Culture

CULTURE

A Theoretical Model of Cultures Influence on Behavior

Culture is. . .

The accumulation of shared meanings, rituals, norms, and other traditions among the members of an organization or society

Culture

Homogenous group of people

Values Ideas Attitudes

Types of Culture
Objective Culture Can be easily seen and thus more easily interpreted or understood Cars we drive Clothes we wear Food we eat Subjective Culture Not so easily understood on immediate observation The roles we play The beliefs we hold The values we possess

Defines rules for proper conduct Specifies priorities Provides people with a sense of identity Changes continuously

Culture is the complex whole that includes knowledge , belief, art, law, morals customs and any other capabilities and habits that are acquired by humans as members of society.

Culture

is comprehensive concept

Culture is acquired/ learned. Culture supplies the boundaries of behavior Culture is dynamic, adaptive. Culture is shared. We are seldom aware of cultural influences.

The Creation of Culture

Producers
Marketers (e.g., advertising, product design, etc.) Consumers (e.g., new ways to use products) Popular culture elements (e.g., mass media) Technology (e.g., Internet) Infrastructure (e.g., political and educational systems)

Managers
Gatekeepers for shifting through what is important (e.g., early adopters and opinion leaders)

Communication Reflected in consumer choices and behaviors

Cultural differences influence the way we, as humans, see the world, interact in the marketplace, and relate to one another.

Societal values
UK: Singularity, difficult to express feelings, not tactile. France: Search for quality of life/well being. Italy: Religious idealism, community, curiosity. Spain: Human interaction, sharing, harmony. Germany: Tangible reality, concrete pleasure.

Cultural Variability

Hofstede's Typology
Dimensions of Variability

Power Distance

Individualism/ Collectivism

Uncertainty Avoidance

Masculinity/Femininity

Values and Norms

Values are very general ideas about
good and bad goals

Norms are rules dictating what is right or

wrong

Crescive Norms
embedded in a culture and are discovered through interactions with that culture

Customs - norm handed down

Mores - custom with strong moral overtone

Conventions - norms regarding conduct of
daily life

Selected Rituals and Associated Artifacts

SELECTED RITUALS Wedding Birth of child Birthday 50th Wedding anniversary Graduation Valentines Day New Years Eve Thanksgiving

TYPICAL ARTIFACTS White gown (something old, something new, something borrowed, something blue) Silver baby spoon, a fixed deposit Card, present, cake with candles Catered party, card and gift, display of photos of the couples life together Pen, card, wristwatch Candy, card, flowers Champagne, party, fancy dress Prepare a turkey meal for family and friends

Grooming Ritual of a Young professional

1. I pull my hair back with a headband. 2. I take all of my makeup off with LOreal eye makeup remover. 3. Next, I use a Q-tip with some moisturizer around my eyes to make sure all eye makeup is removed. 4. I wash my face with Noxzema facial wash. 5. I apply Clinique Dramatically Different Lotion to my face, neck, and throat. 6. If I have a blemish, I apply Clearasil Treatment to the area to dry it out. 6. Twice weekly (or as necessary) I use Aapri Facial Scrub to remove dry and dead skin. 7. Once a week I apply Clinique Clarifying Lotion 2 with a cotton ball to my face and throat to remove deep-down dirt and oils. 8. Once every three months I get a professional salon facial to deep-clean my pores.

Gift-giving stages

Gestation

Presentation Reformulation

Culture and Consumption

Consumption choices cannot be understood without cultural context
lens through which people view products Sensitivity comes through understanding underlying issues

Culture and Consumption

A consumers culture determines the priorities the consumer attaches to activities and products
Will determine success or failure
Product benefits must be consistent with culture

Culture and Consumption

A successfully designed new product will be a reflection of dominant cultural ideals of that period
TV dinners
Cosmetics made with no animal testing ipods

