Influence ofculture andsubculture CONSUMER BEHAVIOUR By Jeetesh Kumar
cultureCulture is defines as the sum of total of learned beliefs, values, customs, thatserve to direct the customer behavior of members of a particular society. – The beliefs & values – Customs In f lu e n c e o f c u lt u r e : 4) On Cultural value systems: – Ethics:- good, moral, immoral – Aesthetics:- beautiful, ugly, pleasant, unpleasant. – Doctrine:- political, social, ideological. 2) Culture exist & reveals at different levels. – Supranational level:- Reflects different dimensions of multiple cultures/ different societies of Nations. – National Level:- Dimensions of cultures of country and national characters. – Group level:- Held with in a country with various sub-divisions of the society like family, reference groups, & other closely held
a theoretIcal Model of cultures’ Influence on behavIor
culture & consuMer behavIorC u lt u r e s a t is f ie s n e e d s : – Satisfy needs of people by guidance, suggestions, standard practice, etc. – Ex: it tells us about food habits, dress codes, worships, rituals about birth, death & other social occasions – Culture is generally consistent & enduring & followed as long as it satisfies needs of people. – It is changed/replaced as and when it does not solve its very purpose.
culture & consuMer behavIor• C u lt u r e is le a r n e d : – From social environment – Anthropologist’s define: Formal, Informal & Technical way of learning – Types of studies Enculturation & Acculturation – Marketers’ focus on informal learning.• C u lt u r e is D y n a m ic : – Changes occur due to Technology, Migration, Wars, Resources availability, Changing Values, etc. – Also known as ‘TRENDS’. ( Ex: Fashion, Automobiles, Foods, Entertainments, Lifestyles are few Hot object to study.)
D iv e r s it y B y In d ia n R a ilw a y s In d ia nV illa g e B y A m u lE m e r g in g C u lt u r e R it u a ls &T r a d it io n
culture & consuMer behavIor• M e a s u r e m e n t o f C u lt u r e : – Rokeach Value Survey : Two different list of 18 values (Terminal & Instrumental) are studied. • Terminal values: Ex: Personal goals, Freedom, Equality, Social recognition etc. • Instrumental values: Ex: Ambition, Responsibility, Intellect, etc. – List of Values (LOV): Similar to Rokeach Method Where values are 0nly 9. – Values & Lifestyle System (SRI VALS): Based on Need Hierarchy & Social concept. (32-26 values listed) ex: Actualisers, Believers,
subculture• Sub-culture is defined as a distinct cultural group that exists as an identifiable segment within a larger, more complex society. Ex: Nationality, Social class, Religion, Language, Age, Gender.• D iv is io n s O f S u b -c u lt u r e s : – Nationality Subculture: With in a particular country. Like in India – Anglo Indians, Parsees, Moghuls, Pathans, Indo-Chienese, Sinhalese, etc. – Religious Sub-culutre: Based on different faiths , Beliefs,& Religion. Like Muslims, Sikhs, Christians, Hindus, Buddhists, etc
subculture & consuMer behavIor – G e o g r a p h ic & R e lig io u s S u b - c u l t u r e : Ex: South Indians, North Indians, North-east Indians. – R a c i a l S u b - c u l t u r e : In USA Caucasians, Africans, Asian, American & American Indians.Generation Tweens Twixters Generation Baby Boomer OlderY Market X Market Market Customers – A g e S u b -c u lt u r e : – G e n d e r as a Sub-culture: All societies have assigned different traits & roles for Males & females, like breadwinners for Males & Homemakers for females etc.
MarKeters focus• Marketers’ focus on satisfying traditional tastes & preferences.• Companies are now focusing more on Age sub culture & gender subculture.• For Ex. 1) L i f e s t y l e »2 ) L e v ie s »3 ) U p c o m in g s e g m e n t of U n is e x u a l S a lo o n s »4 ) A u t o m o b ile s lik e T V S - S c o o t y & B a ja j-p u ls a r