Matakuliah : O0362 – Perilaku Konsumen
Tahun : Genap 2009/2010
Cross Culture in Consumer Behavior
Pertemuan 06
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
Bina Nusantara
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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