C10

Question 1

Culture

Answer 1

Sum of total learned beliefs, values and customs that serve to direct the consumer behaviour of members of a particular society.

Offers people order, direction and guidance. Provides standards of daily life. Cultural beliefs and values will be followed as long as they yield satisfaction, but maybe modified/replaced.

Constantly changing: eg shift to more convenience good and an increased health and fitness.

Question 2

Study of culture

Answer 2

Society’s personality
Beliefs
Values are also beliefs
Customs

Question 3

Invisible hand of culture

Answer 3

Everyday behaviour is significantly influenced by culture. Because this is learnt over time, this influence may not be obvious to people. People have heightened awareness of their own culture when they visit other counties.

Question 4

3 levels of subjective culture

Answer 4

Supranational level: reflects underlying dimensions of culture across broad regional areas.

National level: reflects the culture of a particular country

Group level: cultural divisions that contain groups of individuals

Question 5

Culture is learned

Answer 5

Formal learning: explicitly passing info from parents to younger children.

Informal leaning: learning from observation, modelling, behaviour of family, friends and role models.

Technical learning: teaching the child in a formal school environment.

Question 6

Ritual

Answer 6

Symbolic activity consisting of a series of steps occurring in a fixed sequence and repeated over time. Typically formal and scripted. For marketers rituals tend to have products associated with them.

Eg peters drumstick summer ritual, wedding - white gown.

Question 7

Measurement of culture

Answer 7

Content analysis: examines content and level of written and pictorial communications.

Consumer fieldwork includes: field observation, shadow shopping, in depth interviews and focus groups.

Question 8

Australian values segments

Answer 8

Basic needs: older, retired. Frugal lifestyle and reduced income.
Fairer deal: mainly unskilled workers getting raw deal.
Traditional family life: focus on adult kids.
Conventional family life: building home for kids.
Look at me: active, self centred, peer driven.
Something better: competitive, big home loan
Real conservatism: mature, mid career, conservative, moral, ethical.
Young optimism: young professionals & students.
Visible achievement: seek personal recognition, high incomes.
Socially aware: seek innovation, like to persuade others towards their views.