The presentation consist cultural influence on indian consumer behaviour. The presentation will describe how culture defines a persons buying behaviour in India.

1. A
Presentation
On
Culture(definition & meaning)
By
Nikhil Gupta

2. Culture
• Culture can be said to be a set of socially acquired values that society
accepts as whole and transmits it to its members through language and
symbols.
• The mostly accepted concept of culture is that “it includes a set of learned
beliefs, values, attitudes, habits and forms of behaviour that are shared by a
society and are transmitted from generation to generation within the society”.
For example: joint family system which is still prevalent in many states, the
caste system, the living system, the customs and rituals etc.

3. Institutions influencing culture
• Language
• Arte facts
• Education
• Politics
• Religion
• Values
• Beliefs
• Social
• Organisation
• Law
• Technology
• Media
Attitudes and behavioural outcomes
• Appearance
• Dress
• Role of Gender
• Food habits
• Relationships
• Social roles
• Learning
• Time consciousness
• Work and leisure activities

4. Cultural values
• Cultural values are the beliefs that a general state of existence is personally
and socially worth striving for.
• Values are given most importance in culture.
Terminal values
Terminal values are the goals an individual strives to achieve, attained (or)
developed.
Instrumental values
Instrumental values are the values which are the means an individual choose to
attaining the terminal values.
The values will help the marketers a lot in planning the marketing strategy.

5. Measurement of culture
• Projective tests
• Attitude measurement tests
• Depth interviews and group discussions
• Observation
• Content analysis

6. Characteristics of culture
• Culture is a learned response
• Culture includes inculcated values
• culture is a social phenomenon
• Culture is gratifying and continues for a long time
• Cultures are similar and yet different
• Culture prescribes the ideal standards of behaviour