1. Copyright © 2006 Pearson Education Canada Inc. Chapter 9 The Influence of Culture on Consumer Behaviour Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das

2. Copyright © 2006 Pearson Education Canada Inc. 9-2 Opening Vignette  Canadians and Minivans  Is there a unique Canadian Culture?

3. Copyright © 2006 Pearson Education Canada Inc. 9-3 Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behaviour of members of a particular society.

4. Copyright © 2006 Pearson Education Canada Inc. 9-4 Key Characteristics of Culture The Impact of culture is hard to identify Culture is dynamic Culture is shared Culture is learned through enculturation and acculturation Culture offers order, direction, and guidance in all phases of human problem solving -e.g. When to eat, Where to eat

5. Copyright © 2006 Pearson Education Canada Inc. 9-5 Forms of Cultural Learning Formal Learning Informal Learning Technical Learning

6. Copyright © 2006 Pearson Education Canada Inc. 9-6

7. Copyright © 2006 Pearson Education Canada Inc. 9-7 How Culture is Communicated Language and symbols Ritual Sharing of Culture

8. Copyright © 2006 Pearson Education Canada Inc. 9-8 Culture and Advertising Is it the role of advertising to socialize readers on how to dress, decorate their homes, choose wines and food for parties, etc? –Vanity Fair –Martha Stewart Living –Wine Spectator

9. Copyright © 2006 Pearson Education Canada Inc. 9-9 Criteria for Value Selection The value must be pervasive. The value must be enduring. The value must be consumer-related.

10. Copyright © 2006 Pearson Education Canada Inc. 9-10 Canadian Core Values Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health

11. Copyright © 2006 Pearson Education Canada Inc. 9-11 Canadian Versus American Core Values Core values are not a Canadian phenomenon Differences between Canadian and American values stem from differences in founding values, experiences and institutions Are Canadian and American values diverging?

12. Copyright © 2006 Pearson Education Canada Inc. 9-12 Comparison of Canadian and American Values

13. Copyright © 2006 Pearson Education Canada Inc. 9-13

14. Copyright © 2006 Pearson Education Canada Inc. 9-14

15. Copyright © 2006 Pearson Education Canada Inc. 9-15 Comparison of Canadian and American Values – cont’d Canadians are less likely to say that religion is important to them There are more agnostics, atheists and secular humanists in Canada than in the US Canadians value the influence of immigrants more than Americans Canadians are more ‘liberal’ in their values at every age than Americans

16. Copyright © 2006 Pearson Education Canada Inc. 9-16 The Measurement of Culture Content Analysis Consumer Fieldwork Value Measurement Instruments

17. Copyright © 2006 Pearson Education Canada Inc. 9-17 Content Analysis A method for systematically analyzing the content of verbal and/or pictorial communication. Frequently used to determine prevailing social values of a society.

18. Copyright © 2006 Pearson Education Canada Inc. 9-18 Field Observation A measurement technique that takes place within a natural environment that focuses on observing behaviour (sometimes without the subjects’ awareness).

19. Copyright © 2006 Pearson Education Canada Inc. 9-19 Field Observation Takes place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behaviour

20. Copyright © 2006 Pearson Education Canada Inc. 9-20 Participant-Observers Researchers who participate in the environment that they are studying without notifying those who are being observed

21. Copyright © 2006 Pearson Education Canada Inc. 9-21 Value Measurement Survey Instruments Rokeach Value Survey (RVS) – A self-administered inventory consisting of eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals). List of Values (LOV) – A value measurement instrument that asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey

22. Copyright © 2006 Pearson Education Canada Inc. 9-22 (continued)

23. Copyright © 2006 Pearson Education Canada Inc. 9-23 Figure 9-8 (continued)

24. Copyright © 2006 Pearson Education Canada Inc. 9-24 Culture and Marketing Strategy Identify key cultural values that affect the consumption of the product Ensure the marketing mix appeals to these values Examine changes in cultural values and adapt the marketing mix if needed Modify marketing mix to subcultures if the culture is heterogeneous Be aware of symbols and ritual