Global Cultures and Buyer Behavior

Session-7

By
Dr. Jitarani Udgata
Ph.D- IIFT-Delhi
 Influence of Culture on Consumer Behavior

1. To Understand What Culture Is and How It Impacts Consumer Behaviors.

2. To Understand How Culture Acts as an “Invisible Hand” That Guides Consumption-
Related Attitudes, Values, and Behavior.
3. To Understand How Culture Sets Standards for What Satisfies Consumers’ Needs.
4. To Understand How Culture Is Learned and Expressed in Language, Symbols, and
Rituals.
5. To Understand How Consumers Are Always Adapting to Culture-Related
Experiences.
6. To Understand How the Impact of Culture on Consumer Behavior Is Measured.
To Which Cultural Value or Values Is This
Product’s Advertising Appealing?
 The sum total of learned
beliefs, values, and
customs that serve to
Culture
regulate the consumer
behavior of members of
a particular society.
A Theoretical Model of Culture’s
Influence on Behavior - Figure 7.1
 The Invisible Hand of Culture
Each individual perceives the world through his own
cultural lens

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Lifestyle Matrix for Global Youth
Figure 7.2

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 Researchers have developed a lifestyle matrix for
four segments of global youth aged 14-24.

 (i) In-crowd: It’s all about privilege and reinforcement; members of

this group seek approval from others and prefer classic brands like
Nike and Abercrombie & Fitch to uphold tradition.
 (ii) Pop mavericks: Word-of-mouth spreads rapidly, and passion,
individuality, and instant gratification are important; members prefer
brands that they can personalize—brands like Diesel and Adidas.
 (iii) Networked intelligentsia: They are the hub of online social
networks, and it’s all about revolution, creativity, and deconstruction;
members prefer cult brands, like Vespa (in America) and Vans, which
add to their sense of obscurity.
 (iv)Thrill renegades: It’s all about infamy, adrenaline, and anarchy
(and pretending that law and order do not exist)
 marketing strategy for Global Youth

 The supranational level reflects the underlying dimensions of culture that affect multiple
societies (i.e., subcultural cross-national or cross-cultural boundaries).
 The national level reflects shared core values, customs, and personalities that represent the
core of the “national character” of a particular country.
 The group level reflects the subdivisions of a country or society, such as subcultures, and the
influences of various reference groups.
 In supranational level of culture, which crosses national boundaries,
 1. Shri Jagannath Temple, Puri (Odisha):
 2. Comilla Jagannath Temple and Handial Mandir (Bangladesh)
 3. Jagannath Mandir (Sialkot)
 4. Jagganath Temple at Cranberry (Australia)
 5. Shri Jagannath Temple (London) • Thai, Afghanistan, Japanese
 6. Shri Jagannath Temple (Italy)
food in India
 7. Shri Jagannath temple (San Fransisco)
 8. Shri Jagannath Temple (Chicago)
• Yoga in other country
 9. Shri Jagannathh temple (Moscow) • Chinese noodles and herbal tea
 10. Shri Jagannath Temple Sibal (Mauritius) etc.
 Culture Satisfies Needs

 Food and Clothing

 Needs vs. Luxury

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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
Issues  Enculturation
 Enculturation and acculturation  The learning of one’s own culture
 Acculturation
 Language and symbols  The learning of a new or foreign
 Ritual culture

 Sharing of culture
Discussion Questions

 How do U.S. marketers target consumers who have moved to the

U.S. and are new to the U.S. culture?
 How do U.S. marketers target consumers who live outside the
U.S. and are adopting parts of the U.S. culture?

Chapter Eleven Slide

 Culture Is Learned
Issues
 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
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
 Enculturation and acculturation  Rituals extend over the human life cycle
 Language and symbols  Marketers realize that rituals often involve
 Ritual products (artifacts)
 Sharing of culture

Jasna-e- Riwaz, Fab India

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 Artefacts

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
 To be a cultural characteristic, a belief,
value, or practice must be shared by a
Issues significant portion of the society
 Enculturation and acculturation  Culture is transferred through family,
schools, houses of worship, and media
 Language and symbols
 Ritual
 Sharing of Culture
 Facial Beauty Ritual of a Young TV
Advertising Sales Representative
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
 The Measurement of Culture
 Content Analysis
 Consumer Fieldwork
 Value Measurement Instruments
 A method for
systematically analyzing
the content of verbal
and/or pictorial
Content
communication. The
Analysis
method is frequently
used to determine
prevailing social values
of a society.
Which Cultural Value
Is Portrayed, and How So?
Progress – The Fridge has Superior Design
Which Cultural Value
Is 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
Value Measurement Survey Instruments
Rokeach Value Survey (RVS)
American Core Values Criteria for Value
Selection

 The value must be pervasive (persistent).

 The value must be enduring (durable).
 The value must be consumer-related.

Chapter Eleven Slide

American Core Values
American Core Values

Chapter Eleven Slide

Scale to Measure Attitude
Toward Helping Others
Discussion Questions

 How have they affected marketers?

Chapter Eleven Slide

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