MARK 3200 Lecture 14: Chapter 14

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9 Aug 2016

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Chapter14:CulturalInfluencesonConsumerBehaviour

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Thischapterisabouthowcultureinfluencesconsumerbehaviourandhowthedifferentcultures

areliketheperseonalitiesthatshapetheindividuals.Asmarketerswehavetounderstsandthe

values,thenormsandthemythsandtheritualsofeachdifferentcultureandhowtheyaffectthe

waysofconsumersbuyproductsonadailybasis.Andsometimesculturespercievedsome

itemsspecialformsandtheyhavememoriesandhavesymbolsattachedtothematthesame

time.

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UnderstandingCulture

Cultureisasociety’spersonality,andincludes:

 Abstractideas

 Materialobjects&services

Theaccumulationofsharedmeanings,ritualsnormsandtraditionsareimportanttoeachculture

 Itishardtoseetheculturalfirsthandunlessyouwalkintotheirshoesfirst

Productsweusecantellusalotaboutthecultureprocessinaparticularperiod

 TheTVdinner

 CosmeticsandCondoms

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AspectsofCulture

3functionalareasofculture:

1) Ecology:thewaytheproducthasadaptedintoitsenvironment

 Shapedbytechnologyinourdailylife

2) SocialStructure:howoderlyoursociallifeismaintained

 NuclearvsExtendedFamilies

3) Ideology:mentalcharacteristicofagroupandhowtheyrelatetotheirenvironment

 Worldview:principleoforderandfairness

 Ethos:Moralsandaestheticprinciplesthatembodiespeoplemoodorcharacter



CulturalValues

Manyvaluesareuniversal

Whatsetsacultureapartiswhichvaluesareseenasbeingrelativelymoreimportant

 Corevaluescanusuallybeidentifiedforeachculture

IE:NAwevaluefreedom,youthfulnessandachievement,whileJPNissecurity&hygiene

Marketingmessagesappealingto1culturemaysometimesnottotheothers

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MeasuringCrossCulturalValues

GeertHofstedecameupwith5waystomeasurecrossculturevalues

1) PowerDistance:howheirarchyworkswhencreatedarelationshipwitheachother

2) UncertaintyAvoidance:basedonrulesandregulationtolerancecanbecreatedforthem

3) MascVsFem:thedifferencesbetweenwhatisconsideredokayformen/womenin

society

4) IndividualVsCollectism:valuesofwelfareofotherstoselfwithintheculture

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5) LongTermOrientation:focusonfuturegenerationsandtraditionsfortheculture

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CulturalNorms

Norms:rulesdictatingwhatisrightandwhatiswrong

EnactedNorms:explicitlydecided(RulesoftheRoad)

CresciveNorms:embeddedintoculture(3typesofthem)

1) Customs:normshadeddownfrompastandcontrolbasicbehaviour

 IE:ChineseNewYears

2) Mores:customswithastrongmoralovertone

 IE:mealsinKorean&India

3) Conventions:normsregardingtheconductofeverydaylife

 IE:utensilsusedinCanadaandAsiaetc

Allofthese3combinetodefineculturallyappropriatebehaviour

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MythsandRituals

Everyculturedevelopspracticesthathelpmakesensetotheworld

Myths/Ritualscanseembizarre

Magicalproductsandinterestinocculttendtobemorepopularwhenmembersofthesociety

feeloverwhelmedandpowerlessfromtheproduct

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Myths

Myths:storycontainingsymbolicelementsthatrepresentthesharedemotions/idealsofa

culture

Conflictbetweenopposingforces

Outcomeisamoralguideline

Reducesanxiety

Marketerscreate&playuponmyths

Monomyths:myththatiscommontomanyculturesoftenaherothatemergesandwinoverevil

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FunctionsandStructureofMyths

4interrelatedfunctionsinaculture:

1) Metphysicalexplainstheoriginsofexistance

2) Cosmologicalemphasizethecomponentsoftheuniverseintoapicture

3) Sociologicalmaintainsocialorderwithasocialcodetofollow

4) Psychologicalprovidemodelsforpersonalconduct

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Rituals

Rituals:setormultiplesymbolicbehavioursthatoccurinafixedsequenceandthattendtobe

repeatedperiodically

Manyconsumersactivitiesarereitualistics:(MorningStarbucks)

CollegeCampusRituals(Frathousesetc)

BusinesssupplyritualartifactsitemsthatneedtoperformtheritualsIE:weddingrings,cakes

Consumersoftenemployaritualscript(graduationprograms,weddingitinerary)\

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MARK 3200 Lecture 14: Chapter 14

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