culture in consumer behaviour
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7/28/2019 Culture in consumer behaviour
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D.P.BHARATHI PRIYADHARSHINI
K.SANTHOSH
B.RAMDASS
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Culture is the learnedvalues, perceptions, wants,
and behavior from familyand other importantinstitutions
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Culture is natural and permeates naturallyinto the social system.
Culture helps in satisfaction of needs.
Culture is not inborn.Culture is shared.
Culture is dynamic in nature, and evolvesconstantly with time.
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Values Language
Myths
Customs Rituals
Laws
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Values are collective ideas about what isgood, desirable and proper, or bad,undesirable, improper.
Values give direction and consistency tobehavior.
Values help you know what to and not tomake time for.
Values establish a relationship between youand the world.
Values set the direction for one’s life.
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Projective Tests Attitude measurement tests and techniques
Content analysis
Consumer fieldwork Value measurement instruments.
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Based on, Nationality
Geographical location
Religion Race and caste
Gender
Age
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It is important for a marketer to giveconsideration to three major issues;
how do consumers in one culture getexposed to good/services being used by
people of other cultures how should a marketer design/adapt his 4Ps
so as to be accepted by people influenced bynewer cultures
how should a marketer design/adapt his 4Psso as to accepted by people of other cultures(in foreign markets).
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The effort to determine to what extentthe consumers of two or more nations
are similar or different.
Similaritiesand
differencesamongpeople
The growing
global middleclass
The global
teen marketAcculturation
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Global
Local
Mixed (Glocal) COMMUNICATONSTRATEGY
STANDARDIZEDCOMMUNICATIONS
LOCALIZEDCOMMUNICATIONS
STANDARDIZEDPRODUCT
Global strategy: Uniform Product/
Uniform Message
Mixed Strategy: Uniform Product/
Customized Message
LOCALIZEDPRODUCT
Mixed strategy: Customized Product/Uniform Message
Local Strategy: Customized Product/Customized Message
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A study of culture, sub-culture and crossculture holds great relevance for a marketer.
A study of culture is inclusive of language,customs and traditions, norms and laws,religion, art and music, etc
It would help marketer to design his 4Ps in anefficient and effective manner.