Those in collective cultures value their group

Info icon This preview shows pages 8–10. Sign up to view the full content.

View Full Document Right Arrow Icon
Those in collective cultures value their group membership, respect group processes and decisions, and expect other in-group members to look after or protect them in case of need or crisis. For them, keeping good and harmonious relationships inside their in-group is a priority, and avoiding loss of face is important. Social values: o Values exist mainly at the individual level, but when one is substantially shared throughout a society, it becomes a cultural value. o Terminal values – beliefs about desired end-states such as freedom, comfortable life and mature love o Instrumental values – beliefs about desired modes of action, such as being independent, ambitious or honest. Personal values: 8
Image of page 8

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
o Personal values are shown as the underlying determinant of consumer attitudes and consumption behaviour. o Personal values is one of the most influential factors that affect the type of needs consumers try to satisfy through purchase and consumption behaviours. The value concept in marketing: o Value structure map – strategic tool which describes how a particular group of subjects tend to perceive or think about a specific product or brand. The Socio-monitor is an investigation of the values of South African adults that are relevant to decision-makers. The value groups identified can be used in the segmentation of consumer markets. Methods for measuring culture: 1. Content analysis o Focuses on the content of verbal, written and pictorial communications. Relatively objective way of determining social and cultural changes within a specific society. 2. Consumer fieldwork o Researchers are likely to select a small sample of people from a particular society and carefully observe their behaviour. Characteristics of field observation: It takes place within a natural environment It is performed sometimes without the subjects’ awareness It focuses on observation of behaviour 3. Social value measurement o Researchers use value measurement instruments to ask people how they feel about basic personal and social concepts such as freedom, comfort, national security and peace. Study unit 5 – Reference groups and social class Reference groups form part of group dynamics that can be defined as any person or group that serves as a point of comparison or reference for an individual consumer in forming certain values, attitudes and behaviour patterns. A reference group involves one or more people that a consumer uses as a basis for comparison or “point of reference” in forming responses and performing behaviours. The main influences on the black consumer’s buying behaviour in South Africa are family members, peer group pressure and role models. Types of reference groups in South Africa: 1. Formal and informal reference groups o Each formal reference group has a clearly defined structure and membership. Membership may have an impact on behavioural processes such as having drinks at the local club.
Image of page 9
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern