Ch- 4 Culture

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    Culture generally requires a detailed examination

    of the character of the total society including

    factors as language, laws, religions, food, customs,

    music, art, work patterns, products and otherartifacts that gives a society its distinct flavor.

    A person may change his dress, way of eating and

    living, but his cultural values remain unchanged

    because they are deeply rooted within his heart,mind, body and soul which imbibes from his

    childhood days.

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    Culture is the sum total of learned beliefs,

    values and customs that serve to direct the

    consumer behavior of members of a particular

    society.

    Culture is defined as a set of basic values,

    perceptions and behaviors adopted by a

    member of the society from family and other

    institutions.

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    Beliefs and values are mental images that affects a

    wide range of attitude. They are consisting of the

    very large number of mental or verbal statement

    that reflects a persons particular knowledge andassessment of something.

    Customs are overt modes of behavior that are

    culturally approved/acceptable ways of behavingin specific situations.

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    They are relatively few in number.

    They serve as a guide for culturally appropriate

    behavior.

    They are enduring or difficult to change.

    They are widely accepted by the members of a

    society.

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    Culture is learned

    Culture is shared

    Culture is dynamic

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    1.Culture is learned

    Formal, informal and technical learning

    - Formal learning: In which adults, older

    teach to a young.

    - Informal learning: In which a child learnsby imitating the behavior of others, such as

    family, friends or TV heroes.

    - Technical learning: In which teachers

    instruct the child in an educational

    environment about what should be done,

    how it should be done and why it should be

    done.

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    Enculturation and Acculturation

    - Enculturation: Learning of ones own

    culture is known as enculturation.- Acculturation: The learning of new or

    foreign culture is known as acculturation.

    Languages and symbols

    - To share or communicate something about

    culture the person must understand one

    common language.

    - To communicate message marketers usesthe symbols may be verbal or non verbal.

    - Verbal symbol includes the announce in the

    television or magazine while non verbal

    include figure, color, shape etc.

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    Rituals

    - It is a type of symbolic activity consisting

    of series of step occurring in a fixed

    sequences and repeated over time.

    - They extend over the human life cycle from

    birth to death including events such as

    birthdays, marriages, funeral etc

    - Marketers study them closely and try to

    introduce relevant products and promotional

    messages.

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    2. Culture is shared

    - The culture view as group customs that link

    together the member of society.

    - Family is the first one who shares the culture.

    - Which teach the next generation such concept

    like valueof m

    oney, the establishment

    ofproduct taste, preference and habit.

    - The other two institute which helps in sharing

    the culture is educational institute and

    wo

    rship ho

    use.

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    3. Culture is dynamic

    - Continuous changing in the culture.

    - On which the marketers have continuous

    tap like what customers are doing? Why

    they are doing? What new product and

    service needs are emerging?

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    Content analysis

    - Focuses on the content of verbal, written andpictorial communications.

    - To determine prevailing social values of a society

    used as a relatively objective means of

    determining what social and cultural changeshave occurred in a specific society.

    - Useful to both marketers and public policy

    makers

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    Field observation

    - A cultural measurement technique that takesplace within a natural environment that

    focuses on observing behavior in society.

    - Likely to select small sample of people from

    particular society and carefully observe theirbehavior.

    - Based on their observations researchers draw

    conclusion about the values, beliefs and

    customs of the society under investigations.- Fieldwork observation concerned with

    consumer behavior- often focuses on in store

    shopping behavior and less frequently on in

    home preparation and consumption.

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    Value measurement and survey instruments

    - List of value concept is used to in surveyingthe consumers personal value, i.e. Terminalvalues(freedom, comfort, national security,

    peace etc.) and the important values of

    customers among several people, i.e.Instrumental values(honesty, cheerfulness,intelligence, loving etc.)

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    Subcultures are the distinctive groups of

    people in a society that share common

    cultural meanings for affective and cognitive

    responses and environmental factors.- Age: preteens, teens, youth, matured, old

    age etc.

    - Religion: Hindu, Muslim, Buddhist, Christian

    etc.- Income level: Affluent, middle, poor etc.

    - Gender & family type: Male , female etc.

    and single, parent, divorced etc.

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    - Nationality and occupation: Indian,

    Malasiyan, french, canadian etc. andMechanic, Accountant, Clerks, Doctors,

    lawyers, workers etc.

    - Regional: Urban and Rural (North, South,

    East, West)

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    All consumers are simultaneously members of

    more than one subculture segment.

    For this reason marketers should strive to

    understand how multiple sub culturalmembership interact to influence target

    consumers relevant consumption behavior.

    Promotional strategy should not be limited to

    target a single sub culture membership.

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    Cross culture is defined as a contrast/

    difference between two or more than two

    cultures, which are differ from each other

    from one or more dimensions.

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    Cross cultural marketing is defined as the

    effort to determine to what extent the

    consumers of two or more nations are similar

    or different. This will facilitate marketers tounderstand the psychology, social and

    cultural aspects of foreign consumers they

    wish to target.

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    Languages and meaning.

    Differences in market segmentation

    opportunities.

    Differences in criteria for evaluatingproducts/services.

    Differences in consumption pattern

    Differences in the economic and social

    condition

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    Winning emerging market

    Acquiring exposure toother cultures

    Country of origin effect

    Animosity and country of manufacturer

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    Product selection problems

    Promotion problems

    Pricing problem

    Distribution problems

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    Indian culture is diverse. Even if we accept

    modern lifestyle, our values and beliefs

    remain unchanged. Basically the

    consumption pattern of any Indian is heavily

    influenced by the traditions, culturaldiversity etc of the country. India is a land of

    people with lot of aspirations, achievements

    and independent feeling.

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    Eating out grows in urban India.

    Pub culture in its infancy.

    Metro sexual male arrives in India.

    Women gain confidence with color cosmetics

    Fair skin on the wish list

    Rural spending being cultivated

    Films dictate fashi

    ons

    PC games attracting the child & young

    Temple visits

    Saving rates dropping

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    Exposure to western lifestyle

    Mall culture

    New medium of communication

    Internet shopping

    Effect of liberalization

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    Similarities and differences among people

    The growing global middle class

    Acculturation is a needed marketing

    viewpoint

    Applying research techniques

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    Favoring a world brand

    Are global brands different?

    Multinational reactions to brand extensions

    Adaptive global marketing

    Framework for assessing multinational

    strategies