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The Influence of Culture on

Consumer Behavior

Culture
The

sum total of learned


beliefs, values, and
customs that serve to
regulate the consumer
behavior of members of a
particular society.

Examples
beliefs
Western music is entertaining.
Classical music has relaxing/ soothing
effect

customs

We buy gold during festivals.


Marigold flowers during festivals

values
Elders are given respect and consulted
before
major investments like Housing, Land,

The characteristics of
culture
Culture

satisfies needs

Offers order, direction and guides in all


phases of life
Tried and true methods
Physiological, personal and social needs

When to eat, Where to eat,


What to eat for each meal,
What to serve guests at a dinner party, picnic, or wedding.

Luxury vs. necessity

Consumer Behavior and


Culture:
Products and services that
resonate with the priorities of a
culture at any given time have a
much better chance of being
accepted by consumers.

Health products consumed with milk

The characteristics of
culture
Culture
How

culture is learned

Formal Learning

Informal

is learned
Learning-4 G

Technical learning

Enculturation
Acculturation

The characteristics of
culture
Culture
Belief

is learned

in God
Respect for elders
Acceptance of arranged marriage
Living in joint families

The characteristics of
culture
Culture
It

is shared

has two perspectives

1. It is shared by significant portion of society *

2. It is shared by large number of other countries

(culture)
Examples :

Burgers
Western music
Jeans

*Avoid buying on Saturday

The characteristics of
culture
Culture

is not static *

New

technology, Population shifts,


Resource shortages, Changing
customs
Traditional role of women in India.
In urban area- getting redefined
Several opportunities for marketers

Scooter- M/cycle Market

Culture is not static

What is

In

What is

out

Slim / Tight fit

Bell bottom pants

Maggi

Samosa and Kachori

Chocolate

Mithai

Hair Style ( Short )

Long Hair Style

The characteristics of
culture
Cultures

are similar but

different
Elements

like family, adornment of


body, religious rituals, sports, dancing,
music,
Variations in nature and therefore
exhibit differences in consumer
behavior

Cultural Values

We identify a number of

values

that affect
consumption behavior.
Self oriented
Environment oriented
Other oriented

core

Youthfulness / youth /age


.

Who

is primary focus of the family,


the adults or the children.
American culture Youthfulness
oriented.
Indian Culture Value age .

China policy- one child per family

focus on child. Heinz -

Consumer Trends
Baby Food in China

In 2009, H.J. Heinz Company was the leader in baby


snacks accounting for 54.7% of the market,
followed by Nestle S.A. with 34.3%.
H.J. Heinz Company was the leading company in

other baby foods with a 51.2% market share in


2009.
H.J. Heinz Company was the largest baby juice

provider for China in 2009, with a 56.9% market


share
H.J. Heinz Company was the leading company in the

bottled baby food sector with a


share in 2009,

33.5%

market

Fighting the signs of aging

Extended /limited family


Western

culture family definition is

narrow.
India , China and Korea family includes
parents, grand parents, cousins, nieces
and nephews .
Adolescents are likely to seek parental
advice in making purchases.

Diversity/uniformity
Indian

culture values diversity and


accepts all sorts of religions , political
beliefs .
Likely to welcome diversity in
term of food, dress and vide
variety of products and services

Cleanliness

Americans

put too much emphasis


on cleanliness.
Example : Over 90 % use deodorants.
India ?
Category

Growth rate

Skin Care

15 %

Hair Dyes & Colours

15 %

Mens Grooming

12 %

Colour Cosmetics

15 %

Deodorants & Perfumes

30 %

Tradition/ change

India

, China and Korea are


traditional.
Change is resisted.
Many ads in India use traditional
settings.

Problem solving /fatalistic *

In

India fate is important factor.


Indians do not subscribe to we
can do it orientation.
Less complaining with
unsatisfactory purchase.
Acceptance of the belief that all events are
predetermined and inevitable.
*

Nature

India

many things from nature


are worshiped.

Vico

turmeric cream, Ganga


mineral water, Himalaya herbals

Many companies putting emphasis on


recycled material. Boldly printed on
product

Active /passive

Indian

families discourage
children taking sports. Indian
families encourage devote time
to studying.

Postpone gratification/immediate gratification

In

India , tendency to save


for the rainy day.
In some cultures Living
today is important

American Core Values


Achievement & Success
Efficiency
Progress
Material Comfort
Individualism
Freedom
Youthfulness
Fitness & Health

Cross cultural Influences


Cross

cultural influences are norms

and values of consumers in foreign


markets that influence strategies of
multinational organizations
marketing their products abroad.

Cross cultural Influences

No Big Mac
Maharaja

instead Big

Kelloggs flakes made of Basmati rice.

Pepsi and Coke using models wearing Indian


dresses

Credit cards acceptance in India

Sub Culture
Sub

culture influences that concern

differences in values among


different groups within a country that
distinguishes them from society as a
whole

However exceptions like cosmetics , Jeans , T shirt

Major Subcultural Categories

Bases of sub culture


.
Religion

EXAMPLES

Geographic region

East, West, North , South

Age

Hindu, Muslims, Sikh,


Christian, Buddhist, Jain

Teens, Middle age ,Elderly

Gender

Female, Male

Occupation

accountant, doctor,
electrician, engineer

Social class

Lower, middle, upper

Religious sub culture


Products that are symbolically and
ritualistically associated with the
celebration of festivals.
Bride and bridegroom in Hindu family

Attracting the vegetarians


during Navaratri

Regional sub culture


Regional

differences in consumers
consumption behavior

Tea Coffee
Meat Dog Meat
Warm cloths
Soap consumption in South is highest
Food- Wheat Rice

Age sub culture

Old Age Paranjpe Scheme

Age sub culture

Age sub culture


Born between 1965 and 1978 Generation X
Insurance , Investment services , Houses
Born between 1978 to 1994 Generation Y
More money on jeans, sports shoes, stereo,
music , bikes, fast food etc

Gender as sub culture


Traditional women
Modern women

Fairness cream for men