Lecture 11

Question 1

What is Culture in Consumer Behavior?

Answer 1

Culture is the total set of learned beliefs, values, and customs that guide consumer behavior in a society.
Example:
In Bajan culture, Sunday lunch is a ritual involving baked chicken, rice & peas, and mauby — this influences grocery shopping patterns.

Question 2

What Are the Characteristics of Culture?

Answer 2

Learned – through enculturation (your own culture) and acculturation (new cultures)

Shared – among many people

Transmitted – via family, media, schools

Symbolic – includes language, logos, rituals

Dynamic – it changes with time, tech, travel

Question 3

What is Enculturation vs. Acculturation?

Answer 3

Enculturation: Learning your native culture

Acculturation: Adapting to a new culture

Question 4

What Are Rituals in Consumer Behavior?

Answer 4

Rituals are symbolic, repeated behaviors tied to events (e.g., birthdays, weddings, holidays), often involving product consumption.

Question 5

What Is the Country of Origin Effect?

Answer 5

Consumers associate product quality with the country where it’s made.

Examples:

Swiss watches = luxury

Jamaican rum = strong, authentic

Bajan hot sauce = flavorful, legit

Chinese electronics = cheap or risky (perceived)

Question 6

What Is Consumer Ethnocentrism?

Answer 6

The belief that buying foreign products is wrong or unpatriotic.
Example:
A Barbadian may prefer buying Pine Hill Juice over Minute Maid to “support local.”

Question 7

What Is the Standardization vs. Adaptation Debate?

Answer 7

Standardization: One global marketing strategy

Adaptation: Tailor strategy to each culture

Example:
McDonald’s uses standard slogans, but adapts menu items (e.g., no beef in India)
Think:
“Global strategy, local flavor.”

Question 8

What is Cross-Cultural Consumer Research?

Answer 8

tudy of how consumers in different cultures behave and respond to marketing.

Focus areas:

Preferences

Rituals

Communication styles

Brand perceptions

Question 9

How Does Culture Affect Consumer Behavior?

Answer 9

Influences what’s seen as a need vs. luxury

Shapes brand preferences

Dictates symbols and rituals

Determines purchase motivations
In the U.S., convenience is king → drive-thru culture.
In Barbados, face-to-face shopping still dominates → social shopping norms.