Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Cross Culture in Consumer Behavior
Pertemuan 23
CONCEPT
Culture refers to the set of values, ideas, and attitudes
that are accepted by a homogeneous group of people
and transmitted to the next generation.
Subcultures are subgroups within a larger, or national
culture with unique values, ideas, and attitudes.
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CONCEPT
Culture is the complex concept one that include
knowledge, beliefs, art, low, moral, customs, and any
other capabilities and habbit acquired by individuals as a
member of society
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Ownership of consumer electronics among AfricanAmericans, Hispanics, and Asian-Americans
Percent owning among . . . .
AfricanAmericans
Hispanics
AsianAmericans
VCR
73.5%
73.1%
89.4%
Answering machine
47.2
27.5
50.0
Compact disk player
31.9
26.7
45.5
Personal computer
19.8
9.6
30.5
Camcorder
15.0
17.1
35.6
Cellular telephone
10.3
6.7
24.4
Product
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VARIATION IN CULTURE VALUES
• Other oriented value : reflect the society view of the
appropriate relationship between indiviudals and
group
• Environmental Oriented Values prescribe a society
relationship to its economic and technical as well as
its physichal environment
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HOW VALUE ORIENTATION INFLUENCE BEHAVIOR
Other Oriented
Value
Society views
between people
Consumption
Other Oriented
Value
Society views
With the environment
Purchase
Other Oriented
Value
Objective of the
Life society
Communication
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OTHER ORIENTED VALUE
•
•
•
•
•
•
Individual / collective
Romantic orientation
Adult / child
Masculine / feminine
Competition/cooperation
Youth / age
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ENVIRONMENTAL ORIENTED VALUES
•
•
•
•
•
•
Cleanliness
Performance / status
Traditin/ change
Risk taking/Security
Problem solving/fatalism
Nature
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SELF ORIENTED VALUES
•
•
•
•
•
•
Active/passive approach
Material/non material
Hardwork/leisure
Postphone grtaification/immediate gratification
Sensual gratification/abstinence
Hummorous / serious approach
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