Culture’s Influence on

Consumer Behavior
Group 8
Aalok Sharma- 187102
Arun Nair- 187111
Kirtan Singi- 187128
Lavina Daryani- 187131
Table of Contents

01 CULTURE
Role & Dynamics, Evolution, Consumer Needs

02 CULTURAL VALUES
Forms of Learning, Symbolism & Rituals

03 CORE INDIAN VALUES

Food Habits, Mythology, Festivities, etc.

CHANGING CULTURAL TRENDS IN

04 INDIAN MARKET
Cultural taste, Sensory Branding, Brand
involvement
 Culture

Culture is the collective values, customs, norms, arts, social

institutions, and intellectual achievements of a particular society.
A community’s principles, standards and priorities are expressed by
its culture.
It is also referred to as the “invisible hand” that guides the people of
a society.
Levels of Cultural Norms
SUPRANATIONAL
Reflects the underlying dimensions of a
culture affecting multiple societies.

NATIONAL
Reflects the shared core values, customs,
“national character” of a country

GROUP
Reflects the subdivision of a country or
society, like subcultures and reference
groups
 Lifestyle Matrix of Global Youth

Networked Thrill
In-Crowd Pop Mavericks
Intellingentsia Renegades
Seek approval from Word of mouth spreads Online social networks It’s all about infamy,
others easily It’s all about adrenaline and anarchy
Prefer classic brands Passion, individuality & revolution, creativity
instant gratification and deconstruction
are important
Evolution of Culture

Monitoring cultural changes is essential to discover new marketing

opportunities.
It involves asking various questions about the purchasers and their
behaviour.
Example: Cultural change in representation of women.
Marketing should be modified as the culture evolves.
 Cultural Beliefs & Consumer Needs

Culture also reflects the needs of a society. It provides

order, direction and guidance for different needs of a
society.
It determines whether a product or service is a luxury or
necessity, even dictates the fashion choices of people.
Some customs of a culture are unlikely to change, for
example, coffee.
Society often modifies or replaces a product/service
when it is no longer satisfied with the existing
standard.
 What Is Cultural Values?

Belief or a custom that is shared within a significant

portion of society can be considered as a cultural value.
 Forms of Learning

Formal Informal Technical

Learning Learning Learning
 Enculturation and Acculturation

Enculturation Acculturation
Learning of one's Learning of new
own native culture. cultures beyond a
person’s native culture.
Symbolism in the Indian Cultural context

Cadbury
J&J Company Company
 Marketing Influences on Cultural
Learnings

Common repetition Coded in the visual Information to

of marketing imagery (icons) express shared
messages cultural values
 Symbols and Rituals

Symbols Ritual

Verbal Non Verbal

 Indian Context

Symbols Ritual

Surf Excel Garnier Men

 CORE INDIAN VALUES
Food Habits

Family
Orientation Mythology

Indian Consumers
are Culture-
conscious
Savings Shopping as
Orientation a ritual

Festivities
FAMILY ORIENTATION
Value Based Brands

Unorganized Sector

Need to Economize

Different Price points in the product line-

● HINDUSTAN UNILIVER LTD.,

● COLGATE
● NESCAFE
 SAVINGS ORIENTATION

Durable Savings
Products Split
Popularity of installment
Now, people are buying , above
payments because of splitting
their basic needs. Like
savings between traditional
bicycles, bikes, cars, TV’s,
purchases and appliances
computers etc
purchases.

VOLTAS AC- By offering better quality products at a lower price compared to its
competitors has helped it become the undisputed leader in the AC category.
 FESTIVITIES

Sales Promotion Postponing Purchases

Companies step up their Consumers postpone their
advertisement campaigns purchases, especially durables,
during festive months. in the hope of getting deals.
 SHOPPING AS A RITUAL

5%
Retailed through departmental stores

Compensatory Style
buyers analyze one brand after another.

Bargaining
An unwritten rule
MYTHOLOGY FOOD HABITS

Inherent Part Eating Culture

Vast Potential Low Popular Barring

CHANGING CULTURAL TRENDS IN URBAN
INDIAN MARKETS

Achievement Orientation

Work Ethics

Material Success
 CHANGING CULTURAL TRENDS IN URBAN
INDIAN MARKETS
Middle-of-the-Road
Approach to Tradition

Impulse Gratification

CHANGING
CULTURAL TRENDS
Use of Hi-Tech Products
 Brands and
Metrosexuality
in india
Cultural Taste, Sensory
Branding and Brand
Involvement

The Example of Pulse candy.

6 Months, Record sales of Rs. 50

crore
FREQUENTLY USED PRODUCT CATEGORIES IN INDIA
Hamam(Soap)
Values identified: Family bonding, seeking
prosperity
Ritual setting: middle class, traditional
family, rituals associated with culture
Colgate
Values identified: Family bonding
and family hierarchy orientation
Ritual setting: advice of father to
son and brushing of teeth as a
ritual.
LUX(Soap)
Values identified: Social
orientation, celebrity orientation,
Neo- mindset
Ritual setting: Very urban,
westernized.
Gillette
Values identified: Personal
grooming, innovativeness.
Ritual setting: Excitement of
using new product at lower price,
ethenic orientation
Coke
Values identified: Need for
affiliation Social orientation,
celebrity orientation
Ritual setting: Urban youth
enjoying themselves as a group
Dettol(Floor cleaner)
Values identified: family hierarchy
orientation.
Ritual setting: Family affiliation,
middle-class housewife.
FREQUENTLY USED PRODUCT CATEGORIES IN INDIA
Red Label(Tea)
Values identified: Family bonding,
emotional decision making
Ritual setting: Urban, domestic happiness
with brand being part of it
Surf Excel(Bar)
Values identified: Social
orientation, need for affiliation
Ritual setting: Difficult stains,
Cadbury stains that may occur in everyday
Values identified: celebrity life of a majority of users
orientation, social orientation,
group affiliation
Ritual setting: Celebrity looking
not very urban, common-man
orientation.
 Thank You!

CREDITS: This presentation template was created by Slidesgo,

including icons by Flaticon, and infographics & images by
Freepik.