This document discusses cultural values and their influence on consumer behavior in the United States. It outlines several major cultural values in the US including active mastery over passive acceptance, an interest in the external world rather than inner experiences, an open worldview that emphasizes change and the future, and a focus on rationalism over traditionalism. It also discusses cultural values relating to interpersonal relationships and individual identity. The document then examines how cultural values influence norms, sanctions, and ultimately consumption patterns. It outlines different types of cultural values including terminal values like freedom and instrumental values like honesty. Finally, it discusses subcultures and how factors like religion, gender, occupation, region, age, and social class can define subcultural groups that influence consumer

1. Consumer Behavior
By Prof. Shahid Akhtar ;sakhtar193@gmail.com

5. The major cultural values in the U.S
a. Active mastery rather than passive acceptance; low tolerance of
frustration; refusal to accept ascetic renunciation; the positive
encouragement of desire; the stress of power; the approval of ego-
assertion
b.Interested in external world rather than in the inner experience
of meaning and affect. Manipulative rather than contemplative.
c. open world view rather than closes: it emphasizes change, flux,
movement. Adaptive, accessible, outgoing and assimilative
d. Faith in rationalism and opposed of traditionalism;
deemphasize the past, and strongly orients to the future
e. orderliness rather than unsystematic as hoc ac
f. In interpersonal relations is on the side of “horizontal rather
than vertical
g. Subject to increased strains and modifications, the received
culture emphasizes individual personality rather than group
identity.

6. Cultural
Values
Norms
Sanction
Consumption
patterns

7. Values
• It is conception of what is good and desirable
verses what is bad and undesirables
The way we behave in a given situation is often
influenced by how important one value is
considered relative to others
• At the broadest level are global values that represent our core
value system: these values are our core value system which is
enduring and strongly held by us exple: freedom, democracy
and secularism are core values of our political systems

8. Types of values
•Terminal: Goals that individuals would like
to achieve during their lifetime or highly
desirable state exple: freedom, equality,
wisdom, comfortable life
•Instrumental: Preferable ways of
behaving or values that are needed to
accomplish terminal values exple: loving,
helpfulness, honesty etc

9. Values in Culture

10. Values in Culture

11. There are numerous
values that
differ across culture
and affect consumption
behavior

12. There are
three broad
Categories
Of cultural values
Other
oriented
Self
oriented
Environmental
oriented
Though individual values can influence more than one, their foremost
impact is generally In one of three categories

13. Other oriented values
• Are those that represent a society views of the
proper relationship between individuals and
group within that society

14. Other oriented values
• Individual/collective
• Youth vs age
• Extended vs limited family
• Masculin vs faminine
• Competitive vs cooperative
• Diversity vs uniformity

15. Environmental oriented values
• Cleanliness
• Performance/status
• Tradition/change
• Risk taking/security
• Problem solving/fatalistic
• nature

16. Self oriented values
• Active vs passive
• Sensual gratification vs abstinence
• Material vs non-material
• Hard work vs leisure
• Post pond gratification vs immediate
gratification
• Religious vs Secular

18. culture
Sub culture

19. SUB CULTURE
A culture is viewed to consists basic behavioral patterns
that exists in the society, within this national culture. All
segments of the society do not poses the same cultural
patterns and one can distinguish relatively more
homogeneous and sizeable group within the large
society. They will have distinct belief, value customs
and tradition that sets them apart from the larger
cultural main steam, though they follow most of
dominant cultural values and behavior of the larger
society

20. Counterculture
• If the subculture is characterized by a
systematic opposition to the dominant
culture, then it may be described as a
counterculture

21. The influence of sub-culture on consumer
behavior depend some factor such as
• (1) Sub culture distinctiveness
• (2) Sub cultural exclusion
• (3) Sub culture homogeneity

22. Categories
of sub cultureReligion
Gender
Occupation
Region Age
Social class

23. Religious sub group can be treated as a sub culture
Because of traditions and customers tat are tied to
their belief and passed on from one generation to
The next
The members of religious sub culture make purchases that are
influenced by their religious identity, particularly products that are
symbolically and ritualistically associated to the celebration of religious
holidays and festival , marriage, birth, death in their family etc

24. Religion as sub culture
• Members of religious sub culture makes
purchase that are influenced by their
religious identity
• Particularly products that are symbolically
and ritualistically associated with celebration
of religious holidays, festivals, marriage and
birth and death of family
• Consumption of meet, beef, pork and alcohol
is also determined by one's religion
• Sikh religion does not allow use of tobacco
product and shaving of hair

25. Regional sub culture
• Distinct regional cub-culture arises due to,
climate condition, natural environment and
resources, language, significant social and
cultural events
• Such gropes can be identified as having,
distinct and homogeneous needs, tastes, life
style and values
• Geography can influence the type of food they
eat and kind of dress they wear

26. Age as
sub-Culture
Marketers have identified age cohorts as subculture
Because they produce unique cohort values and behavior
A generation or age cohort is a group of persons who have experienced common
Social, political, technological and economic environment
Cohort analysis is the process of describing and explaining, the attitudes
values and behavior of an age group and predicting its future attitudes
and behavior
A unique finding of cohort analysis is that the behavior of each generation differ
From other generation as it passes from various age categories

27. Generation “X” Vs generation “Y”
• The generation born between
1965 and 1978 is referred to as
generation X in America
• A higher percentage of those born
in India during this period paid
more attention to obtaining
Degree
• Most of them saw difficult
economic times and also saw
emergence of dual income house
hold and nuclear families
• Job opportunities were decreasing
and population was increasing
• The generation born between
1978and 1994 are called
Generation Y
• It is leading age of next generating
• It is the first generation to grow
with equal employment
opportunity for women
• The family size is small and owns
time saving appliances computers
and internet
• The traditional mass marketing
approach that were so successful
in older generation are less
effective with GenerationY