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Consumer Behaviour 2015 -Prof. Rajesh Satpathy
Culture
Def: Culture is a set of traditional belief n values that are
transmitted and shared in a given society.
“Culture is also the total way of life n thinking patterns,
speech, action and artifacts (language n symbols) that are
passed from generation to generation”.
It is relatively stable.
Group Influence of Behavior
Video: Atithi Devo Bhava
Culture
Culture is a total sum of customs, rituals, artifacts, beliefs n values.
Belief: Beliefs consists of a large number of verbal or mental
statements about any object based on person’s specific
information n judgment of something about the object.
Eg: Based on beliefs person decides right/ wrong, good/ bad,
whether something exits or not.
AC not good for health…it germinates bacteria…
Group Influence
Culture
Value: Values are also beliefs. Core in nature n very difficult to
change and it’s shared by most of the member in the society.
Values guides that what is good n desirable vs what is bad n
undesirable.
Eg: McDonald offers customized Aloo Tikki Burger which taste
Indian Buds n does not offer Beef Burger!!!
Group Influence
Group Influence
McDonald offers customized Aloo Tikki Burger for Indians
Culture
Customs: Customs are apparent modes of Behavior that form
culturally approved or acceptable ways of behaving in particular
situation.
Eg: Bargaining for goods n services is very common in India…In
western countries it’s considered rude. Other customs are the
rituals on birth of a child, thread ceremony, marriage n even on
death of a person.
Video: Incredible India
Group Influence
Culture
Ritual: A ritual is a series of symbolic behaviors that occur in
fixed sequence n are repeated most often.
Eg: Grooming is a ritual for most of the people since it involves
series of behaviors.
• Drink Bed Tea in the morning
• Brushing Teeth
• Oiling Hairs
• Shaving
• Using Shampoo to wash hairs
• Use of Toilet Soap
• Use of Talcum Powder n Deodorants
• After Bath Cream that occur in sequence and are repeated frequently.
Marketers tries to link their product offerings to these rituals.
Group Influence
Culture
Language n Symbol: A language is considered to be a system of
communicating with other people using sounds, symbols n
words in expressing a meaning, idea or thought. This language
can be used in many forms, primarily through Oral n Written
Communication as well as Body language.
Symbol is anything that stands for something else.
Eg: Sikh religion in India is symbolically represented… you can
recognize a Sikh from his attire n headgear.
Group Influence
Symbol is anything that stands for something else.
Culture
By using age-old beliefs n symbols, brands give themselves new
meaning and relevance.
Eg: Campaign of Colgate… for White Teeth, didn’t do well in
western U.P… Where Red Teeth due to use of Paan is a symbol
of Indian Culture!!!
Eg: The Brand name Nike derives its brand name n image from
the ancient Greek winged Goddess… associated with victory,
excellence and winning attitude.
Group Influence
Campaign of Colgate…
for White Teeth
Video: Campaign by Nike
Thank You…

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24 cb culture 2015

  • 1. Consumer Behaviour 2015 -Prof. Rajesh Satpathy
  • 2. Culture Def: Culture is a set of traditional belief n values that are transmitted and shared in a given society. “Culture is also the total way of life n thinking patterns, speech, action and artifacts (language n symbols) that are passed from generation to generation”. It is relatively stable. Group Influence of Behavior
  • 4. Culture Culture is a total sum of customs, rituals, artifacts, beliefs n values. Belief: Beliefs consists of a large number of verbal or mental statements about any object based on person’s specific information n judgment of something about the object. Eg: Based on beliefs person decides right/ wrong, good/ bad, whether something exits or not. AC not good for health…it germinates bacteria… Group Influence
  • 5. Culture Value: Values are also beliefs. Core in nature n very difficult to change and it’s shared by most of the member in the society. Values guides that what is good n desirable vs what is bad n undesirable. Eg: McDonald offers customized Aloo Tikki Burger which taste Indian Buds n does not offer Beef Burger!!! Group Influence
  • 6. Group Influence McDonald offers customized Aloo Tikki Burger for Indians
  • 7. Culture Customs: Customs are apparent modes of Behavior that form culturally approved or acceptable ways of behaving in particular situation. Eg: Bargaining for goods n services is very common in India…In western countries it’s considered rude. Other customs are the rituals on birth of a child, thread ceremony, marriage n even on death of a person. Video: Incredible India Group Influence
  • 8. Culture Ritual: A ritual is a series of symbolic behaviors that occur in fixed sequence n are repeated most often. Eg: Grooming is a ritual for most of the people since it involves series of behaviors. • Drink Bed Tea in the morning • Brushing Teeth • Oiling Hairs • Shaving • Using Shampoo to wash hairs • Use of Toilet Soap • Use of Talcum Powder n Deodorants • After Bath Cream that occur in sequence and are repeated frequently. Marketers tries to link their product offerings to these rituals. Group Influence
  • 9. Culture Language n Symbol: A language is considered to be a system of communicating with other people using sounds, symbols n words in expressing a meaning, idea or thought. This language can be used in many forms, primarily through Oral n Written Communication as well as Body language. Symbol is anything that stands for something else. Eg: Sikh religion in India is symbolically represented… you can recognize a Sikh from his attire n headgear. Group Influence
  • 10. Symbol is anything that stands for something else.
  • 11. Culture By using age-old beliefs n symbols, brands give themselves new meaning and relevance. Eg: Campaign of Colgate… for White Teeth, didn’t do well in western U.P… Where Red Teeth due to use of Paan is a symbol of Indian Culture!!! Eg: The Brand name Nike derives its brand name n image from the ancient Greek winged Goddess… associated with victory, excellence and winning attitude. Group Influence