CULTURE 1

The sum total of learned beliefs,values,and customs that serve

to direct the consumer behavior of members of a particular
society.

MS 209 July 31, 2019

 Characteristics of culture
2

 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.

MS 209 July 31, 2019

 Forms of Cultural Learning
3

Formal Learning

Informal Learning

Technical Learning

MS 209 July 31, 2019

 The beliefs, values customs
4

Influence of culture

1- ON cultural values systems.

- Ethics-good, moral, immoral.
- Aesthetics-beautiful, ugly, pleasant, unpleasant.
- Doctrine- political, social, ideological.

MS 209 July 31, 2019

 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.

MS 209 July 31, 2019

 How Culture is Communicated
6

• Language and symbols

• Ritual
• Sharing of Culture

MS 209 July 31, 2019

 A theoretical model of cultures
influence of consumer
7 behavior

Personality
Cognitive Traits
Beliefs
Attitude

Behavior Behavioral Practices

Intension Subjective
culture:
Regional,
Social Ethics,
norms Religious,
Values national,
professional
Organizational
, group

MS 209 July 31, 2019

 Culture and consumer behavior
8

 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.
MS 209 July 31, 2019
 Culture & consumer behavior
9

 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.

MS 209 July 31, 2019

 Cont.………..
10

 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.

MS 209 July 31, 2019

 Culture Is Learned Issues

11

 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.

MS 209 July 31, 2019

 Culture & consumer behavior
12

 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, Lifestyles,
women work outside the home are few Hot object
to study.
MS 209 July 31, 2019
 13

Diversity by Indian Railways Indian village by Amul

Emerging Culture Ritual &

Tradition
MS 209 July 31, 2019
 Culture & consumer behavior
14

 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.

MS 209 July 31, 2019

 15

Content analysis: A method for systematically analyzing the

content of verbal and or pictorial communication. The method is
frequently used to determine prevailing social values of a
society.
Consumer field work : A culture measurement technique that
takes place within a natural environment that focuses on
observing behavior.(sometimes without the subjects awareness).

MS 209 July 31, 2019

 16

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.

MS 209 July 31, 2019

 17

 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.

MS 209 July 31, 2019

 Indian Core Values
18

 Family orientation
 Saving orientation
 Festivities
 Shopping as a ritual
 Mythology
 Food Habits

MS 209 July 31, 2019

 Changing cultural trends in Indian urban
markets
19

 Achievement orientation
 Work Ethic
 Material Success
 Middle of the road approach to tradition
 Impulse Gratification
 Use of hi-tech products

MS 209 July 31, 2019

 SUBCULTURE
20

 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.

MS 209 July 31, 2019

 Divisions of Sub-culture
21

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.

MS 209 July 31, 2019

 Cont.…….
22

Mughals- Mogul Muslim empire in India, 1526–1857. The

dynasty was founded by Babur .who came from Farghana, now
in Uzbekistan.
Pathans-Pathans came from Afghanistan As a vendor and
businessmen. They had living in community different area in
India.

MS 209 July 31, 2019

 Divisions of Sub-culture
23

 Religious sub-culture : Based on different faiths, Beliefs,

& Religion. Like
 Muslims
 Sikhs
 Christians
 Hindus
 Buddhists

MS 209 July 31, 2019

 Subculture & consumer behavior
24

 Geographic & Religious sub-culture;

Ex. South Indians, North Indians, North-east Indians.
 Racial sub-culture: In Caucasians, Africans,
Asian, American & American Indians.

MS 209 July 31, 2019

 Subculture & consumer behavior
25

 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.

MS 209 July 31, 2019

 Marketers focus
26

 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.

MS 209 July 31, 2019

 The Measurement of Culture
27

• Content Analysis
• Consumer Fieldwork
• Value Measurement Instruments

MS 209 July 31, 2019

 Content Analysis
28

• A method for systematically analyzing the content of verbal

and/or pictorial communication.
• Frequently used to determine prevailing social values of a
society.

MS 209 July 31, 2019

 Field Observation
29

• A measurement technique that takes place within a natural

environment that focuses on observing behaviour
(sometimes without the subjects’ awareness).

MS 209 July 31, 2019

 Participant-Observers
30

 Researchers who participate in the environment that they

are studying without notifying those who are being
observed

MS 209 July 31, 2019

 Value Measurement Survey Instruments
31

 Rokeach Value Survey (RVS)

 A self-administered inventory consisting of eighteen
“terminal” values (i.e., personal goals) and eighteen
“instrumental” values (i.e., ways of reaching personal
goals).
 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

MS 209 July 31, 2019

 Participant-Observers
32

 Researchers who participate in the environment that they

are studying without notifying those who are being
observed

MS 209 July 31, 2019

 Culture and Marketing Strategy
33

 Identify key cultural values that affect the

consumption of the product
 Ensure the marketing mix appeals to these values
 Examine changes in cultural values and adapt the
marketing mix if needed
 Modify marketing mix to subcultures if the culture
is heterogeneous
 Be aware of symbols and ritual

MS 209 July 31, 2019