Culture is defined as the learned beliefs, values, and customs that influence consumer behavior within a society. There are three levels of subjective culture: supranational, national, and group. Personal traits and cultural influences like beliefs and values interact to shape behavioral intentions and actions. Culture is learned through both formal and informal means like education, advertising, and social interactions. Cultural symbols and meanings can spread and change over time through various movements and exchanges between societies.

1. INRODUCTION OF CULTURE Most fundamental determinant of a person’s wants and behavior. Require to study of detailed examination of character of the total society and other factor like languge knoweledge,laws,religions,food customs etc It is very important to understand the local culture of the population of a particular area Definition: Culture as the sum total of learned belief,value and customs that serve to direct the customer behavior of member of particular society culture is defined as our attitudes and beliefs

2. COMPONENET OF CULTURE Value and belief Values are also belief Value and belief are mental images that affect the wide range of specific situation in turn ,influence the way a person is likely to respond in specific situation. Person use to evaluate alternative brand in a product category (Pansonic vs samsung) Rituals are prescribed by society, habits by the individual. Rituals embody more symbolic meaning and affect.

3. THREE LEVEL OF SUBJECTIVE CULTURE Supranational: present more than one country National: specifically about one country Group:collection of individual

4. A THEORETICAL MODEL OD CULTURE’S INFLUENCE ON BEHAVIOR PERSONALITY TRAIT SUBCJECTIVE CULTURE Regional ehinic Religious Linguistic National Professional Organizational group Cognitive Belief Values Practices Attitude Social norms Behavioral intension Behavior

5. HOW CULTURE IS LEARNED Formal learning Informal learning Teaching learning Advertisements Repetative ads : reniforce culture belief and value Reniforce the benefit that customer want from that product Teaches future generation of consumer to expect the same benefit from product category Enculturation Acculturation

6. MOVEMENT OF CULTURE MEANING Culturally constituted world Advertising/fashion system Fashion sytem Consumer goods Possession goods Exchanges Ritual Grooming Ritual Divestment ritual Individual customer

7. GLOBAL BRAND POSITIONS ACROSS CULTURES Friendly Austria Denmark Germany Finland Sweden UK Norway Belgium Italy France Spain Netherlands PDI- UAI- UAI+ PDI+ Innovative Different Prestigious Turkey, Russia, Ukraine Switzerland Trustworthy

8. SYMBOL Verbal or nonverbal To communicate effectively Convey the desired product images Price and channel of distribution are symbol Several and contradictory meaning

9. THIS AD USES THE SYMBOL OF A MAGNET TO EMPHASIZE ITS BENEFITS.

10. MEASUREMENT OF CULTURE Content analysis Consumer fieldwork Value measurements instrument

11. A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society. Content Analysis

12. A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometimes without the subjects’ awareness). Field Observation

13. CHARACTERISTICS OF FIELD OBSERVATION Takes place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behavior

14. Participant-Observers Researchers who participate in the environment that they are studying without notifying those who are being observed.

15. VALUE MEASUREMENT SURVEY INSTRUMENTS Rokeach Value Survey (RVS) A self-administered inventory consisting of eighteen “terminal” values (i.e., personal goals) and eighteen “instrumental” values (i.e., ways of reaching personal goals) List of Values (LOV) A value measurement instrument that asks consumers to identify their two most important values from a nine-value list that is based on the terminal values of the Rokeach Value Survey Values and Lifestyles (VALS) A value measurement based on two categories: self-definition and resources

16. The value must be pervasive. The value must be enduring. The value must be consumer-related. VALUE MEASUREMENTS INSTRUMENT CRITERIA FOR VALUE SELECTION

17. Excerpt From The Rokeach Value Survey

18. THIS AD REFERENCES A TERMINAL VALUE.

19. VIEWS OF FOREIGN EXPERTS IN THE U.S “ There are no small eggs in America. There are only jumbo, extra large, large, and medium.” “ If you are not aggressive, you’re not noticed.” “ For a foreigner to succeed in the United States… he needs to be more aggressive than in his own culture because Americans expect that.” Americans say “Come on over sometimes,” butforeigners learn (perhaps awkwardly) that this isnot really an invitation. “ Here that [socializing outside the business relationship] is not necessary. You can even do business with someone you do not like.”

20. AMERICAN CORE VALUES Achievement and success Activity Efficiency and practicality Progress Material Comfort Individualism Freedom External Conformity Humanitarianism Youthfulness Fitness and health

21. AN ACHIEVEMENT-SUCCESS APPEAL

22. Ad Stressing Saving Time and Money

23. PROGRESS IS A WINNING APPEAL

24. AMERICAN CORE VALUE VALUE FEATURE RELEVANCE TO CONSUMER BEHAVIOR Achievement and success Activity Effiency and practicality Material comfart inidividualism Freedom External comfort External conformity Humanitarianism Youthfulness Fitteness and health