Description
This presentation highlights influence of culture on consumer behavior. It also explains hofstede study of culture and characteristics of culture.
I
INFLUENCE OF CULTURE IN CONSUMER BEHAVIOR
OUTLINE
Meaning and Nature of Culture. ? Characteristics of culture. ? Influences of culture on consumer behavior ? Marketing views. ? Hofstede study. ? Brand cultural failure. ? Kellogg's case . ? Conclusion.
?
MEANING AND NATURE OF CULTURE
?
? ?
?
Culture is an aggregate of the learned beliefs, attitudes, values, norms and customs of a society or group of people, shared by them and transmitted from generation to generation within that society. Culture too changes with time. The changes in culture are however not rapid and never drastic. The main vehicles of culture are the family and the religious institutions where the individual is “taught” much of the ideas, beliefs etc., that from the culture.
CHARACTERISTICS OF CULTURE
?
? ?
?
?
Culture is invented. Culture is learned. Culture is Shared by a firmly large group of human beings living in organized societies and works as a linking force. Culture satisfies needs. Culture is not static.
CULTURE COMPONENTS
Culture
Internal mental culture (Ideas, knowledge, concepts)
External material culture (Things that can be seen touched and used in our day to day living, e.g. art, music, theatre, clothing, etc. housing, books, movies, sports
Cognitive components belief of after life, etc. Ideas, knowledge, god, supernatural power, etc.
Normative components values, conduct, norms that regulate behaviour
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOR
?
There are a large number of areas where the individual is conditioned by his culture. But main influencers are : Consumption of food, clothing and housing. Perception on messages and media, and Receptivity to new ideas and change.
?
?
?
FOOD
?
?
?
? ?
?
Food perhaps is the area where preferences are any way very individual and very marked. Kosher foods – for persons of Jewish subculture. Avoidance of beef – by Hindus and Sikhs. Avoidance of pork – by Muslims. Vegetarian food – large subcultures in India. Sea foods – for subcultures in the Far East
CLOTHING
?
?
?
?
By logic, clothing preference should depend on climate and weather. one can observe many peculiar preferences exhibited by consumers who can be identified as belonging to a subculture. Italian gentry in Toronto or Indian ladies in San Francisco are shopping for silks. Dresses unsuitable for the local and prevailing climate are purchased all the year round, by ethnic groups.
HOUSING
?
?
?
People of a certain class brought up in the western culture may view the house as a caste to protect their privacy. Persons in the same class brought up in Eastern culture want to treat the house as a showpiece as well as a place for interacting with kith and kin. cultural influences affect the choice of location, material, construction and décor of the houses the consumer buys and this has to be kept in mind by the marketers.
?
?
Traditional Marketing view Emerging marketing view
TWO VIEWS OF CULTURE AND CONSUMER BEHAVIOR
TRADITIONAL MARKETING VIEW
Antecedent s to culture Culture (Collective) Perceptual Categorization Perceptual Inference Information Processing Strategies Motives Self-concept
Consumptio n Pattern
EMERGING MARKETING VIEW
Material goods
Cultural templates Action
Consumption patterns
Cultural templates For interpretation
Cultural fields
VALUES AND NORMS
?
?
?
Values and norms help to determine perceptual and cognitive principles. Influence people?s attitudes to marketing offerings and consumption practice. The key questions for marketers are to what extent should they adapt market offerings to other culture context, and how should they do it ?
VARIATION IN CULTURAL VALUES
Other Oriented values Environment oriented values Self oriented values
Societies view of relationship between people
Societies view of relationship with environment
Objective/approache s to life, society finds desirable
Consumption purchase communications
HOFSTEDE STUDY
?
? ?
?
? ?
It is based on five dimensions of cultural values : Individualism vs. Collectivism Cultures. Masculinity vs. Femininity. High vs. low power distance, High vs. low uncertainly avoidance, and Abstract vs. associative thinking.
INDIVIDUALISM VS. COLLECTIVISM CULTURES
?
?
?
“Individualism Culture is a society in which members put their personal advancement and welfare ahead of that for other groups, institutions, and the culture as a whole”. Consumers are less likely to be influenced by their peers or reference group. Choosing a product that focus on their personal self image, that will give personal pleasure and allow them to express themselves freely will be on target.
INDIVIDUALISM VS. COLLECTIVISM CULTURES
?
“Collectivism Culture is a culture in which people put
the goods of others, the groups they belong to, and the society as a whole above their own.” Competition on group basis is acceptable but not encouraged. Products and services that reference group demand are needed. Pleasure, skill development, and knowledge acquisition in group setting are also to be focus for offerings.
?
?
?
MASCULINITY VS. FEMININITY
?
?
?
?
