Cultural Environment and Consumer Behavior in France - Research Paper Example

 Cultural Environment and Consumer Behavior in France Table of Contents Table of Contents 1 Overview 2 Hofstede’s Cultural Model 3 Impact of Culture On Consumer Behavior and Marketing Activities 6 Conclusion 10 References 11 Overview Culture is referred to as the behavior and actions of an individual towards any specific actions or situation. It is defined as the human conduct or individual perspective towards any activity or proceeding. Culture is also discussed as knowledge, skills, beliefs, principles, attitudes, ideas and meanings which are obtained by a precise group of individuals in due course of action. It can be acquired from varied individuals of the society or throughout generations. The communication of an individual is also influenced by the culture. Thus, it can be stated that culture is combined programming of human brains that differentiates an individual from the other and is conveyed from one to the other (Hollins, 2008). Moreover, culture is structure of ethics that guides an individual’s actions. It is entirely replicated in the insights, the societal interactions and the business communications. The culture of one place varies from the other. The culture of France is assorted, with distinct regional disparity as well as having the influence of recent colonization. The culture of France and the French people are mainly influenced by geographical characteristics, by past events, and by inner forces and groups. However, French culture possesses certain unique creative attributes which are among its significant aspects. Apart from this, varied other cultural disparities can be observed in terms of beliefs, races, approaches and aesthetics among others. As a result, cosmopolitanism and enthnocentricism behavioural traits are highly observed among citizens of France. Moreover, inspite of cultural diversity, citizens of France share common spiritual beliefs, educational patterns, lifestyles, food habits, fashion, sports preferences and ethnicity, thereby developing a distinct civilization among others. Hence, it can be depicted that the culture of France is highly influenced by its ecological attributes (Hollins, 2008). Hofstede’s Cultural Model Culture is the mutual understanding of the human brain which distinguishes the entity of one group from the other. Moreover, the national culture is the set of standards, beliefs, traditions and behaviors that exists within a specific nation. It may vary from one nation to the other. Moreover, Greet Hofstede defined that national culture is the set of customs, actions, values and traditions followed within a specific country, which influences the citizens (Easthorpe, 2004). Apart from this, Hofstede defined national culture with the help of certain dimensions such as power distance (PD), uncertainty avoidance index (UAI), masculinity versus femininity (MAS), individualism verses collectivism (IDV), indulgence versus restraint (IVR) and long-term versus short-term orientation (LTO) that are described in a concise manner (Geert Hofstede, n.d.). Power distance states the extent of inequality among the members of the society. It mainly refers to the degree of asymmetrical distribution of power among the less influential segment of the society. Thus, it can be depicted that power is mainly allocated among the stronger or influential members of the society, which might be detrimental at times. Moreover, uncertainty avoidance refers to the acceptance for uncertainty and vagueness in the society. It occurs due to disparity in cultural traits among the members of the society which leads to uncomfortable circumstances. It is one of the notable aspects of society (Geert Hofstede, n.d.). Apart from this, masculinity is the other important factor of national culture which affirms that the society is mainly dominated by the male members rather than female. Thus, the roles and the responsibilities are distributed in an assorted manner providing more importance to the male individuals which highly affects the values and the beliefs of female members of the society. As a result, the culture of the society is affected. In addition, individualism and collectivism also shapes the culture of the society. The term ‘individualism’ means that the individuals are anticipated to take care of their own families rather than the whole society whereas collectivism asserts communal concentration for all the members of the society (Geert Hofstede, n.d.). Furthermore, the society which limits the pleasure of the members as well as controls it with varied social norms is defined as restraint and on the other hand, the society which freely allows the members to enjoy their lives with delight and happiness is known as indulgence. Thus, these factors highly enhance the cultural aspects of society. Besides these factors, the other important aspect which highly influences the culture of a society or nation, is long-term versus short-term orientation. The long-term orientation dimension is utilized for searching the value of the society in the long run. The members of such societies consider that reality depends mainly on circumstances, perspective and time whereas the short-term orientated individuals believe in establishing the accurate fact. The members of short-term orientation offer high respect for traditions as compared to long-term orientation society members (Geert Hofstede, n.d.). Thus, it can be clearly depicted that all the above described factors are equally responsible for shaping the framework of a specific society or nation. Hence, Hofstede’s cultural dimensions can also be utilized for analyzing the cultural scenario of the France. According to Hofstede, the culture of France shows high extent of uncertainty avoidance which means that the members become frightened very rapidly due to any uncertain environmental circumstance or situation. Apart from this, the society is entirely dominated by the successful male members of the society rather than female. As a result, the level of individualism is also quite high in case of France, which means the society is extremely reliant on its own members (Geert Hofstede, n. d). Therefore, as the society is dominated by male so extent of inequality is also quite high as compared to certain other societies. Apart from this, the citizens of France offer more respect towards the ethnicities, customs and beliefs, which clearly depicts that it is short-term oriented society. Moreover, the degree of indulgence is also higher among the citizens of France so that they can enjoy the bliss of life. Thus, due to higher levels of UDI, PDI, IDV and IVR, French people are more conscious about their appearance rather than work. Moreover, casual attitude also affects behaviors, performances, tastes and preferences of the individuals. In addition, the society of France is exaggerated due to cosmopolitanism and enthnocentricism (Geert Hofstede, n.d.). Cosmopolitanism is defined as the philosophy or belief that a uniform morality prevails among the members of all racial groups of a specific culture. According to cosmopolitanism, a wide spread social or political relation should exist among different nations so as to maintain a peaceful world. Thus, it can be affirmed that a cosmopolitan society or