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Cultural Values

Culture encompasses the learned beliefs, values, and customs that influence consumer behavior within a society. It operates on three levels: supranational, national, and group, and is shaped by various elements such as language, religion, and education. Culture is dynamic, evolving in response to needs and external factors like technology and population shifts.

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3 views

Cultural Values

Culture encompasses the learned beliefs, values, and customs that influence consumer behavior within a society. It operates on three levels: supranational, national, and group, and is shaped by various elements such as language, religion, and education. Culture is dynamic, evolving in response to needs and external factors like technology and population shifts.

Uploaded by

mentalpeace07
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Culture - Introduction

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 person’s particular knowledge and
assessment of something( Person, Place,
Product, Brand ).
Customs:
• They are usual and acceptable ways of behaving
in specific situations.
Theoretical model of culture’s
influence on behavior

Personality Cognitive
Traits Beliefs

Attitude
Subjective
culture:
Regional
Practices
Ethnic Behavioral
Religious Behavior
Intention
Linguistic
National Values
Professional
Social
Organizatio
nal Norms
group
Invisible Hand of Culture

Each individual
perceives the world
through their own
cultural lens
Elements of culture
Language
Shelter
Clothing
Economy
Religion
Education
Values
Climate
Government/Laws
Recreation/Entertainment
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)
Culture satisfies needs
Food and Clothing
Needs vs. Luxury
Culture Is Learned
Issues
• Enculturation
Enculturation and The learning of one’s own
acculturation culture
• Acculturation
Language and
The learning of a new or
symbols foreign culture
Ritual
Sharing of
culture
Culture Is Learned
Issues • Without a common
language ,shared
Enculturation and meaning could not
acculturation exist
Language and • Marketers must
symbols choose appropriate
Ritual symbols in
Sharing of advertising
• Marketers can use
culture
“known” symbols for
associations
Culture Is Learned
Issues • A ritual is a type of
symbolic activity
Enculturation and consisting of a series
acculturation of steps
Language and • Rituals extend over
symbols the human life cycle
Ritual • Marketers realize
Sharing of that rituals often
culture involve products
(artifacts)
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 couple’s life
together
Graduation Pen, U.S. Savings Bond, card,
wristwatch
Valentine’s Day Candy, card, flowers

New Year’s Eve Champagne, party, fancy dress


Culture Is Learned
Issues • To be a cultural
characteristic, a
Enculturation and belief, value, or
acculturation practice must be
Language and shared by a
symbols significant portion of
Ritual the society.
Sharing of
Culture • Culture is transferred
through family,
schools, houses of
worship, and media.
Culture is Dynamic
Evolves because it fills needs
Certain factors change culture
Technology
Population shifts
Resource shortages
Wars
Changing values
Customs from other
countries

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