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Our Plan Today
- Do assignment 2 quiz
- Brief of assignment 3
- Chapter 2: Cross-cultural variations in consumer behaviour
- Chapter 4: American society: demographics and social stratification
Assignment Details (1)
Assignment Details (2)
Marking Rubric (1)
Marking Rubric (2)
External Influences
L01 (^) Define the concept of culture Describe core values that vary across culture and influence behaviors Understand cross-cultural variations in nonverbal communications Summarize key aspects of the global youth culture Understand the role of global demographics List the key dimensions in deciding to enter a foreign market L L L L L
Learning Objectives
- Culture is acquired from our experiences and learning
- It supplies norms and sanctions: appropriate and inappropriate behaviors in societies
- Consumers are seldom aware of cultural influences
The Nature of Culture
- Cultures are not static, they evolve and change slowly over time
- Sometimes changes can be more rapid: ➢ Technological advances, e.g., motorbike-hailing service, e-commerce... ➢ Dramatic events, e.g., Covid- 19
- Marketers need to monitor changes and leverage them in marketing strategies: ➢ Multi-cultural societies, lifestyle, women in the labour market, gender equality, younger generation vs older one...etc.
Culture and Change
Classification of Cultural Values
1. Other-oriented: indicates appropriate relationships and behaviors with others people in a society 2. Environment-oriented: prescribes a society’s perception and relationship with its economic, technical, physical environments 3. Self-oriented: reflects objectives and approaches to life that are desirable for an individual in a society ❖ These numerous values differ across cultures and affect consumption
- Individual vs collective: are people driven by acting for the good of the community over an individual’s good? Group conformity or individual differences and diversity?
- Romantic vs practical: does a society believe that “love conquers all?” Are open courtship and physical proximity accepted?
- Adult & child: is family life organized to meet the needs of the children or the adults? What is the child’s role?
- Masculine vs feminine: are rank, prestige, and important roles assigned primarily to men or women? Does the husband or wife or do both of them make important decisions in the family?
- Competition vs cooperation: do people obtain success by excelling over others, or by cooperating with them?
- Youth vs age: are wisdom and prestige assigned to the younger or the older members of a culture?
- Etc...
Other-oriented Values
- Active vs passive: i s a physically active approach to life valued more highly than a less active orientation?
- Material vs non-material: how much importance is attached to the acquisition of material wealth?
- Hard work vs leisure: is a person who works harder admired?
- Humor vs seriousness: is life to be regarded as a strictly serious affair or is it to be treated lightly?
- Sensual gratification vs abstinence : is it good to enjoy sensual pleasure (food, drink, etc.)?
- Postponed vs immediate gratification: are people encouraged to “save for a rainy day” or “live for today”?
- Etc...
Self-oriented Values
We see the world through our lenses of cultural perception
Definition of Culture