nation is a place, where individuals of varied culture shape communal relation and respect. For example, France is a cosmopolitan nation, in which various individuals of diverse cultures and locations form shared relationships and respects despite assorted viewpoints (Weidmann-Koop, 2000). ‘Ethnocentrism’ is the other significant term utilized for assessing the norms of another culture from the perception of one’s individual cultural ethnicity. The ethnocentric human beings evaluate other groups on the basis of language, beliefs, norms, traditions, actions and religions among others. Moreover, individuals of one specific ethnic group attempts to remain with its own members rather than others. In addition, individuals always attempt to perform according to the norms of his/her native culture and so it becomes rather difficult for them to adjust in a diverse environment. The prime objective of ethnocentric individuals is to highlight the values of national culture instead of others. This cultural trait is clearly observed among the individuals of France (Watson & Wright, 1999). The citizens of France are highly ethnocentric as they consider their culture to be the most advanced one among other neighboring nations. This also affects consumer behavior and consumer marketing options as well. As a result, the products of culturally similar countries are extremely preferred by the consumers of France rather than others. It enhances the growth and the market share of the products of culturally similar countries thereby diminishing the prospects for others. Hence, it hampers the international trade activities among the nations resulting in reduction of profits (Watson & Wright, 1999). Impact of Culture On Consumer Behavior and Marketing Activities The term ‘marketing’ is referred as an action or a procedure utilized for generating, conveying and replacing any commodity or service that offers worth in return of money. It is one of the most significant activities utilized by organizations so as to satisfy customers and to sustain in the long run among others in the international market. The prime intention of marketing is to offer products or services according to the needs and the wants of the customers. The activities of marketing might take place in both domestic and international markets (The McGraw Hill Companies, 2011). International marketing is defined as the practice of scheduling, arranging, directing and scheming of activities associated with the replacement of varied products or services among diverse countries of the world (Oxford University Press, 2011). The range of international marketing is rather large due to absence of political boundaries among the countries (ESCAP, 2012). In order to recognize the fact that culture also causes a significant impact on the activities of international marketing, an example of McDonald’s in France has been demonstrated. In order to penetrate into the market of France, McDonald’s utilized the strategy of service marketing mix. Service marketing includes 7P’s .i.e. product, price, place, promotion, people, process and physical evidence (Pickton & Masterson, 2010). Product is the most important element of marketing mix. In order to penetrate the market of France, McDonald’s, tried to satisfy the requirements and desires of local individuals. McDonald’s served the citizens special cheeses named chevre, cantal and blue, along with whole-grain mustard sauce. In addition, McDonald’s opened a separate counter for coffee and snacks named as ‘McCafe’. McDonald’s also offered ‘McSalad’ along with varied traditional burgers, fries or snacks to attract new customers in the market. In order to sustain in the market, McDonald’s also introduced certain other products such as french-fried dishes and king cakes at a reasonable price (Wharton School of the University of Pennsylvania, 2012). Hence, it can be depicted that McDonald’s introduced assorted products according to the tastes and preferences of the customers of France after performing extensive research. Hence, it is apparent that culture has immense impact on the behavior of individuals (Wharton School of the University of Pennsylvania, 2012). Price is the other vital component of marketing mix. In order to penetrate and to sustain in the market of France, McDonald’s lowered the prices of its products as compared to certain other local competitors. In order to consume products of McDonald’s, the customers have to pay a minimum amount of US$ 15 in France (Wharton School of the University of Pennsylvania, 2012). Place is one of the significant elements of marketing mix. After grasping the market of the United States, McDonald’s decided to penetrate into the market of France so as to enhance its market share and corporate image. Moreover, due to convienient locations, it becomes easier for customers to reach outlets of McDonald’s. Promotion is also equally important for any organization in order to sustain in the market of France. McDonald’s utilized online media so as to create awareness among the citizens of France. In order to promote its products, McDonald’s also introduced special websites for campaigning. This idea helped to enhance consumer awareness and profitability among others (Popsop LTD, 2011). Apart from promotion, the other vital element of service marketing is people. All the employees of McDonald’s wear a specific uniform which mainly highlights on gracious and punctual nature of the provided service to the customers. This is highly appreciated by the customers in France. Moreover, in order to maintain proper corporate accountability, it offered secure, reasonably high quality of products to its customers so as to satisfy and attract new ones (McDonald’s Corporation, 2009). In addition, to the above factors, the other vital component of marketing mix is physical evidence. In order to penetrate into the market of France, McDonald’s modernized the inner designs of the stores so as to attract the attention of customers. It redesigned the interiors with introduction of fireplaces, flat screen televisions and tables with plush among others. It enhanced the attention of customers which improved the brand identity and customer relationship. It also improved the corporate image and profitability of McDonald’s among others. Thus, in order to meet the local tastes and preferences of France, McDonald’s utilized the strategies of local sensitivity and rebranding of the shops. Hence, it can be portrayed from the above discussion that culture highly affects consumer behavior. Conclusion Conclusively, it can be affirmed that due to high level of cutural dimension such as UDI, PDI, IDV and IVR, the citizens of France are highly sensitive and conscious about food-habits, appearance and cloths among others. Apart from this, they also offer high value for quality and safety of the products. Hence, keeping these factors in mind, a leading multinational food retail chain McDonald’s introduced diverse changes so as to meet the demands of the customers. It has been beneficial for McDonald’s to enhance its corporate image and profitability in France. Thus, it can be observed from the discussion that the cultural environment of France has a major impact upon the consumer behaviour and marketing decisions. 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