Culture, Subculture and Cross-culture

Presented by: Priyanka Balwa MBA-III-B

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 a new culture.

Culture
. . is adaptive, i.e. it changes as a society faces new problems and opportunities... . . . satisfies needs by providing norms (rules of behavior)... . . . provides values which delineate what is right, good, and important to a society.

Culture Includes:::

The Material Objects of a Society Ideas and Values Institutions Symbols The Ways We Dress, Think, Eat, and Spend Our Leisure Time

:::Beliefs:::

Consist of the very large number of mental or verbal statements that reflect a persons particular knowledge and assessment of something I believe this is a good restaurant to eat I believe she is a nasty person

:::Values:::

1)

2)
3) 4) 5)

Values are also beliefs in a way but they differ due to :: They are relatively few in number Serve as a guide for behavior Difficult to change Not tied to specific objects or situations Widely accepted by society

:::Levels of Culture:::

Level 1:: Cultural differences that cross national boundaries or can be seen to be present in more thn 1 country
Group

Level 2:: Unique to a particular country Level 3:: Basically subculturescan also be Families, shopping groups, friendship groups

National Supranational

Language and Symbols

Symbols

Verbal Non-verbal

Non-verbal

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)

Rituals::
. . . are socially standardized sequences of actions that are periodically repeated, provide meaning, and involve the use of cultural symbols.

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.

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

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

Culture is Dynamic
The Markets have to consistently reconsider 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?

Core Values Subcultures Cross Cultures

:::::THANKYOU:::::