2. CULTURE
The sum total of learned beliefs,values,and customs that
serve to direct the consumer behavior of members of a
particular society.
3. Characteristics of culture
Culture is a learned response.
Culture includes inculcated values.
Culture is a social phenomenon.
Culture is gratifying and continues for a long
time.
Cultures are similar and yet different.
Culture prescribes the ideal standards of
behavior.
4. The beliefs, values customs
Influence of culture
1- ON cultural values systems.
- Ethics-good, moral, immoral.
- Aesthetics-beautiful, ugly, pleasant, unpleasant.
- Doctrine- political, social, ideological.
5. 2-Culture exist & reveals at
different levels.
- Supranational level- Reflects different
dimensions of multiple cultures/ different
society of nations
- National level- dimensions of culture of
country and national characters.
- Group level- Held with in a country with
various sub-divisions of the society like
family, reference group, & other closely held
group.
6. A theoretical model of cultures influence
of consumer behavior
Cognitive
Beliefs Personality
Attitude Traits
Behavioral Practices
Behavior
Intension Subjective
culture:
Regional,
Social
Ethics,
norms
Religious,
Values
national,
professional
Organizational,
group
7. Culture and consumer behavior
Culture satisfies needs:
-culture exists to satisfy the need of the people within
society.
-Satisfy needs of people by
guidance, suggestion, Standard
practices, physiological, personal, and social needs etc.
-Ex. Tell us about food habits, dress code, worship, rituals
about birth, death & social occasions.
-culture is generally consistent & enduring & followed as
long as it satisfies needs of people.
-It changed/replaced as and when it does not solve its very
purpose.
8. Culture & consumer behavior
Culture is learned:
-Culture I learned at childhood itself from the
social environment. Often we are children play
and enact the real life situation of social &
culture ritual.
Three distinct forms of culture learning.
Formal learning: what the elder family
member teach the younger one how to behave.
9. Cont.………..
Informal learning: what the child learns
primarily by imitating the behavior of selected
others such as family, friend, or TV heroes.
Technical learning: In which teacher
instruct the child in an educational
environment about what should be done, how it
should be done, and why it should be done.
10. Culture Is Learned Issues
Enculturation: the learning of one’s own culture.
Acculturation: The learning of a new or foreign
culture.
Language and symbols: Marketers must choose
appropriate symbols in advertising.
Ritual: A ritual is a type of symbolic activity consisting of
a series of steps (multiple behavior) occurring in a fixed
sequence and repeated over time.
Rituals extend over the human life cycle
Marketers realize that rituals often involve products.
11. Culture & consumer behavior
Sharing of culture: Culture is transferred
through family, schools, houses of worship, and
media
Culture is dynamic:
- Change occur due to
Technology, Migration, Population shift, Resource
shortages, wars, Changing values etc.
- Also known as ‘ TREND’ . (
Ex, Fashion, Automobile, Foods, Entertainment, L
ifestyles, women work outside the home are few
Hot object to study.
12. Diversity by Indian Railways Indian village by Amul
Emerging Culture Ritual & Tradition
13. Culture & consumer behavior
Measurement of culture:
The attitude measurement techniques used by
social psychologists and sociologists are
relatively popular tools in study of culture.
1-content analysis
2-consumer fieldwork
3-value measurement instruments.
14. Content analysis: A method for systematically
analyzing the content of verbal and or pictorial
communication. The method is frequently used to
determine prevailing social values of a society.
Consumer field work : A culture measurement
technique that takes place within a natural
environment that focuses on observing
behavior.(sometimes without the subjects
awareness).
15. Value measurement survey instruments:
A variety of value measurement instruments have been
used in consumer behavior studies.
Rokeach value survey: Two different list of 18
values ( Terminal & Instrumental) are studied.
Terminal values: The first part consists of 18 terminal
value item.
EX. Personal goals, Freedom, Equality, social
recognition.
Instrument values: The second part consists of 18
instrumental value item. EX.
Ambition, responsibility, Intellect, etc.
16. List of Values (LOV):
A value measurement instrument that asks consumers
to identify their two most important values from a
nine-value list that is based on the terminal values of
the Rokeach Value Survey
Values and Lifestyles (VALS):
A value measurement based on two categories: self-
definition and resources
17. Indian Core Values
Family orientation
Saving orientation
Festivities
Shopping as a ritual
Mythology
Food Habits
18. Changing cultural trends in
Indian urban markets
Achievement orientation
Work Ethic
Material Success
Middle of the road approach to tradition
Impulse Gratification
Use of hi-tech products
19. 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.
20. Divisions of Sub-culture
Nationality subculture: with in a particular
country like in India-
Anglo Indians-A person of mixed English and
Indian descent
Parsees-The Parsis came to India sometime around
the 10th century A.D. to escape Arab persecution in
Persia which began in the 7th century.
21. Cont.…….
Mughals- Mogul Muslim empire in India, 1526–1857.
The dynasty was founded by Babur .who came from
Farghana, now in Uzbekistan.
Pathans-Pathans came from Afghanistan As a
vendor and businessmen. They had living in
community different area in India.
22. Divisions of Sub-culture
Religious sub-culture : Based on different
faiths, Beliefs, & Religion.
Like. Muslims
Sikhs
Christians
Hindus
Buddhists
23. Subculture & consumer behavior
Geographic & Religious sub-culture;
Ex. South Indians, North
Indians, North-east Indians.
Racial sub-culture: In
Caucasians, Africans, Asian, American
& American Indians.
24. Subculture & consumer behavior
Age sub-culture :
Generation Generation Baby Boomer Older
Y market X market market Customer
Gender as subculture- All societies have assigned
different traits & roles for Males females, like
breadwinners for Males & Homemakers for females
etc.
25. Marketers focus
Marketers focus on satisfying traditional tastes &
preferences.
Companies are now focusing more on Age sub-culture
& gender subculture.
For Ex.
1) Lifestyle
2) Levies
3) Upcoming segment of Unisexual saloons.
4) Automobiles like TVS- Scotty & Bajaj-pulsar etc.
