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Culture, Subculture andCross-culture

Presented by:

Priyanka Balwa

MBA-III-B

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Culture Culture is the sum total of learned

beliefs, values and customs that serve to

direct the consumer behavior Culture is a learned behavior.

Enculturation is learning ones

own culture. Acculturation is learning anew culture.

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Culture

. . is adaptive, i.e. it changes as a societyfaces new problems and opportunities...

. . . satisfies needs by providing norms(rules of behavior)...

. . . provides values which delineate whatis right, good, and important to a society.

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Culture Includes:::

The Material Objects of a Society

Ideas and Values

Institutions Symbols

The Ways We Dress, Think, Eat, and Spend

Our Leisure Time

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:::Beliefs:::

Consist of the very large number of

mental or verbal statements that reflect a

persons particular knowledge andassessment of something

I believe this is a good restaurant to eat

I believe she is a nasty person

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:::Values:::

Values are also beliefs in a way but

they differ due to ::

1) They are relatively few in number2) Serve as a guide for behavior

3) Difficult to change

4) Not tied to specific objects or situations

5) Widely accepted by society

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:::Levels of Culture:::

Level 1:: Cultural differencesthat cross national boundariesor can be seen to be present inmore thn 1 country

Level 2:: Unique to a particularcountry

Level 3:: Basically subcultures-can also be Families, shoppinggroups, friendship groups

Group

National

Supranational

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Language and Symbols

Symbols Verbal

Non-verbal

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Non-verbal

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A symbol may have many meanings

which can also be contradictory

The advertiser must ascertain exactly

what the symbol is communicating to its

intended audience (Pictures outside non-veg restaurants)

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Rituals::

. . . are socially standardized sequences of

actions that are periodically repeated,provide meaning, and involve the use of

cultural symbols.

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Rituals vs. Habits...

Rituals are prescribed by society, habits by the

individual. People are more consciously aware of rituals.

Rituals embody more symbolic meaning and

affect.

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Myths

. . . are stories that express key values and ideals

of a society.

Myths help to:

Explain the origins of existence

Reveal a set of values for the society

Provide models for personal conduct

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Popular Culture

. . . is the culture of mass appeal and has the

following characteristics:

It taps into the experiences and values of a significant

portion of the population

It does not require any special knowledge to

understand it

It is produced so that large numbers of people have

easy access to it It most frequently influences behavior that does not

involve work or sleep

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Culture is Dynamic

The Markets have to consistentlyreconsider

WHY? People are doing wht they do? WHO? Purchases?

WHEN? They do their shopping

WHAT? New products will appeal them? WHERE? Can they be reached by

media?

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Core Values

Subcultures

Cross Cultures

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:::::THANKYOU:::::