Culture

Culture is the most basic cause of a person's wants and behaviour. Human behaviour is largely learned. Growing up in a society, a child learns basic values, perceptions, wants and behaviours from the family and other important institutions. Like most wcsceni people, in her childhood Anna observed and learned values about achievement and success, activity and involvement, efficiency and practicality, progress, material comfort, individualism, freedom, humanitananism, youthfulness, and] fitness and health. Sometimes we take these values for granted, but they are nol cultural universals.

Figure 6.2

Factors influencing behaviour

Figure 6.2

Factors influencing behaviour

A trade delegation trying to market in Taiwan found this out the hard way. Seeking more foreign trade, they arrived in Taiwan bearing gifts of green baseball caps. It turned out that the trip was scheduled a month before Taiwan elections, and that green was the colour of the political opposition party. Worse yet, the visitors learned after the fact Chat according to Taiwan culture, a man wears green to signify that his wife has been unfaithful. The head of the community delegation later noted: T don't know whatever happened to those green hats, but the trip gave us an understanding of the extreme differences in our cultures.'4

Marketers are always trying to spot cultural shifts in order to imagine new products that might be wanted. For example, the cultural shift towards greater concern about health and fitness has created a huge industry for exercise equipment and clothing, lower-calorie and more natural foods, and health and fitness services. This allowed Snapple to change the face of the US soft-drinks market with its 'new age' iced teas and fruit-flavoured drinks. The shift towards informality has resulted in more demand for casual clothing, simpler home furnishings and lighter entertainment. And the increased desire for leisure time has resulted in more demand for convenience products and services, such as microwave ovens, fast food and direct line financial services such as First Direct and Direct Line. Concern for the environment is influencing consumer behaviour both through legislation and through demand for less wasteful goods (see Marketing Highlights.!).5

Baseball For Boys

Baseball For Boys

Since World War II, there has been a tremendous change in the makeup and direction of kid baseball, as it is called. Adults, showing an unprecedented interest in the activity, have initiated and developed programs in thousands of towns across the United States programs that providebr wholesome recreation for millions of youngsters and are often a source of pride and joy to the community in which they exist.

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