AFFECTING IN INDIA

CONTENTS OF THE PRESENTATION

Socio-cultural environment

Critical elements of socio-cultural

environment in business

NOW WHAT EXACTLY IS SOCIOCULTURAL ENVIRONMENT

Sociocultural Environment That part of the firm's external marketing environment in which social or cultural changes (that is, changes to the value system of a society) act to affect the firm's marketing effort.

The changing sociocultural environment may pose threats or present opportunities for the business.
SOCIO-CULTURAL= SOCITY+CULTURE

SOCIETY
Society or human society is the set of relations among

people, including their social status and roles.

A society is a body of individuals outlined by the

bounds of functional interdependence, possibly comprising characteristics such as national or cultural identity, social solidarity, language or hierarchical organization.

SOCIAL INSTITUTIONS AND SYSTEMS

CASTES AND COMMUNITIES
As we all know, Indian society, particularly the Hindu society, was divided into four categories on the basis of caste. Economic pressures, spread of education, and other developments have been breaking down slowly class distinctions and social barriers. Industrialization has created new social and political functions and new occupations. Vaishyas, Brahmins, and other castes are no longer confined to their original roles.

FAMILY SYSTEM
Earlier, Joint Family System was prevalent. Now, Nuclear family is being preferred. The joint family is being split into smaller units of nuclear family. Now, the impacts for Marketers: Increasing demand for Flats, Vehicles, Consumer Goods. Increasing demand for catering services (packed lunches), babysitters, crches.

SUPERSTITIONS
Barber Shops Chicken Shops dont open on Tuesday due to religious reasons. (Lord Hanumans Day) In most countries Sunday is a weekly holiday, but in Islamic countries Friday is treated as a weekly holiday. Even acceptable colors depend on the culture sometimes

SINGH IS KINNG
The extra N in the word King in the title of movie Singh is Kinng was due to astrological, numerological reasons.

BALAJ I TELEFILMS
Balaji Telefilms names all its serials starting with the letter K. For e.g. Kyunki Saas Bhi Kabhi Bahu Thi, Kasauti Zindagi Kay etc both which were superhit serials and a common topic of discussionamong the households.

ATTITUDES
Attitudes include things such as individual freedom, democracy, truthand honesty, justice love and marriage to name a few. Attitude towards work is important as it determines motivation,morale, job satisfaction, productivity etc. All sorts of attitudes exist, but the positive aspect of Indian attitude isthat generally, no worker or employee touches his/her tools of work,without closing his/her eyes for a few minutes and thanking thealmighty for having bestowed his blessings in the form of work. Sincerity, hard work, loyalty and honesty are other aspects of the Indian work culture.

ETHICS
Ethics in business deals with the ethical path business firm sought to adopt.

Jacques Cory, a noted business ethicist observes, companies should behave ethically and be profitable in parallel, and even if ethics diminishes the profitability of the company, they should still behave ethically.
Google Halts Censorship on Chinese Search Google announces a new approach to China, indicating that China's behavior toward human rights activists and other efforts to further limit free speech on the web in Chinas had led Google to stop censoring its search services on theGoogle.cn site and instead redirect traffic to its Hong Kongbased servers.

Kirana Ki Dukant to Swanky Malls

Earlier people used to go to Neighborhood KiranaShops, but now due to changing culture of working people, these shops have given way to Swanky Malls like Big Bazaar,Pantaloons etc. The people have become more brand conscious. Nowadays, people prefer more branded products over the local products even if they are more expensive

KFCS FAILURE IN INDIA Reasons for Failure:

KFC was banned in India in 1997 due to launching of Beefs products in India. Beef products in India are totally unacceptable by the people of India as Cow is a Holy Animal in Hindu Culture and it is worshipped.

So, it hurt the religious sentiments of all the Hindu people in Indiaand

was subsequently banned by the Government.

KE LLOGGS FAI LURE IN INDIA Reasons for Failure:

The fact that the taste of its products did not suit Indian breakfast habits.

The second mistake it made in the Indian market was its positioning front. Its advertisements and promotions focused initially on the health aspects of the product which was a fundamental departure from the successful fun and taste positioning adopted in the United States.
High prices: At an average cost of Rs.21 per 100gm,Kellogg products were clearly priced way above the product of its main competitor , Mohun Cornflakes (Rs16.50for 100gm).Another small-time brand, Champion was selling at prices almost half that of Kelloggs. This gave Kellogg a premium image and unattainable for the average Indian consumer.

CONCLUSION
Socio- Cultural factors influence business and managerial decision-making to a large extent. An organization which ignores these factors is moving towards its own doom. One cannot expect loyal customers until one conforms to their social and cultural norms.