Professional Documents
Culture Documents
Marketing
Session 4
The Impact of Culture
Xuemei Bian
Objectives
Tocreate awareness of the cultural
factors impacting on:
◦ Customer decision making
◦ Marketing management
Tointroduce different classifications of
culture
Cultural Environment
Culture is:
“the collective programming of the mind which
distinguishes the members of one group or
category from those of another” (Hofstede,
1991).
7-11
Hall’s Communication
Context
Low-context High-context
cultures cultures
7-12
The contextual
continuum of differing cultures
7-13
Comparing low-
and high-context cultures (1)
Characteristic Low-context High-context
7-14
Comparing low-
and high-context cultures (3)
Characteristic Low-context High-context
Linear, exact,
Time Elastic, relative,
promptness is valued,
consciousness time = relationships
time = money
7-15
Comparing low-
and high-context cultures (4)
Independence,
Group conformity,
Values and norms confrontation
harmony
of conflict
Hierarchical,
Egalitarian,
Beliefs and respect for authority,
challenge authority,
attitudes gender roles
gender equity
7-16
Comparing low-
and high-context cultures (5)
Characteristic Low-context High-context
Linear, logical,
Lateral, holistic,
Mental process sequential,
accepting
and learning problem solving
life’s difficulties
Relationship oriented,
Business/ Deal oriented, rewards
rewards based
work habits based on achievement
on seniority
7-17
Comparing low-
and high-context cultures (2)
Characteristic Low-context High-context
Indication of
Dress Varies widely,
position in society,
and appearance dress for success
religious rule
Food Eating is a
Eating is social event
and eating habits necessity, fast food
7-18
Question
Where would you allocate
China?
India?
Cross-Cultural Comparison
Hofstede’s (1980) study focused on work-
related cultural values held by employees
of IBM including 50 countries.
4 dimensions:
◦ Power distance
◦ Masculinity
◦ Uncertainty avoidance
◦ Individualism
Power distance
◦ extent to which less powerful members of a
society accept that power is distributed unequally.
Masculinity
◦ dominant values are achievement and success.
“feminine values” such as caring for others and
quality of life are less important.
◦ Masculine countries show a gap between men’s
values and women’s values.
Uncertainty avoidance
◦ extent to which people feel threatened by uncertainty
and ambiguity and try to avoid these situations.
Individualism
◦ people look after themselves and their immediate
family only. In collectivist cultures people belong to in-
groups who look after them in exchange for loyalty.
Swiss website, featuring a girl listening to music on her own (http://www.mcdonalds.ch)
Indian website (late 2003) (http://www.mcdonaldsindia.com)
Discuss
Subordinate Burger varieties Satisfies the need for good Adapted to traditional
value at a reasonable price cultural schema to more
(GCC) easily assimilate product
(LCC)
GLL = Global Consumer Culture; GLCC = Global-Local consumer culture, LCC Local Consumer Culture.
(Source: Merz et al. 2008 –Nexus)
Summary: Elements of Culture
Language
◦ “a mirror of culture”
◦ spoken and silent language
Social interaction
◦ how members of society relate to one another
◦ nuclear versus extended family
◦ reference groups
Religion
Education
Value system
Summary: Cultural Differences And Their
Possible Impact On Selected Aspects Of
Consumer Behaviour