Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
What is culture ?:
What is culture ? Culture It is a detailed examination of the character of the total society, including such factors as
language, knowledge, laws, religion, food customs, music, art, technology, work patterns, products, and other
artifacts that give a society its distinctive flavor. In a sense, culture is a societys personality. Culture is the sum
total of learned beliefs, values, and customs that serves to direct the consumer behavior of members of a
particular society.
3)Culture is Dynamic:
3)Culture is Dynamic To fulfill the need gratifying role, culture continually must evolve if it is to function in the best
interests of a society. The marketers must carefully monitor the socio culture environment in order to market an
existing product effectively or to develop promising new products. The changing nature of culture means that
marketers have to consistently reconsider: Why consumers are now doing what they do? Who are the
purchasers and the users of their products? When they do their shopping? How and where they can be reached
by the media? What new product and service needs are emerging?
4)Culture is Shared :
4)Culture is Shared Culture is viewed as group customs that link together the members of the society. Common
language is the critical component that makes it possible for people to share values, experiences, and customs.
Social Institutions transmitting the element of culture and sharing of culture Family : primary agent for
enculturation Educational Institutions : imparts learning skills, history, patriotism, citizenship and technical
training. Religious Institutions : Perpetuate religious consciousness, spiritual guidance, and moral training. Mass
Media : wide range of cultural values.
5)Culture is Learned:
5)Culture is Learned At an early age, we begin to acquire from our social environment a set of beliefs, values,
and customs that make up our culture. Anthropologists have identified three distinct forms of cultural learning: 1.
Formal learning : in which adults and older siblings teach a young family member How to behave; 2 . Informal
learning : in which a child learns primarily by imitating the behavior of selected others, such as family, friends, or
TV stars. 3. Technical Learning : Which teachers instruct the child in an educational environment about what,
how and why it should be done. Advertising can influence all three types of cultural learning's.
3)Ritual :
3)Ritual A ritual is a type of symbolic activity consisting of a series of steps occurring in a fixed sequence and
repeated over time. Rituals extend over the human life cycle from birth to death. They can be public or private. It
is often formal and scriptedi.e., proper conduct is prescribed. Important to marketers, rituals tend to be replete
with ritual artifacts (products) that are associated with, or somehow enhance, performance of the ritual.
Subcultures :
Subcultures It is a distinct cultural group that exists as an identifiable segment within a larger, more complex
society. A subdivision of a national culture that is based on some unifying characteristic . Members share similar
patterns of behavior that are distinct from those of the national culture.
Sub Culture:
Sub Culture Categories Nationality Religion Geographic region Race Age Gender Occupation Social class
Ethnicity Examples Indian Hindu, Muslim, Christian Maharashtra, Bihar, Karnataka Brahmin. Kshitriya , Shudra
Child, Teenager, Senior citizen Male , Female Bus driver, mechanic, engineer. Lower, middle, upper. Similar
values and customs.
Types of Subcultures:
Types of Subcultures Different subcultures are divided into various factors they are:- Age Region Gender Social
Class
1)Age Subcultures:
1)Age Subcultures Consumers undergo predictable changes in values, lifestyles, and consumption patterns as
they move through their life cycle. Four Major Age Trends:- Baby Youth Middle aged Elderly Consumer Behavior
changes accordingly with the change in the age trend
2)Regional Subcultures :
2)Regional Subcultures Regional subculture is the culture practiced in different states of a country People have
distinct lifestyles resulting from variations in climate, culture, and ethnic mix of people. Consequently, different
product preferences exist.
3)Gender Subculture:
3)Gender Subculture The Subculture based on Male-Female divide is known as Gender Subculture. The needs
and wants of men and women differ to a great extent. Accordingly, their buying habits also differ
4) Social Class:
4) Social Class Human Societies are socially stratified The roles performed by various people are valued
differently Differentiation among roles and their relative evaluation leads to stratification of society. Social Classes
are easily identifiable market segments which can be reached with relative ease since they have distinctively
defined media habits. Consumer Behavior changes with the change in the