Cultural Factors Affect Consumer Behavior and Marketing Strategy

Language

Demographics

Consumer behavior
Values

Marketing strategy

Nonverbal communications

Value Norms, Sanctions, and Consumption Patterns

Norms Specify ranges of appropriate behavior Cultural Values Widely held beliefs that affirm what is desirable. Sanctions Penalties for violating norms

Consumption patterns

Cultural Values
Cultural values are those shared broadly across a society, values that are learned, reinforced, and modified within subcultures, ethnic groups, social classes, and families. Rokeach Value Survey Has people rank importance of a series of goals and ways of behavior Identifies two types of values Terminal Instrumental

Examples from the Rokeach Value Survey

Instrumental Values Ambitious

Terminal Values A Comfortable Life

Broad-minded
Cheerful Polite

An Exciting Life
A World at Peace Social Recognition

American Core Values

Achievement and Success Activity (keeping busy) Efficiency and practicality Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and Health

Intergenerational value transmission

Values of Society

Cultural Transfusive Triad

Religious Institutions

Family

School

Early Lifetime Experiences

Peers

Individual Internalized Values

Value Orientations Influence Behavior

Otheroriented values

Societys view of relationships between people

Environmentoriented values

Societys view of relationships with environment

Consumption Purchase Communications

Selforiented values

Objectives/ approaches to life society finds desirable

Cultural Values

Other Oriented Values : reflect a societys view of the

appropriate relationships between individuals and groups within a society.

Environment Oriented Values : prescribe a societys

relationship to its economic and technical as well as its physical environment.

Self-oriented Values : reflect the objectives and approaches to life that the individual members of society find desirable.

Cultural Values of Relevance to Consumer Behavior

Other-Oriented Values

Individual/Collective. Are individual activity and initiative valued more highly than collective activity and conformity?
Extended/Limited Family. To what extent does one have a life-long obligation to numerous family members? Diversity/Uniformity. Does the culture embrace variation in religious beliefs, ethnic backgrounds, political views, and so forth? Masculine/Feminine. To what extent does social power automatically go to males? Competitive/Cooperative. Does one obtain success by excelling over others or by cooperating with them?

Youth/Age. Are wisdom and prestige assigned to the younger or older members of a culture?

Cultural Values of Relevance to Consumer Behavior

Environment-Oriented Values

Cleanliness. To what extent is cleanliness pursued beyond the minimum needed for health?
Performance/Status. Is the cultures reward system based on performance or on inherited factors such as family or class? Tradition/Change. Are existing patterns of behavior considered to be inherently superior to new patterns of behavior? Risk taking/Security. Are those who risk their established positions to overcome obstacles or achieve high goals admired more than those who do not? Problem-solving/Fatalistic. Are people encouraged to overcome all problems, or do they take a what will be, will be attitude? Nature. Is nature regarded as something to be admired or overcome?

Cultural Values of Relevance to Consumer Behavior

Self-Oriented Values

Active/Passive. Is a physically active approach to life valued more than a less active orientation?
Material/Nonmaterial. How much importance is attached to the acquisition of material wealth? Hard work/Leisure. Is a person who works harder than economically necessary admired more than one who does not? Postponed gratification/Immediate gratification. Are people encouraged to save for a rainy day or to live for today? Sensual gratification/Abstinence. To what extent is it acceptable to enjoy sensual pleasures ? Religious/Secular. To what extent are behaviors and attitudes based on rules specified by religious doctrine?

Societal values continuum

Connectedness
Western:

Separatedness:

Individualistic, Independent, Separated Harley Davidson: We dont care how everyone does itwe prefer to go our own way

Non-western: connected, interdependent, Collective

Fuji Bank: Meeting client needs is half the story, meeting societys needs is the other half

Core Values Affect Marketers

Define how products are used (e.g., food)

Define acceptable market relationships

Define ethical behavior Provide + and - valences (meanings) for brands and communications

Means-End chain laddering

Values Consequences Product Attributes END Self esteem Better figure

Dont get so fat

Eat less Strong taste Flavoured crisps MEANS

Verbal Communications
Differences in verbal communication systems ( language!) are obvious. Differences in pronunciation, timing and meaning.

