THE INFLUENCE OF 

CULTURE SUBCULTURE ON
CONSUMER BEHAVIOR
WHAT IS CULTURE?
Culture
 The sum total of learned beliefs, values, and customs that serve to regulate
the consumer behavior of members of a particular society.
Belief and values
 Accumulated feelings and priorities that individuals have.
customs
 Usual and acceptable ways of behaving.
Cultural value system influence 3 essential constructs of human
behaviour.
 Ethics : good, bad , moral , immoral.
 Aesthetics : beautiful, ugly, pleasant, unpleasant.
 Doctrine : political, social, ideological.
Characteristics of culture.
 It Satisfy needs.
 It is learned.
• Formal learning.
• Informal learning.
• Technical learning.
 It is dynamic.
 Enculturation
 Acculturation.
STUDY OR ESTIMATION OF
CULTURE
Content analysis.
 A method of systemically analysing the content of verbal or pictorial
communication.
Consumer fieldwork.
 A cultural measurement technique that takes place within a natural
environment that focuses on observing behaviour.
Survey.
WHAT IS SUBCULTURE?
A broad groups of consumers with similar values that distinguish them from
Society as a whole.
Categories of sub-culture.
 Nationality subculture.
 Population who have originated from or have roots in other countries.
 Religious subculture.
 Subdivision within the same culture.
 Geographical and regional subculture.
 Behaviour of people belonging to different region are different.
 Age subculture.
 People belonging to different age group behave different.
 Gender subculture.
 All societies have traditionally assigned different traits and roles to mail
and females.
 Women are historically known for homecare and men as breadwinner.
 Roles are getting mixed and interchanged.
THANK YOU
The learning of once own culture
The learning of new and foreign culture