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8/2/2019 CB Ppt Inf of Cul Original Final Doc Preethu
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Understanding Culture
Culture is the Accumulation of Shared Meanings,Rituals, Norms, and Traditions Among the
Members of an Organization or Society andDetermines:
Overall Priorities A Consumer Attachesto Different Activities and Products
Success or Failure of Specific Productsand Services
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Aspects of Culture
Social Structure
Way in Which Orderly
Social Life isMaintained
Ecology
Way a System is
Adapted toIts Habitat
Ideology
Way in Which PeopleRelate to Their
Environment andSocial Groups
A Cultural System Consists of 3 Functional Areas:
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The invisible hands of culture
The impact of culture is so natural andautomatic that its influence on behavior is
usually taken for granted. Often, it is only when we are exposed to
people with different cultural values orcustoms that we become aware of how
culture has molded our own behavior. Each individual perceives the world through
his or her own cultural lens
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Culture satisfies needs
Culture exists to satisfy needs of thepeople within society. It offers order,direction, and guidance in all phases of
human problem .
Culture beliefs values and customscontinue to be followed as long as they
satisfaction.
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Culture is shared
To be considered a cultural characteristic, aparticular belief, value, or practice must be
shared by a significant portion of the society. Culture is often viewed as group customs.
Various social institutions transmit theelements of culture and make sharing ofculture a reality.
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Levels of culture
Supranational : more than one country
National :specifically define particularcountry
Group : culture division or grouping
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Culture is dynamic
Culture continually evolves; therefore, themarketer must carefully monitor the
sociocultural environment in order tomarket an existing product moreeffectively or to develop promising newproducts. This is not easy because many factors are
likely to produce cultural changes within agiven society.
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Achievement And Success
These values have historical roots in thetraditional Protestant work ethic, whichconsiders work to be spiritually healthy.
Furthermore, research Individuals whoconsider a sense of accomplishment to bean important personal value tend to be
achievers who strive hard for success.
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Activity
.
Americans feel is it important to beactiveor involved.Keeping busy is widely accepted asa healthy and even necessary part ofthe American lifestyle.
1.This can have both a positiveand negative effect on products
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Efficiency and Practicality
In terms of efficiency, Americans admire anythingthat saves time and effort.
In terms of practicality, Americans are generally
receptive to any new product that makes taskseasier and can help solve problems.
Americans also attach great importance to timeand punctuality.
Americans seem to be convinced that time waitsfor no one, which is reflected in their habitualattention to being prompt.
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Progress
Progress is linked to the values reviewedearlier and the central belief that people canalways improve themselvesthat tomorrow
will be better than today.Progress often means the acceptance ofchangenew products designed to fulfill
previously under- or unsatisfied needs
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Freedom
To the marketer, freedom of choice means the opportunity tochoose from a wide range of alternatives.
This preference is reflected in the large number of competitivebrands and product variations that can be found on theshelves of the modern supermarket or department store.
External Conformity
External conformity is a necessary process by whichthe individual adapts to society.
Conformity takes the form of standardized goods andservices.
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Material Comfort
To most Americans, material comfortsignifies the attainment of the goodlife.
It is a relativeview; satisfaction withthe amount of material goods comesin terms of how they compare toothers
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Individualism
Americans want to be themselves.
Self-reliance, self-interest, self-confidence, self-esteem, and self-fulfillment are all expressions ofindividualism.
Striving for individualism seems to be linked to therejection of dependency; that is, it is better to relyon oneself than on others.
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Humanitarianism
Americans tend to be charitable and willingto come to the aid of people less fortunate.
Many companies try to appeal toconsumers by emphasizing their concernfor environmental and social issues.
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Youthfulness
Americans tend to place an almost sacredvalue on youthfulness.
Youthfulness should not be confused withyouth, which describes an age grouping
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Fitness and Health
Americans preoccupation with fitness and
healthhas emerged as a core value.
This value has manifested itself in a numberof ways, including tennis, racquetball, andjogging, and the continued increases in salesof vitamins.
Fitness and health are becoming lifestylechoices for many consumers.
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Types of Ritual Experience
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Types of Ritual Experience
A Ritual is a Set of Multiple, Symbolic Behaviors ThatOccur in a Fixed Sequence and That Tend to Be
Repeated Periodically.
Religious Baptism, Meditation, Mass
Rites of Passage
Festivals, Holidays
Parades, Elections, Trials
Graduation, Marriage
Ritual Type Examples
Group Business Negotiations
Family
Personal Grooming, Household
Mealtimes, Birthdays
Cultural
Civic
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Holiday Rituals
Thanksgiving
Valentines Day
Secretaries Day
Grandparents Day
Christmas
New Years
Halloween
What Rituals Are Associated With the FollowingHolidays?
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Toward a shopping culture
Shopping is what we do to create value
in our lives
Making this possible is the reality thatgreat shopping experiences are no longerjust for the rich, as consumers from allwalks of life can enjoy the low prices found
in discount stores.
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