Masculine culture is a society in which male roles are considered superior to female. High value is placed on such things as monetary gain, material possessions, competition, being successful, and being assertive and aggressive. So for the marketer promotion of product is more important . People get attracted by the discount scheme in the masculine culture.
MASCULINITY VS. FEMININITY
? ?
?
?
?
“Femininity culture is a society in which female roles are considered superior to male role”. It sets values on nurturing, the family, quality of life, social responsibility, environment quality and the like over attaining wealth, possessions etc… Female are buying decision maker. Marketer has to develop strategy so that they can influence females. Personal care product are more successful in femininity culture.
HIGH VS. LOW UNCERTAINTY AVOIDANCE
?
?
?
High uncertainty avoidance (a “certainty culture”) is found in societies that have routinized behavior patterns, many rules and regulation, low tolerance for new ideas or newways to do things.” “Low uncertainty avoidance (an “uncertainly culture”) exists in cultures where people “go with the flow”. Consumers are more fluid and reactive, and new ideas and new ways are more easily accepted, partly because they are more willing to accept personal risks.
ABSTRACT VS. ASSOCIATIVE THINKING CULTURE
?
?
? ?
“Abstract thinking those societies whose members are logical thinkers, interested in the principle of cause and effect.” Products and services are seen as good benefitsdeliverers purely because their inherent characteristics. Face to face communication is preferred. Member of such societies are willing and eager to make changes and to try new things, including new products and services.
ABSTRACT VS. ASSOCIATIVE THINKING CULTURE
?
?
?
“Associative thinking is those societies in which connections or associations with people, celebrities, and events impact on the importance of things. Consumer products or services tied to such acquire value. They also see connections with God or gods, supernatural or mystic beings, events or places to various life events.
CULTURAL MYTHS AND SYMBOLS
? ?
? ?
Myths are stories containing symbolic elements that express shared emotions and cultural values. Many popular culture media like television programs, advertisements, movies, comics, cartoons, and novels build on mythic themes and convey cultural knowledge to consumers. Marketers can use cultural symbols to help position products and services. Example is the TajMahal, a famous Indian building, is a popular name for Indian restaurants all over the world
ACCULTRATION IS NEEDED MARKETING TOOL
?
?
?
Too many marketers make the strategic error of believing that “if it is liked by local or domestic consumers, then e First, marketers must thoroughly orient themselves to the values, beliefs, and customs of the new society to appropriately position and market their products everyone will like It. Second, to gain acceptance for a culturally new product in a foreign society, they must develop a strategy that encourages members of that society to modify or even break with their own traditions ”.
BRAND CULTURE FAILURE
?
?
?
?
Of all products, cars have had the most translation problems. General Motors? Chevy Nova means „It doesn’t go? in Spanish. Toyota?s Fiera car proved controversial in Puerto Rico, where „fiera? translates to „ugly old woman. Rolls royces car „silver mist? means „silver dropping animal car? in Germany.
MORE EXAMPLES
? ? ?
?
The name Coca-Cola in China was first rendered as Ke-kouke-la which means “female horse stuffed with wax”. Later on coke came with name Ko-kou-ko-le, which can be translated as “happiness in the mouth.” In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi Generation” came out as “Pepsi will bring your ancestors back from the dead.” The American slogan for Salem cigarettes, “Salem - Feeling Free,” got translated in the Japanese market into “When smoking Salem, you feel so refreshed that your mind seems to be free and empty.”
KELLOGG’S FAILURE IN INDIA
?
?
?
Kellogg's did not research on the taste preferred by the Indian consumer. Instead they concentrate on the crispiness of the flake. Indians like to have hot vegetable or hot milk for their breakfast but adding hot milk makes flakes as soft as paper. Also the wheat and rice flavor do not go well with sugar because Indian culture starts the day with something sweet.
CONTD…
?
?
?
?
In US and UK women are either single mother or working women so they like to have quick breakfast . Indian women are mostly house wife and like to have tasty breakfast for the family. So Quick breakfast like cornflake did not much go with Indian women. These cultural dilemmas lead the complete failure of the product.
CONCLUSION
? ? ?
?
A culture is a shared template for behaviour and interpretation. Although people hardly ever notice their own culture, culture supplies important boundaries on behaviour. consumer behaviour in any society can be better understood by referencing shared myths and symbolic meanings. Last but not least Culture of any country plays an important role in the success or failure of any product. So marketer has to understand the culture first.
REFERENCES
?
? ? ? ?
Eric Arnould, Linda Price and George Zinkhan, “Consumers”, Publisher:Mc Graw Hill Publication, 1st edition. M.S.Raju & Dominique Xardel, “Consumer Behavior”. www.learnmarketing.net/consumer. www.indianmba.com/ www.consumerpsychologist.com/cb_Culture
doc_579236424.pptx
This presentation highlights influence of culture on consumer behavior. It also explains hofstede study of culture and characteristics of culture.
