a. Culture includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.
d. Factors that Define a Culture
b. How does culture affect consumer behavior? Whatever a person consumes will determine their level of acceptance in their society. If someone does not act consistently with cultural expectations, they risk not being accepted in society.
c. What happens when a company ignores culture? McDonald’s is one of the most popular restaurants in the world. At their American based restaurants they serve beef hamburgers, but when they decided to open restaurants in India, they used lamb meat for their hamburgers, because the Indian people do not eat cow meat; if McDonald’s had ignored this cultural difference they would not have been successful in India! That was the problem when The Walt Disney Company opened EuroDisney outside Paris; it was almost a failure because Disney ignored the culture. The French people drink wine at very young ages and prefer sugar on their popcorn, not salt, like Americans. Disney did not accommodate their theme park until they realized that the French people were indeed their target market, so they changed the name of the park to Disneyland Paris and made modifications to their menus and also to the wait lines in the park.
Behavior | Meaning in the US | Meaning in other cultures |
Consuming wine and beer | Those under the age of 21 are not allowed to drink alcohol | In European countries it is common for children to drink wine/beer at family meals; when in a bar in Korea you pour drinks for your friends and family first, then wait for them to pour your drink |
Drinking coffee | Generally adults drink it in the morning because of the caffeine, and giving coffee to a child is not accepted | In Turkey, coffee is a special drink that you serve to guests; in Italy coffee is enjoyed after a family meal; in China tea is the drink of choice |
Cooking pork ribs | Grilled outside at a backyard party | Jewish and Muslims do not eat pork |
Kissing | To express romantic feelings about someone | In many cultures kissing is acceptable when greeting a friend |
Using the number 7 | Lucky number | Unlucky number in Kenya, Singapore and Ghana |
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