Professional Documents
Culture Documents
Group 9 - Chapter 11 & 12
Group 9 - Chapter 11 & 12
CONSUMER BEHAVIOR
SUBCULTURES AND
CONSUMER BEHAVIOR
Presented by : Group 9
Cultural Values and
Consumer Behavior
01 02
To undrestand culture’s dynamics To understand cultural learning
and impact on consumer
behavior
03 04
To understand what it means to To understand core cultural
study cultural values values and their marketing
applications
Culture’s Role and Dynamics
• The supranational
• The national
• The group
• In-crows
• Pop mavericks
• Networked intelligentsia
• Thrill renegades
Culture and Marketing
● Culture’s continuous evolution
● Ritual Artifacts – or something characteristic of the ritual, and some products are marketed
specifically for certain rituals.
Measuring Cultural Values
Content analysis
Field observation
Depth interviews
Focus groups
Questionnaires
Rokeach Values Survey
World Values Survey
- Traditional v s. Secular
- Survival v s. Self-Expression
Gordon’s Survey
a research instrument measuring the values that represent how
cope with their daily lives.
Core Cultural Values
06 To understand the influence of gender, gender identify, and sexual orientation on consumer
behavior
Subculture
The core cultural values and customs that are shared by most of the
2 population, regardless of spesific subcultural memberships
Nationality & Ethnicity Subcultures
America’s immigrants brought with them cultural values
and lifestyles that blended into the American culture
(i.e., the “melting pot” concept). Each cultural ancestry
has blended, to some extent, into the diversity of the
United States, which many believe to be the country’s
key strength.
Religious Affiliation Subcultures
The United States reportedly has more than 200 different organized religious affiliations (or
subcultures). Of this number, Protestant denominations, Roman Catholicism, Islam, and
Judaism are the principal organized religious faiths. The members of all these religious groups
at times make purchase decisions that are influenced by their religious identity. Commonly,
consumer behavior is directly affected by religion in terms of products that are symbolically
and ritualistically associated with the celebration of various religious holi- days. For example,
Christmas has become the major gift-purchasing season of the year.
Geographic Subcultures