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Sub-culture
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Definition of Subculture
Subculture is define as groups that share the values
and artifacts of the larger society, but also havedistinctive practices, preferences and beliefs.
Subculture may be termed as cultural segmentation.
Subculture is a part of main culture.
Composed of two distinct elements
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Categories Examples
Ethnic (Ancestors birthplace)Religious
Regional
Age
Gender
Occupation
Social Class
English, Chinese, ArabMuslim, Hindu, Christian
Northern, Southern
Teens, Middle aged, Elderly
Male, Female
Teachers, doctors, Farmers
Upper, Middle, Lower
Major Sub-cultural Categories
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Consumer Behavior
Reference Group
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Definition of Reference Group
A reference group is any person or group that
serve as a point of comparison or reference foran individual in forming either general or
specific values, attitude or a specific guide for
behavior.
It may mean a group with which one compare
him in making a self- judgment.
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Types of reference groups
Normative reference group influence
generally or broadly defined values orbehavior.
Comparative reference group serve as
benchmarks for specific or narrowly defined
attitude or behavior.
Referencegroups
Secondary
Primary
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The group with which the person has regular face
to face association and contact and whose value,
attitude, & behavior he or she follows. It includes
family, peer-group etc.
A primary group exerts the greatest and most
widespread impact on consumer buying
behavior.
Primary Reference Group
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Characteristics of Primary
reference group
Small in size and contain informal relationship
Tend to have more influenced
Free and extensive communication
Relationship among the members is personal
and involve emotion.
Cease or develop relationship as a member isdifficult.
Involves whole personality of an individual
Influenced individual in day to day decision
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Secondary reference group
Consist of those individuals or groups withwhom a person does not have direct face to face
contact.Maintain relatively impersonal and formalizedrelationship among the members.
People of different geographic areas or different
culture may be the member of same secondaryreference group.
It includes political leaders, sports heroes,TVpersonalities, Movie stars or even well dressed
and interesting looking people in the street.
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Factors affecting reference
group influence
Information and experience
Credibility, attractiveness, and power of the
reference groupConspicuousness of the product
- Visually
- Verbally
- especially conspicuousness
- privately consumed
Similarity in occupation
Result of the group interaction
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Consumer behavior
Culture
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Culture is a pattern of learned behavior which areheld in common & transmitted by the members of
any given society.A culture is the complex of values, ideas, attitudeand other meaningful symbols created by people toshape human behavior and the artifacts of that
behavior as these are transmitted from onegeneration to the next.
Culture consists of those behaviors of a societywhich are well established or accepted by themajority members of that society.
Definition of Culture
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Definition of Culture
Culture is the sum of the values, rituals,symbols,
beliefs and thought processes that are learned
and shared by a group of people and transmitted
from generation to generation.
Dutch management professor Geert Hofstederefers to culture as the softwareof the mindand
argues that it provides a guide for humans on how
to think and behave.
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Origins, Elements, and Consequences
of Culture
Geography
(Climate, topography, flora, fauna, microbiology)
Technology and political economy
History
Social Institutions
(family, religion, school, media, government, corporations
Elements of Culture
(values, rituals, symbols, beliefs, thought processes)
Management styleConsumption decisions and
behavior
Peers
Origins
Consequences
Imitation
Adaptation
So
cialization/acc
ulturation
Application
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Characteristics of Culture
Culture satisfy needs;
The invisible hand of culture;Culture is learned;
Culture is shared;
Cultural is dynamic;
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Formal learningInformal learning
Enculturation vs. Acculturation
Enculturationlearning of ones own cultureAcculturationlearning of foreign culture
Way of cultural learning
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Components of Culture
Cognitive ComponentMaterial Component
Normative component
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Cognitive Component
Relating to peoples knowledge aboutthe creation and existence of the
universe.
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Material Component
Consists of all the tangible things that
human beings make and use.
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Normative component
Consists of the value and rules bywhich a society directs peoples
interaction.
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Useful concepts of cultural
analysis
Cultural SymbolismCultural Relativism
Cultural Change
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Cultural Symbolism
Defined as the sign or representation ofsomething moral or intellectual by image or
properties of natural things.
Symbols are two types
Referential - indicate specific objects.
Expressive - carry different meaningin different cultures.
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Cultural Relativism
The tendency to view and judge other
culture by the standards and context ofones own culture is known as
ethnocentrism
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Cultural Change
Technological change
Conflict between existing values Exposure to another cultures values
Dramatic events
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Product problem
Promotion ProblemPricing and distribution problem
Marketing Mistakes :
A failure to understand cultural difference
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Security and MobilityPersonal Life
Affiliation and Social Acceptance
Power and achievement
Management objective and aspirati
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Cultural ImperativesCultural electives and
Cultural Exclusive
Degree of adaptation
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Cross cultural study
Cross cultural study is the systematic
comparison of similarities and differences ofvarious culture.
Cross cultural study help marketers makingproper adaptations in product, pricing,distributing and promotion policies.
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The answer of the following questions help themultinational marketer to adapt with the new
culture.Is the geographic area homogeneous orheterogeneous with the respect ?
How does the cultural setting influence ordetermine product and service needs?
What needs can this product or a version of it fillin this culture or how could it be adapted to do so?
Adaptation with foreign cultural
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Can enough of the group(s) needing afford theproduct?
What value or pattern of values are relevant tothe purchase and use of this product?
What is the distribution, political and legal
structure concerning the product?
In what ways can we communicate about thisproduct
Adaptation with foreign cultural