INFLUENCE OF CULTURE AND SUBCULTURES ON CONSUMER BEHAVIOUR

Culture A societys personality

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Culture

The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

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Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation
The learning of ones own culture

Acculturation
The learning of a new or foreign culture

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Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Without a common language shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use known symbols for 12 - 4 associations

Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture A ritual is a type of symbolic activity consisting of a series of steps Rituals extend over the human life cycle Marketers realize that rituals often involve products (artifacts) 12 - 5

Discussion Question
What are some rituals (religious, educational, social) that you have experienced? What artifacts or products were part of that ritual? How did marketers influence the choice of these artifacts?

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Rituals and Associated Artifacts

SELECTED RITUALS Wedding TYPICAL ARTIFACTS (PRODUCTS) Sherwani, and ..

Birthday
Graduation Valentine Ramzan Retirement Death

Cake, cards, presents , candles

Pen, Wristwatch , etc Flowers

Copyright 2007 by Prentice Hall

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Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of Culture
To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society Culture is transferred through family, schools, houses of worship, and media
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Dynamics of Culture
Culture is continually evolving
Now more women are working outside home Nuclear family

Marketers must monitor cultural changes to find new opportunities to increase corporate profitability.

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American Core Values

Achievement and success
Regardless of gender, achievement oriented people often enjoy conspicuous consumption because it allows them to display symbols of their personal achievement

Activity
Always on the run KFC, McDonald, Ronaq Masala

Efficiency and practicality

Saving time.. Microwave

Material comfort
Signifies the attainment of the good life Fosters acceptance of convenience and luxury products
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American Core Values

Individualism
Do it your self

Freedom
Fosters interest in wide product lines and differentiated products

External conformity
Stimulates interest in products that are used or owned by others in the same social group

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American Core Values

Humanitarianism
Generous, support charitable causes

Youthfulness
Preoccupied with looking and acting young regardless of their chronological age Creams, fragrances

Fitness and health

Exercising (nike), Diet, Fat free, sodium free, etc

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SUB CULTURES

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Subculture
Subcultural analysis enables the marketing manager to focus on sizable and natural market segments. For eg: Tapal Mezban, A1 Karak

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Examples of Major Subcultural Categories

CATEGORIES Nationality Religion Geographic region Race Age Gender Occupation Social class EXAMPLES Jamaican, Vietnamese, French Muslims, Jews, Hindus, Catholic Muslimles Urban, Rural Sindhi, Punjabi, Balochi, Pathan, Memon, Gujrati, etc Senior citizen, teenager Female, Male Bus driver, mechanic, engineer Lower, middle, upper
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PRESENTATION

Presentation Buyology

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NEXT SESSION
Consumer Decision Making Presentation Buyology Quiz

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