Environmental influences on consumer behavior: chapter 3: culture

In this chapter we examine one of the most basic factors influencing the behavior of
consumers- their cultural heritage.

1. Characteristics of culture
1.1. Culture is invented
People invent their culture. This invention consists of three interdependent
systems or elements: (1) An ideological system, (2) technological system
and (3) an organizational system.
1.2. Culture is learned
Culture is not innate or instinctive, but is learned beginning early in life and
is charged with a good deal of emotion.
1.3. Culture is socially shared
Culture is a group phenomenon, shared by human beings living in
organized societies and kept relatively uniform by social pressure.
1.4. Cultures are similar but different
All cultures exhibit similarities like athletic sports, bodily adornment, a
calendar etc. but there is great variation in the nature of these elements,
which may result in important consumer behavior differences around the
world.
1.5. Culture is gratifying and persistent
Culture satisfies basic biological as well as learned needs. It consists of
habits that will be maintained and reinforced as long as those who practice
them are gratified. Due to this cultural element are passed down from one
generation to other.
1.6. Culture is adoptive
In spite of our resistance to change, cultures are gradually and continuously
changing. Some societies are quite static while others are dynamic in
nature.
1.7. Culture is organized and integrated
A culture “hangs together”; that is, its parts fit together. Although every
culture has some inconsistent elements, it tends to form a consistent and
integrated whole.
1.8. Culture is prescriptive

2. Implications of cultural change for the marketer

2.1. Product planning
Assessing consumers present and emerging value orientation can help the
marketer identify new product opportunities and achieve better product
positioning among consumer segments. Marketer needs to have those
brands which increase the values of the consumers.
2.2. Distribution channels
Changing consumer value systems may lead to different shopping pattern,
and new outlets may be necessary to reach customers.
2.3. Promotion
New approaches in copy and artwork are called for in communicating
memorably and persuasively with changing consumers. There are a
number of ways that advertising is moving to appeal to the values of this
new society.
2.4. Market segmentation
Knowledge of consumer value orientations provides a measurable set of
variables, related to needs, which gives the marketer insight beyond merely
demographic and psychographic dimensions. This will be helpful in
recognizing the consumption patterns of the consumers. On the basis of
value profiles marketer my devise plans to influence consumers by
increasing those value in that particular segment.