this ppt teaches us that what impact do cultures put on consumer behavior, how does culture influences the consumer behavior. useful for mba and bba students.

1. The Influence of Culture on
Consumer Behavior

2. Culture
The sum total of learned
beliefs, values, and
customs that serve to
regulate the consumer
behavior of members of
a particular society.

3. Model Cultures’ Influence on Behavior

4. Culture Is Learned
Issues
 Enculturation and
acculturation
 Language and
symbols
 Ritual
 Sharing of culture
 Enculturation
 The learning of one’s
own culture
 Acculturation
 The learning of a new or
foreign culture

5. Cultural brand failures
In Italy, a promotional campaign for Schweppes Tonic Water failed
when the product name was translated as ‘Schweppes Toilet Water’.
 When baby food manufacturer Gerber started to sell its products
in Africait used the same packaging as for Western markets. This
packaging included a picture of a baby boy on the label. Surprised at
low sales, Gerber discovered that in Africa, as most customers can’t
read English, Western companies generally put pictures on the label
of what’s inside.
 Coors beer had equally bad luck in Spain with its ‘Turn it loose’
slogan. It translated as ‘You will suffer from diarrhoea’.
 Sticking with Spain, US food brand Frank Perdue’s chicken
campaign created confusion with the strap line ‘It takes a strong
man to make a tender chicken.’ In Spain this became ‘It takes an
aroused man to make a chicken affectionate.’

6. Cultural brand failures
 When Clairol launched its ‘Mist Stick’ curling iron in Germany, the
company apparently had no idea that ‘Mist’ was a slang term for
manure. The company discovered that few women were crying out
for a manure stick.
 When American Airlines decided to advertise the luxurious aspect of
flying business class to their Mexican customers, they thought it
would make sense to focus on the leather seats. They therefore
used the slogan ‘fly in leather’ which, in Spanish, read ‘Vuelo en
Cuero’. What the Spanish dictionary had neglected to inform them
was that the phrase ‘en cuero’ is a slang term for ‘in the nude’. It
soon emerged that there was little demand for mile-high naturism
among Mexico’s business flyers.
 KFC’s ‘finger lickin’ good’ slogan is used the world over to highlight
the tastiness of the product. However, when the phrase was
translated into Chinese for the Hong Kong market, it came out as
‘eat your fingers off ’. Needless to say, most customers opted for the
fries instead.

7. Discussion Question
 How do marketers target consumers who
have Migrated and are new to the local
culture?
 How do multinational marketers target Indian
consumers?

8. The Movement of Cultural Meaning

9. Culture Is Learned
Issues
 Enculturation and
acculturation
 Language and
symbols
 Ritual
 Sharing of culture
 Without a common
language shared meaning
could not exist
 Marketers must choose
appropriate symbols in
advertising
 Marketers can use “known”
symbols for associations

10. Culture Is Learned
Issues
 Enculturation and
acculturation
 Language and
symbols
 Ritual
 Sharing of culture
 A ritual is a type of
symbolic activity consisting
of a series of steps
 Rituals extend over the
human life cycle
 Marketers realize that
rituals often involve
products (artifacts)

11. Culture Is Learned
Issues
 Enculturation and
acculturation
 Language and
symbols
 Ritual
 Sharing of Culture
 To be a cultural
characteristic, a belief,
value, or practice must be
shared by a significant
portion of the society
 Culture is transferred
through family, schools,
houses of worship, and
media

12. Selected Rituals and Associated
Artifacts
SELECTED RITUALS
Wedding
TYPICALARTIFACTS
Red Saree, Kurta or “Veshti” or “Dhoti”
Birth of child
Birthday
50th Wedding anniversary
Cradle, silver baby Items
Card, present, cake with candles, bouquets
Catered party, card and gift, display of photos of the
couple’s life together
Pen, Bike, card, wristwatch
Candy, card, flowers
Champagne, party, fancy dress
Crackers, Oil, Pooja
Graduation
Valentine’s Day
New Year’s Eve
Diwali

13. Facial Beauty Ritual of a Young TV
Advertising Sales Representative
1. I pull my hair back with a headband.
2. I take all of my makeup off with L’Oreal 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 Neutrogena 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 Stives 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.

14. The Measurement of Culture
 Content Analysis
 Consumer Fieldwork
 Value Measurement Instruments