behaviour Learning objectives To understand cultures role dynamics evolution and impact on consumers priorities and behaviors To understand language symbols and rituals as expressions of a learned culture ID: 583523
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Slide1
Culture’s influence on consumer behaviour Slide2
Learning objectives
To understand culture’s role, dynamics, evolution, and impact on consumers’ priorities and behaviors
.
To understand language, symbols, and rituals as expressions of a learned culture
.
To understand how to measure the influence of culture on consumer behavior
.
To understand green marketing and ecologically responsible consumption.Slide3
Culture ? We
treat
culture
as
the mental frames and meanings shared by most people in a social group
.
in
a broad sense, cultural meanings include common perspectives, typical cognitions (beliefs) and affective reactions, and characteristic patterns of behavior. Slide4
Culture?
culture is essentially a series of norms that guide personal and group conduct and link individuals into a largely cohesive group. Slide5
At the supranational level, youth 14-24 segmented as:
In-crowd
Pop mavericks
Networked intelligentsia
Thrill renegadesSlide6
content of culture includes the beliefs, attitudes, goals, and values held by most people in a society, as well as the meanings of characteristic behaviors, rules, customs, and norms that most people follow Slide7
Culture and marketingCulture’s continuous evolution
Cultural beliefs reflect societal needs
http://
www.creationstudygroup.org
/2016/03/25/overuse-of-
evolutionevolved
-in-the-media/Slide8Slide9
Values
Core
values
are the abstract end goals that people strive to achieve in their lives. Slide10
Learning cultural valuesSlide11Slide12Slide13Slide14
Language and Symbols
Cultural values are reflected in the languages, symbols, communications, and artifacts of a society.
A
symbol
is anything that represents something else, and symbols can be either verbal or
nonverbal
.
A
symbol
is something (a word, image, or object) that stands for or signifies some- thing else (the desired cultural meaning)
Verbal symbols (words)
Nonverbal symbols (shapes, colour, figure
cultural cues)
Product
Promotion
Price
Stores at which product is availableSlide15
Cultural meaning on productProducts, stores, and brands express cultural or symbolic meaning Slide16
RITUAL A type of symbolic activity consisting of a series of steps (multiple behaviors) occurring in a fixed sequence and repeated periodically.Slide17
RITUAL ARTIFACTSlide18
Ritualistic behaviour
Ritualistic behavior
is an action or series of steps that have become a ritual.
For
example
,
golfers who take a few practice swings before actually hitting the ball display a ritualistic
behavior
.
Personal-care activities are often ritualized;
Table
11.2 describes the daily ritual of a
woman’
s
facial care.Slide19Slide20
five consumption-related rituals five consumption-related rituals involved in the movement of meaning between product and consumer
:Slide21
Acquisition ritualsAcquisition rituals
s
ome
of the cultural meanings in products are transferred to consumers through the simple
acquisition rituals
of purchasing and consuming the product. Slide22
Bergaining rituals
The
bargaining rituals
involved in negotiating the price of an automobile, stereo system, or some object at a garage sale can help transfer important meanings to the buyer (I got a good deal). Slide23
Possession ritualsPossession rituals
help consumers acquire the meanings in products
have a home = wealth Slide24
Product nurturing rituals
Other
possession rituals involve moving personal meaning from the customer into the product
.
these
possession rituals help create strong, involving relationships between products and consumers. Slide25
Personalizing rituals
ritualistic actions to remove meanings left over from the previous owner and move new meanings of their own into the product. Slide26
Exchange rituals
Certain meanings can be transferred to consumers through
exchange rituals
such as giving gifts. Slide27
Grooming ritualsGrooming rituals
Certain cultural meanings are perishable in that they tend to fade over time
.
For instance, personal care products such as shampoo, mouthwash, and deodorants and beauty products (cosmetics, skin care) contain a variety of
cultural
meanings (attractive, sexy, confident, influence over others). Slide28
Divestment rituals
Consumers perform
divestment rituals
to remove meaning from products
.
Certain products (items of clothing, a house, a car or motorcycle, a favorite piece of sports equipment) can contain considerable amounts of personal meaning. Slide29
discussionWhat are some rituals (religious, educational, social) that you have experienced
?
What artifacts or products were part of that ritual
?
How did marketers influence the choice of these artifacts?Slide30
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