How does cultural factors impact change in customer expectations?

Presented By-
Gaurav Tomar BM-018125
Jaspreet Tanda BM-018135
Khan Muzahiddin BM-018145
Manish Arora BM-018155
Swapnil Sharma-018165
Nibrant Matreya BM-018175
Sandhya Gupta BM-018185
 Introduction

• Today, the consumption is no more a process due to the need of consumers but, in accordance
with the wishes of consumers has become an evolving process.

• Marketer may influence individual buying behavior but not control. Because several individual
and not individuate affect consumer behaviors.

• Culture is the complex of beliefs of human societies, their roles, their behavior, their values,
traditions, customs and traditions.

• Culture is the sum of a shared purpose among members of society, customs, norms and
traditions. The basic reason of person’s desire or determination is culture.
Characteristics of culture

• Learned response
• Social phenomenon
• Includes inculcated values
• Culture as gratifying responses
The Measurement of Culture

•Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments
Adapting Strategies to Changing
Cultures
• Culture is adaptive : Marketing strategies must also be
adaptive
• Advertising and Marketing efforts have difficulty
changing behaviors or norms learned early in life.
• Marketers must address consumer attitudes and
behavior.
 WHY IT IS IMPORTANT FOR MARKETERS TO UNDERSTAND THE
CULTURAL IMPACT ON CONSUMER BEHAVIOUR
 Cultural Factors are some of the strongest influences of consumer buyer behavior.
• Because culture satisfies needs

Culture exists to satisfy the needs of the people within a society. It offers order, direction and guidance in all phases of
human problem solving by providing ‘tried and true’ methods of satisfying physiological, personal, and social needs.

e.g.: - Culture provides standards and ‘rules’ about when to eat, where to eat, what is appropriate to eat for breakfast,
lunch, dinner…etc.
• Because culture is learned

Unlike innate biological characteristics, culture is learned. The three distinct forms of cultural learning are formal
learning, informal learning and technical learning.

Although a firm’s advertising and marketing communications can influence all three types of cultural learning, it is
likely that many product marketing messages enhance informal learning by providing the audience with a model of
behaviour to imitate.
CONTD……
 Because of Acculturation

Acculturation is an important concept for marketers who plan to sell their products in foreign or
multinational markets. In such cases, marketers must study the specific cultures of their potential target
markets to determine whether their products will be acceptable to its members and if so, how they can
best communicate the characteristics of their products to persuade the target market to buy.

 When using Language and Symbols

To communicate effectively with their audiences, marketers must use appropriate symbols to convey
desired product images or characteristics. These symbols can be verbal or nonverbal.

A symbol may have several, even contradictory meanings, so the advertiser must ascertain exactly what
the symbol is communicating to its intended audience.
How Culture Affects Consumer
Behavior
Pre-purchase and Purchase Activities
• Culture affects what consumers
think they need and what they
perceive
• Culture affects how consumers are
likely to search for information
• Culture affects the importance
placed on certain attributes of
alternatives
• Culture affects the amount of
price negotiation during the
purchase process
Consumption and Divestment
Activities
• How consumers use or consume
products?
• Consumers expectations about
form and function vary between
cultures?
• How individuals dispose of
products
• Reselling products after use
• Giving them to others for use ‡
Recycling them
 Subculture
• Sets of learned beliefs, values, attitudes, habits and forms of behavior
that are shared by subsets of a society and are transmitted from
generation to generation within each subset.
 Expectations

• Expectations means “experienced-based norms”.

• Customer expectations also play a central role in the formation of
many consumer behave or constructs, especially service quality and
customer satisfaction.
• Expectations will incorporate both predictions of performance and
experience-based norms.
• Expectations are similarly conceptualized in a variety of ways,
including ideal expectations, desired expectations, and normative
expectations .
• Expectations are cognitive in nature when activated as product
attributes and service quality dimensions, but may be affective in
nature when extended to include personal goals.
Sources of customer
expectations
There are five sources of
customer expectations:
1.Personal Needs
Personal needs are one of the most significant influences on perceptions of quality,
value and satisfaction.
Personal needs are the result of “a culture-specific package of subjective contents.
As such, personal needs tend to act as motivating forces on the individual.
2.Explicit Promises
It include personal and non-personal statements about a product or service made
to customers by the marketing organization.
Many aspects of online marketing also qualify as explicit promises.
3. Implicit Promises
It include cues which lead to inferences about what the product/service should and will
be like.
It represent the things taken for granted by consumers, including price, the appearance
of salespeople, business interiors, and warranties.
4. Word-of-mouth
It is often considered as unbiased and is commonly used for products and services
that are difficult to evaluate before purchase and consumption.
Most of the word-of-mouth research has focused on the consequences of
(consumer or customer satisfaction) CS.
5. Past Experiences
It refers to the customer’s previous exposure to a product or service.
Past experience is usually based upon a consumer’s past experience with the focal
product or service.
DISCUSSION
• international marketing practices
• a broader understanding of cultural values
• cultural values determine expectations and satisfaction
• how certain cultural differences moderate expectations and
satisfaction could help strategists to develop more tailored
approaches
• to additional research into the formation of expectations and other
components within the CS model
LIMITATIONS
• involves the assumption that the general disconfirmation-of
expectations model holds across cultures.
• concept of CS may now be recognized worldwide, there is very little
empirical support for the disconfirmation-of-expectations model
worldwide
• data availability