Consumer and cultural Influences

1. Consumer and cultural Influences

2. Culture The culture is related to the comprehensive examination of the factors like the language, religion, knowledge, laws, art, music, work patterns, social customs, festivals and the food etc. of the society, it also determines personality. • It primarily operates in a certain boundaries of the individual boundaries of the society as per the functioning of various institutions like the family, mass media

3. It is both a mirror of values and possessions of its members and that it is not static and evolve a change over the time e.g. advertizing agencies, fashion design houses, music companies and cinema are all producer of cultures The main characteristics of culture are that • Culture is invented: People invent culture themselves and shall have an ideological component (values right and wrong); Technological (skills, arts and craft available to them in the environment)

4. Contd.. • Culture is learnt: this means for e.g. belief in god, belief in god, domination by a husband, being polite to the ladies accepting the families and the joint families is called for as that it is learnt • Culture is shared: it is a combination of groups and can be called for living for a society or a common thing which is like to share the norms, experiences e.g. the American Pop Culture full of the jeans, music , burgers and cinema

5. Contd.. • Culture satisfies need: this Is thought like the advertizing and is called to change the psychological, social and custom needs • Cultures are not similar/static: there are differences in the consumers, societies, government, religion, states, dancing, music and dynamic with more receptive to changes and growth e.g. that the role of the women in India traditionally is of household

6. Cultural values • Cultural values are enduring belief that a particular behavior shall serve as the standard across a given situation over the time the values are > Social > Personal > Terminal (desired end state e.g. comft. Life) > Instrumental values (correspondingly Life)

7. Contd.. > Global values like the achievement, security, self direction, conformity like the obedient, politeness, self controlled etc., enjoyment >Other oriented values are the following individual/collective e.g. the reactions to advertizing, luxury goods, fast food joints, preferred sources of information > Youth/ age in culture: this means that such factors are more prominent in the American cultures and the India, china and Korea prefers the age.

8. Contd.. • Extended / limited family: families in India, china and korea and the eastern countries give an importance to the extended family hence while advertizing to teen agers we need to look for that • Masculine/ feminine: we have attributed different values to men vs women in the world where as in the middle eastern countries they do not portray women at all

9. Contd.. • Competitive/ cooperative: the countries like the spain, germany, japan put a ban on the comparitive advertizing but is acceptable in India e.g. coke/ pepsi commercial • Diversity/ uniformity: this includes the religion, political beliefs and other important attitudes and behavior

10. Environment- oriented values • Cleanliness • Performance/ status (brand image/ valve/ personality) • Tradition/ change (e.g. England is called very traditional and ¾ population is generally a brand loyal) • Risk taking/ security (new product acceptance) • Problematic/ fatalistic • nature (nature, harmony with nature or the environment

11. Schwartz Model Shalom Schwartz (1992, 1994) used his 'Schwartz Value Inventory' (SVI) with a wide survey of over 60,000 people to identify common values that acted as 'guiding principles for one's life'. He identified ten 'value types' that gather multiple values into a single category. Power • This takes value from social status and prestige. The ability to control others is important and power will be actively sought through dominance of others and control over resources social authority wealth Achievement • Value here comes from setting goals and then achieving them. The more challenge, the greater the sense of achievement. When others have achieved the same thing, status is reduced and greater goals are sought i.e. ambitious, capable, successful Hedonism • Hedonists simply enjoy themselves. They seek pleasure above all things and may, according to the view of others, e.g. seek pleasure, enjoying life.

12. Contd.. Stimulation • The need for stimulation is close to hedonism, though the goal is slightly different. Pleasure here comes more specifically from excitement and thrills and a person with this driver is more likely to be found doing extreme sports than propping up a bar daring, varied life , exciting life. Self-direction • Those who seek self-direction enjoy being independent and outside the control of others. The prefer freedom and may have a particular creative or artistic bent, which they seek to indulge whenever possible creativity, curious freedom Universalism • The universalist seeks social justice and tolerance for all. They promote peace and equality and find war anathema except perhaps in pursuit of lasting peace social justice, equality, protecting environment, helpful honest, forgiving Benevolence • Those who tend towards benevolence are very giving, seeking to help others and provide general welfare. They are the 'earth mothers' who nurture all helpful , honest, forgiving

13. Contd.. Tradition • The traditionalist respects that which has gone before, doing things simply because they are customary. They are conservatives in the original sense, seeking to preserve the world order as is. Any change makes them uncomfortable humble, devout Conformity • The person who values conformity seeks obedience to clear rules and structures. They gain a sense of control through doing what they are told and conforming to agreed laws and statutes. Politeness, humble , honoring parents Security • Those who seek security seek health and safety to a greater degree than other people (perhaps because of childhood woes). Though they may worry about the potential of military force, they welcome the comfort that their existence brings.

14. Contd.. CONVERSATION SELF TRANSCEDENCE(self improvements) SELF ENHANCEMENT(Motivation) OPENNESS TO CHANGE

15. Cultural differences in the non verbal ,communications • Time : Time perspective has a direct influence on the personal selling and the advertizing themes likewise e.g. as in the case of convenience foods for the non time saving cutures e.g. the japan, middle east do not like the insistence of coming on time in Business • Space: the personal space is also important and is the minimum space between people without making them feel uncomfortable and pushy e.g. north americans consider the south american pushy and aggressive and them the south americans feel that the north americans are aloof , cold and sometimes snobbish • Symbols: four is a symbol of death in the japan similarly the malasians consider the green color with the illness and jungalism. • Friendship: japanese negotiate a relationship where the americans negotiate a contract as well in india a personal relationship is considered important for the success in the long run. • Agreements : for the countries like the china, arbs it is the verbal aggrement, for americans it is the written contract

16. Contd.. • Things: in china the gifts should be given in private but in the arbs it should be given in front of everyone, in India gifts shall be given on the occasion like Diwali • Etiquettes: in india its considered alright to eat with the fingers but the western cultures use the fork similarly nodding head shall be considered as to saying yes in some cultures and no in the other cultures

17. Cross cultural influences • The norms and values of the consumers in the foreign markets that influence the strategies of the multinational organizations e.g. “thing globally act locally” levistrauss similarly the procter & gamble, pepsi, coca cola, IBM, Gillette, J&J, Kelloggs, colgatepalmolive, nestle, canon, epson, honda, Suzuki and many others earn a large revenue abroad even the company Mc Donald’s has adopted a uniformity across the Global Markets.

18. Contd.. • Subcultures: these are the sub or under the main parts of the society which belongs to a particular culture are different in some or the other way like size e.g. in India subcultures cultures with some other languages which belong to a particular culture there within the constraints like the mother tongue and the local languages are many in the counterparts of india the other factors that are held as an important constraints are the generation, gender factor, regional and religion factors.