Language is an arbitrary invention. Translations can result in ineffective communications. Eg. Ford Fiera in Spain, GM Nova in Japan, Coca-Cola in China. M&Ms in France,( aimanaimze) Zipar in Brazil.

Humor, preferred style and pace vary among cultures.

Factors Influencing Nonverbal Communications

Time

Etiquette Nonverbal communications

Things

Space

Symbols

Agreements

Friendship

Nonverbal Communications - Time

Time Time perspective, interpretation assigned to use of time.
Time perspective Monochronic : Time is inescapable, linear and fixed. It is seen as a physical object. Strong orientation towards present and short term future. Polychronic : Time is less discrete and less subject to scheduling. Activities occur at their own time rather than according to a time table. Orientation towards present and the past. Meanings in the uses of Time
Time required for a decision is proportional to the importance of the decision. Variations in waiting time promptness and delay.

Time perspective
MONOCHRONIC CULTURE Do one thing at a time

POLYCHRONIC CULTURE
Do many things at once Highly distractible and subject to interruptions. Consider deadlines and schedules secondary Committed to people and relationships Change plans often and easily Base promptness on the relationship Prefer long-term relationships

Concentrate on the job Take deadlines and schedules seriously. Committed to job/task on hand Adhere religiously to plans Emphasize promptness Accustomed to short-term relationships

How would marketing activities vary between monochronic and polychronic cultures?

Non Verbal Communications - Symbols

Colours, animals, shapes, numbers, and music have varying meanings across cultures.
White Symbol of mourning in the Far East, Purity and innocence in the West. Purple Associated with death in many Latin American countries. Blue- Feminity in Holland, Masculinity in Sweden, U.S. Red Unlucky in Germany, Positive in Denmark, Brides wear red in China but it is a masculine color in UK,France Yellow flowers Death in Mexico, infidelity in France. White lilies Death in England

Triangle Negative in Hongkong, Korea, Taiwan , positive in Columbia

Owl Wisdom in United States, bad luck in India.

Non Verbal Communications

Friendships Americans make friendships easily and quickly and drop them easily

Asians and Latin Americans make friends slowly because they imply deep and lasting obligations
Americans negotiate a contract Japanese negotiate a relationship Agreements Americans rely on extensive legal systems for ensuring business obligations. Many other cultures rely on friendship, kinship, moral principles and informal customs to guide business conduct. Things In China clocks are inappropriate gifts Gift of cutlery inappropriate in Russia, Japan and Germany. In China gifts have to be given privately, in Arab countries in front of others.

Non Verbal Communications Etiquette

Etiquette Generally accepted ways of behaving in social situations. Ways of eating Mannerisms Behaviors Normal voice tone, pitch and speed of speech Subtle aspects. International Handshaking Shake hands with everyone in the room omissions are noticed and are considered a rejection. Women should initiate handshakes and shake hands with women and men. Not extending her hand to a European male will cause an American business woman to lose credibility Europeans reshake hands whenever they are apart even for a short period of time. Eg. lunch. French and Japanese shake hands with one firm gesture. In Japan can be combined with a small bow, which has to be returned. In Arab countries, handshakes are limp and last longer. Latin Americans use a lighter lingering handshake.

Considerations in Approaching Foreign Markets

Is the geographic area homogeneous or hetrogeneous with respect to culture? What needs can this product or a version of it fill in this culture? Can enough of the group(s) needing the product afford the product? What values or patterns of values are relevant to the purchase and use of this product? What are the distribution, political and legal structures for this product?

In what ways can we communicate about this product? What are the ethical implications of marketing this product in this country?

Changes in Society that Affect Marketing Strategy

Changes in society

Changes in market needs

Changes in marketing strategy Understanding these changes is a key input in developing a successful strategy

Values Subcultures Demographics Families

Products Media Packages Outlets Service Images