Chapter 9 The Influence of Culture on Consumer Behaviour

Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das

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Opening Vignette

Canadians and Minivans Is there a unique Canadian Culture?

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Culture

The sum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.

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Key Characteristics of Culture

The Impact of culture is hard to identify Culture is dynamic Culture is shared Culture is learned through enculturation and acculturation Culture offers order, direction, and guidance in all phases of human problem solving - e.g. When to eat, Where to eat

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Forms of Cultural Learning

Formal Learning

Informal Learning

Technical Learning
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How Culture is Communicated

Language and symbols Ritual Sharing of Culture

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Culture and Advertising

Is it the role of advertising to socialize readers on how to dress, decorate their homes, choose wines and food for parties, etc?
Vanity Fair Martha Stewart Living Wine Spectator
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Criteria for Value Selection

The value must be pervasive. The value must be enduring. The value must be consumer-related.

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Canadian Core Values

Achievement and success Activity Efficiency and practicality Progress Material comfort

Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health

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Canadian Versus American Core Values

Core values are not a Canadian phenomenon Differences between Canadian and American values stem from differences in founding values, experiences and institutions Are Canadian and American values diverging?
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Comparison of Canadian and American Values

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Comparison of Canadian and American Values contd

Canadians are less likely to say that religion is important to them There are more agnostics, atheists and secular humanists in Canada than in the US Canadians value the influence of immigrants more than Americans Canadians are more liberal in their values at every age than Americans
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The Measurement of Culture

Content Analysis Consumer Fieldwork Value Measurement Instruments

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Content Analysis

A method for systematically analyzing the content of verbal and/or pictorial communication. Frequently used to determine prevailing social values of a society.

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Field Observation

A measurement technique that takes place within a natural environment that focuses on observing behaviour (sometimes without the subjects awareness).

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Field Observation

Takes place within a natural environment Performed sometimes without the subjects awareness Focuses on observation of behaviour

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Participant-Observers

Researchers who participate in the environment that they are studying without notifying those who are being observed

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Value Measurement Survey Instruments

Rokeach Value Survey (RVS)

A self-administered inventory consisting of eighteen terminal values (i.e., personal goals) and eighteen instrumental values (i.e., ways of reaching personal goals).

List of Values (LOV)

A value measurement instrument that asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey

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(continued)

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Figure 9-8 (continued)

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Culture and Marketing Strategy

Identify key cultural values that affect the consumption of the product Ensure the marketing mix appeals to these values Examine changes in cultural values and adapt the marketing mix if needed Modify marketing mix to subcultures if the culture is heterogeneous Be aware of symbols and ritual
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