Culture & Sub Cultures

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Influence of culture and subculture CONSUMER BEHAVIOUR By Jeetesh Kumar

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Transcript of Culture & Sub Cultures

Page 1: Culture & Sub Cultures

Influence of culture and subculture

CONSUMER BEHAVIOUR

By Jeetesh Kumar

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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.

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A Theoretical Model of Cultures’ Influence on Behavior

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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.

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An ad showing

many racial subcultures

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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.)

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Diversity By Indian Railways Indian Village By Amul

Emerging Culture Rituals & Tradition

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The Movement of Cultural Meaning

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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.

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Diversified Culture

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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

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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

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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.

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Tradition as Culture

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Thanks & Regards