Page 148 - DMGT506_CONSUMER_BEHAVIOUR

Unit 11: Culture and Consumer Behaviour

A marketer offering an alternative to the morning cuppa, to which a large chunk of Notes
consumers have been used to, would find it extremely difficult to change the custom. With
changes in the environment, though, customs change and marketers will be successful if
they time their products/brands and position them in an appropriate manner.
A few decades ago, using enamel and lipstick were taboo among a number of consumers,
especially in villages. In urban life, the practices have gained a lot of ground, though it has
been pervasive in certain villages in some parts of the country. In the urban context, there
has been a growing awareness about health and fitness. Hence, a number of health clubs
have come up to cater to these needs.
With changing times, things are fast changing, the consumers are fast changing.

Source: hindubusinessline.com/ S Ramesh Kumar

11.2 Types of Cultures

Cultural values are enduring beliefs that a given behaviour or outcome is desirable or good
(Milton J. Rokeach). Our values, as enduring beliefs, serve as standards that guide our behaviour
across situations and over time. Values are so ingrained that most of us are not really consciously
aware of them and individuals often have difficulty describing them. Social values represent
"normal" behaviour for a society or group. Personal values define "normal" behaviour for an
individual. Personal values mirror the individual's choices made from the variety of social
values to which that individual gets exposed. Our value systems refer to the total set of values
and the relative importance cultures place on them.
The specific nature of values varies. At the broadest level are global values that represent our
core value system. These values are very enduring and strongly held by us. Shalom H. Schwartz
and Wolfgang Bilsky have divided global values into seven categories. Within each of these
global categories there are two types of global values. Terminal values are those that are viewed
as highly desirable states such as freedom, equality, wisdom, or comfortable life etc. Those
values that are needed to accomplish the terminal values are referred to, as instrumental values
such as loving, helpfulness, and honesty etc. are needed to achieve equality, which is a terminal
value. The seven categories are:
1. Maturity
2. Security
3. Pro-social behaviour (doing nice things to others)

4. Restrictive conformity
5. Enjoyment in life
6. Achievement
7. Self-direction.
There are numerous values that differ across cultures and affect consumption behaviour. Some
scholars (G. Hofstede, S. E. Beatty, L. R. Kahle and P. Homer; and F. Hansen) have proposed a
scheme of classification, which consists of three broad categories of cultural values:

1. Other-oriented
2. Environment-oriented
3. Self-oriented

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