Slide TNKH hệ E C2 - Trải nghiệm khách hàng UEL

9/28/2023 Goals Understand the influence of culture and subculture on consumer behaviours Chapter 2 Culture & subculture Content 1. Culture 2. Subculture 3. Cultural theories applied in marketing Explain marketers’ policies in applying the influences of culture and subculture on consumer behaviours 1. Culture 1.1 Definition “...it’s the accumulation of shared meanings, rituals, norms and traditions among the members of an organization or society.” Solomon, 2017 “Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.” Hawkins & Mothersbaugh, 2010 1. Culture 1. Culture 1.1 Definition We describe a culture in terms of its: ecology (the way people adapt to their habitat) social structure (the way people maintain an orderly social life) ideology (including moral and aesthetic principles) 1 9/28/2023 1. Culture 1. Culture 1.2 Characteristics of culture 1.3 Functions of culture automatically affect human behaviours Make rules for behaviours are learned and acquired by members in the society Establish standards for success are long-lasting and adaptable Establish ways for processing information can integrate with other cultures Provide guidance in solving current problems 1. Culture 1.4.1 Values 1.4. Cultural factors influencing consumer behaviours Values Social norms Traditions and customs Symbol Values are beliefs that are relatively few in number serve as a guide for culturally approriate behaviours enduring or difficult to change not tied to a specific object or situation widely accpeted by the members of a society (Schiffman & Kanuk, 2010) 1.4.1 Values A myth is a story with symbolic elements that represents a culture’s ideals Myths are stories that express a culture’s values, and in modern times marketing messages convey these values to members of the culture. 2 9/28/2023 Gift-giving in special occasions to build social relationships (especially with people that has higher status) in Vietnam 1.4.2 Social norms Social norms: • appropriate and acceptable behaviours • what should and should not be done • orientation and guidance for specific behaviours • fixed but also change over time 1.4.3 Traditions and customs A ritual is a set of multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically. Many businesses benefit because they supply ritual artifacts to consumers We often follow a ritual script to identify the artifacts we need, the sequence in which we should use them, and who uses them. Vietnamese wedding offerings Betel leaves and areca fruits Tea, wine, candles Husband-wife cakes Fruits Gac sticky rice. Boiled chicken or roasted pig Money Jewelry and gold 3 9/28/2023 1.4.3 Traditions and customs Festivals and holidays • Festivals and holidays demonstrate cultural values of a nation and are a form joint cultural activities by a community or by people with the same beliefs. • Festivals and holidays are related to beliefs, religions and memorials about origins. Needs for objects used in festivals increase sharply during the occasions 1.4.4. Symbols Symbols: • people, objects or phenomenons with certain meanings that are accepted by members in a community 2. Subculture 2. Subculture A subculture is a part of a culture and a group whose members share significant beliefs and common preferences geography Many subcultures can form many market segments age religion gender social class 4 9/28/2023 2. Subculture 2. Subculture Regional subcultures influence consumption behaviours and marketing efforts should adapt to this leicate difference Example: Nothern people focus on “brand” while Southern people enjoy new products. Northern people like exaggerated ads and comedies with deep meanings; Southern people enjoy simple comedies. Influence of surrounding people on consumers’ decision in Hanoi and Ho Chi Minh City 2. Subculture 2. Subculture Preference of buying at traditionak markets between consumers in Hanoi and Ho Chi Minh City Preference for bargaining between consumers’ in Hanoi and Ho Chi Minh 2. Subculture 2. Subculture Religious subculture Religions Buddism CONSUMER BEHAVIOURS Vegetarians, using low-carb and low-fat food, being economical, disliking luxurious goods, being interested in products that are beneficial to the society (environmentally friendly products etc.) Islam No consumption of pork and wine, preference for the green color (a meaningful color for Muslim) Judaism Getting information from newspapers and members of the same group, being interested in new products vegetarians → using cooking oil and cosmestics made from plants Hindu Age subculture • children • teenagers • young people • middle age • elders 5