culture & sub cultures
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Influence of culture and subculture
CONSUMER BEHAVIOUR
By Jeetesh Kumar
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CULTURECulture 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– CustomsInfluence 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.
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A Theoretical Model of Cultures’ Influence on Behavior
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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.
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An ad showing
many racial subcultures
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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.)
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Diversity By Indian Railways Indian Village By Amul
Emerging Culture Rituals & Tradition
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The Movement of Cultural Meaning
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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.
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Diversified Culture
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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
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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:
– Gender as a Sub-culture: All societies have assigned different traits & roles for Males & females, like breadwinners for Males & Homemakers for females etc.
TweensBaby Boomer
MarketGeneration X Market
TwixtersGeneration Y Market
Older Customers
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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.
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Tradition as Culture
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Thanks & Regards