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By:
Sugandh Bansal
Sunil Sharma

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 What is Culture?
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“Everything that people have, think,

and do as members of a society”

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Clifford GEERTZ (anthropologist)

Culture is a set of control mechanisms, plans,
recipes, rules, instructions, for the governing of
behavior.
Geert HOFSTEDE (sociologist)
The collective mental programming of the people
in an environnement. Culture is not a
characteristic of individuals; it encompasses a
number of people who were conditioned by the
same education and life experience.

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 The material evidence of what a cultures does

 What its people value
 What attitudes prevail, how they conduct their
lives
 Usually embody the ideas and traditions of a
society

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 Culture is the lens through which people view products as well as

your company
 Culture channels our values, attitudes, motives and goal directed
behavior, as well as our personality
 Culture influences the overall priorities consumers attach to
different activities and products
 Consumption choices cannot be understood without considering the
cultural context in which they are made
 Determines the success or failure of specific products or services
 Determines the success or failure of marketing communications

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 Know Your Own Cultural Background.

 Know Your Expertise.
 Do Your Homework.
 Cross Cultural Meetings.
 Ask Open Ended Questions.
 Always Use Professional Translators.
 Know the National Holidays and Religon.

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