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Consumer Behavior: Culture, Ethnic and Subculture 17,197 views Share Like Download ...
Culture and Consumption • CULTURE is the ‘prism’ through which people view products and try to make sense of their own and...
Mahfud Achyar Follow Published on May 29, 2014
CULTURE is the ‘prism’ through which people view products and tryto make sense ... Published in: Marketing 0 Comments 12 Likes Statistics Notes
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Aspects of culture • Ecology - the way in which a system is adapted to its habitat. • Social structure - the way in which ... shahinalamalam 8 months ago
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Consumer Behavior: Culture, Ethnic and Subculture 1. 1. Consumer Behavior culture, Ethnic and Subculture Paramadina University Corporate Communication Nova Yashinta – Mahfud Achyar 2. 2. Culture and Consumption • CULTURE is the ‘prism’ through which people view products and try to make sense of their own and other people’s consumer behavior.” • CULTURE, a concept crucial to the understanding of consumer behavior, may be thought of as the collective memory of a society. • CULTURE is the accumulation of shared
meanings, rituals, norms and traditions among the members of an organization or society. • Individual consumers and groups of consumers are but part of culture, and culture is the overall system within which other systems are organized. 3. 3. Consumer behavior and culture: a two-way street The relationship between consumer behavior and culture is a two-way street. On the one hand, products and services that resonate with the priorities of a culture at any given time have a much better chance of being accepted by consumers. For example, Cosmetics like those of The Body Shop, made of natural materials and not tested on animals, which reflected consumers’ apprehensions about pollution, waste and animal rights 4. 4. Aspects of culture • Ecology - the way in which a system is adapted to its habitat. • Social structure - the way in which orderly social life is maintained. family vs. the extended family). • Ideology - the mental characteristics of a people and the way in which they relate to their environment and social groups. 5. 5. Rules for Behaviour • A custom is a norm handed down from the past that controls basic behaviors, suchbas division of labor in a household or the practice of particular ceremonies. • Mores are customs with a strong moral overtone. Mores often involve a taboo, or forbidden behavior, such as incest or cannibalism. Violation of mores often meets with strong censure from other members of a society. • Conventions are norms regarding the conduct of everyday life. These rules deal with the subtleties of consumer behavior, including the ‘correct’ way to furnish one’s house, wear one’s clothes, host a dinner party, and so on. Influence of culture 1) On Cultural value systems – Ethics: good, moral, immoral – Aesthetics: beautiful, ugly, pleasant, ... 6. 6. Influence of culture 1) On Cultural value systems – Ethics: good, moral, immoral – Aesthetics: beautiful, ugly, pleasant, unpleasant. – Doctrine: political, social, ideological. 2) Culture exist & reveals at different levels – Supranational level: Reflects different dimensions of multiple cultures/ different societies of Nations. – National Level: Dimensions of cultures of country and national characters. – Group level: Held with in a country with various sub- divisions of the society like family, reference groups, & other closely held groups. 7. 7. Sub-Culture & Consumer Identity • Sub-culture is defined as a distinct cultural group that exists as an identifiable segment within a larger, more complex society. Ex: Nationality, Social class, Religion, Language, Age, Gender. • Ethnic and Racial Subcultures – Ethnic Subculture: A self-perpetuating group of consumers who are held together by common cultural or genetic ties, and is identified both by its members and by others as being a distinguishable category. • Ethnicity and Marketing Strategies – High-context Culture: Group members tend to be tightly knit, and they are likely to infer meanings that go beyond the spoken word. 8. 8. Ethnic & Moving Target • De-ethnicization – Refers to the process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures. • The “Big Three” American Subcultures – African Americans – Hispanic Americans – Asian Americans 9. 9. Racial & American subculture • African Americans: – 12.3 percent of the U.S. population (2000 Census) – Differences between blacks and whites in consumption are very subtle • Hispanic Americans: – “Hispanic” describes people of many backgrounds – 60 percent of Hispanic Americans are Mexican – Puerto Ricans are the next biggest group at 10% 10. 10. Racial & American subculture • Chi: – An invisible energy current that is believed to bring good or bad luck • Feng Shui: – Translated literally as “the wind and the water” • Fastest growing minority group in the U.S. – The most affluent, best educated, and most likely to hold technology jobs of any ethnic subculture – Prosperous Asians tend to be very status conscious Asian Americans 11. 11. Religious subculture • The rise of spirituality – Explosion of religion/spirituality in pop culture • Churches are adopting aggressive marketing – Megachurches • Religious themes can spill over into everyday consumption – “Cult products” • Marketing opportunity among religious subcultures 12. 12. Religious subculture (2) • There is an astonishing variety of flourishing new religious movements ; – Scientologists , Wicca , The Raelians , The Ahmadis , The Brahma Kumaris World Spiritual University , Cao Dai , Soka Gakkai International , The Toronto Blessing , Umbanda The Impact of Religion on Consumption • Religion is seen as a taboo subject to marketers • Dietary and dress requirements create demand for certain products • Religious subcultures affect personality, attitudes toward sexuality, birthrates and household formation, income, and political attitudes Old and New Religions 13. 