Marketing 547

Culture & Consumer Behavior

Culture & Consumer Behavior What is Culture?

Set of ideas, values, artifacts and other meaningful symbols that help individuals communicate, interpret and evaluate as members of a society

The personality of a society -- the distinctive way of life for a group of people

Nature of culture – VALUES (reflected in) Norms Customs Mores Conventions Rituals

Culture & Consumer Behavior

Aspects of Culture Ecology -- manner in which a society adapts to its habitat Social Structure -- manner in which order is maintained Ideology -- mental characteristics of a society

Learning of Culture Enculturation

Family Religious Institutions Socialization School

Acculturation (less effective way to learn) Ethnocentrism

Culture & Consumer Behavior Culture Is Dynamic

It undergoes constant change Major factors contributing to change are:

Technology Cultural diffusion: it occurs when people in one culture

become exposed to people and/or ways of another culture (e.g., the “western” influence)

Natural, political, and conflict events Climatic changes, earthquakes, wars, etc.

Culture & Consumer Behavior

US Core Values Practically Family Newness Cheap/Thrifty Healthy Glamour Youthfulness Uniqueness

Culture & Consumer Behavior

Core Values in Other Societies/ Emerging Values

Renaissance of arts, literature, and spirituality Yearning for traditionalism Unlimited Growth

Culture & Consumer Behavior Marketing Opportunities

Culture effect on CB Subtle Pervasive Significant

ETIC Think globally; act locally

EMIC Adaptation of the Marketing Mix to cultural needs

Culture & Consumer Behavior Is there a global culture?

It is a myth! Some economic integration (EU, NAFTA) Some political disintegration (the former Soviet Union,

Czechoslovakia, Yugoslavia) but..

Culture & Consumer Behavior Consumer Products and Cultural Meanings

Products that transmit of cultural meaning Brands that convey a user image through cultural

transfer Possession, exchange, grooming, and divestment

rituals