With reference to the strategy highlight 8.2, the tata group's corporate strategy is attempting to

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Chapter 14 The Influence of Culture and Values

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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CHAPTER OBJECTIVES

Objective 1—Define culture, cultural values, and subculture.

Objective 2—Describe how cultural meaning moves from society to consumer products and eventually to individuals.

Objective 3—Explain the differences among the four consumer rituals: exchange, possession, grooming, and divestment.

Objective 4—Explain how the Returns Potential Model show the importance of various norms.

Objective 5—Explain how product attributes and benefits may lead to instrumental and terminal values for consumers.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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CULTURE DEFINED

The patterns of meaning acquired by members of society expressed in their knowledge, beliefs, art, laws, morals, customs, and habits.

 Cultural Values—a collective set of beliefs about what is important, useful, and desirable.

 Subcultures—smaller groups of a larger culture that at once share larger cultural values and demonstrate unique cultural values.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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A CULTURAL FRAMEWORK FOR CONSUMER BEHAVIOR

Station 1: Culturally Constituted World

Cultural Categories: distinct segments of people

Cultural Principles: ideas that guide cultural categories

Marketing Activities

Fashion System

Station 2: Consumer Products

Exchange Rituals

Possession Rituals

Grooming Rituals

Divestment Rituals

Station 3: Individual Consumers

Source: McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13:71–84.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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STATION 1: CULTURALLY CONSTITUTED WORLD

A place where society’s shared values are collected and stored.

 Cultural Categories—help organize society by dividing the world into distinct segments of people.

 Provide the descriptors of the segments.

 Cultural Principles—ideas that help guide the construction of cultural categories

 Provide the reasons for performing segmentation.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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STATION 2: CONSUMER PRODUCTS

 Marketing Activities—product development advertising, promotion, distribution, and pricing

 Provide a pipeline through which cultural meaning moves from the culturally constituted world to consumer products.

 Fashion System—various forms of social expression, including music, art, architecture, politics, entertainment, and technology.

 Links social expression with established cultural categories and principles.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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STATION 3: CONSUMERS

 Rituals—symbolic actions that occur in a fixed sequence and are repeated over time.

 Exchange Rituals—people purchasing and presenting consumer products to each other.

 Possession Rituals—consumers discuss, compare, and display their belongings.

 Divestment Rituals—elaborate cleaning of previously owned products and the selling of existing products.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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A CULTURAL FRAMEWORK FOR CONSUMER BEHAVIOR

 Enculturation—learning about one’s own culture.  Cultural agents transfer meaning at all three stations.

 Marketing and fashion agents, opinion leaders, peers, parents, and teachers.

 Acculturation—learning and adapting to meaning in another culture.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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LANGUAGE

Linguistic Differences

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

Keegan, W. & Green M. (2005). Global Marketing (4th Edition). Upper Saddle River, NJ: Pearson Prentice Hall.

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LANGUAGE

Cultural Translation Difficulties 1. Colgate’s Cue toothpaste translated into derrière in French.

2. American cooking oil marketed in a Latin American country translated into Spanish as “Jackass Oil.”

3. Evitol shampoo translated into “dandruff contraceptive” in Portuguese.

4. Esso Oil discovered that its name translates into “stalled car” in Japanese.

5. in Puerto Rico, the automobile name Matador means “killer.”

6. Umbro named a sneaker Zyklon, the name of the gas used in Nazi concentration camps.

7. Irish Mist (an alcoholic beverage) translates into “dung” or “manure” in German.

8. Kellogg had to rename its Bran Buds cereal in Sweden; the name roughly translated to “burned farmer.”

9. Schweppes Tonic Water translated into “Schweppes Toilet Water” in Italian.

10. “Come Alive With Pepsi” translated into “Pepsi brings your ancestors back from the dead” in Chinese.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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LANGUAGE High and Low Context Cultures

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SYMBOLS

 Brand Jingles—short, catchy tunes that represent an organization.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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SYMBOLS

 Brand Logos—word marks or non-word marks, including colors and shapes used to create a distinctive image for a brand.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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NORMS

 Norms—culture’s rules of behavior.  Enacted Norms—explicitly and formally prescribed

acceptable behaviors.

 Crescive Norms—implicit rules learned only through interacting with other members of a culture.

 Customs—overt behaviors that have been passed down from one generation to the next.

 Morés—customs with strong moral implications.  Conventions—norms that deal less with right or

wrong and more with “correct.”

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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NORMS

Returns Potential Model

Norm C

Norm B

Norm A

Amount of Behavior Evaluation Dimension

Approval

Disapproval

low high

Source: Jackson, J. (1965). Structural Characteristics of Norms. In I. D. Steiner and M. Fishbein (eds.). Current Studies in Social Psychology. New York: Holt, Rinehart and Winston, Inc.

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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CONSUMER VALUES

 Core Values—cultural values that are pervasive and enduring.

 Power Distance—explicitly and formally prescribed acceptable behaviors.

 Individualism—the degree to which society is partitioned into groups.

 Masculinity—the extent to which men are expected to be different from women.

 Uncertainty Avoidance—the extent to which a culture is uncomfortable with ambiguity.

 Long-term Orientation—a culture’s search for virtue. © 2015 Cengage Learning. All Rights Reserved.

May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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MEANS-END CHAINS

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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KEY TERMS

Culture Subculture Cultural values Culturally constituted world Cultural categories Cultural principles Opinion leaders Exchange rituals Possession rituals Grooming rituals Divestment rituals Enculturation Acculturation Cultural transition

Theory of cognitive itch Brand jingles Brand logos Enacted norms Crescive norms Customs Morés Conventions Returns potential model Attributes Benefits Rokeach Value Survey List of Values (LOV)

© 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part.

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