Date post: | 17-Nov-2014 |
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SUB-CULTURAL ASPECTS OF CONSUMER BEHAVIOUR
BY:
PRATICK GAYEN (08DM070)
What is culture and subculture?• Culture It is a detailed examination of the character of
the total society, including such factors as language, knowledge, laws, religion, food customs, music, art, technology, work patterns, products, and other artifacts that give a society its distinctive flavor. In a sense, culture is a society’s personality.
Influence of culture
• Consumers both view themselves in the context of their culture and react to their environment based upon the cultural frame work.
• Culture satisfies needs.
Culture is Learned
• At an early age, we begin to acquire from our social environment a set of beliefs, values, and customs that make up our culture.
• Anthropologists have identified three distinct forms of cultural learning:
1. Formal learning 2. Informal learning 3. Technical Learning Advertising can influence all three types of
cultural learning's.
Enculturation and Acculturation
• Enculturation
• Acculturation
Importance of language and symbols.
Measurement of Culture
Content Analysis
Consumer Fieldwork
Value measurement survey instruments
Subcultures
• Baby Boomers
• Generation X
• Generation Y
• Elderly
• Ethnicity . . .
• Regional Subcultures . . .
• Geodemographics . . .
A Ritual is a type of symbolic activity consisting of a series of steps occurring in a fixed sequence and
repeated over time
Culturally Constituted World
Advertising/Fashion System
Fashion System
Consumer Goods
PossessionRituals
Exchange Rituals GroomingRituals
Disinvestment Rituals
Individual Consumer
Thank you