I
INFLUENCE OF CULTURE IN CONSUMER BEHAVIOR
OUTLINE
Meaning and Nature of Culture. ? Characteristics of culture. ? Influences of culture on consumer behavior ? Marketing views. ? Hofstede study. ? Brand cultural failure. ? Kellogg's case . ? Conclusion.
?
MEANING AND NATURE OF CULTURE
?
? ?
?
Culture is an aggregate of the learned beliefs, attitudes, values, norms and customs of a society or group of people, shared by them and transmitted from generation to generation within that society. Culture too changes with time. The changes in culture are however not rapid and never drastic. The main vehicles of culture are the family and the religious institutions where the individual is “taught” much of the ideas, beliefs etc., that from the culture.
CHARACTERISTICS OF CULTURE
?
? ?
?
?
Culture is invented. Culture is learned. Culture is Shared by a firmly large group of human beings living in organized societies and works as a linking force. Culture satisfies needs. Culture is not static.
CULTURE COMPONENTS
Culture
Internal mental culture (Ideas, knowledge, concepts)
External material culture (Things that can be seen touched and used in our day to day living, e.g. art, music, theatre, clothing, etc. housing, books, movies, sports
Cognitive components belief of after life, etc. Ideas, knowledge, god, supernatural power, etc.
Normative components values, conduct, norms that regulate behaviour
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOR
?
There are a large number of areas where the individual is conditioned by his culture. But main influencers are : Consumption of food, clothing and housing. Perception on messages and media, and Receptivity to new ideas and change.
?
?
?
FOOD
?
?
?
? ?
?
Food perhaps is the area where preferences are any way very individual and very marked. Kosher foods – for persons of Jewish subculture. Avoidance of beef – by Hindus and Sikhs. Avoidance of pork – by Muslims. Vegetarian food – large subcultures in India. Sea foods – for subcultures in the Far East
CLOTHING
?
?
?
?
By logic, clothing preference should depend on climate and weather. one can observe many peculiar preferences exhibited by consumers who can be identified as belonging to a subculture. Italian gentry in Toronto or Indian ladies in San Francisco are shopping for silks. Dresses unsuitable for the local and prevailing climate are purchased all the year round, by ethnic groups.
HOUSING
?
?
?
People of a certain class brought up in the western culture may view the house as a caste to protect their privacy. Persons in the same class brought up in Eastern culture want to treat the house as a showpiece as well as a place for interacting with kith and kin. cultural influences affect the choice of location, material, construction and décor of the houses the consumer buys and this has to be kept in mind by the marketers.
?
?
Traditional Marketing view Emerging marketing view
TWO VIEWS OF CULTURE AND CONSUMER BEHAVIOR
TRADITIONAL MARKETING VIEW
Antecedent s to culture Culture (Collective) Perceptual Categorization Perceptual Inference Information Processing Strategies Motives Self-concept
Consumptio n Pattern
EMERGING MARKETING VIEW
Material goods
Cultural templates Action
Consumption patterns
Cultural templates For interpretation
Cultural fields
VALUES AND NORMS
?
?
?
Values and norms help to determine perceptual and cognitive principles. Influence people?s attitudes to marketing offerings and consumption practice. The key questions for marketers are to what extent should they adapt market offerings to other culture context, and how should they do it ?
VARIATION IN CULTURAL VALUES
Other Oriented values Environment oriented values Self oriented values
Societies view of relationship between people
Societies view of relationship with environment
Objective/approache s to life, society finds desirable
Consumption purchase communications
HOFSTEDE STUDY
?
? ?
?
? ?
It is based on five dimensions of cultural values : Individualism vs. Collectivism Cultures. Masculinity vs. Femininity. High vs. low power distance, High vs. low uncertainly avoidance, and Abstract vs. associative thinking.
INDIVIDUALISM VS. COLLECTIVISM CULTURES
?
?
?
“Individualism Culture is a society in which members put their personal advancement and welfare ahead of that for other groups, institutions, and the culture as a whole”. Consumers are less likely to be influenced by their peers or reference group. Choosing a product that focus on their personal self image, that will give personal pleasure and allow them to express themselves freely will be on target.
INDIVIDUALISM VS. COLLECTIVISM CULTURES
?
“Collectivism Culture is a culture in which people put
the goods of others, the groups they belong to, and the society as a whole above their own.” Competition on group basis is acceptable but not encouraged. Products and services that reference group demand are needed. Pleasure, skill development, and knowledge acquisition in group setting are also to be focus for offerings.
?
?
?
MASCULINITY VS. FEMININITY
?
?
?
?
