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CULTURE AND CONSUMER BEHAVIOUR

CULTURE
Examination of the character of the total society including factors such as language,knowledge, laws,relgions,food customs,music, rituals, art, technology, work patterns, products and other artifacts that give society its flavour sum total of learned beliefs, values and customs that serve to direct consumer behaviour of members in a particular society

CULTURE
Beliefs
- Very large number of mental or verbal statements that reflect our particular knowledge and assessment of something

Values differ from beliefs as they are


- Relatively few in number - Serve as guide for culturally appropriate behaviour - Enduring and difficult to change - Not tied to specific objects or situations - Widely accepted by members of society

CULTURE SATISFIES NEEDS


Offers order, direction and guidance in all phases of human problems Providing `tried and true methods of satisfying physiological, personal and social needs Standards and rules Culture evolves within a society

CULTURE IS LEARNED
Lessons learned as we are growing up are taken into adult life Three distinct forms of cultural learning
1. Formal Learning
- adults, older siblings teaching `how to behave

2. Informal learning
- Child learns by imitating or modelling behaviour of selected others

3. Technical learning
- Teachers instruct child in educational environment

CULTURE IS LEARNED
Product advertisements enhance informal cultural learning by providing the audience with model of behaviour to imitate Repetition of advertising messages creates and reinforces cultural beliefs and values (benefits of products) are taken into adult life Enculturation and acculturation Language and symbols Ritual

CULTURE IS SHARED
Group customs link members of a society Passing along basic cultural beliefs, customs and values Consumer socialisation of the young Educational institutions are to impart basic learning skills, history, patriotism etc. Mass media Advertising

CULTURE IS DYNAMIC
Culture evolves if its to function in best interests of a society Marketers that monitor cultural changes often find new opportunities to increase profitability Whats Hot Whats Not

THE MEASUREMENT OF CULTURE


Content analysis
- determines whether social or cultural changes have occurred in a specific society - Explore trends in the style and layout in various advertising

Consumer fieldwork
-field observation -shadow shopping - in-depth interviews and focus groups

CORE VALUES
Core values must be understood by marketers to understand when and with whom they are relevant
- Value must be pervasive - Values must be enduring - Consumer-related

TEN CORE VALUES


Achievement Power Hedonism Stimulation Self-direction Universalism Benevolence Tradition Conformity Security

CORE VALUE FOR SERVICES


To understand what consumers are seeking from services that they use Service providers especially recognise core instrumental values to meet consumer needs

CORE VALUE FOR SERVICES


Consistency
- Predictability and reliability

Timeliness
- Consumers expect service when they need them

Effectiveness
-Consumers want the service or product to do the job

CORE VALUE FOR SERVICES


Ease
- Convenience

Responsiveness
- Consumers want services that respond to their situation