culture black marketers

8/8/2019 Culture Black Marketers

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12 - 1

Culture

The sum total of learned

beliefs, values, and

customs that serve toregulate the consumer

behavior of members of

a particular society.

PRANJAL


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Culture Is Learned

Enculturation andacculturation

Language and

symbols

Ritual

Sharing of culture

Enculturation The learning of ones

own culture

Acculturation The learning of a

new or foreign

culture

Issues


3/25

This ad would

appeal tothose from

other countries

who are now

interested in

buying ahouse in the

U.S.


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12 - 4

The EU has

a Web site

for new

citizens.


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The Movement of Cultural Meaning


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Culture Is Learned

Enculturation andacculturation

Language and

symbols

Ritual

Sharing of culture

Issues

Without a common

language shared

meaning could not exist

Marketers must choose

appropriate symbols inadvertising

Marketers can use

known symbols for

associations


7/2512 - 7Copyright 2007 by Prentice Hall

ThisWeb site

explores

animals assymbols for

advertising.


8/25

This ad uses

the symbol of

a magnet to

emphasize its

benefits.

PRANJAL


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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of culture

Issues

A ritual is a type of

symbolic activity

consisting of a series of

steps

Rituals extend over thehuman life cycle

Marketers realize that

rituals often involve

products (artifacts)RIGE THOMAS


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Selected Rituals and Associated

ArtifactsSELECTED RITUALS TYPICAL ARTIFACTS

Wedding White gown (something old, something new, something

borrowed, something blue)

Birth of child U.S. Savings Bond, silver baby spoon

Birthday Card, present, cake with candles

50th Wedding anniversary Catered party, card and gift, display of photos of the

couples life together

Graduation Pen, U.S. Savings Bond, card, wristwatchValentines Day Candy, card, flowers

New Years Eve Champagne, party, fancy dress

Thanksgiving Prepare a turkey meal for family and friends


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Culture Is Learned

Enculturation and

acculturation

Language and

symbols

Ritual

Sharing of Culture

Issues

To be a cultural

characteristic, a belief,value, or practice must be

shared by a significant

portion of the society

Culture is transferredthrough family, schools,

houses of worship, and

media


12/25

This ad uses

characters

well known

in the U.S.

culture.

RIGE THOMAS


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The Measurement of Culture

Content Analysis

Consumer Fieldwork Value Measurement Instruments

SUDIP


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ContentContentAnalysisAnalysis

A method forsystematically analyzing

the content of verbal

and/or pictorial

communication. The

method is frequently

used to determine

prevailing social valuesof a society.


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FieldFieldObservationObservation

A cultural measurementtechnique that takes

place within a natural

environment thatfocuses on observing

behavior (sometimes

without the subjects

awareness).


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Characteristics of Field

Observation Takes place within a natural environment

Performed sometimes without the

subjects awareness

Focuses on observation of behavior


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Participant-Observers

Researchers who

participate in the

environment that theyare studying without

notifying those who

are being observed.

SUDIP


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Value Measurement Survey

Instruments Rokeach Value Survey (RVS)

A self-administered inventory consisting ofeighteen terminal values (i.e., personal goals)and eighteen instrumental values (i.e., ways ofreaching personal goals)

List of Values (LOV) A value measurement instrument that asks

consumers to identify their two most importantvalues from a nine-value list that is based on the

terminal values of the Rokeach Value Survey Values and Lifestyles (VALS)

A value measurement based on two categories:self-definition and resources

VIMLESH


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Table 12.5

Excerpt from the Rokeach Value SurveyTERMINAL VALUES INSTRMENTAL VALUES

A comfortable life Ambitious

An exciting life Broad-minded

A world at peace Capable

Equality Cheerful

Freedom Clean

Happiness Courageous

National security Forgiving

Pleasure Helpful

Salvation Honest

Social recognition Imaginative

True friendship Independent

Wisdom Intellectual


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This ad

references aterminal

value.

VIMLESH


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American Core Values

Achievement and

success

Activity

Efficiency andpracticality

Progress

Material comfort

Individualism

Freedom

External conformity

Humanitarianism

Youthfulness

Fitness and health

SUBHASIS


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Core Cultural Values in America

Value

General

Feature

Relevance to

Consumer Behavior

Progress

Material

comfort

People can

improve

themselves;tomorrow should

be better

The good life

Stimulates desire for new

products that fulfill un-

satisfied needs; New

product acceptance

that claim to be new

or improved

Fosters acceptance of

convenience and luxuryproducts that make life

more enjoyable


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Value

General

Feature

Relevance to

Consumer Behavior

Achievement

and success

(work ethic)

Activity

Efficiency and

practicality

Success flows

from hard work

Keeping busy is

healthy & natural

Admiration of things

that solve problems

(e.g., save time

and effort)

Acts as a justification for

acquisition of goods

(You deserve it)

Stimulates interest in

products that save timeand enhance leisure-

time

Stimulates purchase of

products that function

well and save time


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Value

General

Feature

Relevance to

Consumer Behavior

Individualism(responsibility?)

Freedom

(equality)

Being ones self

(e.g., self-reliance,

self-interest, and

self-esteem

(Self-fulfillment)

Freedom of choice

Stimulates acceptance of

customized or unique

products that enable a

person to express hisor her own personality

Fosters interest in wide

product lines and

differentiated products


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Toward a Shopping Culture

Is shopping what we do to create value in

our lives?

The younger generation is shopping more

This has an effect on credit card debt

SUBHASIS

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