Masculine culture is a society in which male roles are considered superior to female. High value is placed on such things as monetary gain, material possessions, competition, being successful, and being assertive and aggressive. So for the marketer promotion of product is more important . People get attracted by the discount scheme in the masculine culture.
MASCULINITY VS. FEMININITY
? ?
?
?
?
“Femininity culture is a society in which female roles are considered superior to male role”. It sets values on nurturing, the family, quality of life, social responsibility, environment quality and the like over attaining wealth, possessions etc… Female are buying decision maker. Marketer has to develop strategy so that they can influence females. Personal care product are more successful in femininity culture.
HIGH VS. LOW UNCERTAINTY AVOIDANCE
?
?
?
High uncertainty avoidance (a “certainty culture”) is found in societies that have routinized behavior patterns, many rules and regulation, low tolerance for new ideas or newways to do things.” “Low uncertainty avoidance (an “uncertainly culture”) exists in cultures where people “go with the flow”. Consumers are more fluid and reactive, and new ideas and new ways are more easily accepted, partly because they are more willing to accept personal risks.
ABSTRACT VS. ASSOCIATIVE THINKING CULTURE
?
?
? ?
“Abstract thinking those societies whose members are logical thinkers, interested in the principle of cause and effect.” Products and services are seen as good benefitsdeliverers purely because their inherent characteristics. Face to face communication is preferred. Member of such societies are willing and eager to make changes and to try new things, including new products and services.
ABSTRACT VS. ASSOCIATIVE THINKING CULTURE
?
?
?
“Associative thinking is those societies in which connections or associations with people, celebrities, and events impact on the importance of things. Consumer products or services tied to such acquire value. They also see connections with God or gods, supernatural or mystic beings, events or places to various life events.
CULTURAL MYTHS AND SYMBOLS
? ?
? ?
Myths are stories containing symbolic elements that express shared emotions and cultural values. Many popular culture media like television programs, advertisements, movies, comics, cartoons, and novels build on mythic themes and convey cultural knowledge to consumers. Marketers can use cultural symbols to help position products and services. Example is the TajMahal, a famous Indian building, is a popular name for Indian restaurants all over the world
ACCULTRATION IS NEEDED MARKETING TOOL
?
?
?
Too many marketers make the strategic error of believing that “if it is liked by local or domestic consumers, then e First, marketers must thoroughly orient themselves to the values, beliefs, and customs of the new society to appropriately position and market their products everyone will like It. Second, to gain acceptance for a culturally new product in a foreign society, they must develop a strategy that encourages members of that society to modify or even break with their own traditions ”.
BRAND CULTURE FAILURE
?
?
?
?
Of all products, cars have had the most translation problems. General Motors? Chevy Nova means „It doesn’t go? in Spanish. Toyota?s Fiera car proved controversial in Puerto Rico, where „fiera? translates to „ugly old woman. Rolls royces car „silver mist? means „silver dropping animal car? in Germany.
MORE EXAMPLES
? ? ?
?
The name Coca-Cola in China was first rendered as Ke-kouke-la which means “female horse stuffed with wax”. Later on coke came with name Ko-kou-ko-le, which can be translated as “happiness in the mouth.” In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi Generation” came out as “Pepsi will bring your ancestors back from the dead.” The American slogan for Salem cigarettes, “Salem - Feeling Free,” got translated in the Japanese market into “When smoking Salem, you feel so refreshed that your mind seems to be free and empty.”
KELLOGG’S FAILURE IN INDIA
?
?
?
Kellogg's did not research on the taste preferred by the Indian consumer. Instead they concentrate on the crispiness of the flake. Indians like to have hot vegetable or hot milk for their breakfast but adding hot milk makes flakes as soft as paper. Also the wheat and rice flavor do not go well with sugar because Indian culture starts the day with something sweet.
CONTD…
?
?
?
?
In US and UK women are either single mother or working women so they like to have quick breakfast . Indian women are mostly house wife and like to have tasty breakfast for the family. So Quick breakfast like cornflake did not much go with Indian women. These cultural dilemmas lead the complete failure of the product.
CONCLUSION
? ? ?
?
A culture is a shared template for behaviour and interpretation. Although people hardly ever notice their own culture, culture supplies important boundaries on behaviour. consumer behaviour in any society can be better understood by referencing shared myths and symbolic meanings. Last but not least Culture of any country plays an important role in the success or failure of any product. So marketer has to understand the culture first.
REFERENCES
?
? ? ? ?
Eric Arnould, Linda Price and George Zinkhan, “Consumers”, Publisher:Mc Graw Hill Publication, 1st edition. M.S.Raju & Dominique Xardel, “Consumer Behavior”. www.learnmarketing.net/consumer. www.indianmba.com/ www.consumerpsychologist.com/cb_Culture
doc_579236424.pptx