MKC2610 Lecture Notes - Lecture 3: Out-Group Homogeneity, Masculinity, Individualism
6 Jun 2018
School
Department
Course
Professor
Week 3 Lecture: Culture
Week 2 case
Michel’s Patisserie – Failed entry into the China market
• Did not understand the preferences of Chinese customers
• Culture contributes to the difference between customers
Culture and culture elements (cherry picking)
Culture and consumption process
• Consumption processes within a culture includes multiple stages typically including: access, buying
behaviour, consumption characteristics and disposal
• Does not necessary need all four stages to be present
• Culture influences all four stages
• Culture is directly related to the consumer consumption process
Culture is defined as the collective programming of the mind that distinguishes the members of one category
of people from those of another
• Institution can be formal or informal
• Some groups share a common thing à distinguishes them from people in a different group
Culture and Global Consumer Culture
Physical and nonphysical
• Tangible or non-tangible (food, clothes, temples etc vs. beliefs,
regulations)
Acted out in social
institutions
• In groups, can be formal (have a location to go) or non-formal
• Church and temples can teach you how to think
• Interacting with people influences your culture (eg; spending 3
years at university, you are taught a way to think)
Both conscious and
unconscious values, ideas,
attitudes and symbols
• Unconsciously, you interact with people and you’re influenced by
their culture à your attitude towards the design of a product etc
• Marketers focus more on the unconscious factors à hope to
influence and change that
• Once you consciously know someone (know that promoters are
trying to influence you), you’re more likely to resist their influence
May be defined by national
borders, especially when
countries are isolated by
natural barriers
• Depends on ethnic groups
• Sometimes people are regulated under rulers (eg; villages, tribes)
and therefore, hold the same value systems
• For example; India, cannot be defined as a country à has many
different religions and ethnic groups within à defined as
subculture
• Contain subcultures that have little in common with one another
• Can be defined as being learned, shared and composed of interrelated parts à meanings provide set
of orientations for members of society
• Perceptions and behaviours as a group
• Culture is learnt à taught to think a way à You’re born into a culture but you learn a culture
• Culture is relatively stable but is not static à culture can be learnt, hence culture can be changed
Document Summary
Michel"s patisserie failed entry into the china market: did not understand the preferences of chinese customers, culture contributes to the difference between customers. Culture is defined as the collective programming of the mind that distinguishes the members of one category of people from those of another. Some groups share a common thing distinguishes them from people in a different group. Tangible or non-tangible (food, clothes, temples etc vs. beliefs, In groups, can be formal (have a location to go) or non-formal: church and temples can teach you how to think. Interacting with people influences your culture (eg; spending 3 years at university, you are taught a way to think) May be defined by national: depends on ethnic groups borders, especially when countries are isolated by natural barriers. Sometimes people are regulated under rulers (eg; villages, tribes) and therefore, hold the same value systems. Elements of culture that is relevant to marketing.
