Cultural Influences on Consumer Behaviour. Cross-Cultural Marketing gaffs Chevrolet Nova didn't do well in Spanish speaking countries ...Nova means 'No Go'
Cultural Influences on Consumer Behaviour
What is Culture?
Characteristics of Culture
A woman’s place is in the home?
Why is it important to Understand culture?
Consumption choices cannot be understood without considering the cultural context in which they are made
How would this Australian ad for wine go over in France?
Decoding the Message
In the UK, the use of humour in advertising is is also dominant in beer advertising, with 88% using this feature
In Germany, beer is not directly associated with humorous advertising, and only 10% of the sample used humour
Other themes: sex, sport, friendship, relaxation, tradition
Swanson TV Dinners
Products or services that resonate with the priorities, tastes, and values of a culture have a much better chance of being accepted.
Dimensions of Culture
Everyone should use a deodorant
A house should be dusted and polished three times a week
Such findings signal that Canadian values, ideas, and attitudes should not be relied upon when planning marketing forays into foreign consumer markets
Each product or service must be evaluated for its potential fit with the cultural norms and values of consumers in a particular country or region
Sacred and Profane Consumption
Marketers need to be aware of what is sacred – and perhaps taboo in advertising
The sacred made Profane
Generate ideas, emotions, thoughts
Types of Symbols
Animals (animate objects)
A Myth is a Story Containing Symbolic Elements That Express the Shared Emotions and Ideals Of a Culture.
Mythic Characters and symbols are often used in advertising
What are traditions?
Rites of Passage
Baptism, Meditation, Mass
Parades, Elections, Trials
A stylized, repetitive pattern of behaviour
What are some typically Canadian artifacts?
An idea, process, or invention that is new or different.
Dynamically Continuous Innovation
Diffusion of Innovation
The process by which products move from initial introduction and acceptance to regular purchase and use.
Product Characteristics That Influence Diffusion
The degree to which potential consumers perceive a new product as superior to existing substitutes
Air travel over train travel, cordless phones over corded telephones
The degree to which potential consumers feel a new product is consistent with their present needs, values, and practices
Gillette MACH3 over disposable razors, digital telephone answering machines over machines using tape to make recordings
The degree to which a new product is difficult to understand or use
Products low in complexity include frozen TV dinners, electric shavers, instant puddings
The degree to which a new product is capable of being tried on a limited basis
Trial size jars and bottles of new products, free trials of software, free samples, cents-off coupons
The degree to which a product’s benefits or attributes can be observed, imagined, or described to potential customers
Clothing, such as a new Tommy Hilfiger jacket, a car, wristwatches, eyeglasses
The process of obtaining exposure for a product by arranging for it to be inserted into a movie, a television show, video game or some other medium.
3 BASIC TYPES OF PRODUCT PLACEMENT
Visual – occurs when a product, service or logo can simply be observed
Spoken -- occurs when an actor or off-screen voice mentions a product, service, or corporation
Usage -- occurs when an actor or actress actually handles or interacts with a product, service or corporation. Often includes both a visual and spoken element as well.
What are the Advantages of Product Placement?