culture and sub-culture influence

7/27/2019 Culture and Sub-culture Influence

1/13

1

CULTURE AND SUB-CULTUREINFLUENCE


2/13

2

Culture, Beliefs and Values

Cultureis the sum total of learned beliefs, values, and customs that

serve to direct the consumer behaviour of members of a particular

society.

Beliefsconsist of the very large number of mental or verbal statements

that reflect a persons particular knowledge and assessment ofsomething.

Values also are beliefs, however, values differ from other beliefs

because they must meet the following criteria:

They are relatively few in number,

They serve as a guide for culturally appropriate behavior,

They are enduring or difficult to change,

They are not tied to specific objects or situations, and

They are widely accepted by the members of a society.


3/13

3

Enculturation and Acculturation

The learning of ones own culture is known as

encul turat ion.

The learning of a new or foreign culture is known

as accul turat ion.


4/13

4

Nature of Culture

Culture Satisfies NeedsCulture exists to satisfy the needs of people within a society.

It offers order, direction, and guidance in all phases of human problem solving by

providing tried and true methods of satisfying physiological, personal, and social

needs.

Similarly, culture also provides insights as to suitable dress for specific occasions(e.g., what to wear at home, what to wear to school, what to wear to work, what

to wear to a place of worship, what to wear at a restaurant).

Cultural beliefs, values, and customs continue to be followed as long as

they yield satisfaction.

In a cultural context, when a product is no longer acceptable because its

related value or custom does not adequately satisfy human needs, it must

be modified.


5/13

5

Nature of CultureCulture Is Learned

At an early age we begin to acquire from our social environment a set of beliefs,

values, and customs that make up our culture.

For children, the learning of these acceptable cultural values and customs is

reinforced by the process of playing with their toys.

As children play, they act out and rehearse important cultural lessons andsituations.

How Culture Is Learned

There are three distinct forms of learning:

Formal learningadults and older siblings teach a young family memberhow tobehave.

Informal learninga child learns primarily by imitating the behavior of selected

others.

Technical learningteachers instruct the child in an educational environment as

to what, how, and why it should be done.


6/13

6

Nature of Culture

Culture Is Shared

To be considered a cultural characteristic, a particular 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 the elements of culture and make sharing of culture a

reality.

Familythe primary agent for enculturation, teaches consumer-related values and skills.

Educat ional Inst i tut ionscharged with imparting basic learning skills, history,

patriotism, citizenship, and the technical training needed to prepare people for significant

roles within society.

Houses of worsh ipprovide religious consciousness, spiritual guidance, and moral

training. Mass mediais a fourth and often overlooked transmitter of culture.

It disseminates information about products, ideas, and causes.

We have daily exposure to advertising, and through those ads, receive cultural

information.


7/13

7

Nature of Culture

Culture is DynamicCulture continually evolves; therefore, the marketer must carefully

monitor the socio-cultural environment in order to market an existing

product more effectively or to develop promising new products.

This is not easy because many factors are likely to produce cultural

changes within a given society.

The changing nature of culture means that marketers have to

consistently reconsider:

Whyconsumers are now doing what they do.

Who are the purchasers and the users of their products?

When they do their shopping.

Howand where they can be reached by the media.

Whatnew product and service needs are emerging?


8/13

8

Subculture

Subculture is defined as being a distinct

cultural group that exists as an

identifiable segment within a larger, more

complex society.


9/13

9

Why Subculture?

A cultural profile of a society or nation is a composite of two elements:

The unique beliefs, values, and customs subscribed to by its members.

The central or core cultural themes shared by the majority of the population,

regardless of specific subcultural memberships.

Each subculture has its own unique traits.

Subcultural analysis enables the marketer to focus on sizable and natural

market segments.

When carrying out such analyses, the marketer must determine whether the

beliefs, values, and customs shared by members of a specific subgroup make

them desirable candidates for special marketing attention.


10/13

10

Nationality Subcultures

For many people, nat ional i tyis an important subcultural reference that

guides what they value and what they buy.

Although most U.S. citizens are born in the United States, some still retain apride and identification with the language and customs of their ancestors.

This identification can manifest itself in consumption behavior.

When it comes to consumer behavior, ancestral pride is manifested most

strongly in the consumption of ethnic foods, in travel to their homeland,

and in the purchase of numerous cultural artifacts.


11/13

11

Religious Subcultures

Consumer behavior is commonly directly affected by religion in

terms of products that are symbolicallyand ritualisticallyassociated

with the celebration of various religious holidays.

Religious requirements or practices sometimes take on an

expanded meaning beyond their original purpose.

Targeting specific religious groups with specially designed

marketing programs can be very profitable.


12/13

12

Other Types of Subcultures

Geographic and Regional Subcultures

Racial Subcultures

Age Subcultures

Gender as a Subculture


13/13

13

Subcultural Interaction

All consumers are simultaneously members of more than one

subcultural segment; this can be viewed as subcul tura l

interact ion.

Marketers should strive to understand how multiple subcultural

memberships interact to influence target consumers relevant

consumption behavior.

Promotional strategy should not be limited to a single subcultural

membership.

culture and sub-culture influence

Documents