A small presentation on culture, its characteristics and types

1. CONSUMER BEHAVIOUR
PRESENTATION ON
“CULTURE”
_Haamed Ahmed A

2. Meaning of CULTURE
Culture is everything that is socially learned and
shared by the members of society.
• CULTURE in Consumer Behaviour
“CULTURE” is the sum total learned Beliefs,
values, and Customs that serve to the
consumer behaviour of members of a
particular society.

3. COMPOSTITION OF CULTURE
– Material cultural products
– Nonmaterial cultural products
Material Culture – Formed by the physical objects that
people create
– Cars, clothing, books, buildings, computers
– Archeologists refer to these items as artifacts.
Nonmaterial Culture – Abstract human creations (can’t
touch it)
– Language, family patterns, work practices, political and
economic systems.

4. CHARACTERISTICS OF CULTURE
• Culture is shared: Members of a particular
society share culture.
• Culture if learned: Culture is a learned
behavior that is transmitted from one member
of society to another.
• Culture is dynamic: No culture is static.
Cultural swings take place. As the environment
is changing culture has to be changed in order
to survive.

5. Contd…
• Culture is symbolic: Culture is a kind of sign
or symbol.
• Culture is adaptive: Culture is adaptive
because culture is a learned behavior.
• Culture is interrelated: Culture is a learned
behavior that is transmitted from one member
of society to another. It is through his
interaction with other members of the society.

6. Types of Culture
• High culture: refers to cultural patterns that
distinguish a society’s elite.
• Popular culture: designates cultural patterns
that are widespread among a society’s
population.
• Subcultures: are cultural patterns that
distinguish some segment of a society’s
population. They involve not only difference but
also hierarchy.

7. Contd…
• Counterculture: refers to cultural patterns
that strongly oppose those widely accepted within
a society. Countercultures reject many of the
standards of a dominant culture.