16-1

16-1

Cultural and Sub- cultural

Influence on Purchasing
Behavior
 16-2
16-2

Culture
Culture is the basic values, perceptions, wants
& behaviors learned by a member of society
from family &other important institutions . E.g.
An American bride wears a white dress on her
wedding while a white dress is worn on
occasion of mourning in India.
 16-3
16-3
Few
Few attitude
attitude &
& behavioral
behavioral influence
influence by
by
culture
culture
• Sense of self
• Communication & language
• Dress & appearance
• Food & feeding habits
• Time & time consciousness
• Relationship ( family, organization, Govt.)
• Value & norms
• Beliefs & attitude
• Mental process & learning
• Work habit & practices
 16-4
16-4

Characteristics
Characteristics of
of Culture
Culture

• The invisible hand of culture

• Culture satisfies needs
• Culture is learned
• Culture is shared
• Culture is dynamic
• Culture is transferred from one generation to
another. It is always cumulative.
• Culture is adaptive
• Culture is organized & integrated
• Culture is gratifying & persistent
 16-5
16-5

Elements
Elements of
of Culture
Culture

• Values
• Belief
• Customs
• Rituals
Aspects
Aspects of of 16-6
16-6

Culture
Culture
A Cultural System Consists of 3 Functional Areas:

Social Ecology
Ecology
Social Structure
Structure
Way
WayininWhich
WhichOrderly
Orderly Way
WayaaSystem
Systemisis
Social
SocialLife
Lifeisis Adapted
Adaptedto to
Maintained
Maintained Its
ItsHabitat
Habitat
Ideology
Ideology
Way
Wayin
inWhich
WhichPeople
People
Relate
Relateto
toTheir
Their
Environment
Environmentand
and
Social
SocialGroups
Groups
Other
Other Aspects
Aspects of
of Culture
Culture 16-7
16-7

Although Every Culture is Different, 4 Dimensions Appear to

Account for Much of This Variability.

Some cultures are very strict and

Power Formal ,while others stress a degree
PowerDistance
Distance
Of equality and informality.

In some cultures, people have tendency

Uncertainty
UncertaintyAvoidance
Avoidance To accept uncertainty more than in others

Sex roles are different according to

Masculinity/ According to countries and cultures
Masculinity/Femininity
Femininity
And men and women behave
differently in their buying habits

Individualism
Individualism Some culture favor collectivism,
Others emphasize individualism in
The behavior of its people.
 16-8
Values
Values of
of aa
16-8

Culture
Culture
Values
Values are
are Very
Very General
General Ideas
Ideas About
About Good
Good and
and Bad
Bad Goals
Goals

Enacted
Enacted Norms
Norms Coercive
Coercive Norms
Norms
Explicitly
Explicitly Decided
Decided On
On Embedded
Embedded in
in Culture
Culture

Customs
Customs

Mores
Mores

Conventions
Conventions
 16-9
16-9
Influence
Influence of
of Culture
Culture on
on Consumer
Consumer
Behavior
Behavior

Consumption of food
Clothing and Housing
Perception on messages and media
 16-10
16-10

Cultural Forces
produce one’s basic customs, lifestyles, and attitudes

Social Institutions:
Political - Legal
Economic
Educational
Psycho-
Social Values: logical
Religious Roles, sources
Morality Norms, Cultural Decision
Family Roles, Forces making
symbols, Situational
language, sources

Work Ethic
Culture – shared social values, norms &
Materialism roles ... “a handed down way of life”
 16-11
16-11

Subculture
Subculture

A subculture is a cultural subgroup. They are considered

opposite from the mainstream culture because of their unique
trends. Subcultures are judged by what they look like, what
they wear, where they live, their ethnic background and
religion. Subcultures have distinctive styles of dress, activity
and music. They form when the main stream culture fails to
meet the needs of a particular group of people. Subcultures
include
nationalities, religions, racial groups
&geographic regions. E.g. Punjabi, Bengali,
Marathi.
 16-12
16-12

Demographic Variables . .Of

Culture .
. . . describe the characteristics of populations

• Nationality • Marital Status

• Age • Income
• Religion • Region
• Gender • Education
• Occupation
 16-13
16-13

Family
Family Influences
Influences …
…mediate
mediatesocial
social system
system
influences
influencesin
indecision
decision making.
making.

• Family decision-making processes

 Autonomic - independent decision-making, H&W
work, young married share but with age comes
specialization
 Husband-dominant – “H” makes decisions when
“H” educ is > than “W’s”
 Wife-dominant – “W” makes decisions, women
make 80% of all retail purchases
 Syncratic - decisions made jointly, H&W educ =
 16-14
16-14

 Parents are role models for children. Working parents

spend less time with children & child increases their
influence. - Children in non nuclear families exhibit
greater behavioral problems. Parent center to child
centered family.
Holiday
Holiday 16-15
16-15

Rituals
Rituals
What Rituals Are Associated With the Following
Holidays?
Thanksgiving
Thanksgiving

Valentine’s
Valentine’s Day
Day

Secretaries’
Secretaries’ Day
Day

Grandparents’
Grandparents’ Day
Day

Christmas
Christmas

New
New Year’s
Year’s

Halloween
Halloween
 16-16
16-16

Thanks
Thanks
Presented By:

Sailendra Pratap Singh

Saurabh Kumar Singh
Sandeep Dhar Dubey
Pramod Kumar Singh
Jitendra Yadav
Rajesh Kumar Sah