cb ppt inf of cul original final doc preethu

8/2/2019 CB Ppt Inf of Cul Original Final Doc Preethu

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Understanding Culture

Culture is the Accumulation of Shared Meanings,Rituals, Norms, and Traditions Among the

Members of an Organization or Society andDetermines:

Overall Priorities A Consumer Attachesto Different Activities and Products

Success or Failure of Specific Productsand Services


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Aspects of Culture

Social Structure

Way in Which Orderly

Social Life isMaintained

Ecology

Way a System is

Adapted toIts Habitat

Ideology

Way in Which PeopleRelate to Their

Environment andSocial Groups

A Cultural System Consists of 3 Functional Areas:


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The invisible hands of culture

The impact of culture is so natural andautomatic that its influence on behavior is

usually taken for granted. Often, it is only when we are exposed to

people with different cultural values orcustoms that we become aware of how

culture has molded our own behavior. Each individual perceives the world through

his or her own cultural lens


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Culture satisfies needs

Culture exists to satisfy needs of thepeople within society. It offers order,direction, and guidance in all phases of

human problem .

Culture beliefs values and customscontinue to be followed as long as they

satisfaction.


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Culture is shared

To be considered a cultural characteristic, aparticular belief, value, or practice must be

shared by a significant portion of the society. Culture is often viewed as group customs.

Various social institutions transmit theelements of culture and make sharing ofculture a reality.


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Levels of culture

Supranational : more than one country

National :specifically define particularcountry

Group : culture division or grouping


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Culture is dynamic

Culture continually evolves; therefore, themarketer must carefully monitor the

sociocultural environment in order tomarket an existing product moreeffectively or to develop promising newproducts. This is not easy because many factors are

likely to produce cultural changes within agiven society.


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Achievement And Success

These values have historical roots in thetraditional Protestant work ethic, whichconsiders work to be spiritually healthy.

Furthermore, research Individuals whoconsider a sense of accomplishment to bean important personal value tend to be

achievers who strive hard for success.


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Activity

.

Americans feel is it important to beactiveor involved.Keeping busy is widely accepted asa healthy and even necessary part ofthe American lifestyle.

1.This can have both a positiveand negative effect on products


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Efficiency and Practicality

In terms of efficiency, Americans admire anythingthat saves time and effort.

In terms of practicality, Americans are generally

receptive to any new product that makes taskseasier and can help solve problems.

Americans also attach great importance to timeand punctuality.

Americans seem to be convinced that time waitsfor no one, which is reflected in their habitualattention to being prompt.


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Progress

Progress is linked to the values reviewedearlier and the central belief that people canalways improve themselvesthat tomorrow

will be better than today.Progress often means the acceptance ofchangenew products designed to fulfill

previously under- or unsatisfied needs


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Freedom

To the marketer, freedom of choice means the opportunity tochoose from a wide range of alternatives.

This preference is reflected in the large number of competitivebrands and product variations that can be found on theshelves of the modern supermarket or department store.

External Conformity

External conformity is a necessary process by whichthe individual adapts to society.

Conformity takes the form of standardized goods andservices.


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Material Comfort

To most Americans, material comfortsignifies the attainment of the goodlife.

It is a relativeview; satisfaction withthe amount of material goods comesin terms of how they compare toothers


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Individualism

Americans want to be themselves.

Self-reliance, self-interest, self-confidence, self-esteem, and self-fulfillment are all expressions ofindividualism.

Striving for individualism seems to be linked to therejection of dependency; that is, it is better to relyon oneself than on others.


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Humanitarianism

Americans tend to be charitable and willingto come to the aid of people less fortunate.

Many companies try to appeal toconsumers by emphasizing their concernfor environmental and social issues.


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Youthfulness

Americans tend to place an almost sacredvalue on youthfulness.

Youthfulness should not be confused withyouth, which describes an age grouping


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Fitness and Health

Americans preoccupation with fitness and

healthhas emerged as a core value.

This value has manifested itself in a numberof ways, including tennis, racquetball, andjogging, and the continued increases in salesof vitamins.

Fitness and health are becoming lifestylechoices for many consumers.


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Types of Ritual Experience


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Types of Ritual Experience

A Ritual is a Set of Multiple, Symbolic Behaviors ThatOccur in a Fixed Sequence and That Tend to Be

Repeated Periodically.

Religious Baptism, Meditation, Mass

Rites of Passage

Festivals, Holidays

Parades, Elections, Trials

Graduation, Marriage

Ritual Type Examples

Group Business Negotiations

Family

Personal Grooming, Household

Mealtimes, Birthdays

Cultural

Civic


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Holiday Rituals

Thanksgiving

Valentines Day

Secretaries Day

Grandparents Day

Christmas

New Years

Halloween

What Rituals Are Associated With the FollowingHolidays?


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Toward a shopping culture

Shopping is what we do to create value

in our lives

Making this possible is the reality thatgreat shopping experiences are no longerjust for the rich, as consumers from allwalks of life can enjoy the low prices found

in discount stores.


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cb ppt inf of cul original final doc preethu

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