Influence of CULTURE

CULTURE- The sum total of learned beliefs, values and customs that serve to direct the consumer behaviour of members of a particular society
1. Serves the need of the society

2.
3.

Is acquired from the society, throughout our life time

Is Learned - Through interaction with other members of the culture
1. 2. Enculturation Learning of ones own culture Acculturation Learning of a new foreign culture

4.
5.

Is Shared It is transferred from generation to generation With new influence being added at each step
Is Dynamic Culture is adaptive to the needs of the society

Institutions and Elements of Society

Values Politics Religion Beliefs

Education Arte Facts

Language CULTURE, CUSTOMS & RITUALS Appearance Dress Role of Gender Food Habits Relationships Attitudes and Behaviours

Social Organisation
Technology Media Law

Work & Leisure Activities Time Consciousness Learning Social Roles

The Indian Core Values

Respect for elders / Self-respect Education Gender Roles Emotional Strong Family Values Strong societal influence / External Conformity Spiritual Customs and Rituals Savings

SUB-CULTURES

SUB-CULTURE- A distinct cultural group that exists as an identifiable segment within a larger more complex society
Serves as sizeable natural segments to the marketers Sub-cultures are dynamic Is Learned - Through interaction with other members of the culture Major Sub-culture Categories 1. 2. 3. 4. 5. 6. 7. 8. Nationality (i.e Birthplace of ancestors) Religion Geographic Region Race Age Gender Occupation Social Class

Sub-Cultural traits of North Indians

Sub-Cultural traits of Indians in the West

Dominant Culture of India

Sub-Cultural traits of East Indians

Sub-Cultural traits of South Indians

Relationship between Culture and Sub-Culture

CROSS-CULTURES

Each country has its own tradition, culture, preferences, mores and taboos, which marketers must understand before entering the global market

Importance of Cross-Cultural Study

Did you know
An average Frenchman uses twice as many cosmetics as his wife does Women in Tanzania will not give egg to their children for fear of making them bald or impotent Italian children like to eat a bar of chocolates between two bread slices as their breakfast

What Needs to be Understood?

Language and meaning
Difference in market segmentation opportunities Difference in criterion for evaluating products and services Difference in consumption patterns and perceived benefits of products and services Difference in economic an cultural social condition and family structure

Problems in Cross-Cultural Marketing

Product Selection Promotion or Marketing Communication Selection of Distribution Channels

Pricing

Things marketers need to do before entering the global market -

Target market

Market Position

Nature of Product

Environment Factors

Organisation Factors

How is Culture Measured?

1. Projective Tests
1. For determining Motivation and Personality

2. Attitude Measurement Tests Eg- VALS

1. For determining Beliefs and Values

3. Depth Interviews and Group Discussions

1. Used to discover the emerging cultural characteristics

4. Observation
1. Used to gain valuable insights through the sub-conscious behaviour

5. Content Analysis
1. Uses an analysis of the past and present media to know cultural changes 2. Used majorly for cross-cultural study

What are the key cultural Attributes that need to be studied for finalizing the product portfolio by IKEA before entering the Indian Market?