CONSUMER BEHAVIOR (MKT756)

UNDERSTANDING CULTURE THROUGH ANIMATION : FROM THE WORLD TO MALAYSIA

HOW CULTURE INFLUENCE CONSUMER BEHAVIOR Societys personality : Multicultural society shared values between the message provider and the receiver among which are: Language Religion Norms HOW CULTURE THROUGH ANIMATION INFLUENCE CONSUMER BEHAVIOR: Local animation can be inferred as media content that portray malaysian characteristics, evoke malaysian identity through values, norms and lifestyles of various ethnics and motivate society to achieve the nations aspirations.

HOW ANIMATION INFLUENCE AUDIENCE BEHAVIOR AT THE SAME TIME PORTRAYING MALAYSIAN CULTURE: Portrayed real (badminton) heroes, the Sideks. Based on their early lives, it showed how they were molded by their father to become the badminton stars that they are today. Watching the routines and behaviour of Upin and Ipin on television may leave one with a proud impression of the advancement of Malaysian animation. Language used : Bahasa Malaysia (Malaysia, Indonesia, Brunei and Singapore) Religion & : Upin and Ipin featured the characters of the Norms people of Malaysia such as Opah, Kak Ros, Ehsan, Jarjit, May May, Susanti and Rajoo. So this brand should be preserved and more widely disseminated throughout the world to reflect harmonized of multiracial society lives in Malaysia.