Date post: | 24-Dec-2015 |
Category: |
Documents |
Upload: | tanjim-lampard-islam |
View: | 11 times |
Download: | 4 times |
1
*Fahim Uddin #1130648
*Ruslan Riasat #0821021
*Md. Golam Hasib #0720482
*Rafael Musharraf #1025040
*Nousheen Rahman #1130623
Prepared For :
Dr. Abu Naser Ahmed Ishtiaque
Prepared By :
2
*“The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society”
3
Fillet-O-Fish Sandwich McGriddle Sandwich
4
5
6
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
7
Chapter Eleven Slide
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
8
*Finding of Researcher
“ Because it’s the right thing to do”
*Influence in our daily life
*Visiting different region or country
*“Each individual perceives the world through his own cultural lens”
8Chapter Eleven Slide
9
*Culture is the basic values, perceptions, wants
& behaviors learned by a member of society
from family & other important institutions . E.g.
An American bride wears a white dress on her
wedding while a white dress is worn on
occasion of mourning in India.
10
11
12
Consumption habits around the world in terms of “ Culture”
Each country has a different mix of consumption. Therefore, the types of products that are salable in each culture vary. A pattern of consumer behavior can be attributed more to cultural differences than to economic differences.
14
15
*Enculturation and acculturation
*Language and symbols
*Ritual
*Sharing of culture
* Enculturation*The learning of one’s own
culture
*Acculturation*The learning of a new or
foreign culture
Issues
16
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
Learn how to behave and the difference between right and
wrong
Based on age, interest in the culture, and desire to become
part of the new society
*Enculturation and acculturation
*Language and symbols
*Ritual
*Sharing of culture
Issues
*Without a common language, shared meaning could not exist
*Marketers must choose appropriate symbols in advertising
*Marketers can use “known” symbols for associations
17
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide
*Enculturation and acculturation
*Language and symbols
*Ritual
*Sharing of culture
Issues
*A ritual is a type of symbolic activity consisting of a series of steps
*Rituals extend over the human life cycle
*Marketers realize that rituals often involve products (artifacts)* Food, perhaps, music or
objects 18
Birthday parties, weddings, graduations, or religious rites
of passage
SELECTED RITUALS TYPICAL ARTIFACTS
Wedding White gown (something old, something new, something borrowed, something blue)
Birth of child U.S. Savings Bond, silver baby spoon
Birthday Card, present, cake with candles
50th Wedding anniversary Catered party, card and gift, display of photos of the couple’s life together
Graduation Pen, U.S. Savings Bond, card, wristwatch
Valentine’s Day Candy, card, flowers
New Year’s Eve Champagne, party, fancy dress19
*Enculturation and acculturation
*Language and symbols
*Ritual
*Sharing of Culture
Issues * To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society
*Culture is transferred through family, schools, houses of worship, and media
20
A culture can not just exist within one person
*Evolves because it fills needs
*Certain factors change culture
*Technology
*Population shifts
*Resource shortages
*Wars
*Changing values
*Customs from other countries
21
21
It is important for marketers to realize that culture is changing
*Technology
The technological advancement of computers, mobile phones and tabs is giving opportunities for Marketers to find new ways for Market Communication.
Customers are at the finger tips of Marketers now!22
The Mobile Culture
*Population shift
*Population of 16 crore*Ratio of 100.3 male to
100 females
23
Shortage of
Resources
• Lack of Natural Gas• Shift to LPG
*Wars *Basic need for food, petroleum, medicine etc arises
*New market for marketers to play
24
Changing Vales
• Joint Family to Nuclear Family
*Custom from Other Countries
*Mehendi Ceremonies
25
26