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Schiff cb ce_09
1.
Chapter 9 The Influence
of Culture on Consumer Behaviour Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das Copyright © 2006 Pearson Education Canada Inc.
2.
Opening Vignette Canadians
and Minivans Is there a unique Canadian Culture? Copyright © 2006 Pearson 9-2
3.
Culture Thesum total
of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society. Copyright © 2006 Pearson 9-3
4.
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 Copyright © 2006 Pearson 9-4
5.
Forms of Cultural
Learning Formal Learning Informal Learning Technical Learning Copyright © 2006 Pearson 9-5
6.
Copyright © 2006
Pearson 9-6
7.
How Culture is
Communicated Language and symbols Ritual Sharing of Culture Copyright © 2006 Pearson 9-7
8.
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 Copyright © 2006 Pearson 9-8
9.
Criteria for Value
Selection The value must be pervasive. The value must be enduring. The value must be consumer-related. Copyright © 2006 Pearson 9-9
10.
Canadian Core Values
Achievement and Individualism success Freedom Activity External Efficiency and conformity practicality Humanitarianism Progress Youthfulness Material comfort Fitness and health Copyright © 2006 Pearson 9-10
11.
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? Copyright © 2006 Pearson 9-11
12.
Comparison of Canadian
and American Values Copyright © 2006 Pearson 9-12
13.
Copyright © 2006
Pearson 9-13
14.
Copyright © 2006
Pearson 9-14
15.
Comparison of Canadian
and American Values – cont’d 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 Copyright © 2006 Pearson 9-15
16.
The Measurement of
Culture ContentAnalysis Consumer Fieldwork Value Measurement Instruments Copyright © 2006 Pearson 9-16
17.
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. Copyright © 2006 Pearson 9-17
18.
Field Observation A measurement
technique that takes place within a natural environment that focuses on observing behaviour (sometimes without the subjects’ awareness). Copyright © 2006 Pearson 9-18
19.
Field Observation Takes
place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behaviour Copyright © 2006 Pearson 9-19
20.
Participant-Observers Researchers who
participate in the environment that they are studying without notifying those who are being observed Copyright © 2006 Pearson 9-20
21.
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 Copyright © 2006 Pearson 9-21
22.
(continued) Copyright © 2006
Pearson 9-22
23.
Figure 9-8 (continued) Copyright
© 2006 Pearson 9-23
24.
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 Copyright © 2006 Pearson 9-24
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