How culture influences the way consumers view the different attributes of a product.

You work for a firm that produces packaged potato chips. Your firm is interested in exporting its product to a different country. You need to select a country other than the one you live in and describe the culture of that country along with the key elements of its marketing system. Describe the different tastes, needs, and customs of your intended customers. Would these differences be consistent or different among multiple countries in a geographic region? Explain why. Explain how culture influences the way consumers view the different attributes of a product. Also, explain how the culture in which individuals are raised has an impact on the products they buy. How can a seller use culture to sell a product successfully? Provide two examples showing how culture influences the purchasing process. Using the physiological, safety, social, and personal (PSSP) hierarchy of needs discussed in the lecture, analyze a recent purchase. Explain which of the needs in the hierarchy it addresses directly. Explain which of the needs indirectly influenced your decision to purchase. How did the advertising of the product focus on those needs? Evaluate the impact of macro trends such as the globalization of businesses, international migration, and conservationism on consumer behavior. How will these trends affect the marketing of selected goods or services in the future? You are the business manager of a trendy hairstyle shop in downtown Chicago. As a manager, you are in charge of payrolls, paying the bills, hiring and firing, purchasing, training, and customer service. You provide a luxury service, and your average customer has different demographics from the rest of the population in the city. Due to recent competitive developments, you feel the need to learn more about your customers; you specifically want to know how they choose your services over that of the competition. You are aware of the steps in the consumer purchase behavior model and are determined to analyze them in detail. On the basis of the given scenario, answer the following questions: Using Maslow’s hierarchy of needs model as a backdrop, with an eye on the consumer Purchase Behavior Model, determine the real motivations behind the use of the service provided by you. Evaluate an additional social and cultural factor that will help you analyze your customers' behavior. What service criteria do you think your customers use to select the type of service you offer? Explain your answer using an example to illustrate your point. Assess methods (think about the entire marketing mix) that might be useful to encourage loyalty among existing customers.

Sample Solution

Culture and Marketing in the Potato Chip Industry

The potato chip industry is a global industry, with companies operating in countries all over the world. The marketing of potato chips can vary greatly from country to country, depending on the culture of the target market.

Culture and Tastes

Tastes in potato chips can vary greatly from country to country. In some countries, consumers prefer crispy potato chips, while in others they prefer softer chips. Some countries prefer salty chips, while others prefer sweet or spicy chips. The flavors of potato chips that are popular in a particular country are often influenced by the local cuisine

Full Answer Section

Culture and Needs

The culture in which individuals are raised can also have a significant impact on the products they buy. For example, in countries where people are more likely to eat out, they may be more likely to buy potato chips as a snack. In countries where people are more likely to cook at home, they may be more likely to buy potato chips as an ingredient in a dish.

How Culture Can Be Used to Sell Potato Chips

Sellers of potato chips can use culture to their advantage by marketing their products in a way that appeals to the values and beliefs of the target market. For example, in countries where people value family and tradition, sellers could market potato chips as a way to bring people together. In countries where people value health and fitness, sellers could market potato chips as a healthy snack option.

Examples of How Culture Influences the Purchasing Process

Here are two examples of how culture can influence the purchasing process for potato chips:

In India, potato chips are often seen as a snack food for children. This is because Indian culture values family and tradition, and potato chips are often associated with childhood memories.
In Japan, potato chips are often seen as a healthy snack food. This is because Japanese culture values health and fitness, and potato chips are often made with low-fat ingredients.

The PSSP Hierarchy of Needs and Potato Chip Marketing

The PSSP hierarchy of needs is a model that explains how human needs are arranged in a hierarchy. The four levels of needs are:

Physiological needs: These are the basic needs for survival, such as food, water, and shelter.
Safety needs: These are the needs for security and protection from harm.
Social needs: These are the needs for belonging, love, and acceptance.
Personal needs: These are the needs for self-esteem, achievement, and self-actualization.

The potato chip industry can appeal to all four levels of the PSSP hierarchy. For example, potato chips can be marketed as a way to satisfy hunger (physiological need), to provide a sense of security (safety need), to connect with friends and family (social need), or to achieve a sense of accomplishment (personal need).

The Impact of Macro Trends on Consumer Behavior

The globalization of businesses, international migration, and conservationism are all macro trends that are having an impact on consumer behavior.

The globalization of businesses: As businesses become more globalized, they are able to reach a wider range of consumers. This can lead to increased competition and a need for businesses to adapt their marketing strategies to appeal to different cultures.
International migration: The movement of people from one country to another is also having an impact on consumer behavior. As people migrate, they bring their cultures with them, which can lead to changes in the demand for goods and services.
Conservationism: The growing awareness of environmental issues is also having an impact on consumer behavior. Consumers are increasingly looking for products that are environmentally friendly.

The Future of Potato Chip Marketing

The future of potato chip marketing is likely to be influenced by the trends mentioned above. Businesses will need to adapt their marketing strategies to appeal to a wider range of consumers, as well as to the growing awareness of environmental issues.

In addition, the marketing of potato chips is likely to become more personalized. Businesses will use data analytics to target their marketing messages to specific groups of consumers.

Overall, the future of potato chip marketing is likely to be more complex and challenging than in the past. However, businesses that are able to adapt to the changing trends will be well-positioned to succeed in the years to come.

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