Assignment Instructions/ Description
Shared Activity: Influence of Culture on the Buying ProcessThis second unit offers one assessment – an online discussion or ‘Shared Activity’, taking place on the Discussion Forum. This is worth 5% of the overall module grade. Your initial post should be completed by Day 7 of this unit.Times of societal stress demand that marketers comprehend the authentic experience of individuals' personal worlds, which includes one’s illogical preferences, innocent desires, messy assumptions and untested deductions. This emotional-cognitive progression is ceaselessly informed by the development of one's self-identity, which underlies their unconscious purchase calculus. Understanding this process entails a shift in perspective from seeing consumers as data points to valuing consumers as people (Daye, 2010).In the quote above, Derrick Daye urges marketing professionals to see customers – and potential customers – as more than sales figures and demographic percentages. Often, individuals’ various viewpoints can be encapsulated into the term ‘culture’. Some view culture through a geographical or ethnic lens; however, individuals may identify themselves with many ‘personal worlds’ or aspects of culture: age group, sexual orientation, gender, hobby or occupation, to name only a few. Within these groups are many subcultures, as well. With so many different possible cultures existing within potential markets, why is it important for organisations to pay such close attention to the influence of culture on customer buying processes and behaviours? You will discuss this as part of your Shared Activity.Although culture is not restricted to geography and ethnicity, the reality is that, increasingly, many organisations are contemplating international expansion. As our world becomes more technologically advanced, it has also become more global. The ease of consumer purchasing options (e.g. online), as well as burgeoning economic powers (e.g. China, India, Brazil) fuelled by outsourcing production at lower costs, has spurred organisations to consider taking their products and services into new territories. For many organisations, such expansion is a matter of survival. An organisation’s decision to go global or stay local must be made strategically, and marketing efforts need to be integrated into that strategic planning.Two major tenets are interwoven throughout any decision to expand internationally: consumer behaviour and cultural influences. Again, these are not necessarily separate concepts; in fact, it is important to understand how culture influences consumer behaviour. These readings will also be useful in your Shared Activity.This Shared Activity will allow you to analyse factors influencing consumer behaviours, including the cultural influences behind the buying process.References• Daye, D., (2010) Understanding Consumer Identity. Available at: https://www.google.com/url?hl=en&q=http://www.brandingstrategyinsider.com/2010/04/understanding-consumer-identity.html%23.URsoL1qDQXw(Accessed&source=gmail&ust=1501220314778000&usg=AFQjCNHk0wdVpgdQYqs4MZ-HUMBQXzfzrw">http://www.brandingstrategyinsider.com/2010/04/understanding-consumer-identity.html#.URsoL1qDQXw(Accessed: 13/3/17)To prepare for this Shared Activity:• Review the unit Readings.• Focus on how consumer behaviour influences buying decisions.• Imagine that you are planning a week’s vacation or holiday. Think of all of the choices you have in planning and what influences your decision making (e.g. culture, social class, reference groups). Do you tend to choose destinations similar to or different from your own culture?• Choose a destination in a different country with a culture or cultures different from your own. Review tourism sites from the destination country.
RequiredTextbook ChaptersJobber, D. & F.Ellis-Chadwick, (2013) Principles and Practice of Marketing, 7th edition, Maidenhead: McGraw-Hill Education • Chapter 4, ‘Understanding Consumer Behaviour’This research investigates buyer–supplier relationships in international markets. Research and practice have shown that buyer–supplier relationships benefit when partners to the relationship exhibit a long-term orientation. The empirical findings suggest that cultural differences warrant consideration in developing successful purchasing strategies.Use the ‘Bookshelf’ by VitalSource link on the Blackboard Module Home to access this text.Journal ArticleCannon, J.P., Doney, P.M., Mullen, M.R. & Petersen, K.J. (2010) Building long-term orientation in buyer–supplier relationships: The moderating role of culture. Journal of Operations Management. 28(6) pp.506-521. DOI: 10.1016/j.jom.2010.02.002.Use the University of Roehampton Library to find this article.
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