Lecture 3 Flashcards
How culture affects people decision making
The problem is cultural differences are complex and involve several different levels like country and region, age, gender and social class. There is a neeed to tailor marketing strategies to the differences in decision making of relevant target groups.
What is country differences
Country differences is where you come from influence how you decide
What are values
Values is an abstract idea enduring belief about what is right / wrong or important.
How consumers behave in a given situation is influenced by the relative importance of values
Means end analysis
Means end analysis is a research method to uncover (abstract) higher order values of consumption by linking them to concrete lower order attributes of products and services. Usually combined with a laddering technique (continuously asking why questions)
The 6d model: dimensions of cultural differences
Number 1
- Power distance (high vs low): attitudes towards inequalities in the society. So extent to which less powerful members of a society expect and accept that power is distributed unequally (if higher, higher acceptance of inequality)
The 6d model: dimensions of cultural difference part 2
Individualism vs collectivism: focus on individuals vs groups (ie self image definition I vs we). Degreee of interdependence a society maintains among its members (if higher, more individualistic)
The 6d model: dimensions of cultural differences: part 3
Masculinity vs femininity: motivation by competitiveness / success or consensus/quality of live (tender)
Extent to which a society stresses “masculine: values over feminine values (if higher more masculine / tougher
The 6d model: dimensions of cultural differences part 4
Uncertainty avoidance ( strong vs weak) handling of uncertainty and ambiguity. Degree to which the members of a society feel uncomfortable with uncertainty and ambiguity (if higher, less comfortable more in control)
The 6d model: dimensions of cultural differences part 5
Long vs short term orientation: orientation towards the future (ie normative vs pragmatic). Extent to which members of a society try to control their desires and impulses (if higher, less suppression of gratification due to social norms)
The 6d model: dimensions of cultural differences part 6
Indulgence vs restraint.: focus on gratification of human desires (eg having fun). Extent to which members of a society try to control their desires and impulses (if higher, less suppression of gratification due to social norms)
Regions affecting decision making
Regions within a country can differ in their decision making. People that live and work in one area can develop patterns of behaviours and decision making that differ from those in other areas eg east vs coast, north vs south
Clustering
Clustering is the grouping of consumers according to common characteristics (culture, demographics, income, education)
Eg prizm lifestyle segmentation system which combines demographic, consumer behaviour and geographic data to help marketers understand and reqch their customers ( segmentation on the 66 demographical and behavioural types)
Generation of consumers attitudes
Age is a determining factor in why people make decisions. People of similar age share many common needs, experiences and memories which can lead to similar consumption patterns
Key takeaways
Culture affects how people make decisions. Cultural differences are complex and involve several levels; thus they are difficult to assess for managers.
Four important categories that drive cultural differences in consumer decision making: Country and region Age Gender Social class
Effective implementation of strategic initiatives require to clearly define the target group. That is to take into account difference in culture and consumption patterns and to tailor marketing strategies accordingly
The 6d model - what are the 6?
Power distance Individualism v collectivism Masculinity vs feminism Uncertainty avoidance Short vs long term orientation Indulgence vs restraint
