CHAPTER NO: 2

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CHAPTER NO 2

• CULTURE
• LEARNING OBJECTIVES
• Meaning of culture its importance.
• Cultural values , core values of American
  culture.
• Influence of cultural values on consumer
  behavior.
• Importance of cross cultural knowledge.

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Culture

• The complex of knowledge ,belief, art, morals,
  laws, customs and any other capabilities habits
  acquired by man as a member of society.
• The typical way of life of group of people, their
  complete design for living is called culture.

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Conti..

• Culture is consist of material non material
  components.
• Material components
• It includes physical things e.g. tools, cars,
  artifacts (hand made) roads etc.
• Non material components
• It includes words of people e.g. ideas, customs
  and beliefs.

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Importance of culture

• The importance of culture is that all customers
  are same biologically but their views of the
  world, values, are different according to their
  cultural background.

• When we know about their values and norms the its
  easy to satisfy their needs according to their
  culture.

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Cultural relevance to market decision

• An understanding culture enable the marketer to
  interpret the reaction of consumer to alternative
  marketing strategy.
• The anthropologists help the marketer to know
  better about market and consumer culture.

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MANIFESTATION (show) OF CULTURE

• National character
• It differentiate one national group from the
  other e.g. Americans, Indians, Pakistanis etc.
• Silent language
• It includes of gesture, posture, food and other
  non verbal clues of behavior.
• Ritualized activities
• It includes participation of people at home,
  work, play, live individually or as a jointly.

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MANIFESTATION OF CULTURE

• RITES OF PASSAGE
• It shows the ritual (religious manners) events
  marking significant moment in persons life as
  the person passes from one status to another e.g.
  Marriage, retirement, death.

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CHARACTERISTICS OF CULTURE

• Culture is invented
• Culture is invented by the three elements i.e.
• Ideological system consists of idea, beliefs,
  values etc.
• Technological system consists of skills, crafts
  and art which enables human to produce goods.
• organizational system it helps the human to
  coordinate with each other e.g. family system.

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CHARACTERISTICS OF CULTURE

• Culture is learned
• The culture is not innate, it actually learned
  early in life is charged with good emotions. It
  is handed to from one generation to another i.e.
  thinking, acting and feeling. These things are
  molded to the behavior by culture from birth.

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CHARACTERISTICS OF CULTURE

• Culture is socially shared
• Culture is group phenomenon, shared by the human
  with each other. The group thats involve in
  sharing may be so much large (countries) or to
  small unit (family). For example language, food,
  dress etc.

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CHARACTERISTICS OF CULTURE

• Culture are similar but different
• All cultures are showing similarities e.g. food,
  cooking, dancing, education, family etc but they
  differs by the nature of societies which may
  results in important of consumer behavior
  differences.

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CHARACTERISTICS OF CULTURE

• Culture is satisfying persistent
• Culture satisfy our learned biological needs. It
  consists of habits that are maintained and
  practice frequently. So by this way it is handed
  down to the next generation. Therefore the
  culture is long lived (persistent).

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CHARACTERISTICS OF CULTURE

• Culture is adaptive
• Although we resist to the change in culture but
  culture is slowly and gradually change with the
  passage of time. In some societies in quite
  static while other are more dynamic.

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CHARACTERISTICS OF CULTURE

• Culture is organized
• Culture is organized by means of dress, food,
  death and marriage rituals etc. although there
  are some inconsistent thing but they are less in
  numbers.

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CHARACTERISTICS OF CULTURE

• Culture is prescriptive
• The culture involves in our patterns of behavior
  so that members of the society have the common
  understanding right and proper way to think, feel
  and act. It gives us guidelines to how better and
  simple spend our life.

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CULTURE VALUES

• VALUES
• A widely held belief that some activities
  ,relationships, feelings are important to the
  communitys identity.
• It is learned by social interaction, largely from
  our families and friends in setting such as
  schools ceremonies.
• It dictates the consumer behavior during buying
  and using.

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US CULTURAL VALUES

• INDIVIDUALISM
• This value is closely interrelated to freedom,
  democracy, nationalism etc.
• People have freedom are independent to outside
  constraints.
• The advertisement should be made in such a way
  that shows their patriotism e.g. MADE IN USA.

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US CULTURAL VALUES

• EQUALITY
• all people have the equal right to spend their
  lives on their own way because all are same to
  GOD.
• Most of the marketer made such advertisements
  which encourage the females and provide them
  equality independence for work.

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US CULTURAL VALUES

• Activity
• Hard working is predominant value of the culture.
  People do work to earn and spent it on his
  family.
• The marketers made such ways to save the consumer
  time during searching for the product. They
  provide them online shopping which save their
  time.

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US CULTURAL VALUES

• Progress achievements
• They believe on progress for society and in
  achievement and success for the individuals.
• They think for the future instead of past and
  present.
• The marketer provide them continuously modern
  products which satisfy their needs.

