1. BY:
S.DHANUSHREE
MFM 1ST YEAR

2. INFLUENCE OF CULTURE ON
CONSUMER BEHAVIOUR

3. • Culture is defined as the sum total of learned values,
beliefs and customs that serve to direct the consumer
behaviour of members of a particular society.
• Culture consists of many elements such as
1. Beliefs
2. Values

4. BELIEFS AND VALUES:
• Accumulated feeling and priorities that
individuals have about things and possessions.
• They are mental images that influence the
responses of a person in a specific situation .

5. • Consumer behaviour is defined as the behaviour that
the consumers display in searching for, purchasing,
using, evaluating, and disposing of products and
services that they expect, will satisfy their needs.

6. • The impact of culture is automatic and natural and hence
many times its takes for granted.
• Consumers both view themselves in the context of their
culture and react to their environment based upon the
cultural framework that they bring to that experience.
Each individual perceives the world through his or her
own cultural lens.

7. • Culture exists at different subjective levels:
SUPRANATIONAL: Cultural differences that cross
national boundaries, present in more than one country.
Consumer behaviour relevant factors: language, symbolism
meaning, racial composition etc.
NATIONAL : Cultural characters of that uniquely define
citizens of a particular country.
GROUP : are concerned with various subdivisions of a
country or society. They might include subcultures’ difference,
and membership and reference group differences. Eg: families,
work groups, friendship groups

8. • Culture exists to satisfy the needs of people within a
society.
a) It offers order, direction, and guidance in all
phases of human problem solving by providing “tried and
true” methods of satisfying physiological, personal, and
social needs.
b) Similarly, culture also provides insights as to
suitable dress for specific occasions (e.g., what to wear
around the house, what to wear to school, what to wear to
work, what to wear to church, what to wear at a fast food
restaurant, or a movie theater).

9. • In a cultural context, when a product is no longer
acceptable because it’s related value or custom does
not adequately satisfy human needs, it must be
modified.
• Culture gradually evolves to meet the needs of
society.

10. • In which adults and other elder
siblings teach young family member
“how to behave”.
FORMAL
LEARNING
• In which a child learns primarily by
imitating the behavior of selected
others, such as family, friends or TV
hero’s.
INFORMAL
LEARNING
• In which teachers instruct the child in
educational environment about what
should be done, how it should be
done, and why it should be done.
TECHNICAL
LEARNING

11. • Advertising and marketing communications can
influence all three types of cultural learning.
• The repetition of advertising messages creates and
reinforces cultural beliefs and values

12. Anthropologists often distinguish between the learning
of one’s own, or native, culture and learning of some
“new” culture.
 Enculturation – learning of one’s own culture .
 Acculturation : learning of a new or foreign
culture.

13. • To acquire common culture, a common language for
communication is needed.
• To communicate with consumers , marketers must use
appropriate symbols to convey product images or
characteristics.
• Symbols can be verbal and non verbal.
 Verbal symbols – television, advertisement.
 Non verbal- figures, symbol for additional
meaning.

14. VERBAL SYMBOLS NON VERBAL SYMBOL

15. • Ritual is a symbolic activity consisting of a series of
steps occurring in a fixed sequence and repeated over
time.

16. • Culture is often viewed as group customs that link
together members of society.
• Various social institutions transmit the elements of
culture and make sharing of culture a reality.
a) Family—the primary agent for enculturation –
passing along of basic cultural beliefs, values, and customs
to society’s newest members.
b) Educational institutions—charged with imparting
basic learning skills, history, patriotism, citizenship, and the
technical training needed to prepare people for significant
roles within society

17. c) Houses of worship—provide religious
consciousness, spiritual guidance, and moral training.
d) Mass media—is a fourth and often overlooked
transmitter of culture.
i) We have daily exposure to advertising, and through
those ads, receive cultural information.

18. 1. Culture continually evolves; therefore, the marketer
must carefully monitor the sociocultural environment in
order to market an existing product more effectively or to
develop promising new products.
a) This is not easy because many factors are
likely to produce cultural changes within a given society.
2. Marketers who monitor cultural changes often find new
opportunities to increase corporate profitability

19. 3. The changing nature of culture means that marketers
have to consistently reconsider:
a) Why consumers are now doing what they do?
b) Who are the purchasers and the users of their
products?
c) When they do their shopping?
d) How and where they can be reached by the media?
e) What new product and service needs are emerging?

20. • Mythological stories, sculptures, and music are an
inherent part of the Indian culture.
• Such products are marketed in the places of tourist
interest but they are not branded.
• May also have an inferior quality.
• Vast potential for creating a brand in this industry.
• A large chunk of the industry is in unorganized sector.

21. • A wide range of measurement techniques are used in
the study of culture.
1) Content Analysis,
2) Consumer fieldwork and
3) Value measurement
They are the 3 research approaches that are frequently
used to examine culture and to spot culture trends.

22. • A method for systematically analysing
the content of verbal and/or pictorial
communication.
• Content analysis for determining
social and cultural changes have
occurred in a specific society or as a
way of contrasting aspects of two
different societies.
Content
Analysis:

23. 1. When examining a specific society,
anthropologists frequently immerse
themselves in the environment under
study through consumer fieldwork.
2. Researchers are likely to select a
small sample of people from a
particular society and carefully
observe their behaviour.
3. Based on their observations,
researchers draw conclusions about
the values, beliefs, and customs of
the society under investigation.
Consumer
Fieldwork:

24. 4.Field observation has a number of
distinct characteristics:
a) It takes place within a natural
environment.
b) It is performed sometimes without
the subjects’ awareness.
c) It focuses on observation of
behaviour.
5. In addition to fieldwork methods, depth
interviews and focus-group sessions are
also quite often employed by marketers to
get a first look at an emerging social or
cultural change.
Field
observation:

25. • Value instruments ask people how they feel about such
basic personal and social concepts as freedom,
comfort, national security, and peace.
• A variety of popular value instruments have been used
in research:
a) The Rokeach Value Survey
b) List of Values (Lov)
c) Values and Lifestyles—VALS

26. a) The Rokeach Value Survey :
The Rokeach Value Survey is a self-administered value
inventory, which is divided into two parts.
a) Part one consists of 18 terminal value items, designed to
measure the relative importance of end-states of existence
(personal goals).
b) Part two consists of 18 instrumental value items,
designed to measure the basic approaches an individual
might take to reach end-state values.
b) List of Values (Lov) :
The LOV is a related instrument.
a) Its scale asks consumers to identify their two most
important values from a nine-value list.

27. • As it has been seen and said before, the world is
becoming more and more globalize.
• People tend to have the same needs and wishes and
that is why in some cases, companies may have the
possibility to produce the same items and the same
advertising campaigns for its international consumers.
• However, thanks to the analysis previously done, it has
been realized that strong differences remain according
to the cultures of the citizens.

28. • Companies must understand these differences, especially when
they sell products that can be considering as chocking by the
population.
• If they understand them and learn how consumers think
according to their cultures, they will be able to produce good
ways of communication and sell their products properly.

29. • CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK

30. THANK YOU