Influence of culture and subculture

CONSUMER BEHAVIOUR

By Jeetesh Kumar

CULTURECulture 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– CustomsInfluence of culture:1)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 groups.

A Theoretical Model of Cultures’ Influence on Behavior

Culture & Consumer Behavior

Culture satisfies needs: – 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.

An ad showing

many racial subcultures

Culture & Consumer Behavior• Culture is learned:– From social environment– Anthropologist’s define: Formal, Informal

& Technical way of learning– Types of studies Enculturation &

Acculturation–Marketers’ focus on informal learning.

• Culture is Dynamic:– 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.)

Diversity By Indian Railways Indian Village By Amul

Emerging Culture Rituals & Tradition

The Movement of Cultural Meaning

Culture & Consumer Behavior• Measurement of Culture:– 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, Fulfilled, Experiencers, Makers, Strivers, Stugglers.

Diversified Culture

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.

• Divisions Of Sub-cultures:– 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

Subculture & Consumer Behavior– Geographic & Religious Sub-culture: Ex:

South Indians, North Indians, North-east Indians.

– Racial Sub-culture: In USA Caucasians, Africans, Asian, American & American Indians.

– Age Sub-culture:

– Gender as a Sub-culture: All societies have assigned different traits & roles for Males & females, like breadwinners for Males & Homemakers for females etc.

TweensBaby Boomer

MarketGeneration X Market

TwixtersGeneration Y Market

Older Customers

MARKETERS FOCUS

• 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-Scooty & Bajaj-pulsar etc.

Tradition as Culture

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