2. culture
Culture is defines as the sum of total of learned beliefs, values,
customs, that
serve to direct the customer behavior of members of a particular society.
– The beliefs & values
– Customs
In f lu e n c e o f c u lt u r e :
4) On Cultural value systems:
– Ethics:- good, moral, immoral
– Aesthetics:- beautiful, ugly, pleasant, unpleasant.
– Doctrine:- political, social, ideological.
2) Culture exist & reveals at different levels.
– Supranational level:- Reflects different dimensions of multiple
cultures/ different societies of Nations.
– National Level:- Dimensions of cultures of country and national
characters.
– Group level:- Held with in a country with various sub-divisions of
the society like family, reference groups, & other closely held
4. culture & consuMer behavIor
C u lt u r e s a t is f ie s n e e d s :
– Satisfy needs of people by guidance,
suggestions, standard practice, etc.
– Ex: it tells us about food habits, dress codes,
worships, rituals about birth, death & other
social occasions
– Culture is generally consistent & enduring &
followed as long as it satisfies needs of
people.
– It is changed/replaced as and when it does
not solve its very purpose.
6. culture & consuMer behavIor
• C u lt u r e is le a r n e d :
– From social environment
– Anthropologist’s define: Formal, Informal &
Technical way of learning
– Types of studies Enculturation & Acculturation
– Marketers’ focus on informal learning.
• C u lt u r e is D y n a m ic :
– Changes occur due to Technology, Migration,
Wars, Resources availability, Changing
Values, etc.
– Also known as ‘TRENDS’. ( Ex: Fashion,
Automobiles, Foods, Entertainments,
Lifestyles are few Hot object to study.)
7. D iv e r s it y B y In d ia n R a ilw a y s In d ia n
V illa g e B y A m u l
E m e r g in g C u lt u r e R it u a ls &
T r a d it io n
9. culture & consuMer behavIor
• M e a s u r e m e n t o f C u lt u r e :
– Rokeach Value Survey : Two different list of
18 values (Terminal & Instrumental) are
studied.
• Terminal values: Ex: Personal goals, Freedom,
Equality, Social recognition etc.
• Instrumental values: Ex: Ambition, Responsibility,
Intellect, etc.
– List of Values (LOV): Similar to Rokeach
Method Where values are 0nly 9.
– Values & Lifestyle System (SRI VALS): Based
on Need Hierarchy & Social concept. (32-26
values listed) ex: Actualisers, Believers,
11. subculture
• Sub-culture is defined as a distinct cultural
group that exists as an identifiable
segment within a larger, more complex
society. Ex: Nationality, Social class,
Religion, Language, Age, Gender.
• D iv is io n s O f S u b -c u lt u r e s :
– Nationality Subculture: With in a particular
country. Like in India – Anglo Indians,
Parsees, Moghuls, Pathans, Indo-Chienese,
Sinhalese, etc.
– Religious Sub-culutre: Based on different
faiths , Beliefs,& Religion. Like Muslims,
Sikhs, Christians, Hindus, Buddhists, etc
12. subculture & consuMer behavIor
– G e o g r a p h ic & R e lig io u s S u b -
c u l t u r e : Ex: South Indians, North Indians,
North-east Indians.
– R a c i a l S u b - c u l t u r e : In USA
Caucasians, Africans, Asian, American &
American Indians.
Generation
Tweens Twixters
Generation Baby Boomer Older
Y Market X Market Market Customers
– A g e S u b -c u lt u r e :
– G e n d e r as a Sub-culture: All societies
have assigned different traits & roles for
Males & females, like breadwinners for Males
& Homemakers for females etc.
13. MarKeters focus
• Marketers’ focus on satisfying traditional
tastes & preferences.
• Companies are now focusing more on Age
sub culture & gender subculture.
• For Ex. 1) L i f e s t y l e
»2 ) L e v ie s
»3 ) U p c o m in g s e g m e n t
of U n is e x u a l S a lo o n s
»4 ) A u t o m o b ile s lik e T V S -
S c o o t y & B a ja j-p u ls a r
