

Negative attitude

Primary

Secondary

Types of aspiration groups

Contact

Types of membership groups

Informal Formal

No Contact

Anticipatory

Symbolic

Positive membershipgroup

Aspiration group

Dissociative groupDisclaimant-group

Positive membershipgroup

Disclaimant-group

Aspiration group

Dissociative group

Types of Reference Groups




Cont….

Aspiration GroupsAnticipatory Aspiration Groups: These are groups that an individual anticipates to join at some future time. The individual, generally, has some direct contact with such group(s). For instance, the individual may wish to join a group higher in the organisational hierarchy. The individual's aspiration is more likely to be an outcome of anticipated rewards that go with higher position in an organisation such as power, status, prestige, money and other perks.A good example of a direct appeal to aspiration group norms within the organisation is the ad for Johnnie Walker. The ad appeal focuses on anticipation of ultimately reaching at the top in the business organisation.

Appealing to Increase Position




Symbolic Aspiration Groups: The individual admires these groups but is unlikely to join them despite acceptance of the group's beliefs and attitudes. In a study Robert J. Fisher and Linda L. Price found that individuals establish a vicarious connection with such a group by purchasing a product associated to the aspiration group. For example, a tennis fan may buy a Nike sports jacket and shoes because many tennis star wear these. It is important for such an influence that the product is visually obvious. Marketers use certain celebrities to advertise the product and thereby appeal to the symbolic aspirations of consumers

Famous soccer player (David Bekham) endorses Police Sunglasses




Cont….

Perceived Nature of Objectives source Type of Behaviour influence characteristics power

Informational Knowledge Credibility Expert Acceptance

Comparative Self-maintenance Similarity Referent Identification and enrichment

Normative Reward Power Reward or Conformity coercion

Table presented below shows the nature of informational influence on the consumer by describing her/his objective as acquiring knowledge, the condition for accepting information as credible, the power source as expertise and the behaviour as accepting influence.

Types of Reference Group Influences

Informational influence is likely to be more important when consumers perceive financial, social, or performance risk in buying a product.




Cont….

In Private In Public

Influence weakRazorToilet soapWater heaterMattress

Influence weakClothingWatchesShoesConveyance

Influence strongBody massageDVD playerHot bath tubPrivate swimming-pool

Influence strongCamcorderJewelryHealth clubCustom-madeCar

Where Consumed

Necessity

Type of Product

Luxury

Reference Group Influences on Publicly and Privately Consumed Luxuries and Necessities




(a) Actual referent is a “typical” consumer (b) Symbolic referent The famous cricketer

What Are theStrategic Goals of This Ad?


This Ad is Placed in “Black Media” which is Very Important to Many African Americans.



• Is it ethical for marketers of high-priced goods, an iPod for example, to target tweens?

• How might they market responsibly?


http://www.americangirl.com/

consu- cul

Documents

symbols ritual

american core

learnedissues

savings bond

cultural influences

batra

cultural distinctiveness

working women