The cultural framework of consumer behaviour.
Lecture 2.
Cultural influences on consumer behavior we understand the effects of cultural
environment on the acquisition, use and storage of consumer products. In marketing, we
trace how culture contributes to various predispositions which
determine consumer purchase decision-making processes.
2.1. The content of culture.
Understanding the concept can be developed in different directions:
-
artificial man-made environment - no human society is without culture
complex material, institutional and spiritual creations used to satisfy human
needs
personality of the group
As the second definition suggests, culture is characterized by human creations files cultural elements, elements. From a marketing perspective we are trying to capture a
unifying or differentiatingpower of cultural elements on the purchasing behavior of
consumers.
Consumer Culture.
In an effort to affect the culture relation to consumer behaviour, consumer culture has an
expression. Then, the cultural factors and symptoms associated with consumption. It
is necessary to distinguish between situations where the consumer understands theculture
of other content, namely, consumer culture, consumer society.
Components of culture.
For options for marketing orientation is advisable to stop at what actually constitutes culture.
In the broadest perspective can affect both physical and tangible results of cultural interaction,
both intangible culture.
Material components are referred to as cultural artefekty - all consumer goods.
Reflect the intangible elements in particular:
social regulative
ideas and knowledge
institutions
2.2
Cultural characteristics
The effects of culture are linked to the relevant factors that may affect the marketing
approaches to customers.¨
Culture is learned. Culture is not inherited issues - genetic, not innate. Culture must
be learned. The process of acquiring culture is called enculturation. It can be consciously
andsubconsciously. (nationality, religion)
Culture is transmitted from generation to generation. Cultural factors have a
great momentum in its effect on consumer behavior. A clear manifestation of a
cultural tradition. Another important feature is the maintenance of
cultural continuity, which makes signs and returns the response in retromarketingu.
Culture is shared. It is a common concern groups and therefore consumer groups. The
similarity in consumer culture leads to the application of the same marketing approach in a
given cultural environment. Considering the cultural similarities is to decide what size, what
criteria used for evaluationof cultural homogeneity.
Culture is different. The content varies with the culture
of the area. Cultural environment is different in content, there are differentiated culture. At the
same time, there are distinctive in parallel cultures.
From a marketing perspective, it is essential that manifests itself in different cultures,different
consumer behavior. As an example for the relationship to cosmetics -French women acceding
to more coherent than Scandinavian women.
Pitfalls of a global approach can document preview, which supported
the marketingorientation of Levi Strauss. Jeans in France were presented in a
sexy direction, in the UK with the theme of cowboys and the Wild West, Japan topic Heroes.
Decision - no potential for all cultures is the same.
Culture spreads in verbal and nonverbal communication.
Culture is adaptive - dynamic. Although a relatively inertial effect that does not
mean that it does not change. Early understanding of cultural change brings:
-The potential competitive advantage
- Decrease the potential weaknesses of the company ("green behavior")
The cultural change can be understood as a change in some cultural elements with
subsequent changes in social behavior.
Endogenous or internal changes - cultural innovation is based on the invention.
Exogenous or external cultural changes.
- acculturation: constant intercourse two or more different cultures leads to changes inthe
original cultural patterns.
cultural diffusion: the dispersion from the original culture center
direct
migration
aggression - forcing the cultural elements
stimulation - in culture, there is a need of reception - cultural elements that
are part of other cultures
2.3 Marketing major groups of cultural elements
The components of marketing culture is advisable to specify. The following, therefore,stops
at some positions in consumer marketing, rising to the forefront.
Material elements - cultural artifacts
All consumer products, all packaging waste are all cultural artifacts. The connection
between the culture of consumer products is the closest. Consumer goods as a cultural artifact
is at the heart of marketing.
Waste as well as cultural artifact has its place in marketing considerations:
ties within the meaning of the surroundings
within the meaning of recycling
waste monitoring may provide useful information for marketing decision making.Interesting
for municipal authorities, food industry, real estate offices, restaurants and the like.
"The overall motto: convicts us of our rubbish."
