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Chapter 9
The Influence of Culture on
Consumer Behaviour

Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das

Copyright © 2006
Pearson Education Canada Inc.

Opening Vignette
 Canadians and Minivans
 Is there a unique Canadian Culture?

Copyright © 2006 Pearson 9-2

Culture
 Thesum total of learned beliefs, values, and
customs that serve to regulate the consumer
behaviour of members of a particular
society.


Key Characteristics of Culture
 The Impact of culture is hard to identify
 Culture is dynamic
 Culture is shared
 Culture is learned through enculturation and
acculturation
 Culture offers order, direction, and guidance
in all phases of human problem solving
- e.g. When to eat, Where to eat


Forms of Cultural Learning
Formal Learning

Informal Learning

Technical Learning


How Culture is Communicated

 Language and symbols
 Ritual
 Sharing of Culture


Culture and Advertising
 Is it the role of advertising to socialize
readers on how to dress, decorate their
homes, choose wines and food for parties,
etc?
– Vanity Fair
– Martha Stewart Living
– Wine Spectator


Criteria for Value Selection
 The value must be pervasive.
 The value must be enduring.
 The value must be consumer-related.


Canadian Core Values
 Achievement and  Individualism
success  Freedom
 Activity  External
 Efficiency and conformity
practicality  Humanitarianism
 Progress  Youthfulness
 Material comfort  Fitness and health


Canadian Versus American Core
Values
 Core values are not a Canadian
phenomenon
 Differences between Canadian and
American values stem from differences in
founding values, experiences and
institutions
 Are Canadian and American values
diverging?


Comparison of Canadian and
American Values


Comparison of Canadian and
American Values – cont’d
 Canadians are less likely to say that religion is
important to them
 There are more agnostics, atheists and secular
humanists in Canada than in the US
 Canadians value the influence of immigrants more
than Americans
 Canadians are more ‘liberal’ in their values at
every age than Americans


The Measurement of Culture
 ContentAnalysis
 Consumer Fieldwork
 Value Measurement Instruments


Content Analysis
A method for systematically analyzing the
content of verbal and/or pictorial
communication.
 Frequently used to determine prevailing
social values of a society.


Field Observation
A measurement technique that takes place
within a natural environment that focuses
on observing behaviour (sometimes without
the subjects’ awareness).


Field Observation

 Takes place within a natural environment
 Performed sometimes without the subject’s
awareness
 Focuses on observation of behaviour


Participant-Observers
 Researchers who participate in the
environment that they are studying without
notifying those who are being observed


Value Measurement Survey
Instruments
 Rokeach Value Survey (RVS)
– A self-administered inventory consisting of
eighteen “terminal” values (i.e., personal goals) and
eighteen “instrumental” values (i.e., ways of
reaching personal goals).
 List of Values (LOV)
– A value measurement instrument that asks
consumers to identify their two most important
values from a nine-value list that is based on the
terminal values of the Rokeach Value Survey


(continued)


Figure 9-8 (continued)


Culture and Marketing Strategy
 Identify key cultural values that affect the
consumption of the product
 Ensure the marketing mix appeals to these values
 Examine changes in cultural values and adapt the
marketing mix if needed
 Modify marketing mix to subcultures if the culture
is heterogeneous
 Be aware of symbols and ritual


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