Page 151 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes researchers use a survey/questionnaire to measure the values directly. Researchers use data
collection instruments called value instruments. Using these instruments they ask people how
they feel about basic personal and social concepts as freedom, comfort, national security and
peace, etc.
A variety of popular value instruments have been used in consumer behavior including. Two
most popular ones are:
1. Rokeach Value Survey
2. List of Values (LoV)
1. Rokeach Value Survey is a classification system of values. It was developed by social
psychologist Milton Rokeach and the system consists of two sets of values, 18 individual
value items in each. One set is called terminal values the other instrumental values.
Terminal Values: They are designed to measure the relative importance of end states of
existence or personal goals. The value items include comfort, exciting life (stimulating,
active life), A world at peace (free of war and conflict), Equality (brotherhood, equal
opportunity for all), Freedom (independence and free choice), Happiness (contentedness),
National Security (protection from attack), Pleasure (an enjoyable life), Salvation (saved
central life), Social Recognition (respect & admiration), True Friendship (close
companionship), Wisdom mature understanding of life), A world of beauty (beauty of
nature and arts) Family Security (taking care of loved ones), Mature love (personal and
spiritual intimacy), Self respect (self esteem), Sense of accomplishment (lasting contribution)
and Inner harmony (freedom from inner conflict).
Instrumental Values: They are the values that measure basic approaches an individual
might take to reach end state values. The value items include Ambitious (hardworking,
aspiring) Imaginative (daring, creative) Broad Minded (open minded) Independent (self
reliant, self sufficient) Capable (competent, effective) Intellectual (intelligent, reflective)
Cheerful (lighthearted, joyful) Logical (consistent, rational) Clean (neat, tidy) Loving
(affectionate, tender) Courageous (standing up for your beliefs) Obedient (dutiful,
respectful) Forgiving (Willing to pardon others) Polite (courteous, well mannered) Helpful
(working for the welfare of others) Responsible (dependable, reliable) Honest (Sincere,
truthful) Self Controlled (restrained, self disciplined)

2. List of Values (LoV): The LOV Scale asks consumers to identify their two most important
values from a nine-value list such as warm relationship with others and sense of belonging.

11.3.4 Other Parameters

Cultures can be measured on the basis of a few parameters.

Individual/Collective

Some cultures emphasise and reward individual initiative while some others encourage and
value cooperation and conformity to a group. G Hofstede's study shows that US, Canada, UK,
Netherlands, Australia and New Zealand highly value individualism. On the other hand, Japan,
Korea, Taiwan, China, Hong Kong, India and Mexico are more collective in their orientation.
This value attributed to individual initiative or collective effort, is an important factor in
differentiating cultures. It is also viewed as highly fundamental in influencing the self-concept
and self-consciousness of individuals.

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