MEASUREMENT OF CULTURE ENVIRONMENTAL INFLUENCES:Consumer Fieldwork

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Consumer Psychology (PSY - 514)

LESSON20

MEASUREMENT OF CULTURE

ENVIRONMENTAL INFLUENCES

Consumer Field work

Participant Observation

Value Measurement Survey Instrument

Rokeach Survey

The LOV (list of values) Scale

7. Consumer Fieldwork

When examining a specific society, researchers frequently immerse themselves in the environment under study

through consumer field work. As trained researchers they are likely to select a small sample of people from a

particular society and carefully observe their behavior. Based upon their observations researchers can draw

conclusions about values, beliefs and customs of the society under investigation. For example positioning trained

observers in department and clothing stores note how neckties are selected:

Solid VS. Patterned

Stripes VS. Paisley

Degree of search that accompanies choice

Consumers taking necktie off the display, comparing it with other ties and putting it back, before selecting

the necktie that they finally purchase

Field Observations

Field observations take place within natural environment sometimes performed without subject's awareness. Field

Observation focuses upon observation of behavior. The emphasis is upon natural environment and observable

behavior.

Participant Observations

Observers become active members of the environment that they are studying. For example if researchers are

interested in learning how consumers select computer soft ware, they may take sales positions in a computer

superstore to observe directly or even interact with consumers.

Specialized Research Firms

Research forms specializing in studying consumer rituals and values often videotape subjects at work, at home in

the cars, etc... Researcher might ask a teenager about why he buys a certain backpack and may not get a useful

response, however, to get reliable information researcher might observe him during buying and he will learn a few

things.

Nissan Research 1990's

In relation to designing Infinity automobiles, Nissan, discovered the differences between then Japanese and

American notions of luxury. Luxury to Japanese means craving simplicity, while Americans look at it as visible

opulence.

Both field Observations and participant observer research require highly trained researchers who can separate their

own emotions and preferences from what they observe in their professional roles.

Marketers often use other techniques also such as, Depth Interviews, Focus Group Discussions (FGD's), to get

first look at an emerging social trend. In the informal environment of FGD consumer reveal attitudes/behaviors

that may signal a shift in values that in turn might affect the long run market acceptance of a product or service.

FGD's can be used to identify marketing programs that reinforce established consumer loyalty and goodwill. A

common thread in these studies showed that established consumers want to have their loyalty acknowledged in the

form of personalized services.

Consumer Psychology (PSY - 514)

8. Value Measurement Surveys

Value Measurement Surveys are used to determining the dominant underlying values of a society.

Traditional View

Anthropologists have traditionally observed the behavior of the members of a specific society and inferred from

such behavior the dominant underlying values of the society.

Modern View

Modern view considers measuring of values directly by means of a survey/questionnaire. Researchers use data

collection instruments called Value Instruments which are used to ask people how they feel about such basic

personal and social concepts as freedom, comfort, national security and peace, etc...

Popular Value Instruments

A variety of popular value instruments have been used in Consumer Behavior including:

· Rokeach Value Survey

· List of Values (LoV)

1. Rokeach Value Survey

Rokeach Value Survey is a self administered value inventory divided into two parts each part measuring different

but complimentary types of personal values. These include:

1. Terminal Values (Goals)

2. Instrumental Values (Ways to get there)

TERMINAL VALUES

Terminal Value items are designed to measure the relative importance of end states of existence or personal goals.

Rokeach Value Survey Terminal

Personal Goals (end states)

A comfortable (prosperous life)

Social Recognition (respect & admiration)

An exciting life (stimulating, active life)

True Friendship (close companionship)

A world at peace (free of war and

Wisdom mature understanding of life)

conflict)

Equality (brotherhood, equal opportunity

A world of beauty (beauty of nature and

for all)

arts)

Freedom (independence and free choice)

Family Security (taking care of loved ones)

Happiness (contentedness)

Mature love (personal and spiritual

intimacy)

National Security (protection from

Self respect (self esteem)

attack)

Pleasure (an enjoyable life)

Sense of accomplishment (lasting

contribution)

Salvation (saved central life

Inner harmony (freedom from inner

conflict)

Instrumental Values

Second part consists of 18 instrumental values, which measure basic approaches an individual might take to reach

end state values.

Approach To Reach An End State (Means To Get There)

Consumer Psychology (PSY - 514)

Ambitious (hardworking, aspiring)

Imaginative (daring, creative)

Broad Minded (open minded)

Independent (self reliant, self sufficient)

Capable (competent, effective)

Intellectual (intelligent, reflective)

Cheerful (lighthearted, joyful)

Logical (consistent, rational)

Clean (neat, tidy)

Loving (affectionate, tender)

Courageous (standing up for your beliefs)

Obedient (dutiful, respectful)

Forgiving (Willing to pardon others)

Polite (courteous, well mannered)

Helpful (working for the welfare of others)

Responsible (dependable, reliable)

Honest (Sincere, truthful)

Self Controlled (restrained, self disciplined)

Example

Adult Brazilians were categorized into six distinctive value segments

Segment A (13%) of the sample

· Most concerned with:

World peace

Inner harmony

True friendship

· Members involved in:

Domestic oriented activities (gardening, reading, going out with family to visit relatives)

· Because of their less materialistic, hedonistic orientation they may be least prone to experiment with new

products

Segment A (13%) of the sample

Most concerned with:

self centered values such as:

Self respect

Comfortable life

Pleasure, exciting life, sense of accomplishment, social recognition

Least Concerned with:

values related to family:

Such as friendship, love and equality

The self centered achievement oriented pleasure seekers were expected to prefer provocative clothes in

the latest fashion to enjoy an active lifestyle, and be more likely to try new products

2. List of Values (LoV)

The LOV Scale asks consumers to identify their two most important values from a nine-value list such as:

a. Warm relationship with others

b. Sense of belonging

c. Sense of accomplishment

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