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CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the...

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Characteristics of Culture Culture is learned rather than being born with. Culture is manifested within boundaries of acceptable behaviour. Transmitted from generation to generation. Rituals practiced. Dress sense–(Sari is the traditional Indian dress while jeans, skirts, frock, etc. are considered more modern.
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CULTURE
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Page 1: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

CULTURE

Page 2: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Culture

The sum total of learned beliefs, values, and

customs that serve to regulate the consumer

behavior of members of a particular society.

Page 3: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Characteristics of Culture

•Culture is learned rather than being born with.•Culture is manifested within boundaries of

acceptable behaviour.•Transmitted from generation to generation.•Rituals practiced.•Dress sense–(Sari is the traditional Indian dress

while jeans, skirts, frock, etc. are considered more modern.

Page 4: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Features of Indian Culture

Page 5: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

The Invisible Hand of Culture

Each individual perceives the world through his own cultural lens

Page 6: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Culture Satisfies Needs

• Food and Clothing• Needs vs. Luxury

Page 7: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

In Terms of “Culture,” Do You Consider This Product to Be a “Good Morning” Beverage? Why or Why Not?

Page 8: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Many Will Say “NO” Due to Lack of Nutritional Value and Competing Products (Coffee).

Page 9: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Culture Is Learned

• 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

Page 10: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Culture Is Learned

• 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

Page 11: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

How Does a Symbol Convey the Product’s Advertised Benefits?

Page 12: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

They Provide Additional Meaning to the Ad.

Page 13: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Culture Is Learned

• 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)

Page 14: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Culture Is Learned

• 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

Page 15: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Culture is Dynamic

• Evolves because it fills needs• Certain factors change culture– Technology– Population shifts– Resource shortages– Wars– Changing values– Customs from other countries

Page 16: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

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.

Page 17: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Which Cultural ValueIs Portrayed, and How So?

Page 18: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Progress – The Fridge has Superior Design

Page 19: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Which Cultural ValueIs This Ad Stressing, and How So?

Page 20: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Fitness and Health – Low Calorie

Page 21: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Manifestation of culture in India

• Traditional values• Adopting western style• Family culture in India

Page 22: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Impact of culture on product acceptance

• Kellogs• Maggi

Page 23: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

To Which Cultural Value or Values Is This Product’s Advertising Appealing?

Page 24: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Convenience in Food Preparation

Page 25: CULTURE. Culture The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

Emergence of new culture


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