Socio Cultural Environment October 2, 2003. Introduction. Buyer behavior and consumer needs are largely driven by cultural norms. Global business means dealing with consumers, strategic partners, distributors, and competitors with different cultural mindsets.
October 2, 2003
„differences between national cultures create important opportunities for growth and development, but also can cause serious problems if they are not understood“ (Mead 1998)
Social cultural Environment includes social interactions between large groups of people seeped in their culture, sub-culture, social class
When General Motors introduced the Chevy Nova in South America, it was unaware that in Spanish „no va“ means it won‘t go.
Clairol, introduced the "Mist Stick", a curling iron, into Germany only to find out that mist is slang for trash, waste or manure.
The Scandinavian vacuum manufacturer Electrolux used the following in an American campaign:
Nothing sucks like an
Colgate introduced a a toothpaste in France called CUE, the name of a notorious porno magazine
Culture influences market place decisions.
Culture consists of many interrelated components. Knowledge of a culture requires a deep understanding of its different parts. Following are the elements of culture:
Value System (values shape people’s norms and standards)
Language(language has two parts: the spoken and the silent language)
Social Interaction (social interactions among people; nuclear family, extendedfamily; reference groups
Aesthetics (ideas and perceptions that a culture upholds in terms of beauty and good taste)
Religion (community’s set of beliefs that relate to a reality that cannot be verified empirically)
Education (One of the major vehicles to transfer value from one generation to the next)
Material life (technologies that are used to produce, distribute, and consume goods and services)
Cultures differ from one another, but usually share certain aspects.
High-context cultures: Interpretation of messages rests on contextual cues.
Low-context cultures: Put the most emphasis on the written or spoken words.
Monochronic culture: Do one thing at a time; well organized; tend to be punctual.
Polychronic culture: Tend to do several things at once; less organized; less rigid and punctual.
Homophilous cultures: People share the same belief, speak the same language and practice the same religion.
Heterophilous cultures: Cultures with amount of differentiation
Geert Hofstede’s Cultural Classification Scheme :
Active, hot, vibrant
Weddings in some Asian cultures
Poorly received in African countriesAesthetics and Color
Creamy Garlic EscargotIngredients: 4 sheets phyllo dough4 teaspoons butter or margarine, melted32 helix snails, without shells4 egg yolks4 tablespoons butter or margarine2 tablespoons minced garlic1 quart heavy creamsalt and pepper to tasteDirections:1 Preheat oven to 350 degrees F (175 degrees C). Lightly spray a cupcake pan with non-stick cooking spray. 2 Place the phyllo dough on a flat surface and brush each sheet with the melted butter. Layer the sheets on top of one another and cut the pile into fours. Push each piece of dough into a cupcake pan, forming cups with the dough. 3 Bake the phyllo cups for 10 to 15 minutes, until golden. 4 Drain the snails and rinse them with running water until the liquid runs clear. In a small bowl, mix together the egg yolks and heavy cream. 5 Heat a saute pan, add 4 tablespoons of butter, the garlic and then the snails. Saute for a couple of minutes and then add half of the heavy cream mixture. Bring to a boil and season with the salt and pepper. The sauce will thicken while cooling. 6 Remove the phyllo cups from the muffin tins. Place a phyllo cup on a plate or bowl and put 8 escargot in the cup and flowing out of the cup. Pour the sauce in the cup over the escargot.
Information resides in context
Emphasis on background, basic values
Less emphasis on legal paperwork
Focus on personal reputation
Saudi Arabia, JapanHigh and Low Context Cultures
Cultural meaning in social and
Cultural meaning in products and services
Consumption meanings generated by consumers