Culture, Subculture And Cross Culture


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Culture, Subculture And Cross Culture

  1. 1. Culture, Subculture and Cross-culture Presented by: Priyanka Balwa MBA-III-B
  2. 2. Culture <ul><li>Culture is the sum total of learned beliefs, values and customs that serve to direct the consumer behavior </li></ul><ul><li>Culture is a learned behavior. </li></ul><ul><li> Enculturation is learning one’s own culture. Acculturation is learning a new culture. </li></ul>
  3. 3. Culture… <ul><li>. . is adaptive, i.e. it changes as a society faces new problems and opportunities... </li></ul><ul><li>. . . satisfies needs by providing norms (rules of behavior)... </li></ul><ul><li>. . . provides values which delineate what is right, good, and important to a society. </li></ul>
  4. 4. Culture Includes::: <ul><li>The Material Objects of a Society </li></ul><ul><li>Ideas and Values </li></ul><ul><li>Institutions </li></ul><ul><li>Symbols </li></ul><ul><li>The Ways We Dress, Think, Eat, and Spend Our Leisure Time </li></ul>
  5. 5. :::Beliefs::: <ul><li>Consist of the very large number of mental or verbal statements that reflect a persons particular knowledge and assessment of something </li></ul><ul><li>“I believe this is a good restaurant to eat” </li></ul><ul><li>I believe she is a nasty person” </li></ul>
  6. 6. :::Values::: <ul><li>Values are also beliefs in a way but they differ due to :: </li></ul><ul><li>They are relatively few in number </li></ul><ul><li>Serve as a guide for behavior </li></ul><ul><li>Difficult to change </li></ul><ul><li>Not tied to specific objects or situations </li></ul><ul><li>Widely accepted by society </li></ul>
  7. 7. :::Levels of Culture::: <ul><li>Level 1:: Cultural differences that cross national boundaries or can be seen to be present in more thn 1 country </li></ul><ul><li>Level 2:: Unique to a particular country </li></ul><ul><li>Level 3:: Basically subcultures- can also be Families, shopping groups, friendship groups </li></ul>Group National Supranational
  8. 8. Language and Symbols <ul><li>Symbols </li></ul><ul><ul><ul><li>Verbal </li></ul></ul></ul><ul><ul><ul><li>Non-verbal </li></ul></ul></ul>
  9. 10. Non-verbal
  10. 13. <ul><li>A symbol may have many meanings which can also be contradictory </li></ul><ul><li>The advertiser must ascertain exactly what the symbol is communicating to its intended audience </li></ul><ul><li>(Pictures outside non-veg restaurants) </li></ul>
  11. 14. Rituals:: <ul><li>. . . are socially standardized sequences of actions that are periodically repeated, provide meaning, and involve the use of cultural symbols. </li></ul>
  12. 15. Rituals vs. Habits... <ul><li>Rituals are prescribed by society, habits by the individual. </li></ul><ul><li>People are more consciously aware of rituals. </li></ul><ul><li>Rituals embody more symbolic meaning and affect. </li></ul>
  13. 16. Myths <ul><li>. . . are stories that express key values and ideals of a society. </li></ul><ul><li>Myths help to: </li></ul><ul><ul><li>Explain the origins of existence </li></ul></ul><ul><ul><li>Reveal a set of values for the society </li></ul></ul><ul><ul><li>Provide models for personal conduct </li></ul></ul>
  14. 17. Popular Culture <ul><li>. . . is the culture of mass appeal and has the following characteristics: </li></ul><ul><ul><li>It taps into the experiences and values of a significant portion of the population </li></ul></ul><ul><ul><li>It does not require any special knowledge to understand it </li></ul></ul><ul><ul><li>It is produced so that large numbers of people have easy access to it </li></ul></ul><ul><ul><li>It most frequently influences behavior that does not involve work or sleep </li></ul></ul>
  15. 19. Culture is Dynamic <ul><li>The Markets have to consistently reconsider </li></ul><ul><li>WHY? People are doing wht they do? </li></ul><ul><li>WHO? Purchases? </li></ul><ul><li>WHEN? They do their shopping </li></ul><ul><li>WHAT? New products will appeal them? </li></ul><ul><li>WHERE? Can they be reached by media? </li></ul>
  16. 20. <ul><li>Core Values </li></ul><ul><li>Subcultures </li></ul><ul><li>Cross Cultures </li></ul>
  17. 21. <ul><li>:::::THANKYOU::::: </li></ul>