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CULTURE AND ITS MEASUREMENT ENVIRONMENTAL INFLUENCES

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Consumer Psychology (PSY - 514)
VU
LESSON 19
CULTURE AND ITS MEASUREMENT ENVIRONMENTAL INFLUENCES
UNDERSTANDING
 Dynamic Culture
 Measurement of Culture
Content Analysis
Consumer Fieldwork
 Focus Group Discussions, Depth interviews
5. Dynamic Culture
Culture is dynamic as it plays the need gratifying role for the society. To fulfill its need gratifying role culture
evolves continually to function in the best interest of society. Marketers must carefully monitor the sociocultural
environment in order to market an existing product more effectively and to develop new products. Not an easy
task because many factors a likely to produce cultural changes within a society
Factors Responsible for Culture Change
These may include:
New technologies
Population shift
Resource Shortages
Wars, Accidents, Natural Disasters
Changing Values
Customs borrowed from other cultures
Implications for Marketers
The changing nature of culture means that marketers have to constantly consider:
Why consumers are doing now what they do? (What things do they purchase, what colors do they like, etc...)
Who the purchasers and the users of their products are (males, females)?
When they do their shopping?
Where can they be reached through media?
What product and service needs are emerging?
6. Measurement of Culture
A wide range of measurement techniques are used in the study of culture. The three important techniques that are
most popular include:
Content Analysis
Consumer Fieldwork
Focus Group Discussions
1. Content Analysis
Focuses upon the content of verbal written and pictorial communications (the copy and art composition of an
advertisement)
A.
When to Do Content Analysis
Conclusions about a society
Specific aspects of a society
Comparison of two or more societies or aspects of a society
B. Usage of Content Analysis
Content Analysis may be used as a relatively objective means of determining:
What social and cultural changes have occurred in a specific society or
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Consumer Psychology (PSY - 514)
VU
A way of contrasting two different societies
C. Example - 1
Content Analysis of 250 ads
Appearing in 8 issues of 17 magazines
4 American magazines
4 Japanese magazines
Teenage girls are portrayed differently
Researchers concluded that these differences correspond to each country's central concepts of self and society
American teen girls are often associated with images of determination and independence
Japanese girls are most often portrayed with happy, playful, childlike, girlish image
Example - 2
Another compared American and Chinese ads aimed at children
56% ads directed to children in America were of toys
82% of ads targeted to children were of food products
D. Benefits of Content Analysis
Content Analysis is useful for both marketers and public policy makers who are interested in comparing the
advertising claims of competitors within a specific industry or for evaluating the nature of advertising claims
targeted to specific audiences (e.g. the women, elderly or children).
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Table of Contents:
  1. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer Behavior
  2. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer research
  3. INTRODUCTION TO CONSUMER PSYCHOLOGY:Marketing Mix, Product, Price
  4. INTRODUCTION TO CONSUMER PSYCHOLOGY:Customer Value, Perceived Value
  5. VALUE AND RETENTION FOCUSED MARKETING AND CONSUMER DECISION MAKING PROCESS
  6. CONSUMER RESEARCH:Quantitative Research, Qualitative Research
  7. MAJOR STEPS IN CONSUMER RESEARCH PROCESS:Design of Primary research
  8. QUANTITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  9. QUANTITATIVE RESEARCH DATA COLLECTION TECHNIQUES:ATTITUDE SCALES
  10. QUALITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  11. CUSTOMER SATISFACTION MEASUREMENT, SAMPLING, AND DATA ANALYSIS AND REPORTING
  12. MARKET SEGMENTATION AND ITS BASES:Geographical Segmentation
  13. BASES FOR SEGMENTATION: DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION
  14. BASES FOR SEGMENTATION: SOCIOCULTURAL SEGMENTATION USE RELATED SEGMENTATION USAGE SITUATION SEGMENTATION
  15. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Intrinsic Cues
  16. BASES FOR SEGMENTATION: HYBRID SEGMENTATION STRATEGIES
  17. MARKET SEGMENTATION IMPLEMENTING SEGMENTATION STRATEGIES ENVIRONMENTAL INFLUENCES CULTURE
  18. HOW CULTURE IS LEARNT ENVIRONMENTAL INFLUENCES:Formal Learning
  19. CULTURE AND ITS MEASUREMENT ENVIRONMENTAL INFLUENCES
  20. MEASUREMENT OF CULTURE ENVIRONMENTAL INFLUENCES:Consumer Fieldwork
  21. SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  22. AGE AND GENDER SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  23. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Market Segmentation
  24. SOCIAL CLASS CHAPTER 4: ENVIRONMENTAL INFLUENCES:Occupation
  25. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Affluent Consumer
  26. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Membership Group
  27. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Shopping Groups
  28. UNDERSTANDING PERSONALITY CHAPTER 5: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR
  29. CONSUMER PERSONALITY, TRAIT THEORY AND SELF IMAGES
  30. CONSUMER MOTIVATION:Needs, Goals, Generic Goals
  31. UNDERSTANDING LEARNING:Intentional and Incidental Learning, Implications for Marketers
  32. INSTRUMENTAL CONDITIONING, INFORMATION PROCESSING AND MEMORY
  33. ATTITUDES:Characteristics of Attitudes, Attitudes have consistency
  34. ATTITUDE FORMATION AND CHANGE:How attitudes are learned?
  35. ATTITUDE CHANGE STRATEGIES:Resolving two conflicting attitudes
  36. INTRODUCTION TO CONSUMER DECISION MAKING:Decision Complexity
  37. Problem Recognition, Search and Evaluation and Decision and Purchase
  38. Decision and Purchase:Consumer Decision Rules, Output, Relationship Marketing
  39. Decisions Related to Post Purchase:Product Set up and Use
  40. Marketing Implications of Decisions Related to Post Purchase:Understanding
  41. Post Purchase Evaluation:Determinants of Satisfaction, Consumer Complaint Behavior
  42. Post Purchase Dissonance:Dissonance Reduction, Marketing Implications
  43. Consumerism:Roots of Consumerism, The Nature of Consumerism
  44. Consumerism Issues and Responses:Environmental Concerns, Consumer Privacy
  45. Review Consumer Psychology Course:Consumer Research, Consumerism