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C11 Culture

Consumer behavior (culture)

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mohamed dahab
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13 views

C11 Culture

Consumer behavior (culture)

Uploaded by

mohamed dahab
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Culture 1

14.05.2024
Culture eats strategy for breakfast 2

• This is a famous quote by Peter Drucker

• To be clear he didn't mean that strategy was unimportant – rather


that a powerful and empowering culture was a surer route to
organisational succes which also covers marketing managment
Definition 3

• CULTURE : (1) the training or refining of the mind; civilization; (2) the
unwritten rules of the social game, or more formally the collective
programming of the mind that distinguishes the members of one group
or category of people from another

• Culture can be defined as the “common meanings” that people in a


social group share.

• common meanings; It includes common emotional reactions,


characteristic beliefs, and behavioral patterns.
Culture Basics 4

• No Group Can Escape Culture


• Culture has continuity
• Group of people on an island
• We belong to different groups and categories at the same time, so
we carry different layers of mental programming that correspond
to different cultural levels.
The cultural layers we carry; 5

• national level
• A level of regional and/or ethnic and/or religious and/or linguistic
affiliation
• The gender of the person
• generation level
• Social class level
• Organization, department, and agency levels
Emotional Reactions 6

Mouse

• cute in India

• disgusting in Turkey
Characteristic Beliefs 7

• The belief in Turkey that


eating ice cream in winter
will make you
• There is no scientific study
proves that
Behavior Patterns 8

• Tea rituals in Japan


Elements of Culture

9
Symbols, Heroes and Rituals 10

• Symbols are words, gestures, pictures, or objects that carry a


particular meaning that is recognized as such only by those who
share the culture.
• Heroes are persons, alive or dead, real or imaginary, who possess
char- acteristics that are highly prized in a culture and thus serve
as models for behavior
• Rituals are collective activities that are technically superfluous to
reach desired ends but that, within a culture, are considered
socially essential
• Values are broad tendencies to prefer certain states of affairs over
others. Values are feelings with an added arrow indicating a plus and a
minus side. They deal with pairings such as the following:
11

• Evil versus good


• Dirty versus clean
• Dangerous versus safe
• Forbidden versus permitted
• Decent versus indecent
• Moral versus immoral
• Ugly versus beautiful
• Unnatural versus natural
• Abnormal versus normal
• Paradoxical versus logical
• Irrational versus rational
Elements of Culture 12
Elements of Culture 13
Cultural Studies 14

• Edward T. Hall

• Geert Hofstede
Edward T. Hall 15

He divided cultures into two in terms of their


communication.

• High context cultures


• Low-context cultures
High Context cultures 16

• They make great use of the external environment, situation, and


non-verbal behavior while constructing and interpreting meaning
in the communication process.

• Türkiye, Japan, Middle East and Latin countries are included in


this group.
Low-context cultures 17

• They are cultures that use


verbal and written
communication more directly
and clearly in their
communication. The messages
given are clear and do not
contain hidden meanings.
Low-context cultures 18
Geert Hofstede 19

• Culture is like your nose, you


can't see it, but others see it
and notice it, especially if it's
different from theirs.
Geert Hofstede and Cultural Dimensions 20

What are Hofstede's 6 cultural dimensions?

• Power Distance
• Uncertainty Avoidance
• Individualism/Collectivism
• Masculinity/Femininity,
• Long/Short Term Orientation
• Indulgence/Restraint.
Power Distance Defined 21

• Looking at the three questions used to compose the PDI, you may
notice something surprising: questions 1 (employees afraid) and 2
(boss autocratic or paternalistic) indicate the way the respondents
perceive their daily work environment. Question 3, however,
indicates what the respondents express as their preference : how
they would like their work environment to be
• Power distance can therefore be defined as the extent to which
the less powerful members of institutions and organizations
within a country expect and accept that power is distributed
unequally. Institutions are the basic elements of society, such as
the family, the school, and the community; organizations are the
places where people work.
Uncertainty Avoidance 22

• All human beings have to face the fact that we do not know what
will happen tomorrow: the future is uncertain, but we have to live
with it anyway.

• Extreme ambiguity creates intolerable anxiety. Every human


society has developed ways to alleviate this anxiety. These ways
belong to the domains of technology, law, and religion.
Individualism/Collectivism 23

• The vast majority of people in our world live in societies in which


the interest of the group prevails over the interest of the
individual. We will call these societies collectivist,
• A minority of people in our world live in societies in which the
interests of the individual prevail over the interests of the group,
societies that we will call individualist
Masculinity/Femininity, 24

• A society is called masculine when emotional gender roles are


clearly distinct: men are supposed to be assertive, tough, and
focused on material success, whereas women are supposed to be
more modest, tender, and concerned with the quality of life.

• A society is called feminine when emotional gender roles overlap:


both men and women are supposed to be modest, tender, and
concerned with the quality of life.
Long/Short Term Orientation 25

• A long-term orientation fosters virtues directed toward the


future—in particular, perseverance and thrift and ordering
relationships by status.
• A short-term orientation fosters virtues related to the past and
present—in particular, respect for tradition, preservation of "face,"
and personal steadiness and stability.
Indulgence/Restraint. 26

• Indulgence stands for a society that allows relatively free


gratification of basic and natural human drives related to enjoying
life and having fun.

• Restraint stands for a society that suppresses gratification of


needs and regulates it by means of strict social norms.
Türkiye 27
China-Türkiye-USA 28
Thank youJ 29

• No homework

• https://www.hofstede-insights.com/country-comparison-tool

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