13. Age & consumer identity • A consumer’s age exerts a significant influence on his/her identity – We are more likely to have things in common and speak in a common language with others of our own age • Age cohort (“my generation”) – Marketers target specific age cohorts • Feelings of nostalgia – Our possessions let us identify with others of a certain age or life stage The Youth Market • “Teenager” and Seventeen magazine – Generation X ext. Elvis , The Beatles – Generation Y ext. Eminem , One Direction 14. 14. Teen Values, Conflicts, and Desires • Puberty / adolescence , is uncertainty, need to belong, finding unique identity – Choices of activities, friends, and clothes = social Sub-Culture & Consumer Identity • Sub-culture is defined as a distinct cultural group that exists as an identifiable segme... acceptance – Advertising: group of “in” teens using product • Teenagers express needs via product usage (e.g., smoking cigarettes) • Most important social issues for teens – AIDS, race relations, child abuse, abortion, the environment, additional family responsibilities • Four basic teen conflicts – Autonomy vs. belonging – Rebellion vs. conformity – Idealism vs. pragmatism – Narcissism vs. intimacy 15. 15. Teen Values, Conflicts, and Desires Tweens • Children aged 8 to 14 – Spend $14 billion a year on clothes, CDs, movies (“feel good” products) – Exhibit characteristics of both children and adolescents – Mary-Kate and Ashley Olsen brand – Victoria Secret’s Pink lingerie line for younger girls (“Team Pink”) Getting to Know Gen Y • “Echo Boomers” and “millennials” make up one-third of U.S. population – Spend $170 billion a year – First to grow up with computers in their homes, in hundred channel TV – Multitaskers with cell phones, music downloads, IM on Internet – Most diverse generation ever – Most raised by single parent and/or working mother • Gen Years value fitting in / teamwork – Reject violence, tobacco, alcohol, teen pregnancy – Trust government and parents 16. 16. GENERATIONS “ X “ Baby Busters: “Generation X” • Consumers born between 1966 and 1976 • Marketers initially thought that Gen Xers felt alienated, cynical, and depressed – But, “Today’s Gen Xer is both value-oriented and value-oriented” – Desire stable families, save portion of income, and view home as expression of individuality Baby Boomers • Consumer born between 1946 and 1965 • “Woodstock Generation” created revolution in style, politics, and consumer attitudes • Active and physically fit • Currently in peak earning years – “Feathering their nests” – Food, apparel, and retirement programs – “Midlife crisis” products (“reward cars”) • Baby boomlet 17. 17. The Gray Market Perceived Age Age is more a state of mind than of body • Perceived age: how old a person feels as opposed to his or her chronological age – “Feel-age” – “Look-age” • The older we get, the younger we feel relative to actual age • Autonomy: want to be self-sufficient • Connectedness: value bonds with friends and family • Altruism: want to give something back to the world 18. 18. The Gray Market Segmenting Seniors • Segmented by: – Specific ages (50s, 60s, 70s) – Marital status – Health and outlook on life • Social aging theories: try to understand how society assigns people to different roles across life span Selling to Seniors • Most older people lead more active, multidimensional lives than we assume • Older consumers are finished with many financial obligations – Most own their own homes – Child-rearing costs are over – “We’re Spending Our Children’s Inheritance” • Marketers must provide more welcoming advertising for mature market – Packaging sensitive to physical limitations 19. 19. RESUME • Members of a culture share a system of beliefs and practices, including values. The process of learning the values of one’s culture is called enculturation. Each culture can be described by a set of core values. Values can be identified by several methods, though it is often difficult to apply these results directly to marketing campaigns due to their generality. • Collecting is one of the most common ways of experiencing sacred consumption in daily life. It is simultaneously one of the domains where consumption and passions are most heavily intertwined. • The importance of consumption for understanding social interactions is now so big that we have begun to talk about our own societies as consumer societies, indicating that consumption might well be the single most important social activity. Ethnic & Moving Target • De-ethnicization – Refers to the process whereby a product formerly associated with a specific et... 20. 20. Thanks & Regards Recommended PowerPoint 2016: Tips and Tricks Online Course - LinkedIn Learning Learning PowerPoint 2016 Online Course - LinkedIn Learning Measuring Learning Effectiveness Online Course - LinkedIn Learning
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Culture & Consumer Behaviour Chandra Sekhar English Español Português Français Deutsch About Dev & API Blog Terms Privacy Religious subculture • The rise of spirituality – Explosion of religion/spirituality in pop culture • Churches are adoptin... Copyright Support
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Age & consumer identity • A consumer’s age exerts a significant influence on his/her identity – We are more likely to have...
Teen Values, Conflicts, and Desires • Puberty / adolescence , is uncertainty, need to belong, finding unique identity – Ch...
Teen Values, Conflicts, and Desires Tweens • Children aged 8 to 14 – Spend $14 billion a year on clothes, CDs, movies (“fe...
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