Deviprasad Goenka Management college of Media Studies http://www.dgmcms.org.in/ Subject:Consumer Behavior unit 4 : Culture Faculty Name: Subhangi Ma'am

1. Mrs. Shubhangi Dharma

2.  Culture
 Subculture
 Similar beliefs, values & customs
 Adhere to cultural beliefs
 Distinct cultural group
 Identifiable segment

3.  Specific subculture
 Cultural themes of population
 Overlapping cultural traits
 Indian, Bengali, Brahmin

4.  Nationality
 Religion
 Geographic region
 Race
 Age
 Gender
 Occupation
 Social class

5.  Indian core values
 Spending pattern
 Festivals
 Occasions
 Relationships
 Family pattern

6.  Values
 Rituals
 Festivals
 Beliefs
 Food habits

7.  Similar geographic condition
 Brand preferences
 Product preferences
 Lifestyle

8. 1) Aryans
2) Dravidians
 Beliefs
 Values
 Food habits
 Clothing

9.  Product preferences
 Brand preferences
 Lifestyle
 Habits
 Needs

10.  Needs of men
 Needs of women
 Product preference
 Brand preference
 Working women
 Home making women (housewives)