CULTURE INFLUENCES ON CONSUMER

2. Superior University
Lahore
Sargodha campus
PRESENTATION OF consumer behavior

3. Presented To
Presented by
Prof. Iqra Altaf
• Hamayun Shahzad
• Usama Ansar
• Anas Rehman
• Mudassir Riaz

4. CULTURE INFLUENCES ON CONSUMER

5. What is consumer behavior?
The process of what and why we buy?

6. Culture
Culture is the characteristics and knowledge of a particular group of people.
encompassing language, religion, cuisine, social habits, music and arts.
.
 includes characteristic behaviors, norms, goals,
values, traditions, customs etc

7. Values:
Assumptions about what a group believes to be
good, right and desirable
Norms:
Social rules and guidelines that prescribe
appropriate behavior in particular situations
COMPONENTS OF CULTURE

8. HOW CULTURE IS LEARNED
 We learn to do the following from childhood:
1. Speak our language
2. Write
3. Eat
4. Sing
5. Play
6. Drink
7. Talk
8. Dress
9. Cook
10. Drive
11. Do politics
12. Produce goods and services
13. Serve customers
These are examples of aspects of culture which we all have learned to perform
especially from childhood.

9. A cultural system is the interaction of different
elements of culture.
-Cultural system includes
Ecology
Social structure
Ideology
Social Structure
Way in Which Orderly
Social Life is
Maintained
Govt./dictatorship
Ecology
Way a System is
Adapted to
Its Habitat
Ideology
Way in Which People
Relate to Their
Environment and
Social Groups
cultural system

10. MARKETERS PICKINGS

11. LANGUAGE AND SYMBOLS
-Use of common language.
-Use of appropriate symbol to communicate their product’s characterics and
image for the purpose of awareness.
Example;
Similarly, the word jaguar has symbolic meaning: To some it suggests a fine
luxury automobile, to others it implies wealth and status; to some it
suggests a sleek, wild animal to be seen in the zoo.

12. Cultural History
There are two cultural elements.
-Myths
-Rituals
‘‘Story with symbolic elements that represent
the shared emotions and ideals of a culture.’’
Myths
-All cultures have their myths : legends,
religions, creation of world.

13. Myths and consumer behaviour
Myths influence consumer behaviour (in movies, advertising…)
Consumers look for stories, they need experiences and some magic
in their life

14. How brands use myths
Brands use myths and symbols in advertising
campaigns. (Adam and Eve, Remus and Romulus)
Brands use mythical characters (gods, angels
Nike Just Do It

15. How brands create myths
Brands create myths to share experiences with
their consumers and to make their product sacred.
-Apple and Steve Jobs became a myth
-Coca Cola and the secret recipe

16. What is a ritual ?
“The term ritual refers to a type of expressive, symbolic
activity constructed of multiple behaviors that occur in
a fixed, episodic sequence and that tend to be repeated
over time “
-A Ritual is a Set of Multiple, Symbolic Behaviors That
Occur in a Fixed Sequence and That Tend to Be Repeated
Periodically

17. TYPES OF RITUAL EXPERIENCE
Religious Baptism, Meditation, Mass
Rites of Passage
Festivals, Holidays
Parades, Elections, Trials
Graduation, Marriage
Ritual Type Examples
Group Business Negotiations
Family
Personal Grooming, Household
Mealtimes, Birthdays
Cultural
Civic

18. The Gift - Giving Ritual Can Be Broken Down Into the Following Three Distinct Stages:
Gestation
Giver is
Motivated By
An Event to
Buy a Gift
Presentation
Process of
Gift
Exchange
Types of rituals
-Gift - Giving Ritual

19. Rituals Are Associated With the Following
Holidays
-Grandparents’ Day
-Christmas
-New Year’s
Holiday rituals
-National holiday

20. Rites of passage
Special times marked by a change in social
status
Three phases:
-Separation
-Liminality
-Aggregation
Practices vary across cultures but are rich in
symbolic value

21. GROOMING RITUALS
 All consumers have private grooming
rituals
 Sequences of behaviors whose aim is
to transition from private to public self
(or back again)
 Work/leisure personal rituals
 Beauty rituals reflect transformation
from natural state to social world

22. RITUALS AND BRANDS
 Ritual artifacts
 Expand the way the public receives their product
 Attachment to the brand

23. A wide range of measurement techniques are used in the study of culture.
1. Projective techniques
2. Attitude measurement methods
3. Field observation
4. Participant observation
5. Content analysis
6. Value measurement survey instruments (technique).
7. Consumer fieldwork
THE MEASUREMENT OF CULTURE.

24. WHAT IS AN INNOVATION?
An idea, process, or invention that is new or different.

25. TYPES OF INNOVATIONS
25
1. A symbolic innovation
communicates a new social meaning,
Example: - a new hair style
- a new car design
2. A technological innovation
involves some functional change,
Example: - a new textile form
- a new central home air
conditioning

26. A continuous innovation
a modification of an existing product,

27. A dynamically continuous innovation,
- more pronounced change in an
existing product.

28. subculture

29. Subculture is a distinct cultural group that exists as an
identifiable segment within a larger, more complex society.
Subculture
Example:
Nationality, Social class, Religion, Language,
Age, Gender.

30. Religion (Muslim, Hindu, Christianity, etc)