Culture

1. Culture Influence of Culture on Consumer Behavior

2. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

3. A Theoretical Model of Culture’s Influence on Behavior

4. The Invisible Hand of Culture Each individual perceives the world through his own cultural lens 4

5. Culture Satisfies Needs • Food and Clothing • Needs vs. Luxury 5

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

7. 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 Culture Is Learned Issues

8. Enculturation and acculturation Language and symbols Ritual Sharing of culture Without a common language ,shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use “known” symbols for associations Culture Is Learned Issues

9. Enculturation and acculturation Language and symbols Ritual Sharing of culture 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) Culture Is Learned Issues

10. Selected Rituals and Associated Artifacts

11. Enculturation and acculturation Language and symbols Ritual Sharing of Culture 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 Culture Is Learned Issues

12. Culture is Dynamic • Evolves because it fills needs • Certain factors change culture • Technology • Population shifts • Resource shortages • Wars • Changing values • Customs from other countries 12

13. The Measurement of Culture • Content Analysis • Consumer Fieldwork • Value Measurement Instruments

14. Content Analysis 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.

15. Which Cultural ValueIs Portrayed, and How So?

16. Which Cultural ValueIs This Ad Stressing, and How So?

17. Consumer Fieldwork • Field Observation • Natural setting • Subject unaware • Focus on observation of behavior • Participant Observation 17

18. American Core ValuesCriteria for Value Selection • The value must be pervasive. • The value must be enduring. • The value must be consumer-related.

19. American Core Values

20. Scale to Measure Attitude Toward Helping Others 20

21. 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

22. Subcultures and Consumer Behavior

23. Subculture A distinct cultural group that exists as an identifiable segment within a larger, more complex society.

24. Relationship Between Culture and Subculture

25. CATEGORIES EXAMPLES Nationality Greek, Italian, Russian Religion Catholic, Hindu, Mormon Geographic region Eastern, Southern, Southwestern Race African American, Asian, Caucasian Age Teenagers, Xers, elderly Gender Female, male Occupation Bus driver, cook, scientist Social class Lower, middle, upper Examples of Major Sub-cultural Categories

26. Subcultures • Nationality Subcultures • Religious Subcultures • Regional Subcultures • Racial Subcultures • Age Subcultures • Gender Subcultures • Occupation Subcultures • Social class Subcultures

27. Issues in Understanding Gender as a Subculture • Gender Roles and Consumer Behavior • Masculine vs. Feminine Traits • Consumer Products and Gender Roles • Women as depicted in Media

28. Working Women • Segments of ALL women • Stay-at-home • Plan-to-work • Just-a-job working • Career-oriented working 28

29. Subcultural Interaction Marketers should strive to understand how multiple subcultural memberships jointly influence consumers behavior

30. Cross-Cultural Consumer Behavior:An International Perspective

31. The Imperative to Be Multinational • Global Trade Agreements • EU • NAFTA • Winning Emerging Markets • Acquiring Exposure to Other Cultures • Country-of-origin Effects

32. The Best Global Brands • Coca-Cola • IBM • Microsoft • GE • Nokia • Toyota • Intel • McDonald’s • Disney • Google

33. Country of Origin Effects: Positive • Many consumers may take into consideration the country of origin of a product. • Country-of-origin commonly: • France = wine, fashion, perfume • Italy = pasta, designer clothing, furniture, shoes, and sports cars • Japan = cameras and consumer electronics • Germany = cars, tools, and machinery

34. Country of Origin Effects: Negative • Some consumers have animosity toward a country • People’s Republic of China has some animosity to Japan • Jewish consumers avoid German products • New Zealand and Australian consumers boycott French products

35. Why Do Most GlobalAirlines Stress PamperingBusiness Travelers in Their Ads?

36. Upscale International Business Travelers Share Much in Common.

37. Other Country-of-Origin Effects • Mexican study uncovered: • Country-of-design (COD) • Country-of-assembly (COA) • Country-of-parts (COP)

38. Conceptual Model of COD and COM 38

39. Cross-Cultural Consumer Analysis The effort to determine to what extent the consumers of two or more nations are similar or different.

40. Similarities and differences among people The growing global middle class The global teen market Acculturation The greater the similarity between nations, the more feasible to use relatively similar marketing strategies Marketers often speak to the same “types” of consumers globally Cross-Cultural Consumer Analysis Issues

41. Comparisons of Chinese and American Cultural Traits • Chinese Cultural Traits • Centered on Confucian doctrine • Submissive to authority • Ancestor worship • Values a person’s duty to family and state • American Cultural Traits • Individual centered • Emphasis on self-reliance • Primary faith in rationalism • Values individual personality

42. Similarities and differences among people The growing global middle class The global teen market Acculturation Growing in Asia, South America, and Eastern Europe Marketers should focus on these markets Cross-Cultural Consumer Analysis Issues

43. Similarities and differences among people The growing global middle class The global teen market Acculturation There has been growth in an affluent global teenage and young adult market. They appear to have similar interests, desires, and consumption behavior no matter where they live. Cross-Cultural Consumer Analysis Issues

44. Similarities and differences among people The growing global middle class The global teen market Acculturation Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries Cross-Cultural Consumer Analysis Issues

45. Research Issues in Cross-Cultural Analysis

46. Table (continued)

47. Alternative Multinational Strategies: Global Versus Local • Favoring a World Brand • Are Global Brands Different? • Multinational Reactions to Brand Extensions • Adaptive Global Marketing • Frameworks for Assessing Multinational Strategies 47

48. World Brands Products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold.

49. Why Does One of the World’s Most Highly Regarded Wristwatch Brands Use a Single Global Advertising Strategy (Only Varying the Language)?

50. They Speak to Them in Their Own Language to Maximize their “Comfort Zone.”