1. Influence of
culture and
subculture
CONSUMER
BEHAVIOUR
By Jeetesh Kumar

2. culture
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
In f lu e n c e o f c u lt u r e :
4) 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

3. a theoretIcal Model of cultures’
Influence on behavIor

4. culture & consuMer behavIor
C u lt u r e s a t is f ie s n e e d s :
– 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.

5. An ad
showing
many racial
subcultures

6. culture & consuMer behavIor
• C u lt u r e is le a r n e d :
– From social environment
– Anthropologist’s define: Formal, Informal &
Technical way of learning
– Types of studies Enculturation & Acculturation
– Marketers’ focus on informal learning.
• C u lt u r e is D y n a m ic :
– 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.)

7. D iv e r s it y B y In d ia n R a ilw a y s In d ia n
V illa g e B y A m u l
E m e r g in g C u lt u r e R it u a ls &
T r a d it io n

8. the MoveMent of cultural
MeanIng

9. culture & consuMer behavIor
• M e a s u r e m e n t o f C u lt u r e :
– 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,

10. dIversIfIed culture

11. subculture
• 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.
• D iv is io n s O f S u b -c u lt u r e s :
– 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

12. subculture & consuMer behavIor
– G e o g r a p h ic & R e lig io u s S u b -
c u l t u r e : Ex: South Indians, North Indians,
North-east Indians.
– R a c i a l S u b - c u l t u r e : In USA
Caucasians, Africans, Asian, American &
American Indians.
Generation
Tweens Twixters
Generation Baby Boomer Older
Y Market X Market Market Customers
– A g e S u b -c u lt u r e :
– G e n d e r as a Sub-culture: All societies
have assigned different traits & roles for
Males & females, like breadwinners for Males
& Homemakers for females etc.

13. MarKeters focus
• Marketers’ focus on satisfying traditional
tastes & preferences.
• Companies are now focusing more on Age
sub culture & gender subculture.
• For Ex. 1) L i f e s t y l e
»2 ) L e v ie s
»3 ) U p c o m in g s e g m e n t
of U n is e x u a l S a lo o n s
»4 ) A u t o m o b ile s lik e T V S -
S c o o t y & B a ja j-p u ls a r

14. tradItIon as culture

15. Th a n k s &
R e g a rds