THE INFLUENCE OF
CULTURE ABOUT CONSUMER
We establish culture as a sum total of learned
beliefs, values and customs that serve to
direct the consumer habit of users
of a particular society.
Culture is actually a society's character.
The two values and beliefs happen to be mental images
that result a wide range of particular attitudes
that, in turn, effect the way a person
uses to evaluate substitute brands in a
Important and lasting morals or beliefs
shared by members of the culture about
what is advantages or disadvantages and attractive or
is a express of the mind, treated in various
academic exercises, especially philosophy
and mindset, as well as classic
culture, where a subject roughly regards a
thing to be true.
In contrast to values and principles, customs
happen to be usual and acceptable methods of behaving.
At the. g. Consumer's routine patterns, such as
adding a diet sweetener to a coffee, putting
ketchup on a screwed up egg etc….
THREE NUMBERS OF
LEVEL you: SUPRANATIONAL
-- Present in multiple country
LEVEL 2: NATIONAL
Especially about one particular country
LEVEL 3: GROUP
- Assortment of individual
Culture satisfies requirements
Tradition exists to meet the requirements of the
persons within a contemporary society. It offers purchase,
direction and guidance, in most phases of human
problem solving by providing " tried and true”
ways of satisfying physiological, personal
and social requirements.
E. g. Culture provides standards and rules
regarding when to eat, where to take in, what is
suitable to eat for breakfast, lunch, meal
Traditions is learned
- Which usually adults and older brothers and sisters teach a
young family affiliate " how you can behave”.
- Which usually a child learns primarily simply by imitating
the behavior of chosen others just like TV
heroes, families, or perhaps parents;
- Which will teachers create the child in an
educational environment, what needs to be
and not be done.
- The training of one's personal culture.
- The learning of your new or perhaps foreign culture.
Terminology and Symbols
* Mental symbols: incorporate a television
announcement or a great advertisement in a
2. nonverbal communication: includes
the use of such icons as numbers, colors,
styles, and even designs and to
packaging or merchandise design.
- A type of symbolic activity consisting
of a series of steps developing in a fixed
sequence and repeated overtime, however,.
THE MEASUREMENT OF
A technique for systematically analyzing the
content of verbal and/ or pictorial
communication. The technique is frequently
accustomed to determine prevailing social beliefs
of a contemporary society
- discipline observation
A cultural measurement approach that
happens within a natural environment
that concentrates on observing patterns
(sometimes with no subject
Researchers who be involved in the
environment that they are studying
without notifying those who are becoming
ROKEACH VALUE SURVEY (rvs)
A self used inventory composed of
18 fatal values(personal goal) and
a key component values. (ways of reaching
LIST OF VALUES (lov)
A value instrument that asks customers to
identify their two most important principles from
a 9 benefit list based upon rokeach worth survey.
BELIEFS AND LIFE-STYLE (vals)
- A value dimension based on two
categories: self definiton and resources.