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Of

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HowHow Core Values Affect Core Values Affect MarketingMarketing

Core values define How products are used in a society

Acceptable market relationships

Ethical behavior

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What is Culture?What is Culture?• Sum total of Learned beliefs, Values, and

Customs that serve to direct the consumer behavior of members of a particular society

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Characteristics of cultureCharacteristics of culture Learned response Social phenomenon Includes inculcated values Culture as gratifying responses

The Measurement of The Measurement of CultureCulture Content Analysis Consumer Fieldwork Value Measurement Instruments

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Adapting Strategies to Adapting Strategies to Changing CulturesChanging Cultures

Culture is adaptive :-::-: Marketing strategies must also be adaptive

Advertising and Marketing efforts have difficulty changing behaviors or norms learned early in life.

Marketers must address consumer attitudes and behavior.

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How Culture Affects How Culture Affects Consumer Behavior Consumer Behavior

Pre-purchase and Purchase Activities

Consumption and Divestment Activities

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Influence on Pre-purchase Influence on Pre-purchase and Purchase Activities and Purchase Activities

҉5 Culture affects what consumers think they they need and what they perceiveneed and what they perceive

҉5 Culture affects how consumers are likely to search for informationsearch for information

҉5 Culture affects the importance placed importance placed on certain attributes of alternatives

҉5 Culture affects the amount of price amount of price negotiationnegotiation during the purchase process

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Influence on Consumption Influence on Consumption Divestment Activities Divestment Activities

‡ How consumers use or consume products?

‡ Consumers expectations about form and function vary between cultures?

‡ How individuals dispose of products‡ Reselling products after use

‡ Giving them to others for use

‡ Recycling them10

Ӿ SetsSets of learned beliefs, values, attitudes, habits and forms of behavior that are shared by subsetssubsets of a society and are transmitted from generation to generation within each subset. Indian perspective classification :

Subcultural category Variations (Examples)

Religion Hindu, Christian, Muslim, Parsi, Jain, etc

Geographic location North, South, East, West

Age Elderly (old), teenage (young), middle age

Gender/sex Male, female

Occupation Service, Professionals, businessman, etc

Social class (status) Upper, middle, lower

SubcultureSubculture

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Sub Cultural division and Sub Cultural division and consumption pattern in consumption pattern in

IndiaIndiaΦ Geographic culture: Each state and religion has got its own traditional style of dressing, dressing, wearing ornaments, food preferences, etc .wearing ornaments, food preferences, etc .

Φ Rural-Urban sub-cultural division.Φ Individualism versus collectivismΦ Climate

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Social ClassSocial Class€ The division of members of a society into a

hierarchy of distinct status classes:o Upper classUpper classo Middle classMiddle classo Lower classLower class

so that members of each class have relatively the same status and members of all other classes have either more or less status.

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Characteristic Features Characteristic Features Of Social ClassOf Social Class

Persons within a given social class tend to behave more alikemore alike

Social class is hierarchicalhierarchical Social class is measured as a weighted function weighted function

of one’s occupation, income, wealth, education, status, prestige, etc

Social class is continuouscontinuous rather than concreteUpper classUpper class

Middle classMiddle class

Lower classLower class 14

Factors responsible for Factors responsible for Social StratificationSocial Stratification

a) Authorityb) Incomec) Occupation and achievementd) Education

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Sr No. Status, value and prestige enjoyed

Social Class Factors affecting social class

1 Low Lower class Lower level occupation with no authority, less income, and no education or minimum education. Example, labour class or clerks, etc., of lower level

2 Medium (neither high nor low)

Middle Class Graduates or post graduates/ executives/ managers of companies with authority, drawing handsome salary of which certain amount can be saved and invested. Example, executives or middle level managers of companies

3 High Higher class Authoritative person, drawing handsome salary, very often professionally qualified, working in a very senior position or a person born into a rich family, with a good background of education 16

Cross cultural marketingCross cultural marketingo To what extent the consumers of two or more

nations are similar or different. similar or different. o This will facilitate marketers to understand the

psychological , social and culturalpsychological , social and cultural aspects of foreign consumers

o So that they design design effective marketing effective marketing strategiesstrategies for each of the specific National markets involved.

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Problems in Cross Problems in Cross Cultural MarketingCultural Marketing

o Problems related to product selectiono Problems related to promotion/ marketing

communicationo Problems related to the selection of distribution

channelo Problems related to pricing

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Influence of culture in global Influence of culture in global businessbusiness

Muslim Muslim Barbie'sBarbie's

SuccessSuccess stories …stories … #17 in Italy#17 in Italy

#4 in Japan

Mc Donald’sMc Donald’s

Kraft FoodsKraft Foods - Oreo - Oreo

Summary & ConclusionSummary & Conclusion Cultural factors have higher influence on CB Know culture, subculture, social class, cross culture to Enter or Survive in market. Adaptability is MUST for Marketers. Global exposure helps in knowing the market.

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Thank youThank you26