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US CULTURAL VALUES

• Efficiency practicality
• Americans like the technology to get result in a
  better way, thus their economic system is founded
  on these ideas.
• The advertisement should be natural and
  practical, clear and truthful.
• Revlon cosmetics ads, popular mechanics and
  reader digests are the best examples

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US CULTURAL VALUES

• Mastery over the environment
• Americans dont like to be controlled by their
  environment, rather they seek to control it.
• It start from weather to solar energy and genetic
  engineering. So they like change in products and
  in their packaging.
• We can see these things in smoke detector,
  microwave oven, VCR, DVD etc.

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US CULTURAL VALUES

• Religious moral orientations
• 90 American people believe in GOD while 60
  believe on life after death. They are more
  religious as compare to other industrial
  countries in the world.
• The ads and products should be made in such a way
  that they dont violate the other culture and
  their values.

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US CULTURAL VALUES

• Humanitarianism
• Americans have strong sense of personal concern
  for the rights welfare of others.
• They give aid to those peoples which are affected
  in wars, disasters.
• RED CROSS, UNO,CARE are the best examples.

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US CULTURAL VALUES

• Youthfulness
• Americans want to look and act young, they
  consume great quantity of those products that
  promise to make the consumer young.
• Hair colors, removing of wrinkles, and
  flabbiness.
• YOU ARE AS YOUNG AS YOU FEEL

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US CULTURAL VALUES

• Materialistic
• American are the worlds most voracious
  consumers, they spend millions of dollars on
  buying products.
• This trend grows towards hedonism(devotion of
  pleasure). We desire to gave them maximum
  pleasure.

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Do values influence consumer behavior

• The values influence the consumer the perception
  and they can buy more of that product.
• The values shows belongings to the consumer, so
  they can be attract.
• E.g. STAY FREE, CONNECTING PEOPLE, AUR
  SUNAO ETC

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CULTURAL VALUES

• Terminal values

• Modes of conduct

• A comfortable life
• An excitement life
• A world in peace
• Mature love
• Equality

• Hardworking
• Open minded
• Courageous
• Polite
• Helpful

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Values base on age

• Depression babies
• Born (1930-1939),they usually going to retire
  from career. Their clothing and purchasing
  differs from others.
• World war 2 babies
• They buy products apparently but they seek
  bargaining.
• Mature boomers
• (1946-1950) will spend to maintain their youth
  and buy individualistic products.

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Values base on age

• Mild boomer
• (1951-1970) these peoples are flexible to
  technology and they like online shopping.
• Mature boomlets
• (1977-1982) these peoples exert great influence
  on family spending, therefore they have more
  demands then other ages.

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Cultural change

1. The end of welfare state
2. English as the worldwide language
3. Genetic engineering
4. Worldwide free trade
5. No limit to growth
6. Era of globalization.

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Implication of cultural change for marketer

• For work leisure (freedom) situation, the time is
  become more precious commodity so they need time
  saving products e.g. fast food, fast drying
  paints, supermarkets etc.
• As the people shift their notions about
  individual rights and feel to be entitled with
  adequate income after retirement, health care,
  decent housing etc. so the product should be safe
  and truthful.

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Conti..

• The emphasis on self respect and sense of
  accomplishment focuses on inner rather then other
  directed satisfactions. So the marketer will
  produce such ideas to their new products that aim
  at self fulfillment and improvement.

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Conti .

• Product planning
• Assessing consumers present and emerging (arise)
  value orientations can help the marketer to
  identify new products opportunities and achieve
  better product positioning e.g. PLEASURE, AN
  EXCITING LIFE etc.

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Conti

• Distribution channel
• changing consumer value system leads to
  different shopping pattern. For example home
  delivery service, online shopping.
• Promotion
• New approaches for ads i.e. more truly copy,
  informative copy, realistic ads etc.

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Conti

• Market segmentation
• The knowledge about value helps us measurable set
  of variables, related to needs. These things
  provide the psychographic and demographic
  knowledge about their interest.

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Cross cultural understanding of consumer behavior

• Time
• The American gave priority to the time while the
  Asian countries are careless about it. So for
  cross culture we have to care about the time
  factor which the main ingredient for the decision
  making process.

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Conti

• Thought communication pattern
• The Americans like written agreements and
  contracts while the other countries do verbal
  agreements.
• In marketing you should have to learn about their
  communication pattern for better services.

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Conti .

• Personal space
• Distance in between two person when they come
  face-to-face may vary from culture to culture.
• American do not like closeness while Asian and
  Arab hug each others.

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Conti

• Family roles
• In America the family hold by both sexes while in
  other countries the male earn for the family.
• Religion
• The Americans dont dominate the religion in day
  to day lives while Arabs do religion activities
  throughout the day.