behavior

Identify and describe cultural factors that McDonald’s have taken into consideration in the study of consumer behaviour in Saudi Arabia.

 

the answer depend on the attached and no copy.

Chap012.ppt

Chapter 12

Cultural and Cross-Cultural Influences

Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.

McGraw-Hill/Irwin

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Culture refers to the mental frames and meanings that are shared by most people in a social group.

Cultural meanings broadly include:

Common perspectives

Typical cognitions

Characteristic patterns of behavior

What is Culture?

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Issues to consider while analyzing culture:

Cultural meanings can be analyzed at different levels.

Macro

Subcultures

Social classes

Reference groups

Family

What is Culture? (cont.)

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The concept of shared or common meaning is critical to understanding culture.

Need to consider cultural meaning at a macro social level.

A meaning is cultural if many people in a social group share the same basic meaning.

Cultural meanings are created by people.

Construction of cultural meanings is more obvious at the level of smaller groups.

What is Culture? (cont.)

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Cultural meanings are constantly in motion and can be subject to rapid changes.

Social groups differ in the amount of freedom people have to adopt and use certain cultural meanings.

What is Culture? (cont.)

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The Content of Culture

The content of culture includes:

The beliefs, attitudes, goals, and values held by most people in a society.

The meaning of characteristic behaviors, rules, customs, and norms that most people follow.

The meanings of significant aspects of the social and physical environment, including:

Major social institutions in a society.

Typical physical objects used by people in a society.

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The Content of Culture (cont.)

The goal of cultural analysis is to understand the cultural meanings of concepts from the point of view of the consumers who create and use them.

Behaviors can have important cultural meanings.

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The Content of Culture (cont.)

Aspects of the social environment can have rich cultural meanings.

Marketing strategies must be sensitive to cultural meanings.

Marketers need to understand the cultural meanings of their products and brands.

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Measuring the Content of Culture

Content analysis

The content of culture can often be read from the material objects produced by the social group.

Ethnographic fieldwork

Procedures involve detailed and prolonged observation of consumers’ emotional responses, cognitions, and behaviors during their ordinary daily lives.

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Measuring the Content of Culture (cont.)

Measures of values

Marketers use procedures to directly measure the dominant cultural values in a society.

Rokeach Value Survey

Kahle’s List of Values

Commercial techniques

VALS (Values and Lifestyles)

Yankelovich MONITOR

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The Core Values of American Culture

Core values are the abstract end goals that people strive to achieve in their lives.

Knowing the core values held by people in a society can help marketers understand the basis for the customer–product relationship for those consumers.

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Exhibit 12.1 – Core Values in America

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Exhibit 12.1 – Core Values in America

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Changing Values in America

Can create problems for marketers.

Can create new marketing opportunities.

Usually accompanied by changes in behavior.

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Exhibit 12.2 – Lifestyle Trends in America

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Exhibit 12.2 – Lifestyle Trends in America

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Culture as a Process

Cultural meaning is present in three locations:

Social and physical environments

Products and services

Individual consumers

The cultural process describes how cultural meaning is transferred between locations by the actions of organizations and by individuals in the society.

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Exhibit 12.3 – A Model of the Cultural Process

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Culture as a Process (cont.)

Two ways that meaning is transferred in a consumption-oriented society:

Marketing strategies are designed to move cultural meanings from the physical and social environments into products and services to make them attractive to consumers.

Consumers actively seek to acquire cultural meanings in products in order to establish a desirable personal identity or self-concept.

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Moving Cultural Meanings Into Products

Meanings are moved into products by:

Advertising

Symbols

Pricing strategies

Design strategies

Distribution strategies

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Cultural Meanings in Products

Products, stores, and brands express cultural or symbolic meaning.

Cultural meanings of products vary across different societies.

Not all people in a social group perceive a product, brand, or activity to have the same cultural meaning.

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Cultural Meanings in Products (cont.)

Some cultural meanings in products are obvious to those familiar with the culture, but others are hidden.

Many companies know little about the symbolic cultural meanings of their products.

Many products contain personal meaning in addition to cultural meanings.

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Moving Cultural Meanings From Products into Consumers

Rituals are symbolic actions performed by consumers to create, affirm, evoke, or revise certain cultural meanings.

Acquisition rituals

Bargaining rituals

Possession rituals

Product nurturing rituals

Personalizing rituals

Exchange, grooming, and divestment rituals

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Cultural Meanings in Consumers

Consumers buy products to acquire cultural meanings to use in establishing their self-identities.

Americans have a lot of freedom to create different selves through their choices of lifestyle, environments, and products.

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Cultural Meanings in Consumers (cont.)

Goods cannot provide all the meanings that consumers need to construct healthy self-concepts.

People may consume products in an attempt to acquire important life meanings.

People have favorite possessions that are filled with important, self-relevant meanings.

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Moving Meanings to the Cultural Environment

Consumer meanings can be transferred to the cultural environment through people’s social behavior.

The cultural process is a continuous and reciprocal movement of meaning between the overall cultural environment, organizations, and individuals in the society

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Marketing Implications

Managing cultural meaning

The shared cultural meanings of a brand are a large part of its economic value, or its brand equity.

Using celebrity endorsers in ads

Celebrities are cultural objects with specific cultural meanings.

Can be related to their credibility and expertise concerning a product.

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Helping Consumers Obtain Cultural Meanings

Marketers can help transfer important cultural meanings from products to the customer by understanding the role of rituals in consumer behavior.

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Cross-Cultural Influences

Cross-cultural differences:

Do not always coincide with national borders.

Not always clearly demarcated by national borders.

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Cross-Cultural Differences

Differences in consumption culture

Self-concept

Affect how people interpret product meanings and use products.

Similar cross-cultural changes

Create similar marketing opportunities in many societies.

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Cross-Cultural Differences (cont.)

Materialism

A multidimensional value including possessiveness, envy, and non-generosity.

Marketing implications:

Marketers must determine which cross-cultural differences are relevant to their situations.

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Cross-Cultural Differences (cont.)

A sensitivity to and tolerance for cross-cultural differences in meaning is a highly desirable trait for international marketing managers.

Managers from the local culture bring an intimate knowledge of the indigenous cultural meanings to strategic decision making.

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Developing International Marketing Strategies

Adapting strategy to culture

Adaptation approach

Standardizing strategy across cultures

Global marketing

Less expensive

Changing the culture

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Marketing Implications: The European Union

The considerable cross-cultural differences among the EU countries will not disappear.

It will be difficult to develop standardized marketing strategies to sell products in all countries in Europe.

Some products may lend themselves to standardized strategies, while others will require careful adaptation to local cultures.

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Summary

Culture and cross-cultural factors influence consumers’:

Affective responses and cognitions

Behaviors

Physical and social environment

Culture refers to the meanings shared by people in a society.

Marketers can study the content of culture.

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Summary (cont.)

Values and lifestyle trends influence marketing strategies.

Cultural meaning is moved between different locations through the cultural process.

Cross-cultural differences can influence consumers.

Marketers must use their knowledge of culture in developing international marketing strategies.