Culture Influence On Consumer Behaviour – 2 Learning Objectives To understand subcultures in the United States and their relationship with American culture. Understanding the influence of national and ethnic subcultures on consumer behavior. Understanding the influence of religious beliefs on consumer behavior. Understanding the impact of regional characteristics on consumer behavior. Understanding the influence of age and generation on consumer behavior. To understand the influence of gender on consumer behavior.
3 Subculture A subculture is a group that shares certain beliefs, values, and practices and exists within a larger society. A subculture can arise from a person’s race, religion, geography, age, or gender. Ethnicity, subculture, religion, geography, age, gender. A cultural group that appears as an identifiable part of a larger and more complex society. A subculture has beliefs, values, and consumerism that differ from other members of the same community.
- 1 Culture Influence On Consumer Behaviour
- 2 Factors Influencing Consumer Behavior
- 3 Solution: Consumer Behaviour Notes
Culture Influence On Consumer Behaviour
A cultural group that appears as an identifiable part of a larger and more complex society. A subculture has beliefs, values, and consumerism that differ from other members of the same community. In some degree. Values and standards are based on traditions, culture with values and traditions that are consistent with the culture of the established society.
Factors Influencing Consumer Behavior
Two concepts: The unique beliefs, values, and customs of a particular culture The central or dominant customs and customs of the majority of the population, regardless of the influence of subcultures. The culture of a society has two elements: (1) the unique beliefs, values, and customs of that particular culture; and (2) the central or dominant culture and tradition shared by the majority of the population, regardless of specific membership. Figure 12.2 presents a model of the relationship between two different ethnic groups (Hispanic Americans and Asian Americans) and the larger or “general” culture. According to the map, each subculture has its own unique characteristics, but both groups share the main characteristics of American culture. Most Americans belong to more than one cultural group. Subculture analysis allows marketers to determine the size of subculture segments, but subcultures are dynamic, so analysis is ongoing.
How does it affect your customer’s purchase? You may have a lifestyle, age, religion or ethnic subculture. Do these affect your food decisions, for example?
The ad appeals to the unique identity and genetics of most Indonesian women = white and black. It makes a connection between Natasha’s heritage and the girls’ subculture (such as Javanese and Papuan)
$1 Trillion Purchasing Power Young -> 50% under 35 Prefer brands over private label/fair brands Prefer other segments for hair, clothes and phones Services prefer brand names and so on. expenditure on hair care, telephone services and clothing compared to other segments. Because of the importance of “black news” to African American consumers, many marketers supplement their advertising with advertising in newspapers, magazines, and other media. nature that is unique to African Americans.
Pdf) The Influence Of National Culture On Consumer Buying Behaviour: An Exploratory Study Of Nigerian And British Consumers , International Journal Of Economics And Management Engineering
The fastest growing group of foreigners includes 6 main countries: Chinese, Filipino, Indian, Vietnamese, South Korean and Japanese 95% live in big cities. there are many languages. It can be difficult to decide whether to advertise for this purpose in their native language or in English.
Marketers should consider traditional media usage patterns. One study found significant differences in television viewing.
Table 12.1 shows that there are significant differences between Anglo-White, African American, and Hispanic American consumers in purchasing, owning, and using various products. These findings support the value of using race and ethnicity as a basis for classification.
Islam = Abangan, Ijo expands: Biru (Mohammadism) FPI & HTI Born Again Christians are the largest religious group in America (they make up 72 million of the 235 million Christians in the United States). From an entrepreneur’s perspective, born-again Christians are passionate about a cause that supports their cause and vision. A study of Jews found no significant differences in trust and communication between American Jews and non-Jews. However, religious practices or practices sometimes take on a broader meaning. The symbols U and K on food packaging are symbols that the food complies with the laws of the Jewish diet.
Solution: Consumer Behaviour Notes
New York – Top Shopping / Frozen Yogurt and Menus / Online Ordering Boston – Top Shopping / Frozen Pizza Chicago – Top Shopping / Frozen Pizza and Board Games Atlanta – Highest Purchases / Usage of Mouthwash San Francisco – Highest Purchases / Usage of Massage and Rejuvenation Los Angeles – Highest Purchases / Usage of Frozen Yogurt 1. New York: • Lowest purchase/consumption of energy drinks • Highest purchase/consumption of frozen yogurt • New York Metropolitan Area in Catalog Ordering, Mail Order . , and Internet 3. Chicago: • Not the lowest in any category reviewed • Highest purchase/use of beverages, games, speeches • Metropolitan Chicago ranks fourth for ordering all catalog , mail order, phone. , and the Internet 4. Atlanta: • Lowest Education Adults Purchase/Use • Most Mouthwash Purchases/Use • Atlanta Area Ranks Sixth for Catalog, Mail Order, Phone, and Is Internet Orders 5. San -Francisco: • Least purchased/used board games and video games • Most purchased/used massage in the last six months; Recycled materials • The San Francisco metropolitan area ranked seventh for all categories of catalog, mail order, telephone and internet 6. Los Angeles: • The Los Angeles metro area for all categories of catalog, mail order, telephone and Internet Brand is the name now in all fifty states, although the business shares for most brands vary by region.
Kota = city = high class cafe Kota traditional = kopi traditional = kopi lalang, kopi cethe X field = kopi pangku
Also called “Digital Population” or Native Generation. The majority are children of generation X ZN: di indonesia gen z = millenials The group of people born from 1997 until now. Members of Gen Z have a life of communication and media technology such as the Internet, instant messaging, texting, MP3 players, and cell phones. Generally, Gen Z are the children of Generation X, although some of the oldest may be the children of the younger generation; Young people can be the children of the Y generation. Gen Z is America’s most diverse generation, including 54% Caucasian, 24% Hispanic, 14% African American, 4% Asian, and 4% mixed/other races. Experts expect members of Gen Z to be the first generation to earn less than their parents as they grow up during the economic downturn.
Homeless and changing lifestyles Tweens 13-17 years are more independent in their behavior than marketers who talk to them, use the Internet, create content 8-12 years share many characteristics with family members for important youth relationships. Generation Z has two markets: teens between the ages of 13 and 17 and teens between the ages of 8 and 12. Marketing to teens and tweens means targeting people profitable, unobtainable, and regular customers. Teenagers have more freedom in their behavior and rely on their parents less than teenagers to make day-to-day decisions. Adolescents are beginning to develop adult characteristics and behaviors, while adolescents still have many behaviors with their siblings. Family is the most important thing for young people in their social life. Some salespeople pushed them away, often with negative comments. Teens and young adults like companies whose messages are directed directly at them. Marketers who create good products and brands for the needs and wants of this target market will succeed in converting them into customers. Tweens tend to be loyal types and teenagers are more skeptical types. Technology is central to both groups’ lives, and they embrace technology and failure. Surfing the Internet is an important pastime of teenagers and young adults.
Consumer Behavior Theories
The rapid use of technology in products, personal advertising, and social networking platforms Generation Y (Echo Boomers, Millennials) are people born in the 1980s and However, some include people born in the 1970s and late 1990s. Members of Gen Y grew up with technology and embraced it. They are more confident than other generations their age because they grew up in families with children, a society for young people, and America’s emphasis on individuality. Many want to create their own products, join their networks through messaging, and evaluate products. The graph shows the main online activities of Gen Y.
Hip-ennials Millenial Moms Gadget Gurus Clean and Green Millenials Old-School Millenials Anti-Millennials 1. Hip-ennials: They believe they can
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