topic 5 - culture
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culture chap 3 11eTRANSCRIPT
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3Cultural Influences
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CONSUMER BEHAVIOR
Buying, Having, and
Being
ELEVENTH EDITION
Michael R.
Sl!n
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"hat is Culture#
• A culture is a society’s personality; itshapes our identities as individuals.
• Culture is the accumulation of shared
meanings, values, ethics, rituals, norms,and traditions.
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&unctinal Areas in a Cultural S'ste!
Ecology
Social structure
Ideology
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Cultural Values
• Our deeply heldcultural valuesdictate the types of
products andservices we seeout or avoid.
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H+ , Values lin- t Cnsu!er
Behair#
• Cultural values
• Consumption#specific values
• $roduct#specific values
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Ta0le 3.1 Ter!inal 2 Instru!ental Values
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Culture 5r,uctin S'ste!
• A culture production system is the set ofindividuals and organi%ations that createand maret a cultural product
• It has three ma&or su'systems• Creative
• "anagerial
• Communications
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&i7ure 3.% Culture 5r,uctin 5rcess
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Hi7h Culture an, 5)ular Culture
• An art product is an o'&ect we admire forits 'eauty and our emotional response(the feeling) high culture
• A craft product is admired 'ecause of the'eauty with which it forms a function $opular culture
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Cultural &r!ula
• A culturalformula is astory with
events thatmay 'e inse*uence.
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Realit' En7ineerin7
• "any modern mareters are realityengineers.
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5r,uct 5lace!ent
an, Bran,e, Entertain!ent
• Insertion of specific products and use of'rand names in movie+! scripts
• -irectors incorporate 'randed props forrealism
• randed Entertainment # sometimes'ecause the 'rands may sponsor theprogram (lie American Idol).
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Cultural Stries an, Cere!nies
• Every culturedevelops storiesand ceremonies
that help itsmem'ers to maesense of the world.
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M'ths
• "yths are stories with sym'olic elementsthat represent the shared emotions+idealsof a culture
• Story characteristics• Conflict 'etween opposing forces
• Outcome is moral guide for people
• "yth reduces an/iety 'y providingguidelines
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M'ths A0un, in M,ern 5)ular Culture
• "yths are often found in comic 'oos,movies, holidays, and commercials
• "onomyths0 a myth that is common to
many cultures (e.g., Spiderman andSuperman)
• "any movies+commercials present
characters and plot structures that followmythic patterns
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Rituals
• 1ituals are sets of multiple, sym'olic'ehaviors that occur in a fi/ed se*uenceand that tend to 'e repeated periodically
• "any of our consumption activitiesincluding holiday o'servances,grooming, and gift giving are rituals.
• "any consumer activities are ritualisticSunday 'runch
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C!!n Rituals
• 2rooming
• 2ift#giving
• 3oliday
• 1ites of passage
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Sacre, an, 5rfane Cnsu!)tin
• Sacred consumption0involves o'&ects andevents that are set apart
from normal activities thatare treated with respect orawe
•$rofane consumption0involves consumer o'&ectsand events that areordinary and not special
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Sacrali9atin
• Sacrali%ation occurs when ordinaryo'&ects, events, and even people tae onsacred meaning
• O'&ectification occurs when we attri'utesacred *ualities to mundane items,through processes lie contamination
• Collecting is the systematic ac*uisition ofa particular o'&ect or set of o'&ects
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D!ains f Sacre, Cnsu!)tin
• Sacred places0 religious+mystical andcountry heritage, such as "ecca, 2round4ero in 5ew 6or City
• Sacred people0 cele'rities, royalty
• Sacred events0 athletic events, religiousceremonies
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Desacrali9atin
• -esacrali%ation0 when a sacreditem+sym'ol is removed from its specialplace or is duplicated in mass *uantities
('ecomes profane)
• 1eligion has somewhat 'ecomedesacrali%ed• Christmas and 1amadan as secular,
materialistic occasions
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:l0al Cnsu!er Culture A))rach
• $roducts that succeed in one culture mayfail in another if mareters fail tounderstand the differences among
consumers in each place.
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Ta-in7 a :l0al A))rach
• Should mareters use a standardi%edstrategy around the world or adopt alocali%ed strategy7
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Cnsu!er St'le
• A pattern of 'ehaviors, attitudes, andopinions that influences all of a person’sconsumption activities.
• 8our ma&or clusters0$rice#sensitive consumers
!ariety seeers
rand#loyal consumers
Information seeers
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Hfste,e Di!ensins f Natinal Culture
• $ower distance• Individualism
• "asculinity
• 9ncertainty avoidance
• :ong#term orientation
• Indulgence versus restraint
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Su0cultures
• 1eligious Islamic "areting• Age
• 6outh+een "aret
• "ature "aret
• Senior "aret
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The ;uth Mar-et
• 6outh maret often represents re'ellion• <=>> 'illion in spending power
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Teen Values< Cnflicts< an, Desires
• 8our 'asic conflicts common among allteens0
Autonomy versus 'elonging
1e'ellion versus conformityIdealism versus pragmatism
5arcissism versus intimacy
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The Mature Mar-et
• Consumers 'orn 'etween =?@ and =?B• Active and physically fit
• Currently in pea earning years
8ood, apparel, and retirementprograms
"idlife crisisD products
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Oer+hel!e, an, Unfrtunate
• average age, ; average income, <@B,>>>9S• some negative life e/periences with health,
fitness, education and finance
•overwhelmed with financial, familyresponsi'ilities##children, grandparents living athome
• they want to avoid more responsi'ility
• unsatisfied with accomplishments.
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Actie an, Successful
• average age, BF; average income, <G,>>> 9S• E/cellent health, income.
• En&oy challenge, novelty, change.
• Involve, feel young; want to 'e attractive and stand out
• 8ashion conscious, well#dressed.
• 3igh H of online users within this group than within thegeneral population.
• "ay own a 'usiness or have career different from onethey started with
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5sitie an, Res)nsi0le
• average age, ; average income, <B=,>>>9S• 8eel responsi'le to mae the world a 'etter
place.
•!olunteer more than any other cluster.
• hin of others ahead of self.
• !alue time more than money.
• 3ealthy, active, price#conscious.
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Re7ular &l-s
• average age, B; average income, <G,>>>9S• Outdoor active; 8ishers, campers, 'owlers.
• -o#it#yourselfers # en&oy home improvement, car
maintenance.• $ositive family 'acground, career and financial
e/periences.
•"ore interest in having financial security thanappearing young; not fashion#conscious.
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&rtunate an, Rea,'
• average age, F; average income, <B,>>>9S• $lanned and wored for financial independence
and retirement; looing forward to it.
•Emotionally secure, not in denial a'out theirage.
• est educated, highest#income group. 2oalsinclude personal development, devoting time tocharity.
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Alne an, Ill
• average age, G=; average income,<@G,>>>9S
• $oor diet and e/ercise; poor health; lowest
income;• fearful of 'ecoming a 'urden; most liely
to have or need at#home assistance for
medical+health reasons.
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Senir Mar-et
• Seniors continue to increase inimportance as a maret segment.
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5 i , A
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5erceie, A7e=
;u>re Onl' as Ol, as ;u &eel
• Age is more a state of mind than of 'ody.• $erceived age0 how old a person feels as
opposed to his or her chronological age
• 8eel#ageD• :oo#ageD
• he older we get, the younger we feelrelative to actual age
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Values f Ol,er A,ults
• Autonomy0 want to 'e self#sufficient
• Connectedness0 value
'onds with friends andfamily
• Altruism0 want to give
something 'ac to theworld