Schiff cb ce_09

Copyright © 2006 Pearson Education Canada Inc.

Chapter 9The Influence of Culture on

Consumer Behaviour

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

Copyright © 2006 Pearson Education Canada Inc.9-2

Opening Vignette Canadians and Minivans Is there a unique Canadian Culture?


CultureCulture

The sum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.


Key Characteristics of Culture The Impact of culture is hard to identify Culture is dynamic Culture is shared Culture is learned through enculturation and

acculturation Culture offers order, direction, and guidance in all phases of human problem solving

- e.g. When to eat, Where to eat


Forms of Cultural Learning

Formal Learning

Informal Learning

Technical Learning



How Culture is Communicated

Language and symbols Ritual Sharing of Culture


Culture and Advertising

Is it the role of advertising to socialize readers on how to dress, decorate their homes, choose wines and food for parties, etc? – Vanity Fair– Martha Stewart Living– Wine Spectator


Criteria for Value Selection

The value must be pervasive. The value must be enduring. The value must be consumer-related.


Canadian Core Values Achievement and

success Activity Efficiency and

practicality Progress Material comfort

Individualism Freedom External

conformity Humanitarianism Youthfulness Fitness and health


Canadian Versus American Core Values

Core values are not a Canadian phenomenon

Differences between Canadian and American values stem from differences in founding values, experiences and institutions

Are Canadian and American values diverging?


Comparison of Canadian and American Values




Comparison of Canadian and American Values – cont’d

Canadians are less likely to say that religion is important to them

There are more agnostics, atheists and secular humanists in Canada than in the US

Canadians value the influence of immigrants more than Americans

Canadians are more ‘liberal’ in their values at every age than Americans


The Measurement of Culture

Content Analysis Consumer Fieldwork Value Measurement Instruments


Content AnalysisContent Analysis

A method for systematically analyzing the content of verbal and/or pictorial communication.

Frequently used to determine prevailing social values of a society.


Field ObservationField Observation

A measurement technique that takes place within a natural environment that focuses on observing behaviour (sometimes without the subjects’ awareness).


Field Observation

Takes place within a natural environment Performed sometimes without the subject’s

awareness Focuses on observation of behaviour


Participant-ObserversParticipant-Observers

Researchers who participate in the environment that they are studying without notifying those who are being observed


Value Measurement Survey Instruments

Rokeach Value Survey (RVS)– A self-administered inventory consisting of

eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals).

List of Values (LOV)– A value measurement instrument that asks

consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey


(continued)


Figure 9-8 (continued)


Culture and Marketing Strategy

Identify key cultural values that affect the consumption of the product

Ensure the marketing mix appeals to these values Examine changes in cultural values and adapt the

marketing mix if needed Modify marketing mix to subcultures if the culture

is heterogeneous Be aware of symbols and ritual