1. TOPIC - SOCIAL CULTURAL ASPECTS OF INDIAN
CONSUMER MARKET
AVANISH KUMAR SUBMITTED BY-
MBA (MARKETING) MS. ASATHA SHARMA
ROLL NO. -08 JKHJGHJGHJUGTHGHGKJJUTHGH
2. TABLE OF CONTENT
Definition
Classification of Cultural Values
Impact of Culture
Social-Cultural Aspects Of Indian Consumer
Market
Socio-Cultural Aspects Marketers should
Consider...
Socio-cultural Dimensions
3. Definition
• Culture: “That complex whole which
includes knowledge, belief, art, morals,
custom, and any other capabilities and habits
acquired by man as a member of society.”
• Culture includes almost everything that
influences an individual’s thought processes
and behaviours
4. Classification of Cultural Values
Three broad classifications are used:
• Other-oriented
• Environment-oriented
• Self-oriented
Other-Oriented Values
Individual vs collective
Romantic orientation (love)
Adult vs child (child’s place)
Masculine vs feminine (male role)
Competition vs cooperation
Youth vs age (wisdom of elders)
5. Impact of Culture
Norms—ranges
of appropriate
behavior
Consumption
Patterns
Sanctions—
penalties
for violating
social norms
Cultural
Values
6. Social-Cultural Aspects Of Indian
Consumer Market
Marketing involves both technical and social
elements.
– Technical elements are generally universally
– Social elements are market specific and display the
cultural differences of a given society
The impact of socio-cultural factors on marketing is
important in understanding consumer behaviour and
planning appropriate market strategies
7. Socio-Cultural Aspects Marketers
should Consider...
Aesthetics
Education
Language
Law and Politics
Material Culture
Religion
Social Organizations
Technology
Values and Attitudes
8. cultures, generations
genders, social class lifestyle
MACRO SOCIAL
MICRO SOCIAL
INDIVIDUAL
BIOLOGICAL
sub-cultures, tribes
interactions, practices
individuals, subjects
cognition, motives,
the unconscious
basic needs
food
9. Socio-cultural Dimensions
Customs, lifestyles, and values that
characterize a society
– include anything within the context of society that
has the potential to affect behaviour.
Examples of socio-cultural variables.
– Population demographics, educational levels,
norms and values, attitudes toward social
responsibility...