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Culture (sharing of culture (family, educational institutions, religion,…
Culture
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the sum of total learned beliefs,values & customs directing behaviour of a society
beliefs- mental/verbal statements reflecting knowledge/assessment of a store,product or brand.
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levels of culture
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national level
shared core values,customs,personalities & predispositional factors of citizens of a country
group level
subculture differences, reference groups
learning
formal-family,adults & siblings
ads reinforce desired modes of behaviour & expectations
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measuring culture
content analysis
verbal, written & pictorial comms
consumer feedback
observing in-store shopping behaviour, shadow-shopping,in depth interviews,focus groups, means-end chains
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symbols
verbal- TV, radio, magazine, website ads
non-verbal- figures, colours, shapes
offers direction,guidance & order
continue to be followed as they yield satisfaction
if not- it is modified or replaced to be in line with current needs
culture changes
new technology, population shifts, resource shortages, wars, changing values, customs borrowed from other culture
core values for services
consistency, timeliness,effectiveness, efficiency,ease & responsiveness
ritual-series of multiple behaviour occuring in fixed sequence and repeated over time (birthdays,marriages,religious events)
core values must be pervasive (affects majority of population), relatively enduring and consumer-related