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Culture - PowerPoint PPT Presentation


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Culture. What is Culture?. The sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society. A society’s personality. Beliefs, Values, Customs. Beliefs Knowledge, perceptions about specific product or consumption situation.

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what is culture
What is Culture?
  • The sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society.
  • A society’s personality.
beliefs values customs
Beliefs, Values, Customs

Beliefs

Knowledge, perceptions about specific product or consumption situation.

Large number of beliefs.

Values

Global perceptions widely accepted by society; serve as a guide for behavior.

Relatively few values.

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Customs

Overt modes of behavior that constitute culturally approved or acceptable ways of behaving in specific situations.

components of culture
Components of Culture
  • External, material culture.
    • Tangible objects of our world.
  • Internal, mental culture.
    • Ideas and points of view
      • Knowledge system
      • Belief and value system
      • Social normative system
social normative system
Social Normative System
  • The system of rules, standards of conduct, rewards, and punishment in a culture.
  • Norms
    • Fads
    • Folkways
    • Mores
    • Laws
  • Sanctions
characteristics of culture
Characteristics of Culture
  • Culture is learned.
    • Through language and symbols.
    • Formal, informal, and technical learning.
    • Enculturation.
    • Acculturation.
    • Cultural universals.
cultural universals
Cultural Universals
  • Similarities exist among all cultures.
  • Examples:
    • Athletics
    • Body decoration
    • Courtship
    • Music
transmission of cultural meaning
Transmission of Cultural Meaning
  • Transmit cultural meaning through rituals, symbolic activities consisting of a series of steps occurring in a fixed sequence and repeated over time.
    • Fitness behavior
    • Shopping behavior
    • Gift giving
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Culturally constituted world

Advertising/

Fashion system

Fashion

system

Consumer goods

Divestment

Ritual

Grooming

Ritual

Exchange

Ritual

Possession

Ritual

Individual consumer

characteristics continued
Characteristics, continued…
  • Culture satisfies needs.
    • Order, direction, guidance.
    • Culture continually evolves to meet evolving needs of society.
characteristics continued12
Characteristics, continued...
  • Culture is shared.
    • Significant portion of society accepts same values, beliefs, and customs.
    • Shared through learning, socialization, institutions, religious centers, mass media.
characteristics continued13
Characteristics, continued...
  • Culture is dynamic.
    • Constantly evolving and changing.
    • Cultural trends
      • Increasing number of working women.
      • Increasing participation in health and fitness activities.
      • Decreasing social acceptance of cigarette smoking.
      • Increasing acceptance of e-commerce.
measurement of culture
Measurement of Culture
  • Content Analysis
  • Consumer Fieldwork
    • Observation
  • Value Measurement Instruments
    • Rokeach Value Survey (RVS)
    • Values and Lifestyles (VALS)
    • List of Values (LOV)
rokeach value survey instrument
Rokeach Value Survey Instrument
  • Terminal values
    • The relative importance of end-state values.
      • Comfortable life
  • Instrumental values
    • The basic approaches adopted to reach a desired end-state.
      • Ambitious
core values
Core Values
  • Core values are pervasive, enduring, and consumer-related.
  • Each culture has its own set of core values.