This document discusses the social and cultural aspects of the Indian consumer market. It begins by defining culture and classifying cultural values into three categories: other-oriented, environment-oriented, and self-oriented. It then explains how cultural values impact norms, consumption patterns, and sanctions. The document outlines several social-cultural aspects marketers should consider when marketing to Indian consumers, including aesthetics, education, religion, and values/attitudes. Finally, it defines socio-cultural dimensions as the customs, lifestyles, and values that characterize a society and can potentially influence behavior.

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...