Consumer behaviour

Presentation slides
by Swati Kachru
SUB CULTURE
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

SUB CULTURE
SUB CULTURE AND
CONSUMER BEHAVIOUR
Geographic & Religious Sub-culture: Ex: South Indians,
North Indians, North-east Indians.

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

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

Subculture & consumer
behavior
Age sub-culture :



Gender as subculture- All societies have assigned
different traits & roles for Males females, like
breadwinners for Males & Homemakers for females
etc.

Generation
Y market
Generation
X market
Baby Boomer
market
Older
Customer
Divisions of Sub-culture
Nationality subculture: with in a particular
country like in India-
Anglo Indians-A person of mixed English and
Indian descent
Parsees-The Parsis came to India sometime around
the 10th century A.D. to escape Arab persecution in
Persia which began in the 7th century.




Cont..
Mughals- Mogul Muslim empire in India, 1526
1857. The dynasty was founded by Babur .who
came from Farghana, now in Uzbekistan.
Pathans-Pathans came from Afghanistan As a vendor
and businessmen. They had living in community
different area in India.
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- Scotty & Bajaj-pulsar etc.
Cross culture
The effort to determine to what extent the consumers
of two or more nations are similar or different.

Cross-Cultural Consumer
Analysis
Similarities and
differences among
people


The greater the
similarity between
nations, the more
feasible to use relatively
similar marketing
strategies
Marketers often speak to
the same types of
consumers globally

Cross-Cultural Consumer
Analysis
1. The growing global
middle class
a) The global teenage
market

1. Growing in Asia, South
America, and Eastern
Europe
2. Marketers should focus on
these markets
a) There has been growth in
an affluent global teenage
and young adult market
b) They appear to have
similar interests, desires,
and consumption behavior
no matter where they
live.

Cross-Cultural Consumer
Analysis
Acculturation

Marketers must learn
everything that is
relevant about the
usage of their product
and product categories
in foreign countries

Copyright 2007 by Prentice Hall
Table 14.6 Basic Research Issues in Cross-
Cultural Analysis
FACTORS
Differences in language and meaning
Differences in market segmentation
opportunities
Differences in consumption patterns
Differences in the perceived benefits of
products and services
EXAMPLES
Words or concepts may not mean the same
in two different countries.
The income, social class, age, and sex of
target customers may differ dramatically
in two different countries.
Two countries may differ substantially in
the level of consumption or use of
products or services.
Two nations may use or consume the same
product in very different ways.
Copyright 2007 by Prentice Hall
Table 14.6 continued
FACTORS
Differences in the criteria for evaluating
products and services
Differences in economic and social
conditions and family structure
Differences in marketing research and
conditions
Differences in marketing research
possibilities
EXAMPLES
The benefits sought from a service may
differ from country to country.
The style of family decision making
may vary significantly from country to
country.
The types and quality of retail outlets and
direct-mail lists may vary greatly among
countries.
The availability of professional consumer
researchers may vary considerably from
country to country.