BCB2.pptx
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This document discusses various aspects of culture and cross-cultural consumer analysis. It begins by defining culture and listing its key components. It then outlines some characteristics of culture, including that culture is invented, learned, shared, satisfies needs, and is not static. The document also discusses the functions of culture for individuals and groups. It lists different types of cultures and provides examples. The document then shifts to discussing cross-cultural marketing, its objectives to understand consumer similarities and differences across cultures. It lists key areas of research for cross-cultural analysis and examples of past marketing mishaps across cultures. Finally, it outlines some cultural variations in the use of time, space, friendship, agreements, symbols and etiquette.
BCB2.pptx
- 1. FOPM BBA 3rd
- 2. FACULTY OF BUSINESS ADMINISTRATION & COMMERCE MGT330 : Basics of Consumer Behaviour UNIT 2/1 FOPM BBA 3rd
- 3. Topic Covers Meaning of culture Components Characteristics functions Types of culture FOPM BBA 3rd
- 4. Meaning Culture may be defined as the personality of a society. It is broad and all pervasive in nature, inclusive of language, customs and traditions, norms and laws, religion, art and music, etc. FOPM BBA 3rd
- 6. Characteristics of Culture Culture is invented Ideological component Technological component Consumer component Culture is leaned Culture is shared Culture satisfies needs Culture is not static FOPM BBA 3rd
- 7. Functions of Culture (Individual) FOPM BBA 3rd Importance to the individual Distinguishes man from animal Provides solution for complicated situations Provides traditional interpretation to certain situations Shapes personality
- 8. Functions of Culture (Group) FOPM BBA 3rd Importance for the group Keeps social relationship intact Given a new vision to the individual Creates new needs
- 9. Types of Culture FOPM BBA 3rd Consumer culture Mass culture CAMPPI Low culture Popular culture Folk culture A CARAT Global culture
- 10. FOPM BBA 3rd
- 11. FACULTY OF BUSINESS ADMINISTRATION & COMMERCE MGT330 : Basics of Consumer Behaviour UNIT 2/2 FOPM BBA 3rd
- 12. Cross-cultural consumer analysis Cross Culture Marketing Objectives of cross cultural marketing Area of Research for Cross Cultural Analysis Cross- cultural marketing mishaps FOPM BBA 3rd
- 13. Cross Culture Marketing Cross-cultural marketing is the strategic process of marketing to consumers whose culture is different from that of the marketer's own culture. Cross-cultural marketing involves advertising to people in specific cultures as well as appealing to personal interests across cultures. FOPM BBA 3rd
- 14. Objectives To determine how consumers in two or more societies are similar and devise suitable strategy. To formulate marketing strategy if cultural beliefs, values and customs of a specific country are different. FOPM BBA 3rd
- 15. Area of Research for Cross Cultural Analysis FOPM BBA 3rd Language Differences Differences in market segmentation Differences in criteria for evaluating products and services Differences in consumption pattern of consumers and perceived benefits of products and services Differences in economic and cultural, social condition and family structure.
- 16. Cross- cultural marketing Mishaps FOPM BBA 3rd Translation blunder Coca- Cola China Sounds likes blunder Clairol Germany Celebrity endorsement blunder FIAT China Appropriateness blunder P&G Japan Countries- branding- customs blunder Gerber Africa
- 17. Cultural Variations & Non-verbal Communication FOPM BBA 3rd Use of time Use of space Friendship Agreements Things Symbols Etiquette
- 18. Time FOPM BBA 3rd Monochronic culture Polychronic culture Do one thing at a time. Do many things at once. Concentrate on the job. Highly distractible and subject to interruption. Take deadlines and schedules seriously. Consider deadlines and schedules secondary. Committed to job Committed to people and relationships. Adhere religiously to plans Change plan often and easily Emphasize promptness Base promptness on relationship Accustomed to short term relationships. Prefer long term relationships
- 19. Space Space may be related to prestige rather than the need. The higher the office, the bigger the office space and so on. FOPM BBA 3rd
- 20. Friendship Short Term Lo..n..g T.e..r.m FOPM BBA 3rd
- 22. Things Different cultures attach different meaning to things. BIG.small Openly(Privately) FOPM BBA 3rd
- 24. Symbols & Numbers Triangle Owl Deer 7 13 4 FOPM BBA 3rd
- 25. Etiquette Accepted norms of behaviour Some behaviour may be rude or abusive in one culture and quite acceptable in other cultures FOPM BBA 3rd
- 26. FOPM BBA 3rd