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Culture and subculture

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Culture and subculture

  2. 2. CULTUREThe sum total of learned beliefs,values,and customs thatserve to direct the consumer behavior of members of aparticular society.
  3. 3. 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 behavior.
  4. 4. The beliefs, values customs Influence of culture1- ON cultural values systems.- Ethics-good, moral, immoral.- Aesthetics-beautiful, ugly, pleasant, unpleasant.- Doctrine- political, social, ideological.
  5. 5. 2-Culture exist & reveals at different levels.- Supranational level- Reflects different dimensions of multiple cultures/ different society of nations- National level- dimensions of culture of country and national characters.- Group level- Held with in a country with various sub-divisions of the society like family, reference group, & other closely held group.
  6. 6. A theoretical model of cultures influence of consumer behavior Cognitive Beliefs Personality Attitude Traits Behavioral PracticesBehavior Intension Subjective culture: Regional, Social Ethics, norms Religious, Values national, professional Organizational, group
  7. 7. Culture and consumer behavior Culture satisfies needs: -culture exists to satisfy the need of the people within society. -Satisfy needs of people by guidance, suggestion, Standard practices, physiological, personal, and social needs etc. -Ex. Tell us about food habits, dress code, worship, rituals about birth, death & social occasions. -culture is generally consistent & enduring & followed as long as it satisfies needs of people. -It changed/replaced as and when it does not solve its very purpose.
  8. 8. Culture & consumer behavior Culture is learned: -Culture I learned at childhood itself from the social environment. Often we are children play and enact the real life situation of social & culture ritual. Three distinct forms of culture learning. Formal learning: what the elder family member teach the younger one how to behave.
  9. 9. Cont.……….. Informal learning: what the child learns primarily by imitating the behavior of selected others such as family, friend, or TV heroes. Technical learning: In which teacher instruct the child in an educational environment about what should be done, how it should be done, and why it should be done.
  10. 10. Culture Is Learned Issues Enculturation: the learning of one’s own culture. Acculturation: The learning of a new or foreign culture. Language and symbols: Marketers must choose appropriate symbols in advertising. Ritual: A ritual is a type of symbolic activity consisting of a series of steps (multiple behavior) occurring in a fixed sequence and repeated over time. Rituals extend over the human life cycle Marketers realize that rituals often involve products.
  11. 11. Culture & consumer behavior Sharing of culture: Culture is transferred through family, schools, houses of worship, and media Culture is dynamic:- Change occur due to Technology, Migration, Population shift, Resource shortages, wars, Changing values etc.- Also known as ‘ TREND’ . ( Ex, Fashion, Automobile, Foods, Entertainment, L ifestyles, women work outside the home are few Hot object to study.
  12. 12. Diversity by Indian Railways Indian village by AmulEmerging Culture Ritual & Tradition
  13. 13. Culture & consumer behavior Measurement of culture: The attitude measurement techniques used by social psychologists and sociologists are relatively popular tools in study of culture. 1-content analysis 2-consumer fieldwork 3-value measurement instruments.
  14. 14. Content analysis: A method for systematicallyanalyzing the content of verbal and or pictorialcommunication. The method is frequently used todetermine prevailing social values of a society.Consumer field work : A culture measurementtechnique that takes place within a naturalenvironment that focuses on observingbehavior.(sometimes without the subjectsawareness).
  15. 15. Value measurement survey instruments: A variety of value measurement instruments have been used in consumer behavior studies. Rokeach value survey: Two different list of 18 values ( Terminal & Instrumental) are studied. Terminal values: The first part consists of 18 terminal value item. EX. Personal goals, Freedom, Equality, social recognition. Instrument values: The second part consists of 18 instrumental value item. EX. Ambition, responsibility, Intellect, etc.
  16. 16.  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
  17. 17. Indian Core Values Family orientation Saving orientation Festivities Shopping as a ritual Mythology Food Habits
  18. 18. Changing cultural trends inIndian urban markets Achievement orientation Work Ethic Material Success Middle of the road approach to tradition Impulse Gratification Use of hi-tech products
  19. 19. SUBCULTURE Sub-culture is defined as a distinct cultural group that exists as an identifiable segment within a larger, more complex society. Ex. Nationality, socialclass, Religion, Language, Age, Gender.
  20. 20. Divisions of Sub-culture Nationality subculture: with in a particular country like in India- Anglo Indians-A person of mixed English and Indian descent Parsees-The Parsis came to India sometime around the 10th century A.D. to escape Arab persecution in Persia which began in the 7th century.
  21. 21. Cont.…….Mughals- Mogul Muslim empire in India, 1526–1857.The dynasty was founded by Babur .who came fromFarghana, now in Uzbekistan.Pathans-Pathans came from Afghanistan As avendor and businessmen. They had living incommunity different area in India.
  22. 22. Divisions of Sub-culture Religious sub-culture : Based on different faiths, Beliefs, & Religion. Like. Muslims Sikhs Christians Hindus Buddhists
  23. 23. Subculture & consumer behavior  Geographic & Religious sub-culture; Ex. South Indians, North Indians, North-east Indians.  Racial sub-culture: In Caucasians, Africans, Asian, American & American Indians.
  24. 24. Subculture & consumer behavior  Age sub-culture : Generation Generation Baby Boomer Older Y market X market market Customer Gender as subculture- All societies have assigned different traits & roles for Males females, like breadwinners for Males & Homemakers for females etc.
  25. 25. Marketers focus  Marketers focus on satisfying traditional tastes & preferences.  Companies are now focusing more on Age sub-culture & gender subculture.  For Ex. 1) Lifestyle 2) Levies 3) Upcoming segment of Unisexual saloons. 4) Automobiles like TVS- Scotty & Bajaj-pulsar etc.
  26. 26. Tradition as culture

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