Page 149 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes Their view is that cultural values that have the most profound effect on consumer behaviour can
be put under one of these three categories. Though individual values can influence more than
one, their foremost impact is generally in one of the three categories.

1. Other-oriented values are those that represent a society's view of the proper relationships
between individuals and groups within that society.

Example: If a given society puts more value on collective activity, consumers
will most likely tend to consult others for guidance in making a purchase decision and less
likely to favour appeals promoting "individualism."

2. Environment-oriented values set down directions concerning a society's relationship to
its economic, technical and physical environment.

Example: Different types of marketing programmes would be appropriate for
societies that stress risk-taking, problem-solving and performance-oriented approach to
its environment; and the other that is fatalistic, security-oriented and status-oriented in its
approach to environment.
3. Self-oriented values are those that reflect the desirable goals and approaches, to life, of
individual members of a society and have important implications for marketing.

Example: The acceptance and use of credit or loan facility is very much
determined by how much a society values postponement versus immediate gratification
of desires.

11.3 Measurement of Culture

Culture can be measured using a wide range of measurement techniques. The three that are
most popular include content analysis, consumer field work and value measurement analysis.

11.3.1 Content Analysis

Content Analysis focuses upon the content of verbal, written and pictorial communications (the
copy and art composition of an advertisement). Content analysis is a method for summarizing
any form of content by counting various aspects of the content. This enables a more objective
evaluation than comparing content based on the impressions of a listener. For example, an
impressionistic summary of a TV program is not content analysis.
Content Analysis is done to:

1. Draw conclusions about culture of a society
2. Know the specific aspects of a society
3. Make a comparison of two or more societies or aspects of a society
Content Analysis may be used as a relatively objective means to determine what social and
cultural changes have occurred in a specific society or contrast two different societies.

Example: Suppose we conduct a content Analysis of 250 ads appearing in 8 issues of 17
magazines. Out of them 4 are American magazines and 4 are Japanese magazines. On studying
those ads it was found out that the teenage girls are portrayed differently in different culture's
magazines. Researchers concluded that these differences correspond to each country's central

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