Chapter No 3

Cultural Influences
on Consumer
Decision making

Objective # 1
A culture is a societies
personality
We simply cannot understand
consumption unless we understand
culture. Culture is a Lens through
which people views products. The
effects of culture on consumer
behavior are so powerful that at
times very difficult to grasp the
importance. (Cultural Shock)

A culture is a societies personality

Our culture determines the overall priorities we

attach to different activities and products it also
helps us to determine whether specific product will
make it.
Product that provide benefit to majority of the
society at any time has a greater chance to achieve
market place. For example American culture began
emphasis on fitness concept , trim body as an ideal
to appearance.

Objective # 1
The relationship between culture and consumer
behavior is two way street.
1. Consumer resonate product with cultural priorities
at any time.
2. As a producer it is very important to know which
product would be accepted because this knowledge
provides us dominants cultural ideal of the period.
Example: Cosmetic made from natural material
without animal testing reflected consumers s
apprehension about pollution , waste and animal
rights.

Cultural System
Culture is not static. It is evolving from old ideas
to new ideas.
1. Ecology : The way a system adapts to its
habitants. For Example Japanese valve
products that make efficient use of space due
to cramped condition in their urban culture.
2. Social structure: The way people maintain
an orderly social life. It includes political and
domestic groups that dominate culture. i.e
representative government vs dictatorship.
3. Ideology : The mental characteristic of a
people and the way they relate to their
environment and social group.

Cultural values
In Saudi Arabia a religious official decreed that
Micky Mouse is not allowed to watch because the
cartoon character is soldier of Satan.
Value is a belief that some conditions is
preferable to its opposite.
For Example: people prefer goods that make
them to look younger than older.. And people
like freedom than slavery.
Note: Two people can believe in and exhibit same
behavior (vegetarian ) but
their underlying
assumptions / belief system can be different.

Objective # 2
Our deeply held cultural values dictate the
types of products and services we seek out
or avoid.
Who does not desire health, wisdom, or world
peace?
What sets culture apart is the relative importance
or ranking of these universal values. This set of
ranking constitutes a cultural values system.
For Example: Americans. Favorable attitude
towards advertisement. Focus on self reliance,
self improvement , achievement of personal goals
.. Korean exhibit opposed patter of life..
(Collaborative.. Integrity).

Our deeply held cultural values dictate the types of products and services we seek out or avoid .

It is easy to identify the general set of core values.

Freedom, youthfulness, achievement, materialism and
activity characterized culture.
1. Enculturation: the process by which an individual
learns the traditional content of a culture and assimilates
its practices and values or
the process of learning the beliefs and behaviors
endorsed by ones own culture.
2. Acculturation: The process of learning the beliefs and
behaviors endorsed by an other culture. ( Foreign market
and culture).
Socialization Agent: Parents, friends, teachers,
Media

CRESCIVE NORMS (gradual

spontaneous development)
Custom is norm that control basic behavior such as division of labor
in a household or how we may practice a particular ceremony (Dog is
taboo in USA, Muslim avoids haram foods)
It is taboo because in American culture "dogs are mans best friend",
and in many households they are looked upon as part of the family;
generally speaking people don't eat their family. I agree, there
probably are enough stray animals to feed homeless people(where I
live there are a bunch of chickens, they don't belong to anyone, and
nobody knows where they came from. very odd).
More is custom with a strong moral overtone. It often involves a
taboo, or for bidden behaviour. Violation of a more often meet with
strong sanctions. For example in islamic countyries it is consider as
sacrilige to show women in advertizing
Conventions are nom that regulate how we conduct are every day
lives. It includes the correct way to furnished ones house, wear ones
cloth or host a dinner party.(how to eat meal, use utensile)

HOW DO VALUES LINK TO

CONSUMER BEHAVIOR
Broad -based concepts such as freedom, security or
inner harmony are more likely affect general
purchasing pattern than to differentiate between
brands with in a product category.
Researchers distinguish among broad ways values
such as security or happiness, consumption
specific values like prompt services and product
specific values such as easy to use and durability
Some aspect of brand image such as sophistication
are common in cross culture. For example Japanese
values peace, American appeals to a ruggedness.

ROKEACH VALUE SURVEY

Psychologist Milton Rokeach identify set of Terminal
(Desired end State) and Instrumental (Action we need
to take for the achievement of terminal values
List of values scales isolate values with more direct
marketing application this identifies different consumer
segment based on values members endorsed and
related each value to differences in consumer behavior .
E.g those who endorsed the value excitement are
younger's than older
The Means and chain model assume that people link
very specific product attributes to terminal values we
chose among

ROKEACH VALUE SURVEY

alternative means to attain some end
states that we value.
Syndicated surveys companies track
changes in values through large scale
survey and sell the result of the studies to
marketers who received regular updates
on changes and trends. The company
often used commissioned based market
research to find out the drop in sale

Cultural Movement

Where Does Culture Come

From?
Following are the sources:
Influence of inner-city teens
Hip-hop/black urban culture
Outsider heroes, anti-oppression
messages, and alienation of
blacks
Flavor on the streets

Figure 16.2 Culture Production

Process

Copyright 2011 Pearson

Educaton, Inc. publishing as
Prentice Hall

Culture Production System

A culture production system is the
set of individuals and organizations
that create and market a cultural
product.
It has three major subsystems
Creative
Managerial
Communications

Cultural Gatekeepers
Cultural gatekeepers are responsible
for filtering the overflow of
information and materials intended
for customers
Tastemakers
Throughput sector

Table 16.2 Cultural Formulae in Public Art

Forms
Art Form/Genre

Western

Family Sitcom

Time

1800s

Anytime

Location

Edge of civilization

Suburbs

Protagonist

Cowboy

Father

Heroine

Schoolmarm

Mother

Villain

Outlaws

Boss, neighbor

Secondary characters

Town folk

Kids, dogs

Plot

Restore law and order

Solve problem

Theme

Justice

Chaos and confusion

Costume

Cowboy hat, boots

Regular clothes

Locomotion

Horse

Station wagon, SUV

Weaponry

Rifle

Insults