How culture impacts marketing

1. Fahim Akhtar

2. Culture -definition
The distinctive way of life of a group of people, their
complete design of living.

3. Culture -definition
The complex whole that includes knowledge, beliefs, art,
morale, , law, customs and other capabilities and habits
acquired by man as a member of society.

4. How culture formed
Human living pattern changed

5. How culture formed

7. Components of culture
• Non material culture
• Material culture

8. Non material culture
• Word people use
• The ideas
• Customs
• Belief they share
• Habits

9. Material culture
• Clothing
• automobile
• Farms
• Living styles

10. Manifestation of Culture
• National character
• Difference in sub culture
• Taboos
• Ritual activities

11. National character
differs from nation to nation

12. Difference in sub culture
Sub Culture is a distinct within culture

13. taboos
a social or religious custom prohibiting or restricting a particular practice
or forbidding association with a particular person, place, or thing.

14. Ritual activities

15. • Culture is invented
• Culture is learned
• Culture is shared
• Culture are similar but different
• Culture is adaptive
• Culture is organized and integrated
• Culture is prescriptive
Characteristics of a culture

16. Culture is invented
Cultural inventions include sets of behaviour adopted by groups of people

17. Culture is learned
Orientation is planned for new comers to learn the culture of an organization

18. Culture is shared

19. Culture are similar but different

20. Culture is adaptive
Mehndi before wedding is derived from culture across the border

21. Culture is prescriptive

22. Implication of cultural change for
marketers
• Work – Leisure situation
• Home
• Individual rights
• Self respect
• Back to nature

23. Work – Leisure situation goes parallel

24. Home

25. Individual rights

26. Self respect

27. Five distinct global consumer types
• Strivers
• Achievers
• Pressured
• Adapters
• Traditional

28. Strivers

29. Achievers

30. Pressured

31. Adapters
Manage and respect new idea but mostly stick to brands

32. Traditional
Resistant to change and go with their bands