MKC2110 Lecture Notes - Lecture 10: Harvey Norman, Psychoanalytic Theory, Extraversion And Introversion
6 Jun 2018
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WEEK 10 NOTES – COMMENCE 6.10.15
CULTURES, SUB-CULTURE AND GROUPS. PERSONALITY AND SELF-CONCEPT
How does culture affect consumer behavior? Through motivation → Difference
between actual state and desired state (need recognition).
The ways marketers succeed → Through Bundle of benefits which are all about
satisfying needs.
Culture → Need. A need doesn’t change, but the culture has an impact on the
want. E.g. Transportation, Dutch people ride bicycles, but other countries may
have other transportation means, need is the same, but the want changes.
THE IMPACT OF PERSONAL CONTEXT
• Characteristics of an individuals socioeconocultural environment. Each
have an impact on goal object.
- Culture
- Institutions and groups
- Personal worth
- Social class
• Influence: Resources, tastes and preferences.
• Want: Need shaped by culture and personal circumstances, a physical
manifestation of a need.
CULTURE
Why learn about cultures? It has an impact on what the goal object becomes, and
how we communicate bundle of benefits will be different: Colour, ads, pictures
etc.
Norm: Something generally accepted by the culture/subculture. E.g. We walk on
the left hand side.
• The sum total of ways of living built up by a group of human beings.
• Enculturation – Learning about ones own culture.
• Acculturation – Learning about a new culture
• Individuals learn values, norms, rituals and myths – E.g. Gift giving at
Christmas.
• Rituals: Symbolic behaviours.
• Social value
- What is good and desirable
• Norms
- Rules of behavior, more specific and at a lower level of application
than values.
• Rituals
- Set of symbolic behaviours.
• Myths
- Stories expressing key values.
find more resources at oneclass.com
find more resources at oneclass.com
CHARACTERISTICS OF CULTURE
• Culture is learned.
• Culture regulates society.
- Norms, standards of behavior and punishments.
• Culture makes life more efficient
- All members follow same norms.
• Culture is adaptive – changes. → Particular beliefs held by society change,
for example: We should look after the environment.
• Culture is environmental
• Multiple cultures are nested hierarchically
TYPES OF CULTURE
• National culture
- The culture prevalent in a nation, common to everyone.
• Popular culture
- The culture of the masses with norms of mass appeal.
• Subculture
- The culture of a group within the larger society.
- Group identification based on nationality of origin, race, region, age,
religion, gender etc.
• Corporate culture
- The companys values, rituals, customs, myths and heroes.
• Different norms apply to different subcultures.
HOFSTEDE’S FIVE DIMENSIONS OF CULTURE
Hofstede is useful for marketers intending to export to another culture.
1. Individualism versus collectivism
Pursuit of self or group interest
2. Power distance
Social inequality and submission to authority
3. Uncertainty avoidance
Tolerance/avoidance of ambiguity
4. Masculinity/femininity
Segregation and superiority of male and female roles in society
5. Abstract versus associative thinking
Creation of value in products based on cause/effect logic or association
among events without a logical link.
INSTITUTIONS AND GROUPS
• Groups
- Two or more persons sharing a common purpose.
• Institutions
- More permanent groups with pervasive and universal presence. →
Exist in own right. Members come and go.
• Reference groups
- Persons, groups or institutions looked to for guidance for behavior
and values and whose opinions are valued. → Can be a group of which
you are a member, BUT not necessarily.
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Through motivation difference between actual state and desired state (need recognition). The ways marketers succeed through (cid:498)bundle of benefits(cid:499) which are all about satisfying needs. A need doesn"t change, but the culture has an impact on the want. Transportation, dutch people ride bicycles, but other countries may have other transportation means, need is the same, but the want changes. The impact of personal context: characteristics of an individual(cid:495)s socioeconocultural environment. Institutions and groups have an impact on goal object. Influence: resources, tastes and preferences: want: need shaped by culture and personal circumstances, a physical manifestation of a need. It has an impact on what the goal object becomes, and how we communicate bundle of benefits will be different: colour, ads, pictures etc. We walk on the left hand side: the sum total of ways of living built up by a group of human beings, enculturation learning about one(cid:495)s own culture, acculturation learning about a new culture.
