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    Influence of Culture On Consumer

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    Reshma Geethadevarajan
    Culture influences consumer behavior through learned beliefs, values, and customs. It operates at multiple levels from supranational to group. Culture is shared and dynamic, and can be measured through content analysis, consumer fieldwork, and value surveys. Subcultures exist within dominant cultures and are defined by distinct behaviors and forms. Religious, geographic, racial, age-based, and other subcultures influence consumption decisions. Understanding similarities and differences between cultures helps market to consumers globally.

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    Influence of Culture On Consumer

    Uploaded by

    Reshma Geethadevarajan
    40 views18 pages
    Culture influences consumer behavior through learned beliefs, values, and customs. It operates at multiple levels from supranational to group. Culture is shared and dynamic, and can be measured through content analysis, consumer fieldwork, and value surveys. Subcultures exist within dominant cultures and are defined by distinct behaviors and forms. Religious, geographic, racial, age-based, and other subcultures influence consumption decisions. Understanding similarities and differences between cultures helps market to consumers globally.

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    Influence of Culture on Consumer

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    Culture influences consumer behavior through learned beliefs, values, and customs. It operates at multiple levels from supranational to group. Culture is shared and dynamic, and can be measured through content analysis, consumer fieldwork, and value surveys. Subcultures exist within dominant cultures and are defined by distinct behaviors and forms. Religious, geographic, racial, age-based, and other subcultures influence consumption decisions. Understanding similarities and differences between cultures helps market to consumers globally.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    40 views18 pages

    Influence of Culture On Consumer

    Uploaded by

    Reshma Geethadevarajan
    Culture influences consumer behavior through learned beliefs, values, and customs. It operates at multiple levels from supranational to group. Culture is shared and dynamic, and can be measured through content analysis, consumer fieldwork, and value surveys. Subcultures exist within dominant cultures and are defined by distinct behaviors and forms. Religious, geographic, racial, age-based, and other subcultures influence consumption decisions. Understanding similarities and differences between cultures helps market to consumers globally.

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    INFLUENCE OF CULTURE ON

    CONSUMER BEHAVIOR

    Group 8
     Culture is a society’s personality
     Culture is the sum total of learned
     beliefs,
     values, and
     Customs

    that serve to direct the consumer behavior of members


    of a particular society.
     Impact of culture is natural and automatic
    Three levels of subjective culture

     Supranational
     National
     Group
    A Theoretical Model of Culture’s
    Personality
    Influence on Behavior
    traits Cognitive
    beliefs

    Attitude

    SUBJECTIVE
    CULTURE: Behavioral
    Regional practices Behavior
    Intention
    Ethnic
    Religious
    Linguistic
    National Social Norms
    values
    Professional
    Organizational
    Group
    CULTURE IS LEARNED
     How culture is learned?
     Formal learning
     Informal learning
     Technical learning

     Enculturation and Acculturation


     Language and symbols
     Ritual
     Culture is shared
     Culture is dynamic
     Measurement of culture
     Content Analysis
     Consumer Fieldwork
     Value measurement survey instruments
    CONTENT ANALYSIS:

     Used to determine the presence of certain words or concepts


    within texts.
     Attempt to quantify & analyze the context, meaning or
    relationship in using those words concepts within the texts
    and make inferences about the author, audience and the
    culture at such time.
     One can conclude about specific aspect about a society once
    we are able to decipher the contents.
    CONSUMER FIELD WORK:

     Researchers select the sample from a particular society and


    carefully observe their behavior, draw conclusions about the
    beliefs, values and customs about that particular society.
     Needs skilled researchers
     Depth Interviews and Focus group discussions are other
    methods.
    VALUE MEASUREMENT SURVEY:

     Study to make inferences about the dominant value in any


    society.
     Data collection instruments called value instruments
    which are used to identify personal and social concepts
    such as freedom, security, personal comfort etc.
     Means value and Ends value of Rokeach Value Survey.
    SUBCULTURE

    Subcultural traits Subcultural


    of traits
    Hispanic of
    Americans African Americans

    Dominant cultural traits of U.S


    Citizens
    DEFINITION:
     Subcultures are distinct clusters of behaviors and cultural forms
    that identify groups of people in an organization / society.
     They differ noticeably from the common organizational culture.
     Compromise solution between two conflicting needs: the need
    to create and express autonomy/difference ---- and the need to
    maintain identifications to the culture within whose boundaries
    it exists.
    Common Elements Of a Sub Culture

     Relatively unique values and norms


     A special slang not shared by society.
     Separate channels of communication.
     Unique style and fads.
     Sense of primary group belonging (use of us & them).
     A hierarchy of social pattern that specify the criteria for
    prestige and leadership.
    RELIGIOUS SUBCULTURE
     Consumption decisions are influenced by religious holidays.
    E.g. Deepawali, Ramzan and Christmas.
     Buying decisions in families are also deeply influenced by
    religious background (Muslim families its husband
    dominated).
     Leisure is another area influenced by subculture.
    GEOGRAPHIC & RACIAL SUBCULTURES

     Big countries like US, India, Russia geographic and climatic


    conditions vary.
     They affect the living and food habits of people
     Research has revealed that there exists differences in value
    orientations. N. Indians are more aggressive.
     Racial sub cultures exist when people from different
    countries settle down in another country.
    AGE SUBCULTURES
     Baby Boomer Market.
     Generation X Market.
     Yuppie culture.
     The middle aged segment.
     The elderly market.
     Youth Subculture (Global youngster)
     Working women (sex as a subculture)
    CROSS CULTURAL ANALYSIS
     Effort to determine to what extent the consumers of two or three
    countries are similar or different.
     To avoid the error Most MNC’s are moving into Cross Cultural
    Acculturation.
     1. Should understand the values, beliefs and customs of new
    society and make products.
     2. Persuade members of new society to break their tradition and
    accept Co’s offerings.
    Cross Cultural Psychographic Segmentation

     Consumers are similar in many ways across the globe.


     Similar categories such as Strivers, Achievers, Pressured,
    Adapted and Traditional that exist in US also exist in Japan,
    Hong Kong etc in Asia and also in other parts.
     The cultural difference will lead to different priorities in
    their buying habits.
    Thank you

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