Influence of culture

and subculture

CONSUMER BEHAVIOUR

By Jeetesh Kumar
 CULTURE
Culture 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
– Customs
Influence 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:
Generation Generation Baby Boomer Older
Tweens Twixters
Y Market X Market Market Customers
– Gender as a Sub-culture: All societies have
assigned different traits & roles for Males &
females, like breadwinners for Males &
Homemakers for females etc.
 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
Thanks &
Regards