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Culture generally requires a detailed examination
of the character of the total society including
factors as language, laws, religions, food, customs,
music, art, work patterns, products and otherartifacts that gives a society its distinct flavor.
A person may change his dress, way of eating and
living, but his cultural values remain unchanged
because they are deeply rooted within his heart,mind, body and soul which imbibes from his
childhood days.
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Culture is the sum total of learned beliefs,
values and customs that serve to direct the
consumer behavior of members of a particular
society.
Culture is defined as a set of basic values,
perceptions and behaviors adopted by a
member of the society from family and other
institutions.
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Beliefs and values are mental images that affects a
wide range of attitude. They are consisting of the
very large number of mental or verbal statement
that reflects a persons particular knowledge andassessment of something.
Customs are overt modes of behavior that are
culturally approved/acceptable ways of behavingin specific situations.
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They are relatively few in number.
They serve as a guide for culturally appropriate
behavior.
They are enduring or difficult to change.
They are widely accepted by the members of a
society.
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Culture is learned
Culture is shared
Culture is dynamic
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1.Culture is learned
Formal, informal and technical learning
- Formal learning: In which adults, older
teach to a young.
- Informal learning: In which a child learnsby imitating the behavior of others, such as
family, friends or TV heroes.
- Technical learning: In which teachers
instruct the child in an educational
environment about what should be done,
how it should be done and why it should be
done.
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Enculturation and Acculturation
- Enculturation: Learning of ones own
culture is known as enculturation.- Acculturation: The learning of new or
foreign culture is known as acculturation.
Languages and symbols
- To share or communicate something about
culture the person must understand one
common language.
- To communicate message marketers usesthe symbols may be verbal or non verbal.
- Verbal symbol includes the announce in the
television or magazine while non verbal
include figure, color, shape etc.
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Rituals
- It is a type of symbolic activity consisting
of series of step occurring in a fixed
sequences and repeated over time.
- They extend over the human life cycle from
birth to death including events such as
birthdays, marriages, funeral etc
- Marketers study them closely and try to
introduce relevant products and promotional
messages.
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2. Culture is shared
- The culture view as group customs that link
together the member of society.
- Family is the first one who shares the culture.
- Which teach the next generation such concept
like valueof m
oney, the establishment
ofproduct taste, preference and habit.
- The other two institute which helps in sharing
the culture is educational institute and
wo
rship ho
use.
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3. Culture is dynamic
- Continuous changing in the culture.
- On which the marketers have continuous
tap like what customers are doing? Why
they are doing? What new product and
service needs are emerging?
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Content analysis
- Focuses on the content of verbal, written andpictorial communications.
- To determine prevailing social values of a society
used as a relatively objective means of
determining what social and cultural changeshave occurred in a specific society.
- Useful to both marketers and public policy
makers
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Field observation
- A cultural measurement technique that takesplace within a natural environment that
focuses on observing behavior in society.
- Likely to select small sample of people from
particular society and carefully observe theirbehavior.
- Based on their observations researchers draw
conclusion about the values, beliefs and
customs of the society under investigations.- Fieldwork observation concerned with
consumer behavior- often focuses on in store
shopping behavior and less frequently on in
home preparation and consumption.
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Value measurement and survey instruments
- List of value concept is used to in surveyingthe consumers personal value, i.e. Terminalvalues(freedom, comfort, national security,
peace etc.) and the important values of
customers among several people, i.e.Instrumental values(honesty, cheerfulness,intelligence, loving etc.)
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Subcultures are the distinctive groups of
people in a society that share common
cultural meanings for affective and cognitive
responses and environmental factors.- Age: preteens, teens, youth, matured, old
age etc.
- Religion: Hindu, Muslim, Buddhist, Christian
etc.- Income level: Affluent, middle, poor etc.
- Gender & family type: Male , female etc.
and single, parent, divorced etc.
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- Nationality and occupation: Indian,
Malasiyan, french, canadian etc. andMechanic, Accountant, Clerks, Doctors,
lawyers, workers etc.
- Regional: Urban and Rural (North, South,
East, West)
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All consumers are simultaneously members of
more than one subculture segment.
For this reason marketers should strive to
understand how multiple sub culturalmembership interact to influence target
consumers relevant consumption behavior.
Promotional strategy should not be limited to
target a single sub culture membership.
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Cross culture is defined as a contrast/
difference between two or more than two
cultures, which are differ from each other
from one or more dimensions.
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Cross cultural marketing is defined as the
effort to determine to what extent the
consumers of two or more nations are similar
or different. This will facilitate marketers tounderstand the psychology, social and
cultural aspects of foreign consumers they
wish to target.
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Languages and meaning.
Differences in market segmentation
opportunities.
Differences in criteria for evaluatingproducts/services.
Differences in consumption pattern
Differences in the economic and social
condition
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Winning emerging market
Acquiring exposure toother cultures
Country of origin effect
Animosity and country of manufacturer
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Product selection problems
Promotion problems
Pricing problem
Distribution problems
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Indian culture is diverse. Even if we accept
modern lifestyle, our values and beliefs
remain unchanged. Basically the
consumption pattern of any Indian is heavily
influenced by the traditions, culturaldiversity etc of the country. India is a land of
people with lot of aspirations, achievements
and independent feeling.
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Eating out grows in urban India.
Pub culture in its infancy.
Metro sexual male arrives in India.
Women gain confidence with color cosmetics
Fair skin on the wish list
Rural spending being cultivated
Films dictate fashi
ons
PC games attracting the child & young
Temple visits
Saving rates dropping
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Exposure to western lifestyle
Mall culture
New medium of communication
Internet shopping
Effect of liberalization
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Similarities and differences among people
The growing global middle class
Acculturation is a needed marketing
viewpoint
Applying research techniques
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Favoring a world brand
Are global brands different?
Multinational reactions to brand extensions
Adaptive global marketing
Framework for assessing multinational
strategies
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