R
ELEVEN
Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide 2
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide 3
Each individual perceives the world through his own cultural lens
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Chapter Eleven Slide
4 4
Food and
Clothing
Needs vs.
Luxury
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide
5 5
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter Eleven Slide 6
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter Eleven Slide 7
Issues
Enculturation and acculturation
Language and symbols Ritual
Sharing of culture
Enculturation
The learning of one’s own culture
Acculturation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
The learning of a new or foreign culture Chapter Eleven Slide 8
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 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide
9
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)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide 10
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
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide 11 worship, and media
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Evolves because it fills needs
Certain factors change culture
Technology
Population shifts
Resource shortages
Wars
Changing values
Customs from other countries
Chapter Eleven Slide
12 12
Content Analysis
Consumer
Fieldwork
Value Measurement
Instruments
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide 13
Content
Analysis
A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide 14
Field Observation
Natural setting
Subject unaware
Focus on observation of behavior
Participant Observation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide
15 15
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eleven Slide 16
1.Family Orientation
2. Savings
Orientation
17
3. Festivities
4. Shopping as a Ritual
18
5. Mythology
6. Food Habits
19
1. Achievement
Orientation
2. Work
Ethic
3. Material Success
4. Middle of the road Approach to
Tradition
5. Impulse Gratification
6. Use of Hi-Tech Products
20
Thank You
21
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