Culture and subculture

CULTURE AND SUBCULTURE

CONSUMER BEHAVIOUR
BY
TASLEEM ALI
MBA(PRIST)
BATCH-2010-12
MSRIM Bangalore

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

Characteristics of culture

 Culture is a learned response.
 Culture includes inculcated values.
 Culture is a social phenomenon.
 Culture is gratifying and continues for a long
time.
 Cultures are similar and yet different.
 Culture prescribes the ideal standards of
behavior.

The beliefs, values customs

Influence of culture

1- ON cultural values systems.
- Ethics-good, moral, immoral.
- Aesthetics-beautiful, ugly, pleasant, unpleasant.
- Doctrine- political, social, ideological.

2-Culture exist & reveals at
different levels.
- Supranational level- Reflects different
dimensions of multiple cultures/ different
society of nations
- National level- dimensions of culture of
country and national characters.
- Group level- Held with in a country with
various sub-divisions of the society like
family, reference group, & other closely held
group.

A theoretical model of cultures influence
of consumer behavior

Cognitive
Beliefs Personality
Attitude Traits

Behavioral Practices
Behavior
Intension Subjective
culture:
Regional,
Social
Ethics,
norms
Religious,
Values
national,
professional
Organizational,
group

Culture and consumer behavior

 Culture satisfies needs:
-culture exists to satisfy the need of the people within
society.
-Satisfy needs of people by
guidance, suggestion, Standard
practices, physiological, personal, and social needs etc.
-Ex. Tell us about food habits, dress code, worship, rituals
about birth, death & social occasions.
-culture is generally consistent & enduring & followed as
long as it satisfies needs of people.
-It changed/replaced as and when it does not solve its very
purpose.

Culture & consumer behavior
 Culture is learned:
-Culture I learned at childhood itself from the
social environment. Often we are children play
and enact the real life situation of social &
culture ritual.

 Three distinct forms of culture learning.

Formal learning: what the elder family
member teach the younger one how to behave.

Cont.………..

 Informal learning: what the child learns
primarily by imitating the behavior of selected
others such as family, friend, or TV heroes.

 Technical learning: In which teacher
instruct the child in an educational
environment about what should be done, how it
should be done, and why it should be done.

Culture Is Learned Issues
 Enculturation: the learning of one’s own culture.
 Acculturation: The learning of a new or foreign
culture.
 Language and symbols: Marketers must choose
appropriate symbols in advertising.

 Ritual: A ritual is a type of symbolic activity consisting of
a series of steps (multiple behavior) occurring in a fixed
sequence and repeated over time.
 Rituals extend over the human life cycle
 Marketers realize that rituals often involve products.

 Sharing of culture: Culture is transferred
through family, schools, houses of worship, and
media
 Culture is dynamic:
- Change occur due to
Technology, Migration, Population shift, Resource
shortages, wars, Changing values etc.
- Also known as ‘ TREND’ . (
Ex, Fashion, Automobile, Foods, Entertainment, L
ifestyles, women work outside the home are few
Hot object to study.

Diversity by Indian Railways Indian village by Amul

Emerging Culture Ritual & Tradition


 Measurement of culture:
The attitude measurement techniques used by
social psychologists and sociologists are
relatively popular tools in study of culture.
1-content analysis
2-consumer fieldwork
3-value measurement instruments.

Content analysis: A method for systematically
analyzing the content of verbal and or pictorial
communication. The method is frequently used to
determine prevailing social values of a society.
Consumer field work : A culture measurement
technique that takes place within a natural
environment that focuses on observing
behavior.(sometimes without the subjects
awareness).

Value measurement survey instruments:

A variety of value measurement instruments have been
used in consumer behavior studies.
Rokeach value survey: Two different list of 18
values ( Terminal & Instrumental) are studied.
 Terminal values: The first part consists of 18 terminal
value item.
EX. Personal goals, Freedom, Equality, social
recognition.
 Instrument values: The second part consists of 18
instrumental value item. EX.
Ambition, responsibility, Intellect, etc.

 List of Values (LOV):
A value measurement instrument that asks consumers
to identify their two most important values from a
nine-value list that is based on the terminal values of
the Rokeach Value Survey

 Values and Lifestyles (VALS):
A value measurement based on two categories: self-
definition and resources

Indian Core Values
 Family orientation
 Saving orientation
 Festivities
 Shopping as a ritual
 Mythology
 Food Habits

Changing cultural trends in
Indian urban markets

 Achievement orientation
 Work Ethic
 Material Success
 Middle of the road approach to tradition
 Impulse Gratification
 Use of hi-tech products

SUBCULTURE
 Sub-culture is defined as a distinct cultural
group that exists as an identifiable segment within
a larger, more complex society.
Ex. Nationality, social
class, Religion, Language, Age, Gender.

Divisions of Sub-culture

Nationality subculture: with in a particular
country like in India-
 Anglo Indians-A person of mixed English and
Indian descent
 Parsees-The Parsis came to India sometime around
the 10th century A.D. to escape Arab persecution in
Persia which began in the 7th century.

Cont.…….

Mughals- Mogul Muslim empire in India, 1526–1857.
The dynasty was founded by Babur .who came from
Farghana, now in Uzbekistan.
Pathans-Pathans came from Afghanistan As a
vendor and businessmen. They had living in
community different area in India.

Divisions of Sub-culture

 Religious sub-culture : Based on different
faiths, Beliefs, & Religion.
Like. Muslims
Sikhs
Christians
Hindus
Buddhists

Subculture & consumer behavior

 Geographic & Religious sub-culture;
Ex. South Indians, North
Indians, North-east Indians.
 Racial sub-culture: In
Caucasians, Africans, Asian, American
& American Indians.

Subculture & consumer behavior

 Age sub-culture :

Generation Generation Baby Boomer Older
Y market X market market Customer

Gender as subculture- All societies have assigned
different traits & roles for Males females, like
breadwinners for Males & Homemakers for females
etc.

Marketers focus

 Marketers focus on satisfying traditional tastes &
preferences.
 Companies are now focusing more on Age sub-culture
& gender subculture.
 For Ex.
1) Lifestyle
2) Levies
3) Upcoming segment of Unisexual saloons.
4) Automobiles like TVS- Scotty & Bajaj-pulsar etc.

Culture and subculture

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