2. METHODS OF MEASUREMENT OF
CULTURE
Content Analysis
Field Observation
Value measurement instruments
Rokeach Value Survey
Gordon’s Surveys of Personal and Interpersonal Values
The value and Lifestyle survey
3. CONTENT ANALYSIS
It means that an extensive analysis of the various sources of content
in the society is done i.e. verbal, written, pictorial communication
including the promotional messages.
This tool can be applied to many fields like gender and age issues,
sociology, political science, psychological science etc. but we will
focus our discussion towards marketing or particularly towards
consumer behaviour.
4. HOW CONTENT ANALYSIS HELPS IN
MARKETING
It helps identify the intention, focus or communication trends of an
individual, group or institutions.
Describe the attitudinal and behavioural responses to
communications.
Determine the psychological or emotional state of persons or groups.
Lets understand by the e.g. of Dairy milk and e.g. of Periactin(cyproheptadine)
5.
6. CONTENT ANALYSIS IN DIFFERENT
SOCIETIES
Content analysis can determine what social and cultural changes have
occurred in a specific society or compare different cultures.
Content analysis of more than 250 ads appearing in 8 issues of
Magazine—4 Japanese issues and 4 American issues—found that
teenage girls are portrayed quite differently. Portrayals of American
teen girls often reflected images of independence and determination,
whereas those of Japanese teen girls portrayed happy, playful,
childlike girlish images.
E.g. of Ghee when advertised in India vs Ghee advertised in America
9. FIELD OBSERVATION
Field observation consists of observing the daily behavior of selected
members of a society. Based on their observations, researchers draw
conclusions about the values, beliefs, and customs of the society
under investigation.
Field observation: -
1. Takes place within a natural environment.
2. Generally, the subjects are not aware that they are being watched.
3. Focuses on observation of behavior.
10. EXAMPLE OF NISSAN’S INFINITI
AUTOMOBILE
When Nissan was designing its Infiniti automobiles in the 1990s, two
individuals, posing as students, rented rooms in the suburban homes
of two families in the Los Angeles area and observed the car-related
behaviors and preferences of “typical” Americans, without the
families’ awareness.
Found out that Japanese notion of luxury was different from
American’s notion of luxury. Japanese crave for simplicity whereas
Americans craves for visible opulence (wealth and affluence).
11.
12.
13. VALUE MEASUREMENT
INSTRUMENT
These are the structured self-administered questionnaires that
measure individuals’ cultural values.
Rokeach Value Survey
Gordon’s Surveys of Personal and Interpersonal Values
The value and Lifestyle survey
14. ROKEACH VALUE SURVEY
The Rokeach Value Survey is a self-administered, two-part values inventory:
1. Eighteen terminal values that reflect goals and desirable states of
existence and are defined as ends (e.g., happiness, pleasure, freedom,
self-respect). Some terminal values focus on personal aspects and the
others on interpersonal ones.
2. Eighteen instrumental values, defined as the means to achieve the ends
(e.g., ambitious, honest, polite, responsible). The instrumental values
are composed of competence and moral values.
15.
16. GORDON’S SURVEYS OF PERSONAL AND
INTERPERSONAL VALUES
Gordon’s Survey of Personal and Interpersonal Values measures values that determine how
people cope with their daily lives.
19. INDIAN CORE VALUES
1)Family Orientation
• Concept of Extended Family- parents, siblings, grandparents, etc.
• Chief wage earner supports the entire joint family.
• Disposable income of such a consumer gets radically reduced.
• Looks for a value-based brand at a lower price point.
• Mixes Brands to balance the expenditure.
• Down-trading- consumer buys less expensive brands after using higher brands.
2)Savings Orientation
• Uncertainty of income generation as huge population still lives in rural
parts.
• Unlike developed nations, various community services are not being
available.
• Consumers fall back on their savings even to celebrate festivities.
• All class of consumers consider jewelry as a means of investment.
• Popularity of installment payments because of splitting savings between traditional purchases
and appliances purchases.
20. INDIAN CORE VALUES
3)Festivities
•Cultural celebrations are very much a part of Indian culture.
•Sub-cultures also have various festivals.
•Brands offer sales promotional programs during festive seasons.
•Smart customers make “value-based” deals during these times.
•Consumers postpone their purchases, especially durables, in the hope of getting such
deals.
4)Shopping as a Ritual
•Shopping done from huge departmental stores to conventional outlets.
•Only about 5% of products are retailed through departmental stores is a reflection of the
fragmented nature of retailing.
•Bargaining is an unwritten rule.
•Members of the family visit outlets with the objective of comparing prices and arriving
at a best deal.
•Compensatory style of decision making- buyers analyze one brand after another.
