104061 633615339364525000
-
Upload
ravneet-kaur -
Category
Technology
-
view
714 -
download
0
description
Transcript of 104061 633615339364525000
![Page 1: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/1.jpg)
Influence of Culture and Subculture on Consumer Behavior
![Page 2: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/2.jpg)
What is culture and subculture?
CultureIt is a detailed examination of the character of the total society, including such
factors as language, knowledge, laws, religion, food customs, music, art, technology, work patterns, products, and other artifacts that give a society its distinctive flavor. In a sense, culture is a society’s personality.
Culture is the sum total of learned learned beliefs, values, and customs that server to direct the consumer behavior of members of a particular society.
• SubcultureIt is a distinct cultural group that exists as an identifiable segment within a larger,
more complex society.
![Page 3: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/3.jpg)
Relationship between culture and subculture
Sub cultural traits Of easterners (east of the Mississippi river
Dominant cultural Traits of U.S Citizens
Sub cultural Traits of westerners (west of Mississippi River)
![Page 4: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/4.jpg)
Influence of culture
Consumers both view themselves in the context of their culture and react to their environment based upon the cultural frame work that they bring to that experience. Each individual perceives the world through his own cultural lens.
Culture Satisfies Needs Culture is also associated with what a society’s members consider to
be a necessity and what they view as a luxury. For instance,55% of Americans adults consider a microwave to be a necessity and 36% consider a remote control for a TV or VCR to be necessity.
![Page 5: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/5.jpg)
Culture is Learned
At an early age, we begin to acquire from our social environment a set of beliefs, values, and customs that make up our culture.
Anthropologists have identified three distinct forms of cultural learning:
1. Formal learning: in which adults and older siblings teach a young family member “How to behave”;
2. Informal learning: in which a child learns primarily by imitating the behavior of selected others, such as family, friends, or TV stars.
3. Technical Learning: Which teachers instruct the child in an educational environment about what, how and why it should be done.
Advertising can influence all three types of cultural learning's.
![Page 6: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/6.jpg)
Culturally Constituted World
Advertising/Fashion System
Fashion System
Consumer Goods
PossessionRituals
Exchange Rituals GroomingRituals
Disinvestment Rituals
Individual Consumer
![Page 7: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/7.jpg)
Enculturation and Acculturation
The learning of one’s own culture is known as enculturation. The learning of a new or foreign culture is known as acculturation.
Language and Symbols
To communicate effectively with their audiences, marketers must use appropriate Language and symbols to convey desired products characteristics.
Symbols
Verbal Non verbal
![Page 8: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/8.jpg)
Pepsodent
![Page 9: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/9.jpg)
Rituals
A Ritual is a type of symbolic activity consisting of a series of steps occurring in a fixed sequence and repeated over time.
The standpoint of marketers is the fact that rituals tends to replete with ritual artifacts that are associated with or some how enhance the performance of the ritual.
![Page 10: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/10.jpg)
Week Nights are Rich and Ritual
![Page 11: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/11.jpg)
Culture is Shared
Culture is viewed as group customs that link together the members of the society. Common language is the critical component that makes it possible for people to share values, experiences, and customs.
Social Institutions transmitting the element of culture and sharing of culture
1. Family : primary agent for enculturation2. Educational Institutions : imparts learning skills, history, patriotism,
citizenship and technical training.3. Religious Institutions : Perpetuate religious consciousness, spiritual
guidance, and moral training.4. Mass Media : wide range of cultural values.
![Page 12: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/12.jpg)
Culture is Dynamic
To fulfill the need gratifying role, culture continually must evolve if it is to function in the best interests of a society. The marketers must carefully monitor the socio culture environment in order to market an existing product effectively or to develop promising new products.
![Page 13: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/13.jpg)
Measurement of Culture
Content Analysis Consumer Fieldwork Value measurement survey instrumentsContent AnalysisConclusion about a society, or specific aspects of a society, or a
comparison of two or more societies sometimes can be drawn from examining the content of particular messages. Content analysis, as the name implies, focuses on the content of verbal, written, and pictorial communications. It can be used as a relatively objective means of determining what social and cultural changes have occurred in a specific society.
![Page 14: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/14.jpg)
Consumer Fieldwork : In this study the trained researchers, they are likely to select a small sample of people from a particular society and carefully observe their behavior. Based on their observations, researchers draw conclusion about values, belief, and customs of the society.
Characteristics of field observation are :1. It takes place within a natural environment;2. It is performed sometimes without the subject’s
awareness.3. It focuses on observation of behavior.
