Self Concept & Lifestyle

Prasanna Salvi.
 Self Concepts
• Self Concept is defined as the totality of the
individual’s thoughts and feelings having
reference to himself or herself as an object.

• FEMINA GENERATION AD

• ROLLS ROYCE SHOWROOM

• LOUIS VIOTTON ADS

 Mikhail S. Gorbachev, the last leader of the old Soviet Union, sits in a limousine as
it passes a remaining part of the Berlin Wall, an open Louis Vuitton bag beside him.
 Dimension of Self concept
Dimensions of Actual Self Ideal Self
Self concept concept Concept

Private Self How I actually How I would like

see myself to see myself

Social Self How others How would I like

actually see me others to see me
 Another Dimension
• Independent Self Concept = emphasizes the
personal goals, characteristics, achievements
and desires.
SEPERATENESS
• Interdependent Self Concept = emphasizes
family, cultural, professional, and social
relationships.
CONNECTEDNESS
What happens due to these
dimensions?
 Extended Self
• A consumer defines self plus the possessions.
• His description of himself ceases to exist
without the brand / object.
 Which brands have achieved this
distinction?
• Youth brand ?
• Caring brands ?
• Indian brand?
• Iconic brands?
 What do brands do to achieve this
feat?
• Peak performance : An experience that
surpasses the usual level of intensity,
meaningfulness and richness and produces
feelings of joy and self-fulfillment.

• YMCA anthem at Hard Rock Café

• Ram Ram Saab = Chokhi Dhaani
• 26/11 Attack and effect on Brand Taj
 What do brands do to achieve this
feat?
• Becoming part of unique memories

• Starbucks Coffee – Third place

• Dettol for 100% security

• Burnol for solution on burns

• Nescafe for morning freshness

Repetition
 What do brands do to achieve this
feat?
• Becoming part of Values

• Johnson & Johnson

Johnson’s baby products
Why do you use it ?

O ! It smells just like a baby !!!

Indian companies have used this build
up
• HLL at end of every ad
• Cavin Care
• Himalaya
• Dabur
• ITC product

Name of agency making the film on

Chanakya ????
LIFESTYLE
 Lifestyle
• Every person has a lifestyle.
• Lifestyle is how a person lives.
 How does lifestyle impact?
• Lifestyle determinants > Lifestyle > Impact on
behaviour at time of Purchase or
Consumption
Demographics How we live? Purchases

Subcultures Activities How, when, where,

what & with whom
Social causes Interests
Motives Likes/dislikes
Personality Attitudes
Emotions Consumption Consumptions

Values Expectations Where, with whom,

how, when, what
Culture Feelings
Past experiences
Lifestyle based segmentation
Successes
 Luxury Sports Cars
• Top Guns – Ambition driven, power and to be
noticed
• Elitists – blue bloods, self extension
• Proud Patrons – Satisfaction
• Bon Vivants – Thrill seekers, jet setters
• Fantasists – Car is an escape
 Shopping
• Minimalists
• Gatherers
• Providers
• Enthusiasts
• Traditionalists
 Technology
• Fast Forwards
• Techno-savvys
• Handshakers
• New Age Nurturers
• Digital Hopefuls
• Traditionalists
• Mouse Potatoes
• Gadget Grabbers
• Media Junkies
• Sidelined Citizens
 NOKIA
• Live
• Comfort seekers
• Business users
• Lifestyle seekers
Failures
TITAN
 Submission
• VALS
• PRIZM
• Group of 3 only (consecutive odd /even roll
numbers )
• Submit a report on
– A short note on the Models
– any product in India using VALS and PRIZM for
segmentation
• Date : 15 October 2010.
Cultural Influences on Consumer
Behaviour
Prasanna Salvi
Culture
 Geert Hofstede™
Cultural Dimensions
   
 " Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and
often a disaster."     Prof. Geert Hofstede, Emeritus Professor, Maastricht University.
 
 
What are the practical applications for Geert Hofstede's research on cultural differences?
 
For those who work in international business, it is sometimes amazing how different people in other cultures
behave. We tend to have a human instinct that 'deep inside' all people are the same - but they are not.
Therefore, if we go into another country and make decisions based on how we operate in our own home
country - the chances are we'll make some very bad decisions.
 
Geert Hofstede's research gives us insights into other cultures so that we can be more effective when
interacting with people in other countries. If understood and applied properly, this information should reduce
your level of frustration, anxiety, and concern. But most important, Geert Hofstede will give you the 'edge of
understanding' which translates to more successful results.
 Example
One example of cultural differences in business is between the Middle Eastern
countries and the Western countries, especially the United States.
 
