Culture is continuous Process by which the norms,values,belief is transfer from one to other generation & Adopted by the society
The Characteristics of Culture-Culture is Idea in nature means consists of belief and value
Culture is an Organizational system
Culture can be learned from one to other generation
Culture also shared to one to others
Its Similar but not same
Culture can be acquired
Culture is the boundary where individual think and act
Odisha and Bengali Culture is Similar not Same
Culture is adoptable and shared
Culture can be learned
Elements of Culture which affect the Consumer behaviour
Language-It’s the Communication by which culture shared to each other
Customs-The Occasion,Holidays,Marriages affect the consumer behavior
Values-The Value of the culture which is gave value to individual
Ritual-The festivals,Occassions affect the consumer behaviour
Ideal Personality-The ideal personality also affect the culture and consumer behaviour
IDEAL PERSONALITY VALUE TO CULTURE (Proud)
Customs and Rituals LANGAUGES
FACTORS
Culture and Consumer behaviour
PREPURCHASE
PURCHASE
CONSUMPTION
DISINVESTMENT
CULTURE AFFECT A LOT LIKE WORD MOUTH
LIVING STANDARD,NORMS,BELIEF
THE PERCEPTION VALUE OF CULTURE AFFECT DURING THE PURCHASE
DECISIONLIKE BRAND,NEGOTIATIONS
THE CULTURE ALSO AFFECT IN CONSMUPTION
PROCESS,MEANS HOW TO USE
DISPOSAL IS ALSO AFFECT BY THE CONSUMER CULTURE(MEANS TO
DISPOSED IT OR TO KEEP IT)
PURCHASE A MOBILE WITH
SRI RAM WALL PAPER
NEGOTIATION & PERCEPTION
CONSUMPTION DIFFERENCES
Marketers Decisions on Consumer Behaviour
National Characteristics-
When the Marketers use to lunch a product they have to understand the national culture of India.
Subculture-
The Marketers should understand the religions of all locations for each products.
Language –
The Marketers should campaign in different languages to understand and change the consumer behaviour.Symbols-The Use of Costumes also different from state to state
Rituals-The Marketers Should Understand the Rituals like Marriages, Customs Etc of India
FISH TEA AND BEEF IN INDIA
HAVING LESS CONSUMPTION
TRACTORS IN PUNJABHIGH SELLING
VALUES AND CULTURE
ENVIRONMENTAL VALUES
Cleanliness Factor-In India Culture is depends on Cleanliness and Very Important Value
Traditional factors-Some Consumers Thing Traditional Way which is related to culture as well.
Status and Symbol-Consumer culture also Depends on Brand ,Status
Security factor-Some Culture Need Security from the Product
Natural Factors-Some Cultures are Different and they consumed different products
VITHAL KAMAT IS PROVIDNING ALL THE ENVIRONMENTAL VALUES
SELF VALUESActive and Passive Factors-The Culture is always active and Passive ,affect the consumer behaviour
Materialist factor-Instrumental-In this The Consumer used this product to satisfy the needTerminal-They Use this according to the status
Hard work factor-Some Cultures are valuable for hard work so that product must go for hard work too.
Rituals Factors-
Rituals are also value of culture which affect the consumer behaviour
You want to wear a Jeans but due to Passive and Active Factor You have to wear the tradition costumes
Other ValuesIndividual Factors-Individual attract for same product but in different culture
Age Factor-The Age difference is also affect the value and culture
Family Factor-The Culture always respect3 all the family as whole in India not a single one
Gender factor-Du to change in culture now a days women are also involved in decision making
Uniformity Factor-In India Maximum people take uniform food according to culture
Siaram Respect to MotherA culture of Family
Honda Mobile Respect to family
A Single product for whole family
Case Study
In each and every Culture through out in India
The celebrations are Common
Rakshya BandanaDiwaliMarriageAnniversaryBirthday
What is the new about this festivals??
The Concept is what should be give as a gift in this festivals.
Problem of Price-Price must be affordable to the consumer
Problem of Packaging-Packging cost must be there
Problem of Choose-The Color which may be not acceptable
Problem of Security-Culture is secure by this or not
Problem of adoption-The Product will be adopted by others or not
In Old Concept Gifts are Given as Rasgula,Mithayi Sunpapadi
Gifts Like Cards, Wish Cards
Direct Money By hand
Which are Simply creates harassmemet and Maximum dissatisfaction due to repeated Materials
Cadbury Lunched the Product for each and every situation and
festivals in India and culture
THANK YOU
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