Page 153 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes In societies that discourage risk taking and promote security, less people are likely to become
entrepreneurs to achieve economic success and contribute to economic growth.

Problem Solving/Fatalistic

Some societies are more fatalistic in their outlook than others and believe that whatever is
destined will happen. This discourages people from taking initiative and less inclined to think
that challenges may offer opportunities. They do not subscribe to "we can do it" orientation. In
India, fate is a very important factor and people generally believe that everything related to
their lives is predetermined and it is impossible to escape fate. Such values discourage people
from expressing formal complaints with an unsatisfactory purchase.

Sensual Gratification/Abstinence
Some cultures are more permissive and allow satisfying one's desire for food, drink, or sex
beyond the minimum requirements and believe that there is no virtue in postponing such
desires. Muslim cultures in certain countries are believed to be extremely conservative on this
value.

Material/Non-material

Is the accumulation of material wealth considered a positive value and does it brings more
status than knowledge? Materialism is of two types. Instrumental materialism refers to the
acquisition of things that enable people to do something.

Example: Acquiring a car can allow a person easy and comfortable transportation.
Terminal materialism refers to acquiring things for their own sake, such as acquiring an expensive
painting for the pleasure of owning it. The painting is not used to accomplish some other goal.

Religious/Secular

To what extent do religious doctrines influence attitudes and behaviours of people? According
to S S Al-Makaty, many Islamic and some Catholic countries are relatively more religiously
oriented. India is a declared secular country while Pakistan is more religiously oriented. Religion
plays a very minor role in Chinese culture. It is important for marketers to understand the
extent and type of religious influences in a given culture to effectively develop marketing
programmes.

Task Describe any two commercials that depicted cultural values.

Case Study Haman: The Soap India Trusts

amam is one of the oldest soap brands in India. The brand came into existence in
1934 and over these 73 years has successfully built a space for itself in the
Hconsumer's mind. The brand has successfully fought the competition and the
changed environment. The brand was owned by Tata Oil Mills (TOMCO) and later became
the HLL brand when HLL acquired TOMCO.
Contd...

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