Presentation from Vinod

and Murli
Culture influence
What is culture?
• Culture is a distinct way of life of a group of
people. It is their complete design for living.
Culture includes?
• 1 knowledge
• 2 Belief and practice
• 3 Arts
• 4 lows
• 5 morals
• 6 customs
Characteristics of culture?
• 1 culture is learned
• 2 culture is socially shared
• 3 culture is similar yet different
• 4 culture is persistent and gratifying
• 5 culture forms aboundary for an individual to think and act
Culture can devided in to two distinct
components?
• Internal mental Culture • External material culture
(Ideas,knowledge, concepts) • (Things that can be seen,
touched and used in our day. To
day living.
Eg: Arts,music, theater, clothing,
housing, books, movies, sports,
etc.)
Culture impact consumer behavior?
• Culture is not static and slowly keeps changing overtime
• Culture change happens due to changes in technology
• Marketers and management must understand the culture of the
place where product and services are to be sold
• Major companies have adopted them selves to the international
culture and are accepted globally
Eg: coca cola had to withdraw its 2 litres bottle from Spain,as it did
not fit in to the refrigerator
 Sub culture
Definition:
With a culture there exists more homogenous groups called sub
culture. These groups have their own values, traditions and beliefs etc.
Eg:
The Hindu in India can be further classified in to the Hindus of the
South and Hindus of the North .
. The Sikh ,Paris etc are also different sub culture In India
. Sub culture give a better idea to the marketers for make their
Strategy.
 Culture variations in NON verbal
Communication
Each culture as signs a meaning to the non verbal signs utilized by it
in communication . These can be
.Time
.symbols
.space
.Friendship
.Etiquette
• Time : With respect to time culture can be divided in to
monochranic culture and polychronic culture .
• Space :maintenaning fair physical distance while
interacting .
• Friendship : in American and Indian Culture lasing
relationships is given importance.
• Things : different cultures attach different meaning to
object. In some cultures gifts are given prominence while in
other, it is kept secretive.
Colours:
• White is symbol mourning or death in the far fast ,happiness, purity
and peace in the United State.
• Red is colour for brides and children in India. Sign of masculinity in
the uk and France.
Number:
• No. 7 is lucky in India ,USA, Morocco, Nicaragua, and czechoslovakia.
• No.13 is unlucky in many countries including India. No.4s is avoided.
Cross Cultural Communication
• Communication between people of different cultures is known as
cross-cultural communication. It is also termed as intercultural
communication. In order to understand the meaning of cross-
cultural communication, one must understand the meaning of
culture. In a simple way, culture is the way of life of a group of
people.
• In a broader sense, culture is the set of beliefs, values, norms,
customs, traditions, habits, morals, laws, and practices commonly
shared by individuals who interact in a specific area of society. Every
person is the product of his or her cultural environment. Therefore,
culture influences the behavior, actions, reactions, thinking etc. of
its members. So, cross-cultural communication occurs when people
from different cultural backgrounds communicate with each other.