SUB-CULTURAL ASPECTS OF CONSUMER BEHAVIOUR

BY:

PRATICK GAYEN (08DM070)

What is culture and subculture?• Culture It is a detailed examination of the character of

the total society, including such factors as language, knowledge, laws, religion, food customs, music, art, technology, work patterns, products, and other artifacts that give a society its distinctive flavor. In a sense, culture is a society’s personality.

Influence of culture

• Consumers both view themselves in the context of their culture and react to their environment based upon the cultural frame work.

• Culture satisfies needs.

Culture is Learned

• At an early age, we begin to acquire from our social environment a set of beliefs, values, and customs that make up our culture.

• Anthropologists have identified three distinct forms of cultural learning:

1. Formal learning 2. Informal learning 3. Technical Learning Advertising can influence all three types of

cultural learning's.

Enculturation and Acculturation

• Enculturation

• Acculturation

Importance of language and symbols.

Measurement of Culture

Content Analysis

Consumer Fieldwork

Value measurement survey instruments

Subcultures

• Baby Boomers

• Generation X

• Generation Y

• Elderly

• Ethnicity . . .

• Regional Subcultures . . .

• Geodemographics . . .

A Ritual is a type of symbolic activity consisting of a series of steps occurring in a fixed sequence and

repeated over time

Culturally Constituted World

Advertising/Fashion System

Fashion System

Consumer Goods

PossessionRituals

Exchange Rituals GroomingRituals

Disinvestment Rituals

Individual Consumer

Thank you