influnce of culture.pptx

7/29/2019 Influnce of CULTURE.pptx

1/14

Influence ofCULTURE


2/14

CULTURE- The sum total of learned beliefs, values and customs

that serve to direct the consumer behaviour of members of a

particular society

1. Serves the needof the society

2. Is acquiredfrom the society, throughout our life time

3. Is Learned - Through interaction with other members of the culture1. EnculturationLearning of ones own culture

2. Acculturation Learning of a new foreign culture

4. Is Shared It is transferred from generation to generation With new

influence being added at each step

5. Is DynamicCulture is adaptive to the needs of the society


3/14

CULTURE, CUSTOMS &

RITUALS

Values Religion Beliefs

Social Organisation

Law

Technology

Media

Politics

Education

Arte Facts

Language

Relationships

Social Roles

Learning

Time Consciousness

Work & Leisure

Activities

Food Habits

Role of Gender

Dress

Appearance

Attitudes and Behaviours

Institutions and Elements of Society


4/14

The Indian Core Values

Respect for elders / Self-respect

Education

Gender Roles

Emotional Strong Family Values

Strong societal influence / External Conformity

Spiritual

Customs and Rituals

Savings


5/14

SUB-CULTURES


6/14

SUB-CULTURE-A distinct cultural group that exists as an

identifiable segment within a larger more complex society

Serves as sizeable natural segments to the marketers

Sub-cultures are dynamic

Is Learned - Through interaction with other members of the culture

Major Sub-culture Categories -

1. Nationality (i.e Birthplace of ancestors)

2. Religion

3. Geographic Region

4. Race5. Age

6. Gender

7. Occupation

8. Social Class


7/14

Dominant

Culture ofIndia

Sub-Culturaltraits of North

Indians

Sub-Cultural

traits of EastIndians

Sub-Culturaltraits of South

Indians

Sub-Cultural

traits of Indiansin the West

Relationship between Culture and Sub-Culture


8/14

CROSS-CULTURES


9/14

Importance of Cross-Cultural Study

Did you know

An average Frenchman uses twice as many cosmetics as his wife does

Women in Tanzania will not give egg to their children for fear of making

them bald or impotent

Italian children like to eat a bar of chocolates between two bread slices astheir breakfast

Each country has its own tradition, culture, preferences, mores and

taboos, which marketers must understand before entering the global

market


10/14

What Needs to be Understood?

Language and meaning

Difference in market segmentation opportunities

Difference in criterion for evaluating products and services

Difference in consumption patterns and perceived benefits of

products and services

Difference in economic an cultural social condition and familystructure


11/14

Problems in Cross-Cultural Marketing

ProductSelection

Promotion orMarketing

Communication

Pricing

Selection of

DistributionChannels


12/14

Things marketers need to do before entering the

global market -

Targetmarket

MarketPosition

Nature ofProduct

EnvironmentFactors

OrganisationFactors


13/14

How is Culture Measured?

1. Projective Tests

1. For determining Motivation and Personality

2. Attitude Measurement Tests Eg- VALS

1. For determining Beliefs and Values

3. Depth Interviews and Group Discussions

1. Used to discover the emerging cultural characteristics

4. Observation

1. Used to gain valuable insights through the sub-conscious behaviour

5. Content Analysis

1. Uses an analysis of the past and present media to know cultural changes

2. Used majorly for cross-cultural study


14/14

What are the key culturalAttributes that need to be studied

for finalizing the product portfolioby IKEA before entering the Indian

Market?

influnce of culture.pptx

Documents