Influence of culture and subculture


Culture is defines as the sum of total of learned beliefs, values, customs, that serve to direct the customer behavior of members of a particular society. – The beliefs & values – Customs Influence of culture: 1)On Cultural value systems: – Ethics:- good, moral, immoral – Aesthetics:- beautiful, ugly, pleasant, unpleasant. – Doctrine:- political, social, ideological. 2) Culture exist & reveals at different levels. – Supranational level:- Reflects different dimensions of multiple cultures/ different societies of Nations. – National Level:- Dimensions of cultures of country and national characters. – Group level:- Held with in a country with various sub-divisions of the society like family, reference groups, & other closely held groups.


A Theoretical Model of Cultures’ Influence on Behavior

Culture & Consumer Behavior
Culture satisfies needs:
– Satisfy needs of people by guidance, suggestions, standard practice, etc. – Ex: it tells us about food habits, dress codes, worships, rituals about birth, death & other social occasions – Culture is generally consistent & enduring & followed as long as it satisfies needs of people. – It is changed/replaced as and when it does not solve its very purpose.

An ad showing many racial subcultures

Culture & Consumer Behavior
• Culture is learned:
– From social environment – Anthropologist’s define: Formal, Informal & Technical way of learning – Types of studies Enculturation & Acculturation – Marketers’ focus on informal learning.

• Culture is Dynamic:
– Changes occur due to Technology, Migration, Wars, Resources availability, Changing Values, etc. – Also known as ‘TRENDS’. ( Ex: Fashion, Automobiles, Foods, Entertainments, Lifestyles are few Hot object to study.)

Diversity By Indian Railways Amul

Indian Village By

Emerging Culture

Rituals & Tradition

The Movement of Cultural Meaning

Culture & Consumer Behavior
• Measurement of Culture:
– Rokeach Value Survey : Two different list of 18 values (Terminal & Instrumental) are studied.
• Terminal values: Ex: Personal goals, Freedom, Equality, Social recognition etc. • Instrumental values: Ex: Ambition, Responsibility, Intellect, etc.

– List of Values (LOV): Similar to Rokeach Method Where values are 0nly 9. – Values & Lifestyle System (SRI VALS): Based on Need Hierarchy & Social concept. (32-26 values listed) ex: Actualisers, Believers, Fulfilled, Experiencers, Makers, Strivers, Stugglers.

Diversified Culture

• Sub-culture is defined as a distinct cultural group that exists as an identifiable segment within a larger, more complex society. Ex: Nationality, Social class, Religion, Language, Age, Gender. • Divisions Of Sub-cultures:
– Nationality Subculture: With in a particular country. Like in India – Anglo Indians, Parsees, Moghuls, Pathans, Indo-Chienese, Sinhalese, etc. – Religious Sub-culutre: Based on different faiths , Beliefs,& Religion. Like Muslims, Sikhs, Christians, Hindus, Buddhists, etc


Subculture & Consumer Behavior
– Geographic & Religious Sub-culture: Ex: South Indians, North Indians, North-east Indians. – Racial Sub-culture: In USA Caucasians, Africans, Asian, American & American Indians. – Age Sub-culture:

Generation Y Market

Generation Baby Boomer Older Market Customers X Market

– Gender as a Sub-culture: All societies have assigned different traits & roles for Males & females, like breadwinners for Males & Homemakers for females etc.

• Marketers’ focus on satisfying traditional tastes & preferences. • Companies are now focusing more on Age sub culture & gender subculture. 1) Lifestyle • For Ex.
»2) Levies »3) Upcoming segment of Unisexual Saloons »4) Automobiles like TVS-Scooty & Bajaj-pulsar etc.

Tradition as Culture

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