Cultural Segmentation / Mapping

We have been exploring the social and cultural considerations that organizations who want to grow internationally must research. We have also reviewed databases that supply a wealth of information about the business world, be it B2B, global or international. Further, there are many secondary research databases which show the complex range of influences that guide consumers to behave, purchase and express themselves. A constant, year-on-year review of these databases is essential as the world has changed dramatically over the last 30 years and continues to change at a rapid rate. This change is brought on by social, legal, economic, political, technological and sustainability (SLEPTS) transformations which, in turn, provide new opportunities for businesses.

At the heart of any business is the consumer. Therefore, to research the growth in populations, merging cultures, migration and the fact that millions of consumers may all be viewing one social media space at the same time makes it a top priority for marketing planners . Therefore, it is crucial that marketing planners review existing research databases that show how consumers behavioral, cultural priorities and aspirations can change over time.

One database, the World Values Survey (WVS), enables marketing planners to review a cultural map of peoples views and beliefs from 100 countries. Such a high number of countries researched means countries from the very poor to the very rich are included. The map shows there are two cross-cultural variations that are distinguished by different deep-set values. The values shown vertically are Traditional values versus Secular rational values and on the horizontal axis there are Survival values versus Self-expression values.

Traditional values are shown where citizens consider religion and the family to be important. The parent/ child relationship is very strong and there is great respect for authority figures. Citizens from secular-rational value countries have very different beliefs and values to the traditional value dimensions. Citizens in secular-rational values tend to be less religious, live on a more level basis with authority figures and accept that civil partnerships, divorce and abortion are part of their societys way.

Data collected through the WVS shows that 84 per cent of Zimbabwean citizens consider religion to be a very important aspect in their life. In Romania, 51 per cent of people think that religion is very important, whereas only 8 per cent of Swedish people think that way. This shows that citizens of Zimbabwe have high traditional values and Sweden has high secular-rational values.

The values shown on the horizontal axis consider the different dimensions of survival values against self-expression values. As the name implies, people who think survival values are important need personal physical security, money and economic survival. However, self-expression values needs go beyond survival and include equal rights for men and women and the protection of environments so that future generations can enjoy them. The WVS collects data asking citizens from Jordan and the Netherlands to consider the following scenario: If jobs were scarce would they agree that a man should have the job rather than a woman? Just 7 per cent of citizens from the Netherlands agreed with this scenario; however, 81 per cent of people from Jordan agreed that men should have more rights to a job if jobs were scarce. Self-expression countries such as the Netherlands believe in equal rights, whereas people from Jordan or other survival countries are less inclined to believe in equal rights for men and women.

These are just some examples of the data collected from thousands of people around the world. To understand the beliefs and values of people the world over, WVS asks many questions. These range from those about leisure time to politics, membership of charitable organizations to confidence in their government, and whether they are a nervous or imaginative person. WVS even asks people questions about the quality of air and roads in their hometown.

Questions:

1. In what ways can knowing the beliefs, values and motivations of people throughout the world help marketing planners?
2. How could marketing planners use the knowledge gained from the WVS to decide which country their organization should develop business relations with. There are many reasons why it is important for marketing planners to know whether citizens of a country have traditional values or secular rational values. What are they?