Culture, Subculture and Cross-culture

Presented by:

Priyanka Balwa

MBA-III-B

Culture

Culture is the sum total of learned beliefs, values and customs that serve to direct the consumer behavior

Culture is a learned behavior.

EnculturationEnculturation is learning one’s own culture. AcculturationAcculturation is learning a new culture.

Culture…

. . is adaptive, i.e. it changes as a society faces new problems and opportunities...

. . . satisfies needs by providing norms (rules of behavior)...

. . . provides values which delineate what is right, good, and important to a society.

Culture Includes:::

The Material Objects of a Society Ideas and Values Institutions Symbols The Ways We Dress, Think, Eat, and Spend

Our Leisure Time

:::Beliefs:::

Consist of the very large number of mental or verbal statements that reflect a persons particular knowledge and assessment of something

“I believe this is a good restaurant to eat” I believe she is a nasty person”

:::Values:::

Values are also beliefs in a way but they differ due to ::

1) They are relatively few in number

2) Serve as a guide for behavior

3) Difficult to change

4) Not tied to specific objects or situations

5) Widely accepted by society

:::Levels of Culture::: Level 1::Level 1:: Cultural differences

that cross national boundaries or can be seen to be present in more thn 1 country

Level 2::Level 2:: Unique to a particular country

Level 3::Level 3:: Basically subcultures- can also be Families, shopping groups, friendship groups

Group

National

Supranational

Language and Symbols

Symbols• Verbal

• Non-verbal

Non-verbal

A symbol may have many meanings which can also be contradictory

The advertiser must ascertain exactly what the symbol is communicating to its intended audience

(Pictures outside non-veg restaurants)

Rituals::

. . . are socially standardized sequences of actions that are periodically repeated, provide meaning, and involve the use of cultural symbols.

Rituals vs. Habits...

Rituals are prescribed by society, habits by the individual.

People are more consciously aware of rituals. Rituals embody more symbolic meaning and

affect.

Myths

. . . are stories that express key values and ideals of a society.

Myths help to:• Explain the origins of existence• Reveal a set of values for the society• Provide models for personal conduct

Popular Culture

. . . is the culture of mass appeal and has the following characteristics:• It taps into the experiences and values of a significant

portion of the population• It does not require any special knowledge to

understand it• It is produced so that large numbers of people have

easy access to it• It most frequently influences behavior that does not

involve work or sleep

Culture is Dynamic

The Markets have to consistently reconsider

WHY? People are doing wht they do? WHO? Purchases? WHEN? They do their shopping WHAT? New products will appeal them? WHERE? Can they be reached by

media?

Core Values Subcultures Cross Cultures

:::::THANKYOU:::::