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Culture 251

Culture encompasses the learned beliefs, values, and customs that influence consumer behavior within a society. It satisfies various needs, guides product preferences, and is characterized by being learned, shared, and dynamic. Cultural learning occurs through formal, informal, and technical means, with enculturation and acculturation playing key roles in understanding one's own and foreign cultures.

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Rokeya Binte Tonima 1911647630
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13 views14 pages

Culture 251

Culture encompasses the learned beliefs, values, and customs that influence consumer behavior within a society. It satisfies various needs, guides product preferences, and is characterized by being learned, shared, and dynamic. Cultural learning occurs through formal, informal, and technical means, with enculturation and acculturation playing key roles in understanding one's own and foreign cultures.

Uploaded by

Rokeya Binte Tonima 1911647630
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Culture

The sum total of learned


beliefs, values, and
customs that serve to
Culture
regulate the consumer
behavior of members of
a particular society.

2
Culture Satisfies Needs

• What kinds of needs does culture help


satisfy?
• For example, it helps us decide where to
eat, when to eat, and what to eat.
• It helps us know which products we
simply must have, like a cell phone, and
what products are a luxury, like a private
plane.

3
Culture Characteristics

• Culture is learned
• Culture is shared
• Culture is dynamic

4
Forms of Cultural Learning
• Formal Learning: Adults teach how to behave
• Informal Learning: Through Observation
• Technical Learning: Taught by teachers

5
Culture Is Learned
Issues • Enculturation
– The learning of one’s
• Enculturation and own culture
Acculturation
• Language and • Acculturation
– The learning of a new or
symbols foreign culture
• Ritual
• Sharing of culture

6
7
Culture Is Learned
Issues • Without a common
language ,shared meaning
could not exist
• Enculturation and
acculturation • Marketers must choose
appropriate symbols in
• Language and
advertising
symbols
• Marketers can use
• Ritual
“known” symbols for
• Sharing of culture associations

8
• Meanings of Blue
–Holland - warmth
–Iran - death
–Sweden - coldness
–India - purity

9
Culture Is Learned
Issues
• A ritual is a type of
symbolic activity consisting
• Enculturation and of a series of steps
acculturation
• Rituals extend over the
• Language and human life cycle
symbols • Marketers realize that
• Ritual rituals often involve
• Sharing of culture products (artifacts)
11
Selected Rituals and Associated Artifacts
SELECTED RITUALS TYPICAL ARTIFACTS

Wedding White gown (something old, something new, something


borrowed, something blue)
Red Shari, Gold jewellery

Birth of child U.S. Savings Bond, silver baby spoon, Gold jewellery

Birthday Card, presents, cake with candles

50th Wedding Catered party, card and gift, display of photos of the couple’s life
anniversary together

Graduation Pen, U.S. Savings Bond, card, wristwatch


A distinct cultural
group that exists as an
Subculture identifiable segment
within a larger, more
complex society.
Examples of Major Subcultural Categories

CATEGORIES EXAMPLES
Nationality Greek, Italian, Russian
Religion Islam, Catholic, Hindu, Mormon
Geographic region Eastern, Southern, Southwestern

Race African American, Asian, Caucasian

Age Teenagers, Gen Z, elderly


Gender Female, male
Occupation Bus driver, cook, scientist
Social class Lower, middle, upper

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