Consumer and Culture

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Culture and Consumer Buying

Behavior

PC 504 Global Marketing

September 8, 2009


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Agenda

Factors influencing consumerbuying behavior

Culture and what it includes Subculture

USA as an example

Different cultures as value system


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Consumers buying behavoir is decision that

people make when buy some products andservices they use.

Question is: How consumers respond todifferent marketing activities?


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Marketing Mix

Psychological Situational

Sociocultural

ConsumerDecisions

(1)


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Culture is basic value ofdifferent nations thatincorporates beliefs,

preferences, languages,tastes.

It is the basic cause ofperson's wants andbehavior.


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Functional Areas:

Ecology- the way the system is adapted to its habitatby the technology used to obtain and distributeresources.

Social structure- specific features in social lifeincluding political and domestic groups.

Ideology- the mental characteristics of the people andthe way they relate to their environment. (2)


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Norms

Traditions- handed fromthe past and control

person's behavior.


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Conventions- norms people doevery day that influence person's

buying decisions.


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Rituals- a set of multiple,

symbolic behaviors, whichoccur in a fixed sequence andtend to be repeated

periodically.

Rituals are related to manyconsumption activities,which occur in popularculture, e.g. holiday

observances, gift giving andgrooming.


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Aspects resulting from consumer'scustom:

The overall priorities she and he attaches to differentactivities and products.

The success and failure of specific products and

services.

The fact that products reflect underlying cultural

processes.


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Subculture-

is a group within the wider community that has a unique setof characteristics, motivations and patterns of behaviour.

Different ethnic groups and communities

The youth market

Baby boomers


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Cultural Values in U.S.

Work ethic and desire to accumulate wealth.

Importance of family and home life.

Individualism, education, freedom, youth, health,

and others.

Consumers are adopting new values as

communication technology changes.(3)


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Three Large Subcultures:

Hispanic-American Consumers

African-American Concumers

Asian-American Consumers


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Qulaity and brand conscious.

Preference of Amrican-made products.

Strong family and peer influence.

Like advertising .

Convenience is not important product atribute.(1)

Hispanic American Consumers


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African American Consumers

Price conscious, quality and choice motivated.

Spend a lot on boy's clothing, rental goods, audio equipment,

online services.

African-American woman spend a lot on health and beauty

products.(1)


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Asian American Consumers

Assimilated

Non-Assimilated(1)


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Two types of Cultures

Individualistic cultures, people are autonomous andindependent from their in-groups.

Collectivistic cultures, people are interdependent

within their in-groups.(3)


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Successful strategies inone country or withinone culture may not

extend to others.

Conclusion


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Thank you!


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References

(1) Kerin R., Hartley S. & W. Rudelius, (2009), Marketing, 9th ed.,McGraw-Hill/Irwin.

(2) Solomon, Barmossy, Askegaard, Hogg, (2006), Consumer Behavior:A European Perspective, 3rd edition., Pearson Education Limited.

(3) Hofstede, G. (1983). Dimensions of national cultures in fiftycountries and three regions. In J. Deregowski, S. Dzirawiec, & R.Annis (Eds.),Explications in Cross-Cultural Psychology (pp. 389-407). Lisse, the Netherlands: Swets and Zeitlinger.

Consumer and Culture

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