Consumer Behavior II Case

Unit II: Cultural and Social

Influences

Course Learning Objectives for Unit II

2. Relate consumer behavior to public policy issues. 2.1 Discuss how a company’s advocacy for environmental issues or other socially conscious public policy issues would impact a buying decision.

4. Examine how consumers are influenced by values as members of a particular culture.

4.1 Describe how a consumer’s cultural values and norms would influence a buying decision.

7. Explain the steps of the consumer decision-making process. 7.1 Explain the steps of the consumer decision-making process and how a decision progressed through each step.

Cultural Influences

• Culture systems: This entails ecology, social structure, and ideology.

• Cultural values are listed below.

– Core values uniquely define a culture.

– Customs controls basic behaviors.

– Norms are customs with a strong moral overtones.

– Conventions are norms that regulate everyday lives.

Marketing and Culture

• Cultural selection: These choices we have are the culmination of a filtration process.

• Many factors influence the way consumers view products and style.

• Culture production system: This is a set of individuals who create and market a cultural product.

– Create subsystem.

– Initiate managerial subsystem.

– Implement communications subsystem.

Reality Engineering

• Reality engineering: This occurs when marketers appropriate elements of popular culture and use them as promotional vehicles.

• Product placement: This is the insertion of real products in fictional movies, TV shows, etc.

• Advergaming: This is when online games merge with advertisements that let companies target specific consumers.

Cultural Stories and Ceremonies

• Sacred consumption: This occurs when consumers set apart objects and events from normal activities and treat them with respect and awe.

• Myth: This is a story with symbolic elements that represent a culture’s ideals.

• Rituals: This is a set of multiple, symbolic behaviors that occur in a fixed sequence (e.g., grooming, gift- giving, holidays, rites of passage).

Candlelight (Pexels, 2016)

Global Consumer Culture

• Standardized strategy vs. localized strategy

• Hofstede’s dimensions of national culture are listed below: – Power distance, individualism vs.

collectivism, masculinity vs. femininity, uncertainty avoidance, long-term vs. short-term orientation, and indulgence vs. restraint.

Global culture (Geralt, 2014)

• Global consumer culture unites people around the world by their devotion to brand-name consumer goods, movie stars, leisure activities, etc.

Business Ethics and Consumer Rights

• Business ethics are rules that guide actions in the marketplace.

• Unhappy consumers can utilize the mediums below:

– voice response, private response, and third-party response.

• Market regulation ensures marketers provide reliable information about a reliable product.

Policy Issues • Data privacy: How much should

companies know about their consumers?

• Identity theft: This occurs when someone steals one’s personal information and uses it.

• Market access: This is the ability to find and purchase goods and services.

– disabilities, literacy, food desert

Components of digital marketing (Maialisa, 2016)

Environmental

– A financial bottom line provides profit.

– A social bottom line gives back to the community.

– An environmental bottom line minimizes damage to the environment.

• Green marketing is a strategy to promote environmentally friendly products.

• Product disposal can include an exchange, a disposal, a return, and a reuse.

Global environment (Clker-Free-Vector-Images, 2012)

• Triple-bottom line orientation is described below.

Dark Side of Consumer Behavior

• Consumer terrorism: This can be bioterrorism (food) or cyber-terrorism.

• Addictive consumption: This is a physiological dependency on products or services (e.g., addiction to technology).

• Compulsive consumption: This is repetitive shopping.

• Consumed consumers: These are people who are used for commercial gain.

References

Clker-Free-Vector-Images. (2012). Recycle [Image]. Retrieved from https://pixabay.com/en/recycle-green-earth-environment-29227/

Geralt. (2014). Global culture [Image]. Retrieved from https://pixabay.com/en/globalization-policy-society-452692/

Maialisa. (2016). Globalization mindmap [Image]. Retrieved from https://pixabay.com/en/marketing-blog-graphic-digital-1320699/

Pexels. (2016). Candle blurred [Image]. Retrieved from https://pixabay.com/en/blurred-bokeh-candle-candlelight-1869271/

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