Sub-cultural Aspects Of Consumer Behaviour

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 Possession Rituals

Exchange Rituals

Individual Consumer

Grooming Rituals

Disinvestment Rituals

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