1. Chapter 9The Influence of Culture onConsumer Behaviour Consumer Behaviour Canadian Edition Schiffman/Kanuk/DasCopyright 2006Pearson Education Canada Inc.
2. Opening Vignette Canadians and Minivans Is there a unique Canadian Culture?Copyright 2006 Pearson 9-2 3. Culture Thesum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.Copyright 2006 Pearson9-3 4. Key Characteristics of Culture The Impact of culture is hard to identify Culture is dynamic Culture is shared Culture is learned through enculturation andacculturation Culture offers order, direction, and guidance in all phases of human problem solving - e.g. When to eat, Where to eatCopyright 2006 Pearson9-4 5. Forms of Cultural Learning Formal LearningInformal LearningTechnical LearningCopyright 2006 Pearson 9-5 6. Copyright 2006 Pearson 9-6 7. How Culture is Communicated Languageand symbols Ritual Sharing of CultureCopyright 2006 Pearson9-7 8. Culture and Advertising Is it the role of advertising to socializereaders on how to dress, decorate theirhomes, choose wines and food for parties,etc? Vanity Fair Martha Stewart Living Wine SpectatorCopyright 2006 Pearson9-8 9. Criteria for Value Selection The value must be pervasive. The value must be enduring. The value must be consumer-related.Copyright 2006 Pearson 9-9 10. Canadian Core Values Achievementand Individualismsuccess Freedom Activity External Efficiency and conformitypracticality Humanitarianism Progress Youthfulness Material comfort Fitness and health Copyright 2006 Pearson9-10 11. Canadian Versus American Core Values Corevalues are not a Canadianphenomenon Differences between Canadian andAmerican values stem from differences infounding values, experiences andinstitutions Are Canadian and American valuesdiverging?Copyright 2006 Pearson 9-11 12. Comparison of Canadian andAmerican ValuesCopyright 2006 Pearson 9-12 13. Copyright 2006 Pearson 9-13 14. Copyright 2006 Pearson 9-14 15. Comparison of Canadian and American Values contd Canadians are less likely to say that religion isimportant to them There are more agnostics, atheists and secularhumanists in Canada than in the US Canadians value the influence of immigrants morethan Americans Canadians are more liberal in their values atevery age than AmericansCopyright 2006 Pearson9-15 16. The Measurement of Culture ContentAnalysis Consumer Fieldwork Value Measurement InstrumentsCopyright 2006 Pearson 9-16 17. Content AnalysisAmethod for systematically analyzing thecontent of verbal and/or pictorialcommunication. Frequently used to determine prevailingsocial values of a society.Copyright 2006 Pearson 9-17 18. Field ObservationA measurement technique that takes place within a natural environment that focuses on observing behaviour (sometimes without the subjects awareness).Copyright 2006 Pearson 9-18 19. Field Observation Takes place within a natural environment Performed sometimes without the subjectsawareness Focuses on observation of behaviourCopyright 2006 Pearson 9-19 20. Participant-Observers Researchers who participate in the environment that they are studying without notifying those who are being observedCopyright 2006 Pearson 9-20 21. Value Measurement Survey Instruments Rokeach Value Survey (RVS) A self-administered inventory consisting ofeighteen terminal values (i.e., personal goals) andeighteen instrumental values (i.e., ways ofreaching personal goals). List of Values (LOV) A value measurement instrument that asksconsumers to identify their two most importantvalues from a nine-value list that is based on theterminal values of the Rokeach Value SurveyCopyright 2006 Pearson9-21 22. (continued)Copyright 2006 Pearson 9-22 23. Figure 9-8 (continued)Copyright 2006 Pearson 9-23 24. Culture and Marketing StrategyIdentify key cultural values that affect theconsumption of the product Ensure the marketing mix appeals to these values Examine changes in cultural values and adapt themarketing mix if needed Modify marketing mix to subcultures if the cultureis heterogeneous Be aware of symbols and ritualCopyright 2006 Pearson9-24