The intangible elements - socální standards, ideas, knowledge
For considering the marketing orientation has no cultural artifact with no ties toconsumer
behavior makes sense. For this reason, maketingové orientation sees the impact of cultural
influences in the area of intangible elements of social norms,regulative - set of cultural
norms, sets of knowledge and ideas.
Consumer habits. It can be seen as consistent modes of perception, preparation and use
of products. In terms of marketing is one of the most obvious groups of intangiblecultural
elements, which binds directly to consumer behavior.
Reflect mainly the knowledge and ideas, but also standard.
Feeding habits: one of the strongest groups of consumer habits. They are a reflection
of different national cuisines, recipe files, such as tracking the source of these
culturalelements.
Similarly, we can observe the habits of other areas of consumption. Habits of dress, fashion,
and so on.
Other habits directly related to consumer behaviour from a
marketing perspective:
- shopping
- media
Cultural values
Every culture is characterized by some basic values. Given that cultural values
change slowly, can help when considering the long-term marketing orientation. In this
respect, represent an interesting and useful segmentation variable, shifting to the examination
of lifestyle typologies.
Value orientations can be followed with emphasis on position classification. There
are different systems for monitoring cultural values.
One of the known views is the Rokea set of values that distinguishes terminal and
instrumental values:
Types of terminal values: a comfortable life - the excitement - equality - Pleasure -safety freedom - happiness ....
Types of instrumental values: ambition - thoughtfulness - cleanliness - honesty ...
Another well-known marketing and investigation is looking at the main factors of
Hofstede's value. Basically the following categories, value orientations.
Distribution of power
Individuality
Masculinity
Uncertainty avoidance
Long-term orientation
The above views are a strong background in the case of consumer marketing.
The cultural value is learned, reinforced and modified within sukultur, ethnicity, social
class, family.
The point is that, their links to consumer behavior vary by more between cultures.
The position of women, men in the cultural environment.
The most commonly used segmentation variables
include gender, associated withdifferent conditional expressions supplies the
social circumstances in which gender is used.
In this context, it is advisable to monitor the location of specific cultural values that
affect how the cultural environment that reflected the position of women and men.
Generally one can observe two opposite tendencies.:
Approximation of female and male roles. In terms of consumer marketing is primarilyon the
approximation:
Use products disappearing in typically female and typically male products
- Leisure time activities in
- In the media monitoring
- In the manner in advertising
- In relation to other gender
Strengthening traditional position:
- Returns to fudamentalismu
- New traditionalism - educated women become housewives
Language
Language is a significant part of its culture is an essential component ofcommunication in
social life one must master it. Language is not just a tool to describe, also shapes
the events. Observers of the same event from different culturesmay interpret the
facts differently in the same event.
From a marketing perspective it is essential to link language and behavior that isreflected in
the functions of language. It concerns the following functions.
- Function control - impact on behavior
- Instrumental function - in the direction of meeting the needs of material
- Function interaction
- Function impersonation - terms of personality
- Heuristic function - exploring the neighborhood
- Features imaginative
- Function representační express propositions
Most of the links of language and culture, sociolinguistics monitors. From a marketing
perspective have a greater significance following positions:
- Language and social stratification
- Dialects, slang, argot
- The status of language, language change, linguistic diffusion and assimilation
- Meanings - polite form of address - Be on first name terms
- Expression of men and women
Other intersections of language as a cultural environment in marketing relate to the effect of
expression, vocabulary, abbreviations, linguistic borrowing. Significantattention to the
cultural circumstances also requires decisions about brand names,the slogans.
Non-verbal communication
non-verbal communication is actually any personal communication, which is based on the
content meaning of words.
Bow, a handshake
- Hand gestures - adapters, indicators, illustrators, symbolic gestures
- Facial expression - the use of the eyes, mouth, forehead
- Relation - Organization of people in an area
Symbols
The marketing orientation is clearly entering the meanings attached to colors,shapes, flowers,
animals, but also products and brands. From there it depends on the role of symbols in
marketing and approaches:
- Symbols as a tool to emphasize product
- Product symbolism
rituals
Rituals understand the types of activities that occur in steady order and repeated over time.