CB WK 9 - Culture

CB WK 9 - Culture - Consumer Behaviour Influence of Culture...

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Consumer Behaviour Influence of Culture on Consumer Behaviour
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Learning Objectives 1. To Understand What Culture Is and How It Impacts Consumer Behaviors. 2. To Understand How Culture Acts as an “Invisible Hand” That Guides Consumption- Related Attitudes, Values, and Behavior. 3. To Understand How Culture Sets Standards for What Satisfies Consumers’ Needs. 4. To Understand How Culture Is Learned and Expressed in Language, Symbols, and Rituals.
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Learning Objectives (continued) 5. To Understand How Consumers Are Always Adapting to Culture-Related Experiences. 6. To Understand How the Impact of Culture on Consumer Behavior Is Measured. 7. To Understand How Core Cultural Values Impact American Consumers. 8. To Understand How the American Culture Became a “Shopping Culture.”
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To Which Cultural Value or Values Is This Product’s Advertising Appealing?
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Convenience in Food Preparation
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Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
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A Theoretical Model of Culture’s Influence on Behavior
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The Invisible Hand of Culture Each individual perceives the world through his own cultural lens
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Culture Satisfies Needs Food and Clothing Needs vs. Luxury
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In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not?
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Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee).
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Enculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation
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CB WK 9 - Culture - Consumer Behaviour Influence of Culture...

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