Professional Documents
Culture Documents
Behavior
PREPARED BY:
Indravijaysinh Jadeja
Hitesh Parmar
SEM-3 (SFI)
SUBMITTED TO :
DEPATMENT OF BUSINESS ADMINISTRATION
M K BHAVNAGAR UNIVERSITY
BHAVNAGAR-364001
GUIDANCE BY:
Dr. Jay Badiyani
CONTINUE
Three Levels of Subjective Culture:
Supranational
CULTURE IS LEARNED
Culture learned from childhood itself from the social environment.
Three distinct forms of culture learning.
Formal Learning
RITUALS
A Ritual is a type of Symbolic activity consisting of a
series od step occurring in a fixed sequence and
reputed over time.
Rituals extends over the human life cycle from birth to
death including a host of intermediate events like
graduation, marriage etc
From the standpoint of marketers is the fact that rituals
tend to be replete with ritual products that are
associated with or somehow enhance the performance
of the ritual
RITUALS
Ex: food and jewelry are linked to the ritual of
Diwali, Id and other calibrations.
Special Occasions such as wedding anniversaries,
some type of artifacts(Products) are perceived as
more appropriate gift than other.
CULTURE IS DYNAMIC
Marketers must carefully monitor the cultural
environment to market their product.
Many factors are affect to cultural change.
Marketers have to consistently consider the changes.
Ex:-services of life insurance, clothing, toy, financial
investments etc
MEASUREMENT OF CULTURE
A wide range of measurement techniques are
used in the study of culture.
Research approaches that are frequently used
to examine culture and to spot cultural trend
1) Content Analysis
2) Consumer Fieldwork
3) Value measurement instruments
MEASUREMENT OF CULTURE
1) Content Analysis
)Content Analysis focus on the content of verbal, written, and pictorial
communications.
)Shows social and cultural changes in society.
MEASUREMENT OF CULTURE
2) Consumer Fieldwork
)A culture measurement technique that takes place within a natural
environment that focuses on observing behavior.
)EX:- how women select jeans
MEASUREMENT OF CULTURE
2) Consumer Fieldwork
)Sometimes researchers become participant observers.
)EX:-How consumers select Washing machine.
MEASUREMENT OF CULTURE
3) Value measurement instruments
)
The study of culture is the study of all aspects of a society. It is the language,
knowledge, laws, and customs that give society its distinctive character and
personality. In the context of consumer behavior, culture is defined as the
sum total of learned beliefs, values, and customs that serve to regulate the
consumer behavior of members of a particular society. Beliefs and values are
guides for consumer behavior; customs are unusual and accepted ways of
behaving.
The impact of culture is so natural and ingrained that its influence on
behavior is rarely noted. Yet, culture offers order, direction, and guidance to
members of society in all phases of human problem solving. Culture is
dynamic, and gradually and continually evolves to meet the needs of society.
Culture is learned as part of social experience. Children acquire from their
environment a set of beliefs, values, and customs that constitute culture.
These are acquired through formal learning, informal learning, and technical
learning. Advertising enhances formal learning by reinforcing desired modes
of behavior and expectations; it enhances informal learning by providing
INTRODUCTION
Indian consumers are culture-oriented in the sense that they conform to the cultural
expectations of society. Core values of a society are adopted by a significant number
of people; are enduring or followed by people for a long time; and enables marketers
to understand the behaviour of consumers. The following are some of the core values
of Indians:-
Family orientation Not only includes ones own family but also extended family- siblings, parents,
grandparents etc.
In such type of familys male is a wage earner as the chief of the family.
Value- based brands at low- price
The brand at the lower end of the market in a number of product categories like tea,
soap, toothpaste, and shampoo typically cater to these kinds of consumers.
This type of consumers also mixes the brands and products from unorganized
sector to balance his/ her expenditure on such consumption needs.
Unilever India Limited and Colgate has a number of price points in almost all
its product line.
Savings Orientation
Saving a good portion of money and spend the little for basic needs only
(earlier)
Now, people are buying , above their basic needs. Like bicycles, bikes, cars,
TVs, computers etc (installment basis for convenient living)
Investing money in gold is a key factor. People use to buy jeweler from their
family jewelers rather from brands like Tanishq (2% market capturing)
Festivities
A number of companies step up their advertisement campaigns
during festive months. A number of consumers also postpone their
purchases, specially durables in hope of getting various types of
deals.
Even a niche jewelry brands like Tanishq came out with rakhis in
gold on raksha bandhan. Gold coins with images of god and
goddess for the festival like dhanteras (sign- prosperity, and
money).
SHOPPING AS A RITUAL
Buying commodities and vegetables from routine shops or near by
shops and hawkers even if the concept of BIG BAZAAR,
SHOPERS STOP etc spreader out everywhere (urban areas)
BIG BAZAAR- promise to give ambience, service, and variety.
Bargaining, especially in the case of commodities and vegetables, is
an unwritten rule in the transaction.
Emerging Culture
Food Habits
Changing cultural trends in Indian Urban Market
(a) Achievement Orientation- membership prestigious club, holidaying in a foreign resort,
possessing a middle- end car (Opel or Honda)
(b) Work Ethic- convenience products (one-stop shop, fast foods chains like Mc Donald's
etc )
(c) Material Success- Young highly qualified professional (25-30). The education,
aspirations, and intelligence of these consumers have resulted in their acquiring
substantial wealth. The wealth is spent on essential products and services like- health,
entertainment, and convenience. There is a great demand for quality- oriented, branded
services like laundry services, in- home delivery of food,, baby- sitters, pet-care
people, and in small way, online marketing of essentials.
Hofstede defined
6.Colgate (toothpaste)
7. close up (toothpaste)
8. Gillette (razors & blades)
9. red label (tea)
10. surf excel (detergent bar )
1. In
Thank You
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