![Page 15: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/15.jpg)
Value Measurement Survey Instrument :
In this researchers observed the behavior of members of a specific society and inferred from such behavior or underlying values of the society. Researchers use data collection instruments called value instruments to ask people how they feel about such basic personal and social concept as freedom, comfort, national security, and peace.
![Page 16: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/16.jpg)
Subcultures . . .
. . . a subdivision of a national culture that is based on some unifying characteristic.
. . . members share similar patterns of behavior that are distinct from those of the national culture.
![Page 17: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/17.jpg)
Sub Culture
Categories1. Nationality2. Religion3. Geographic region4. Race
5. Age6. Gender7. Occupation8. Social class9. Ethnicity
ExamplesJamaican,Vietnamese,FrenchMormon, Baptist, CatholicNortheast, Southwest etc.Pacific Islander, Native American,
Caucasian.Senior citizen, teenagerFemale, maleBus driver, mechanic, engineer.Lower, middle, upper.Similar values and customs.
![Page 18: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/18.jpg)
Age Subcultures
Consumers undergo predictable changes in values, lifestyles, and consumption patterns as they move through their life cycle.
Four Major Age Trends Baby Boomers Generation X Generation Y Elderly
![Page 19: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/19.jpg)
The Baby-Boom Generation. . .
. . . are those Americans born between 1946 and 1964 and share lifestyle similarities.
. . . number 77 million.
![Page 20: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/20.jpg)
The Baby...
Bust Boom Xers Yers
1930s 1940s 1960s 1970s 1980s
![Page 21: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/21.jpg)
The Baby Boom Generation
Roomer chinos are needed now.
Their difficulty in finding good jobs has led to RYAs and ILYAs.
![Page 22: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/22.jpg)
Generation X . . .
. . . is small in number, but possesses $125 billion of discretionary income
This group is known for valuing religion, formal rituals (e.g., proms) and materialism,
and has more negative attitudes toward work and getting ahead than the boomers had at their age.
![Page 23: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/23.jpg)
Generation Y . . .
This group, like Xers, is more heterogeneous in racial and socioeconomic terms than the boomers.
They are pragmatic, value oriented, weighing price quality, relation ships, brand embracing.
![Page 24: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/24.jpg)
The Elderly
The “Graying of America” refers to the fourth major age trend
By the year 2020 Americans over 65 will outnumber teenagers two to one.
Process information differently. Experience motor skill declines
which mean walking, writing, talking, etc. abilities deteriorate.
![Page 25: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/25.jpg)
Ethnicity . . .
. . . refers to a group bound together by ties of cultural homogeneity (i.e., linked by similar values, customs, dress, religion, and language).
![Page 26: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/26.jpg)
African-American Subculture
Represents almost 13 percent of the U.S. population.
Income deprivation a major factor: In the 1990s, 37 % of African-American households had incomes of under $15,000.
![Page 27: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/27.jpg)
The Hispanic Subculture
. . . is the second-fastest-growing ethnic sub- cultural group in the United States and will become the largest ethnic minority in the U.S. by the year 2010.
Commonalities:– Language (82 % of U.S. Hispanic households speak
primarily Spanish).– Religion (over 85% of Hispanics are Catholic).– Tendency to live in metropolitan areas (63%).
![Page 28: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/28.jpg)
Hispanic Segmentation
There are at least four distinct segments:
Mexicans (65.2 % of U.S. Hispanics)
Cubans (4.3 %)
Puerto Ricans (9.6 %)
Central and South Americans (14.3 %)
![Page 29: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/29.jpg)
The Asian-American Subculture
. . . is the fastest-growing ethnic subculture in the United States.
The percentage of Asian-Americans who graduated from college is nearly twice that of white Americans
Asian-American family incomes are significantly higher than the other ethnic subcultures
More than Hispanics, Asian-Americans differ in language and culture of origin
![Page 30: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/30.jpg)
Comparing Anglo-, African-American and Hispanic Buying
No brand loyalty differences No differences in coupon proneness, impulse
buying, or shopping for generic products African-Americans and Hispanics are more likely
to shop for bargains
![Page 31: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/31.jpg)
Representation in Advertisements
African-Americans and Hispanics are slightly under-represented.
Asians are slightly over-represented.
![Page 32: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/32.jpg)
Regional Subcultures . . .
. . . have distinct lifestyles resulting from variations in climate, culture, and ethnic mix of people.
Consequently, different product preferences exist.
![Page 33: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/33.jpg)
Geodemographics . . .
. . . takes as a unit of analysis the neighborhood (i.e., census blocks) and obtains demographic information on consumers within the neighborhood.
![Page 34: 104061 633615339364525000](https://reader035.fdocuments.net/reader035/viewer/2022070304/54ba19f74a79599e7c8b45bf/html5/thumbnails/34.jpg)