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CULTURAL INFLUENCES
CULTURE?  <ul><li>Sum total of learned, beliefs, values & customs that serve to direct the consumer behavior of members of...
Values are also beliefs <ul><li>But Differ:  </li></ul><ul><li>Relatively few in numbers </li></ul><ul><li>Guide for cultu...
<ul><li>Values  Beliefs  </li></ul>MENTAL IMAGES Kodak  Fuji films
CUSTOMS <ul><li>Overt modes of behaviour that contributes culturally approved or acceptable ways of behaving in specific s...
CUSTOMS GUIDE FOR BEHAVIOUR BELIEFS C O N T R A S T I N G P O I N T
CHARACTERISTICS OF CULTURE KASHMIR KERALA The Invisible Hand Of  Culture
 
CULTURE SATISFY NEEDS <ul><li>Busy Restaurant  </li></ul>Free Restaurant
 
ADVERTISING/FASHION SYSTEM FASHION SYSTEM CULTURALLY CONSTITUTED WORLD CUSTOMER GOODS POSSESSION RITUAL EXCHANGE RITUAL GR...
 
CULTURE IS SHARED <ul><li>E.g Valentines Day – Chocolates, Cards, Flowers </li></ul>Starting a new job – get a haircut , n...
CULTURE IS DYNAMIC <ul><li>ADD OF TATA SUMO IN WHICH GAL DRIVES AWAY OR ANY RELATED WOMEN EMPOWERMENT ADS </li></ul>
 
VALUE  MEASUREMENT SURVEY INSTRUMENT
ROKEACH VALUE SURVEY TERMINAL VALUES INSTRUMENTAL VALUES A comfortable life Ambitious Equality  Broad Minded Freedom Obedi...
Indian core values <ul><li>Core values affect & reflect the character of any society </li></ul><ul><li>India is a diverse ...
<ul><li>Achievement and success activities  </li></ul><ul><li>Efficiency and practicality  </li></ul>
<ul><li>Material comfort </li></ul><ul><li>Individualism </li></ul><ul><li>Freedom </li></ul>
<ul><li>External conformity  </li></ul><ul><li>Humanitarianism  </li></ul><ul><li>fitness and health </li></ul>
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Cultural Influences2

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it about how values,beliefs and culture changes consumer perceptions

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Transcript of "Cultural Influences2"

  1. 1. CULTURAL INFLUENCES
  2. 2. CULTURE? <ul><li>Sum total of learned, beliefs, values & customs that serve to direct the consumer behavior of members of a particular society </li></ul>VALUES & BELIEFS
  3. 3. Values are also beliefs <ul><li>But Differ: </li></ul><ul><li>Relatively few in numbers </li></ul><ul><li>Guide for culturally appropriate behavior </li></ul><ul><li>Enduring / difficult to change </li></ul><ul><li>Not tied specific objects & situations </li></ul><ul><li>Widely accepted </li></ul>
  4. 4. <ul><li>Values Beliefs </li></ul>MENTAL IMAGES Kodak Fuji films
  5. 5. CUSTOMS <ul><li>Overt modes of behaviour that contributes culturally approved or acceptable ways of behaving in specific situations </li></ul><ul><li>e.g. sugar & milk in coffee </li></ul>Touching feet of old people
  6. 6. CUSTOMS GUIDE FOR BEHAVIOUR BELIEFS C O N T R A S T I N G P O I N T
  7. 7. CHARACTERISTICS OF CULTURE KASHMIR KERALA The Invisible Hand Of Culture
  8. 9. CULTURE SATISFY NEEDS <ul><li>Busy Restaurant </li></ul>Free Restaurant
  9. 11. ADVERTISING/FASHION SYSTEM FASHION SYSTEM CULTURALLY CONSTITUTED WORLD CUSTOMER GOODS POSSESSION RITUAL EXCHANGE RITUAL GROOMING RITUAL DIVESTMENT RITUAL INDIVIDUAL CUSTOMER
  10. 13. CULTURE IS SHARED <ul><li>E.g Valentines Day – Chocolates, Cards, Flowers </li></ul>Starting a new job – get a haircut , new clothing
  11. 14. CULTURE IS DYNAMIC <ul><li>ADD OF TATA SUMO IN WHICH GAL DRIVES AWAY OR ANY RELATED WOMEN EMPOWERMENT ADS </li></ul>
  12. 16. VALUE MEASUREMENT SURVEY INSTRUMENT
  13. 17. ROKEACH VALUE SURVEY TERMINAL VALUES INSTRUMENTAL VALUES A comfortable life Ambitious Equality Broad Minded Freedom Obedient Social Recognition Logical Wisdom Imaginative Self Respect Clean Inner Harmony Polite
  14. 18. Indian core values <ul><li>Core values affect & reflect the character of any society </li></ul><ul><li>India is a diverse country </li></ul>GUIDING SOURCE PERVASIVE ENDURING CONSUMER-RELATED
  15. 19. <ul><li>Achievement and success activities </li></ul><ul><li>Efficiency and practicality </li></ul>
  16. 20. <ul><li>Material comfort </li></ul><ul><li>Individualism </li></ul><ul><li>Freedom </li></ul>
  17. 21. <ul><li>External conformity </li></ul><ul><li>Humanitarianism </li></ul><ul><li>fitness and health </li></ul>
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