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OSU Consumer Behavior Cultures and Microcultures

by: Bridget Dixon

OSU Consumer Behavior Cultures and Microcultures MKTG 3323

Marketplace > Oklahoma State University > MKTG 3323 > OSU Consumer Behavior Cultures and Microcultures
Bridget Dixon
OK State
GPA 3.9

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About this Document

These notes include everything covered in class (10/11 and 10/13) this week.
Consumer & Market Behavior
Ms. Lee
Class Notes
oklahoma, state, University, OSU, ConsumerBehavior, Culture, Microcultures, Marketing
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This 9 page Class Notes was uploaded by Bridget Dixon on Thursday October 13, 2016. The Class Notes belongs to MKTG 3323 at Oklahoma State University taught by Ms. Lee in Winter 2016. Since its upload, it has received 15 views.


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Date Created: 10/13/16
Culture GDP Growth World is globally interconnected; international culture always plays a role in Most growth in Asia, Africa and Latin America Emerging Market Cultures BRICs – Brazil, Russia, India and China Right now, many of these countries are having internal issues. How do companies approach a global market place? Glocalization Think globally – consistency but some things will have to change Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local Example McDonald’s uses the marketing strategy in all countries Its menu varies from country t country reflecting the local population’s tastes, but it is always convienent and always fast Canada: Poutine Turkey: McTurco Kebab India: McCurrry Pan Germany: McSausage Burger Japan: McHotHot Mega Breakfast Sausage Bottom of the Pyramid – refers to the distribution of wealth globally Historically, most corporations focus on tier 1 or tiers 2 and 3 because they have a disposable income; Lower tiers were simply overlooked Two arguments as to why they should focus on bottom: 1. To create a profit, not much wealth individually but there are 4,000 M people in this unit; cheap products 2. Marketing to this tier is ethical and moral; we have computers, lights, etc. People at the bottom tier do not have this, but if they did, they’d be more productive and you are creating jobs Adapting products for bottom tier doesn’t work very well OR innovate for the bottom tier than adapt for top of pyramid (more successful) Innovation from Bottom Up – Washing Machine Example Dimensions of Cultural Values Core Societal Values (CSV) Individualism – individualistic cultures value personal achievement, self-reliance Collectivistic cultures value loyalty to extended family and groups, and deemphasize the individual U.S. – 91 contrast to PAKISTAN - 14 and CHINA - 20 2 Masculinity – masculine cultures value assertiveness and control Feminine cultures value caring, conciliation and community Power Distance – low power distance cultures place little emphasis on authority and status relationships High Power cultures emphasize social status RUSSIA - 93 and CHINA - 80 Uncertainty avoidance – low uncertainty avoidance cultures comfortable with uncertainty and risk High uncertainty avoidance cultures uncomfortable with unknown and avoid risks Long Term orientation – Short term orientation values immediate payoff, but long term orientation values long term view CHINA – 118 thinking very far into the future; savings rate 30% PAKISTAN – 0 US – 29 (short-term orientated) savings rate – 6% Two Cultural Learning Processes Enculturation – the way a person learns his or her native culture Acculturation – Process by which consumers come to learn a culture other than their native culture Two ways to learn 3 Modeling – process of imitating others’ behavior Shaping – process where you learn culture thru feedback (negative or positive) 4 Micro cultures Within US culture, there are many micro cultures, and micro cultures can have cultures within themselves. **Hierarchical; Smaller culture groups link to a larger group Micro cultures – a group of people who share similar values and tastes within another culture (sub-culture, Millions of micro cultures) Each microculture has certain role expectations for its members Role Conflict – a situation where a consumer experiences conflicting expectations based on cultural expectations Divergence – a situation in which consumers choose membership in micro cultures in order to stand out or define themselves Allows a person to be unique, but to still belong Four types of micro cultures (most common) ****Geography, Age, Class, Religion Geography Ex. Breadbasket (value close relationships), Dixie (security and self-respect), etc. People who live together tend to have similar values Cohort – a group of people who have lived the same major experiences, which end up shaping their core values (people who have grown together) US Cohorts Greatest Generation born before 1928 Silent Generation born 1928 – 1945 Baby Boomers born 1946-1964 Generation X born 1965 – 1980 Millennials born 1981 -1995 Generation Z born 1998 -2012 Marketers pay close attention to generational effects in order to successfully promote products to each cohort 1. Greatest Generation Value:  Hard work  Self-sacrifice (rationing during war)  Authority (believe the gov’t)  Conformity Consumers: o 1950 Betty Crocker introduces ready-to- bake cake mixes o Product flopped because:  Too easy  No Sacrifice 2. Silent Generation  Civic Duty  Strong faith in gov’t  Frugal 3. Baby Boomers  Postwar economic boom  Suburbia  Self-absorbed  Stressed out  Saw Vietnam War on television every night (created protest against war) 2  Watergate Scandal = erosion of faith in gov’t  First gen. to turn against the generation before them (advocated free love, drugs, etc) Consumers  Seagram’s sales whiskey fell in 1970s  Boomers impatient with the need to learn to enjoy o They were not willing to develop an appreciation for whisky  Marketed white spirits for mixing 4. Generation X (those born in 1991 most populous generation) o Latchkey kids o Cynicism o Practical 5. Millennials  Embrace technology  Facebook  Optimism  Economic Hardships (career opportunities aren’t there)  9/11 6. Generation Z o Snapchat, Vine o Privacy o Accepting Diversity o Safety focus parenting  Underage drinking  Often wear seatbelts Care less about style  47% of 12-17 year olds care about style 3  65% cared in 1999 Social Class Micro culture o Upper class o Middle class o Lower class Homagamy – marriage often occurs within class Religion Micro cultures o Christianity (32% world pop)  Protestant  Catholic Religious behaviors Dress and Grooming Muslim hijab Hindu first hair cut Religious Diets Prohibition alcohol Muslim, Catholic, Protestant Ex. Passover Coke – kitniot Other Micro cultures o Sports o Music o Goth (divergent) o Gaming o Virtual Remember: o Birth rates decreasing 4 o Increasing consumer affluence o Increasing life expectancy o Increasing Cultural Diversity Homework: Read chapter 11, exam next week 5


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