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y

Culture Acc. To Taylor Culture of civilization is thatcomplex whole which includes,belief,art,morals,law,customknowledge and other capabilities and habits acquired byman as a member of the society.

y ELEMENTS OF CULTURE :

y 1. Knowledge & beliefs Includes myths , beliefs & scientificrealities.

y 2. Ideals refers to societal norms which define what is

expected, customary, right in given situation.

y 3. Preferences Things which are attractive or unattractiveas objects of desire.

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y Cultural Adaptation Term refers to the manner in which asocial system or an individual fits into physical or socialenvironment.

y Eg. While introducing new products, techniques, ideas,segmentation one should consider the extent to which thedifferent categories of consumers adapt to the new things orenvironment.

y Cultural Shock Environmental changes sometimesproduce culture shock which leads to confusion, insecurityand anxiety caused by strangeness of new environment.

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y Cultural Transmission The elements of culture aretransmitted among the members of the culture from onegeneration to the next and to the new members admittedin the society. As the time goes culture accumulate moretechniques, ideas, product and skills.

y Literature, Film, T.V, Social institutions, advertising,mkting techniques, etc. play a important role in culturaltransmission.

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y Cultural Traits :-

y 1. Masculine & Feminine Culture

y 2. Universalism vs. Particularism

y 3. Individualism vs. Communitarianismy 4. Neutral vs. Emotional

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y Religion The cost of ignoring certain religious aspects

could be very high, sometimes fatal in internationalbusiness.

y E.g.. 1 When an American fast food chain was planning to

enter India, one political party stated that it would opposethe mkting of beef product in the country.

y E.g. 2 Christians do not consume non-veg during lent (50

days preceding Easter).

y E.g.. 3 Most Hindus do not purchase goods during Rahu-Kala .

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y Ethno domination In many countries one or otherindustry or trade is dominated by certain ethnicgroups.

y E.g. 1 The automobile spare parts business in India isdominated by Sikhs.

y E.g. 2 Punjabi restaurant's, chinese resturants, Udupi

restaurants are popular in several countries.

y E.g. 3 The business in India is particularly dominatedby Vaishya Community.

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y Language Differences in language is a very importantproblem area in business.

y E.g. 1 Fords third word truck brand name Fierameant Ugly old woman in Spanish.

y E.g. 2 The Arabic language is read from right to leftand many Arabians sequence things from right to left.

A multinational blundered in the middle east when inthe advertisement of its detergent it pictured soiledclothes on the left, the box of detergent in the middleand clean clothes on the right.

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y Consumer Preferences, Habits and Beliefs

y What is most likes by people of one culture may not beliked by those of other culture. Many companies modifytheir products and promotion strategies to suit the tastesand preferences of the population of other countries.

y E.g. 1 Nescafe has a 3/4 share in Mumbai but poor mkt.share in Banglore & South whereas Bru has a good marketshare in Banglore and not in Mumbai & North India. The

reason is Nescafe add. projects cosmopplitan image of theproduct whereas Bru add. projects South Indian familyparticularly Tamilnadu culture.

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y E.g. 2 Even when a product serves the same purpose,

the relative importance of various product attributesmay differ b/w markets.

Goodyear tyres for example stress tyres safety in Britain,durability and mileage in U.S and agile performance in

Germany

E.g. 3 Headless shrimps are sold primarily in Europe butnot in Spain.

E.g. 4 It is pointed out that much better quality ofpackaging is needed in Japan than in U.S. as U.S peoples

sees the pack as a means of getting the product home.

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THANKS

ANANT SAXENA

LECTURER MGMT. STUDIES

ITMUNVERSE

GWALIOR