1. Prepared by Prashant Aghara Dharam Rughani Culture & Its Learnings

2. Contents Definition Theoretical model of Culture Invisible Hand of Culture Elements of culture Levels How culture satisfies needs? Culture is learned Culture is Dynamic 3. What is Culture? Culture is the sum total of learned beliefs, values and customs that serve to direct the consumer behavior of members of a particular society. Belief & Values: It reflects a persons particular knowledge and assessment of something( Person, Place, Product, Brand ). Customs: They are usual and acceptable ways of behaving in specific situations. 4. Theoretical model of cultures influence on behavior Subjective culture: Regional Ethnic Religious Linguistic National Professional Organizatio nal group Personality Traits Practic es Values Cognitive Beliefs Attitude Social Norms Behavioral Intention Behavior 5. Invisible Hand of Culture Each individual perceives the world through his own cultural lens 6. Elements of culture Language Shelter Clothing Economy Religion Education Values Climate Government/Laws Recreation/Entertainment 7. Three levels of subjective culture Supranational: present more than one country National: Shared cultural characteristics that uniquely or specifically define the citizens of particular countries Group: Cultural divisions that contain various collections of individual (e.g. families, work groups, friendships) 8. Culture satisfies needs Food and Clothing Needs vs. Luxury 9. Culture Is Learned Enculturation and acculturation Language and symbols Ritual Sharing of culture Issues Enculturation The learning of ones own culture Acculturation The learning of a new or foreign culture 10. Culture Is Learned Enculturation and acculturation Language and symbols Ritual Sharing of culture Issues Without a common language ,shared meaning could not exist Marketers must choose appropriate symbols in advertising Marketers can use known symbols for associations 11. Culture Is Learned Enculturation and acculturation Language and symbols Ritual Sharing of culture Issues A ritual is a type of symbolic activity consisting of a series of steps Rituals extend over the human life cycle Marketers realize that rituals often involve products (artifacts) 12. Selected Rituals and Associated Artifacts SELECTED RITUALS TYPICAL ARTIFACTS Wedding White gown (something old, something new, something borrowed, something blue) Birth of child U.S. Savings Bond, silver baby spoon Birthday Card, present, cake with candles 50th Wedding anniversary Catered party, card and gift, display of photos of the couples life together Graduation Pen, U.S. Savings Bond, card, wristwatch Valentines Day Candy, card, flowers New Years Eve Champagne, party, fancy dress 13. Culture Is Learned Enculturation and acculturation Language and symbols Ritual Sharing of Culture Issues To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society. Culture is transferred through family, schools, houses of worship, and media. 14. Culture is Dynamic Evolves because it fills needs Certain factors change culture Technology Population shifts Resource shortages Wars Changing values Customs from other countries 15. THANK YOU.!!