Chapter 11

Influence of culture on consumer behavior

 Learning objectives
• To understand what culture is how it impact consumer behavior.
• To understand how culture acts as an “Invisible Hand” that guides consumption- related
attitudes, values and behavior.
• To understand how culture sets standards for what satisfies consumer’s need.
• To understand how culture is learned and expressed in language, symbols and rituals.
• To understand how consumer are always adapting to culture- related experiences.
• To understand how the impact of culture on consumer behavior is measured.
• To understand how core culture values impact American consumer.
• To understand how the American culture become a “shopping culture”.
 CULTURE
• The sum total of learned beliefs, values that serves to regulate the
consumer
behavior of member of a particular society
 The Invisible Hand of Culture
• Each individual perceives the world through his own cultural lens.
Conceptualize different level od cultural norms:

• The supernational
• The national
• The group
 Culture Satisfies Needs
• Food and clothing
• Needs vs luxury
 Forms of Learning
• Formal learning
• Informal learning
• Technical learning
 Culture is Dynamic
• Evolves because its fills needs
• Certain factors change culture
 Technology
 Population shifts
 Resource shortage
 Wars
 Changing values
 Customs from other countries
 The Measurement of culture
• Content analysis.
• Consumer fieldwork.
• Value measurement instruments.
 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.
 Consumer Field Work
• Field observation
 Natural setting
 Subject unaware
 Focus on observation
• Participant observation
THANK YOU