Culture Concept of Culture 3 B Framework Implications on Consumer behavior Parameters of Cultural boundaries Values and Consumer Behavior Demographics and its impact on Marketing Language as an barrier for Consumer Behavior Non Verbal communication as a tool of understanding pulse of marketing

1. CULTURE and CONSUMER BEHAVIOR
Understanding of
How Values, Religion,
Administration,
Corporates meet to
Help/Lure/
Create/Provide/Produce
For Consumers

2. L01 Define the concept of culture
Describe core values that vary across culture and
influence behaviors
Understand cross-cultural variations in nonverbal
communications
Summarize key aspects of the global youth culture
Understand the role of global demographics
List the key dimensions in deciding to enter a foreign
market
L02
L06
L05
L04
L03
Objectives

3. 2-3
So many things Simultaneously, so need
be sensitive to Culture and Traditions

4. Cultural values give rise to norms
and associated sanctions, which in
turn influence consumption patterns.
Cultures are not static.
They typically evolve and change
slowly over time.
2-4
Concept of Culture

5. 3-B Framework

6. Belief is Darshan

7. Divya Drishti

8. 2-8
Marketing Across Cultural Boundaries is a
Difficult and Challenging Task
Demography
Languages
Values
Non Verbal
Communications

9. Values ?

10. Indian Values
https://www.youtube.com/watch?v=qUFEXwhaqP4

11. India’s Biggest Marketing
Opportunity
https://www.youtube.com/watch?v=ghlWLdd04mA

12. 2-12
Camlin
https://www.youtube.com/watch?v=CKthceSGlyM

13. Demographics

14. Consumer Insights
Do Habits matter?

15. 2-15
Demographics
https://catalystagents.com/blog/2020/3/22/the-cultural-marketer-how-
mcdonalds-achieves-brand-success-through-cultural-adaptability

16. 2-16

17. 2-17
Demographics
Dove : Before and After

18. 2-18
Language

19. 2-19
Language
https://www.youtube.com/watch?v=ELWhOmvkmtY

20. 2-20
Non Verbal Communication
https://www.youtube.com/watch?v=NdCYe4FoMRA

21.  Other-Oriented Values
 Environment-Oriented Values
 Self-Oriented Values
2-21
Variation in Culture

22. 2-22
Culture Shocks
• PETA – “Save the Whales”
• Mr. Clean – “Mother’s Day”
• Burger King – “Super Seven Incher”
• Antonio Federici – “Submit to Temptation”
• Vim Cream’s – “Mother in Prison”
• Hyundai – “Pipe Job”
• Axe – “Mom’s a Lady of the Night”
• Snickers – “Do Something Manly”
• Bacardi – “The Ugly Girlfriend”

23. 2-23
Culture Shocks

24. Johnson and Scholes Cultural Web Model

25. Hofstede’s Cultural Dimensions Theory

26. The Lewis Model

27. 2-27