How to learn consumer behavior in our society or culture.

2. What Is Culture ?
Culture is the characteristics and knowledge of a particular group of people,
encompassing language, religion, cuisine, social habits, music and arts.

3. Characteristics of Culture
THE MOST IMPORTANT CHARACTERISTICS OF CULTURE:
 Culture is acquired
 Culture is social
 Culture is transmissive
 Culture is shared
 Culture is idealistic
 Culture is accumulative
 Culture is adaptive

4. Culture Learning
FORMAL LEARNING
INFORMAL LEARNING
TECHNICAL LEARNING

5. How Culture Affects Consumer Behavior
•PRE - PURCHASE AND PURCHASE ACTIVITIES
•CONSUMPTION AND DIVESTMENT ACTIVITIES

6. Influence On Pre-purchase And Purchase
Activities
•Culture affects what consumers think they need and what they
perceive
•Culture affects how consumers are likely to search for information
•Culture affects the importance placed on certain attributes of
alternatives
•Culture affects the amount of price negotiation during the purchase
process.

7. Influence On Consumption Divestment
Activities
•How consumers use or consume products?
•Consumers expectations about form and function vary between
cultures?
•How individuals dispose of products
•Reselling products after use
•Giving them to others for use
•Recycling them.

8. What Is Subculture ?
Subculture is a distinct cultured group that exists as an
identifiable segment within a larger, more complex society.
Thus the culture profile of a society or nation or a composite of two
distinct elements -
The unique beliefs, values and customs subscribed to by
members of specific subculture.
The central or core culture themes that are shared by most of the
population, regardless of the specific subculture membership.

9. Subculture Category And Its Variation
SUBCULTURE CATEGORY VARIATION (EXAMPLES)
Religion Muslim, Hindu, Christian
Geographic location East, West, North, South
Age Children, Teenage, Middle, Elderly
Gender / sex Male , female
Occupation Farmer, Businessman etc.
Social class Upper, Middle, Lower

10. Regional Subculture
Regional subcultures can be defined as the culture of the people which is affected
by the local climatic and environmental conditions as well as financial and political
conditions of the area in which these people live.
Product Purchase HIGHEST PURCHASE LOWEST PURCHASE
Body Power New York San Francisco
Energy drinks Los Angeles Dallas-Fort Worth
Total beer/ale Chicago Philadelphia
Jams and Jellies Cleveland San Francisco
Hair Growth Products New York Boston

11. Religious Subculture
The members of religious groups at times are likely to
make purchase decisions that are influenced by their
religious identity. Commonly, consumer behavior is
directly affected by religion in terms of products that are
symbolically and ritualistically associated with the
celebration of various religious holidays. For example –
Christmas has become the major gift-purchasing season
of the year.

12. Social Class
THE DIVISION OF MEMBERS OF A SOCIETY INTO A HIERARCHY OF DISTINCT
STATUS CLASS :

13. Cultural Consumer Behavior
Consumer tends to have an attitude when it comes to a particular product being
made in a particular country. This attitude might be a positive, negative, and natural.
A consumer’s level of exposure towards foreign goods or lifestyle may influence his
buying decision and preference.
The success of marketing and servicing in foreign countries is likely to be influence
by beliefs, values, and customs.