CULTURES,SUB-CULTURES AND

CROSS CULTURES IN CONSUMER

BEHAVIOUR

SUBMITTED TO:- SUBMITTED BY:-

Prof. Vinay Chauhan Paras Sharma 42MBA16
Sandeep Kaur Sodhi 51MBA16
Satya Dev Singh Jamwal 52MBA16
Satyam Gupta 53MBA16
 CULTURE
• The sum total of learned beliefs, values, and customs that
serve to direct the consumer behavior of members of a
particular society.
• Culture includes almost everything that influences an
individual’s thought processes and behaviors.
 Impact of Culture
Norms—
ranges of
appropriate
behavior

Consumpti
Cultur
on
al
Patterns
Values

Sanction
s—
penalties
for
violating
social norms
A theoretical model of cultures influence of
consumer behavior
Cognitive
Beliefs Personalit
Attitude y Traits

Behavioral Practices
Behavior
Intension Subjective
culture:
Regional,
Social
Ethics,
Religious,
norms 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, 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:
 Three distinct forms of culture learning:-

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

 SUBCULTURE
 Sub-culture group that exists as an identifiable segment
within a larger, more complex society.
 Ex. Nationality, social class, Religion, Language, Age,
Gender.
 Subgroups of people who don’t think/ behave alike. They
share most of society’s norms, values, beliefs but they
change some of society’s ideas to reflect more closely to
their own needs.
 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.
 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.
 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.
 Cross Cultural Consumer behavior
• 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 to understand the
psychological, social and cultural aspects of foreign consumers they
wish to target, so as to design effective marketing strategies for each
of the specific national markets involved.”
Variables Influencing Cross-Cultural
Marketing Strategies
Cross-Cultural Variations:
Factors influencing Non-Verbal communications and also become problems for the
MARKETERS

• Time
• Space
• Friendship - Two or more nations with each other
Agreements
• Symbols
• Etiquette (basic manners)
National Language Country-of-
Origin Issues
◦ Ethnocentricity
◦ Animosity
◦ Bi-national products
◦ Matchup Hypothesis
 Symbols

7 is unlucky in Ghana, Kenya, lucky in India and in Czech Republic.

4 is unlucky in Japan, China.
 8, 3, 2 sound good in Hong Kong.
 So, Symbols should be like that only which are not shown any
negative signs for the buyers.
 Numbers, words, sentences all are come under such category