When negotiating in Western countries, the objective is to work toward a target of
mutual understanding and agreement and 'shake-hands' when that agreement is
reached - a cultural signal of the end of negotiations and the start of 'working
together'.
 
In Middle Eastern countries much negotiation takes place leading into the
'agreement', signified by shaking hands. However, the deal is not complete in the
Middle Eastern culture. In fact, it is a cultural sign that 'serious' negotiations are just
beginning.
 
Imagine the problems this creates when each party in a negotiation is operating under
diametrically opposed 'rules and conventions.'
 What are Hofstede's five Cultural
Dimensions?
1. Power Distance Index (PDI)
2. Individualism (IDV)
3. Masculinity (MAS)
4. Uncertainty Avoidance Index (UAI)
5. Long-Term Orientation (LTO)
 Power Distance Index (PDI)
• Power Distance Index (PDI) that is the extent to which the
less powerful members of organizations and institutions
(like the family) accept and expect that power is
distributed unequally. This represents inequality (more
versus less), but defined from below, not from above. It
suggests that a society's level of inequality is endorsed by
the followers as much as by the leaders. Power and
inequality, of course, are extremely fundamental facts of
any society and anybody with some international
experience will be aware that 'all societies are unequal,
but some are more unequal than others'.
 Individualism (IDV)
• Individualism (IDV) on the one side versus its opposite,
collectivism, that is the degree to which individuals are inte-grated
into groups. On the individualist side we find societies in which the
ties between individuals are loose: everyone is expected to look
after him/herself and his/her immediate family. On the collectivist
side, we find societies in which people from birth onwards are
integrated into strong, cohesive in-groups, often extended families
(with uncles, aunts and grandparents) which continue protecting
them in exchange for unquestioning loyalty. The word
'collectivism' in this sense has no political meaning: it refers to the
group, not to the state. Again, the issue addressed by this
dimension is an extremely fundamental one, regarding all societies
in the world.
 Masculinity (MAS)
• Masculinity (MAS) versus its opposite, femininity, refers to the
distribution of roles between the genders which is another fundamental
issue for any society to which a range of solutions are found. The IBM
studies revealed that (a) women's values differ less among societies than
men's values; (b) men's values from one country to another contain a
dimension from very assertive and competitive and maximally different
from women's values on the one side, to modest and caring and similar to
women's values on the other. The assertive pole has been called
'masculine' and the modest, caring pole 'feminine'. The women in
feminine countries have the same modest, caring values as the men; in
the masculine countries they are somewhat assertive and competitive,
but not as much as the men, so that these countries show a gap between
men's values and women's values
 Uncertainty Avoidance Index (UAI)
• Uncertainty Avoidance Index (UAI) deals with a society's tolerance for
uncertainty and ambiguity; it ultimately refers to man's search for Truth. It
indicates to what extent a culture programs its members to feel either
uncomfortable or comfortable in unstructured situations. Unstructured
situations are novel, unknown, surprising, different from usual. Uncertainty
avoiding cultures try to minimize the possibility of such situations by strict
laws and rules, safety and security measures, and on the philosophical and
religious level by a belief in absolute Truth; 'there can only be one Truth and
we have it'. People in uncertainty avoiding countries are also more emotional,
and motivated by inner nervous energy. The opposite type, uncertainty
accepting cultures, are more tolerant of opinions different from what they are
used to; they try to have as few rules as possible, and on the philosophical
and religious level they are relativist and allow many currents to flow side by
side. People within these cultures are more phlegmatic and contemplative,
and not expected by their environment to express emotions.
 Long-Term Orientation (LTO)
• Long-Term Orientation (LTO) versus short-term orientation: this
fifth dimension was found in a study among students in 23
countries around the world, using a questionnaire designed by
Chinese scholars It can be said to deal with Virtue regardless of
Truth. Values associated with Long Term Orientation are thrift
and perseverance; values associated with Short Term
Orientation are respect for tradition, fulfilling social obligations,
and protecting one's 'face'. Both the positively and the
negatively rated values of this dimension are found in the
teachings of Confucius, the most influential Chinese philosopher
who lived around 500 B.C.; however, the dimension also applies
to countries without a Confucian heritage.
 Discussion
• Launch of Mercedes in India (use the
Hofstede’s cultural dimensions to discuss the
launch of Mercedes in India)