Page 152 - DMGT506_CONSUMER_BEHAVIOUR

Unit 11: Culture and Consumer Behaviour

Competitive/Cooperative Notes

Are individuals encouraged to compete and outdo other individuals or groups, or is achieving
success by cooperating with other individuals and groups valued more? Is the winner admired
more in the society? Variations on this value influence acceptance of advertising in a given
culture.

Example: Comparative ads in Japan are considered bad in taste. Spain and Germany ban
comparative advertising while such advertising is quite acceptable in India (Coke and Pepsi
commercials and ads for many durable products) and is encouraged in United States.

Diversity/Uniformity

This aspect looks at up to what extent members of a particular culture embrace variety in terms
of religions, political beliefs and other important attitudes and behaviours.

Example: Indian culture values diversity and accepts all sorts of religions, political
beliefs and a wide range of attitudes and behaviours. Such a culture is most likely to welcome
diversity in terms of food, dress and a vast variety of products and services. A culture that values
uniformity is unlikely to accept wide variations of tastes and product preferences.

Performance/Status

This relates to whether the opportunities, rewards and prestige accorded to individuals is based
on performance or the source for these is an individual's position, family, or social class. Does
everyone have equal opportunity economically, socially and politically, or certain groups enjoy
special privileges right at the start of life? Do people value the utility aspect of products and
brands or are they valued for their reputation and status-related meanings?
The extent of people's acceptance of inequality in power, authority, status and wealth, as natural
or inherited, varies widely across societies.

Certain countries such as India, Hong Kong and Japan are believed to be
relatively high in their acceptance of power. Sweden, Denmark and United States are
relatively low in their acceptance of power.

Tradition/Change

Is tradition so deeply ingrained that any progressive change or alteration is strongly resisted?
D Kim, Y Pan and H S Park have noted that Chinese and Koreans are somewhat uncomfortable
in dealing with new ways of thinking and situations. India too, is a very tradition bound country
and people in general are uncomfortable with change.

Risk Taking/Security

Is risk taking to overcome obstacles valued? Are those with established positions admired or
considered foolish for taking risks in starting new ventures? This value seems to be directly
related to a spirit of entrepreneurship, economic development and new-product acceptance.

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