Please enable JavaScript.
Coggle requires JavaScript to display documents.
WEEK 9 - Coggle Diagram
WEEK 9
Topic 12: Culture and cross-cultural variations in consumer behaviour
Definition of culture
Complex concept that includes knowledge, beliefs, art, law, morals, customs, and any other capabilities acquired by humans as members of society.
Influences an individual’s thought processes and behaviours
Is acquired from our experiences and learning
Supplies norms and sanctions: the boundaries for behaviour in modern societies
Consumers are seldom aware of cultural influences
Culture and change
Sometimes changes can be rapid
Technological advances
Dramatic events e.g. war
Marketers need to monitor changes
Multi-cultural societies, baby-boomers, lifestyle, woman in the labour market, younger generation vs older one…
Cultures are not static, they evolve and change slowly over time
Learning objectives
Cultural values
Cross-cultural variations
Non-verbal communications
Variables influencing cross-cultural marketing strategies
Demographics
Value
Language
Non-verbal communication
Classification of cultural values
Reflects objectives and approaches to life that are desirable for an individual of a society
Prescribes a society’s relationship with its economic, technical, physical environments
3. Self-oriented
Reflects objectives and approaches to life that are desirable for an individual of a society
1. Other-oriented
Appropriate relationships and behaviours with others
Other-oriented values
Romantic vs Practical
Does a society believe that “love conquers all?” Are open courtship and physical proximity accepted?
Adult vs Child
Is family life organised to meet the needs of the children or the adults? What is the child’s role?
Individual vs Collective
Are people driven by acting for the good of the community over an individual’s good? Group conformity or individual differences and diversity?
Masculine vs Feminine
To what extent is success, money and materials valued compared to relationships and quality of life?
Competition vs Cooperation
Do people obtain success by excelling over others, or by cooperating with them?
Youth vs Age
Are wisdom and prestige assigned to the younger or the older members of a culture?
Environment-oriented values
Tradition vs Change
Is society’s existing patterns considered to be superior to new patterns?
Performance vs Status
Is the culture reward system based on individual’s performance or on inherited factors such as family or class? Equal opportunities in life?
Nature threatening vs Friendly
Is nature regarded as something to overcome or admire?
Problem-solving vs Fatalism
Are people encouraged to overcome problems or take a “whatever will be, will be” attitude?
Risk-taking vs Security
Are those who take risks admired?
Maximum vs Minimum cleanliness
Is cleanliness pursued beyond the minimum level needed for health?
Self-oriented values
Material vs Non-materialism
How much importance is attached to the acquisition of material wealth?
Hard work vs Leisure
Is a person who works harder admired?
Active vs Passive
Is a physically active approach to life valued more highly than a less active orientation?
Humour vs Seriousness
Is life to be regarded as a strictly serious affair or is it to be treated lightly?
Sensual gratification vs Abstinence
Is it good to enjoy sensual pleasure (food, drink, etc.)?
Postponed vs Immediate gratification
Are people encouraged to “save for a rainy day” or “live for today”?
Culture and marketing strategies
Cross-cultural variations in non-verbal communications
Cross-cultural marketing strategy
Translation problems in marketing
Topic 12: Vietnamese Society
Demographics and Lifestyles
Changing societal factors affecting marketing strategy
Changes in market needs
Products
Media
Packages
Outlets
Services
Images
Changes in marketing strategy
Understanding these changes is a key input for developing a successful strategy
Changes in society
Demographics
Values
Gender roles
Lifestyles
Objectives
Demographic trends in Vietnam
Lifestyle & Psychographics
Demographics
Definition
‘’Description of the age, education, income, occupation, family structure, ethnic, background, gender and geographic location of the members of a population”
Demographics of Vietnam 2021
The current population of Vietnam (or Viet Nam) is 98,075,681 as of Thursday, May 6, 2021, based on United Nations data.
Vietnam ranks number 15 in the list of countries (and dependencies) by population.
The population density in Vietnam is 314 per Km2 (813 people per mi2).
The total land area is 310,070 Km2 (119,719 sq. miles)
37.7 % of the population is urban (36,727,248 people in 2020)
The median age in Vietnam is 32.5 years.
Sex ratio
at birth: 1.09 male(s)/female
0-14 years: 1.11 male(s)/female
15-24 years: 1.09 male(s)/female
25-54 years: 1.03 male(s)/female
55-64 years: 0.88 male(s)/female
65 years and over: 0.66 male(s)/female
total population: 1.01 male(s)/female (2020 est.)
Determinants of lifestyle
Lifestyle
How we live
Activities
Interests
Likes/dislikes
Attitudes
Consumption
Expectations
Feelings
Impact on behavioural
Purchases
How
When
What
Where
With whom
Consumption
Where
With whom
How
When
What
Lifestyle determinants
Demographics
Social class
Motives
Personality
Emotions
Values
Household life cycle
Culture
Past experiences
Nature of lifestyle
Lifestyle is the expression of the individual’s situation, life experiences, values, attitudes and expectations
It is defined simply as how the individual lives
As consumers’ lifestyle change, so do their needs for different goods and services.
“Lifestyle” has been used interchangeably with the term “psychographics”
Consumer behavior: Saigon vs Hanoi
Attitudes can be defined as more individualistic for Saigonese. Hanoians are more collective.
Saigonese live for the moment while Hanoians are more calculated and planned.
The role of advertising is more critical in Hanoi. Price promotions alone won’t appeal to Saigonese.
Is the Hanoi market really more premium? Yes, but you need substantial marketing investment in Hanoi to achieve success.
Hanoi consumers
Hanoi consumers are a complex beast for marketers
Want it all but are willing to wait. Want the best and bargain
Seek others’ reaffirmation of their purchases
Ask others’ opinions prior to purchase
Love promotions and are aware of prices
Conservative in their purchasing behavior, displaying more loyalty
Saigonese consumers
If they need it, they will buy it. Live for today, and worry about tomorrow later.
Do listen to others but in the end will make their own decision
Less impacted by marketing
Lower loyalty to brands