Culture and subculture
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Transcript of Culture and subculture
CULTURE AND SUBCULTURE
CONSUMER BEHAVIOUR BY TASLEEM ALI MBA(PRIST) BATCH-2010-12 MSRIM Bangalore
CULTUREThe 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
Behavior
Behavioral
Intension
Attitude
Socialnorms
Values
Practices
Cognitive
Beliefs
Personality
Traits
Subjectiveculture:
Regional, Ethics,
Religious, national,
professionalOrganization
al, 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.
Culture & consumer behavior
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, Lifestyles, women work outside the home are few Hot object to study.
Diversity by Indian Railways Indian village by Amul
Emerging Culture Ritual & Tradition
Culture & consumer behavior
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 :
Gender as subculture- All societies have assigned different traits & roles for Males females, like breadwinners for Males & Homemakers for females etc.
GenerationY market
GenerationX market
Baby Boomermarket
OlderCustomer
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.
Tradition as culture
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