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Culture Influence on Consumer Behavior

Team #19 Andrea Hauser Grethel Lemarroy Lorraine Kitzen
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Andrea Hauser

on 24 April 2012

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Transcript of Culture Influence on Consumer Behavior

Culture Influence on Consumer Behavior The system of shared beliefs, values, customs, behaviours, and artifacts that the members of society use to cope with their world and with one another, and that are transmitted from generation to generation through learning What is Culture?
Consumers cultures have a strong influence on their values, perceptions and actions, the acceptance of products and services, by the consumers, are affected greatly by culture.

Understanding how cultural nuances influence loyalty can benefit the strategic planning stage by emphasizing brand characteristics effectively in a culture.
How does Culture influence Consumer Behavior? Model on Consumer Behavior - Culture Connection

Cultures are further divided into smaller cultural units known as sub-cultures. The basis of division can be nationality, social class, religion, region, language, occupation, age, sex, etc. An individual can be a member of one or more sub-cultures simultaneously.
Culture in Depth
Culture Influence on Consumer Behavior: Focusing on Religion Meat consumption is prohibited in Hinduism, the main religion in India.

Mc Donalds spent time building infrastructure, corporate culture, and developing the menu. Since hindu people do not eat meat, they offered one vegetarian product and then developed its first burger, which contain vegetables with indian spices. Mc donalds had to develop 139 ingredients and use 50 suppliers. In German speaking countries, the brandname Vicks was changed to Wick in order to avoid a sexual connotation that the original name would carry.
Heineken replace the alcoholic beer for fruit flavors, going after markets in both Islam and Muslim communities since these are large communities.

It plans to use a unique brewing process that produces no alcohol in order to obtain the strictest halal (permit) certification available. There is an estimation of 1.3 billion Muslims in the world that are attracted to beer.
When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the beautiful Caucasian baby on the label. Later they learned that in Africa, companies routinely put pictures on the label of what's inside, since most people can't read English.

Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing sucks like an Electrolux" Culture Influence on Consumer Behavior: Focusing on Language
Sometimes it's one word of a slogan that changes the whole meaning. When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say "It won't leak in your pocket and embarrass you." However, the company mistakenly thought the Spanish word "embarazar" meant embarrass. Instead the ads said "It won't leak in your pocket and make you pregnant.“
Nokia has announced about the launch of new Islamic mobile apps on Ovi Store specially for the holy month of Ramada. The new applications offer rich content for Muslims across the world.
Culture Influence on Consumer Behavior: Focusing on Religion Is how people imagine or regard something, which reflects the ways people are thinking.

Red
China - symbol of celebration and luck, used in many cultural ceremonies that range from funerals to weddings.
Religion. Dictionary.com. 2012
http://dictionary.reference.com/browse/religion

Alcohol producers now targeting Muslim countries. European Center Monitoring Alcohol Marketing. 2011
http://www.eucam.info/eucam/home/news.html/1881/1133/alcohol-producers-now-targeting-muslim-countries

Thorn, Bret. Mc Donalds: Lessons learned from India.Restaurant News. 2011
http://nrn.com/article/mcdonald%E2%80%99s-lessons-learned-india

Edmondson, R. The meaning of colors: Color Symbolism. Myuniversalfacts.com. 2005.
http://www.myuniversalfacts.com/2005/12/meaning-of-colors-color-symbolism.html

Schiffman. (2009, October 11). Chapter 12: The influence of culture in consumer behavior. Retrieved from http://www.slideshare.net/kumaravinash23/chapter-12-influence-of-culture-on-consumer-behavior

The culture concept. (n.d.). Retrieved from http://www.umanitoba.ca/faculties/arts/anthropology/courses/122/module1/culture.html

Lau, L. (2002). The dynamic nature of culture and consumer behavior. Retrieved from https://content.ebscohost.com/pdf19_22/pdf/2002/ACR/01Jan02/7705798.pdf?T=P&P=AN&K=7705798&S=R&D=bth&EbscoContent=dGJyMMvl7ESeqLE4v+bwOLCmr0qep7BSsaq4TbeWxWXS&ContentCustomer=dGJyMOGqsU21rLNNuePfgeyx44Dt6fIA

DOULAT, R. (2012, March). Comparative study effect of culture from hofstede perspective on purchasing mobile phonein iranand thailand society. Retrieved from https://content.ebscohost.com/pdf27_28/pdf/2012/BDDK/02Mar12/73311631.pdf?T=P&P=AN&K=73311631&S=R&D=bth&EbscoContent=dGJyMMvl7ESeqLE4v+bwOLCmr0qep7BSsai4S7GWxWXS&ContentCustomer=dGJyMOGqsU21rLNNuePfgeyx44Dt6fIA

Lau, L. (2002). The dynamic nature of culture and consumer behavior. Retrieved from https://content.ebscohost.com/pdf19_22/pdf/2002/ACR/01Jan02/7705798.pdf?T=P&P=AN&K=7705798&S=R&D=bth&EbscoContent=dGJyMMvl7ESeqLE4v+bwOLCmr0qep7BSsaq4TbeWxWXS&ContentCustomer=dGJyMOGqsU21rLNNuePfgeyx44Dt6fIA

The culture concept. (n.d.). Retrieved from http://www.umanitoba.ca/faculties/arts/anthropology/courses/122/module1/culture.html References http://www.youtube.com/watch?v=bTMJRAwTJ2M http://www.youtube.com/watch?v=79GuJe-arIE Culture Influence on Consumer Behavior: Focusing on Language Culture Influence on Consumer Behavior: Focusing on Language Culture Influence on Consumer Behavior: Focusing on Religion Culture Influence on Consumer Behavior: Focusing on Color Symbolizim T=P&P=AN&K=7705798&S=R&D=bth&EbscoContent=dGJyMMvl7ESeqLE4v+bwOLCmr0qep7BSsaq4TbeWxWXS&ContentCustomer=dGJyMOGqsU21rLNNuePfgeyx44Dt6fIA
Culture Influence on Consumer Behavior: Focusing on Customs Smirnoff adapting product to Brazilian customs. Vodka instead of Cachaca. It comes in three flavors: lime, passion fruit or red berry
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