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U2 Chpt4: Culture and Sub-Culture - Coggle Diagram
U2 Chpt4: Culture and Sub-Culture
Culture; Sum total of learned beliefs, values and customs that serve to direct the consumer behaviour of members of a particular society
Customs: Culturally accepted overt ways of behaving in situations
Values: the things some societies view as moral or immoral
Values could also be considered beliefs but a value has requirements
relatively few in number
the server as a guide for culturally appropriate behaviour
they are enduring or difficult to change
they are not tied to specific objects or situations
they are widely accepted by the members of a society
5 important features of values:
value are beliefs or concepts
These beliefs or concepts are about desirable behaviour or end states;
values go beyond particular situations
Values guide the choice or evaluation of events and behaviour
Values are arranged in a hierarchy
Beliefs - Mental states consisting of thoughts or expressed statements reflecting a person's particular knowledge and assessment of something
Terminal values, beliefs about desired end-state to which an indie strives, such as freedom comfortable life and mature love
Instrumental value; beliefs of the values we ought to have to achieve our end-state (morals-such as honesty) or the personal competencies we need to have(confidence, reason)
Culture in acquired through
enculturation(Learning of our own culture) and
acculturation(learning of a new or foreign culture)
Needs and culture
Types of learning cultures
Informal learning; the child learns primarily by imitates the behaviour of selected others
Technical learning; when teachers instruct children in an educational environment as to what, how and why the should do things
Formal learning; when adults and elder siblings teach the young how to behave
Language, symbols and rituals
Language:
common language, shared meaning could not exist and true communication
Symbols:
An object representing or standing for something else
Rituals:
A symbolic activity involving a sequences of activities which is repeated over time
Sub-culture; a distinctive group that exists as an identifiable segment within a larger cultural group
Examples would be:
Nationalities
Religions
Language groups
Racial groups
Geographical regions
the value concept in marketing
Instrumental advertisements;
promote the functional and physical benefits of the product
Present detailed information to assist the consumer in making a judgement
illustrate product performance or what consumers can do with the product.
Encourage consumers to use their instrumental values as criteria with which judge the product
indicate how product usage can support more efficient environmental impact
Terminal advertisements:
promote the symbolism or image of the product through metaphors, or by showing the types of people and social groups who's use the product
encourage consumers take their intuition and emotional reactions into account, facilitating an affective judgement
Portray end-states or ultimate goals, which should encourage consumers to use their terminal vales as criteria with which to judge the product
imply how using the product will allows self-expression general social approval in particular
5 things to
monitor in the changing
customer climate:
Why
consumers are now doing what they doing?
Who
the buyers and users of company's products are?
When
consumers do shopping?
How
and
where
the media can reach consumers
New products and services
that may be emerging?