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CU LTU RE AN D SU BCU LTU RE

CONSUMER BEHAVIOUR

BY

TASLEEM ALI

MBA(PRIST) BATCH-2010-12

MSRIM Bangalore


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CULTURETe !"# $o$al o% learne& 'ele%!*al"e!an& +"!$o#! $a$

!er*e $o &re+$ $e +on!"#er 'ea*or o% #e#'er! o% a,ar$+"lar !o+e$.


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Characteristics of culture

C"l$"re ! a learne& re!,on!e.

C"l$"re n+l"&e! n+"l+a$e& *al"e!.

C"l$"re ! a !o+al ,eno#enon. C"l$"re ! gra$%ng an& +on$n"e! %or a long

$#e.

C"l$"re! are !#lar an& e$ &%%eren$.

C"l$"re ,re!+r'e! $e &eal !$an&ar&! o%

'ea*or.


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Te 'ele%! *al"e! +"!$o#!

In%l"en+e o% +"l$"re

1- ON +"l$"ral *al"e! !!$e#!.

- E$+!-goo& #oral ##oral.

- Ae!$e$+!-'ea"$%"l "gl ,lea!an$ "n,lea!an$.- /o+$rne-,ol$+al !o+al &eolog+al.


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2-C"l$"re e!$ re*eal! a$

&%%eren$ le*el!.

S",rana$onal le*el- Re%le+$! &%%eren$en!on! o% #"l$,le +"l$"re! &%%eren$

!o+e$ o% na$on! Na$onal le*el- en!on! o% +"l$"re o%

+o"n$r an& na$onal +ara+$er!.

3ro", le*el- Hel& 4$ n a +o"n$r 4$

*aro"! !"'-&*!on! o% $e !o+e$ l5e %a#lre%eren+e gro", o$er +lo!el el& gro",.


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A $eore$+al #o&el o% +"l$"re! n%l"en+e

o% +on!"#er 'ea*or

Behavior

Behavioral

Intension

Attitude

Social

norms Values

Practices

Cognitive

Beliefs

Personality

Traits

Subjectiveculture:

Regional,!thics,

Religious,national,

"rofessional#rgani$ation

al, grou"


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C"l$"re an& +on!"#er 'ea*or

C"l$"re !a$!%e! nee&!6-+"l$"re e!$! $o !a$!% $e nee& o% $e ,eo,le 4$n

!o+e$.

-Sa$!% nee&! o% ,eo,le ' g"&an+e !"gge!$onS$an&ar& ,ra+$+e! ,!olog+al ,er!onal an& !o+al

nee&! e$+.

-E. Tell "! a'o"$ %oo& a'$! &re!! +o&e 4or!,

r$"al! a'o"$ 'r$ &ea$ !o+al o++a!on!.-+"l$"re ! generall +on!!$en$ en&"rng %ollo4e& a!

long a! $ !a$!%e! nee&! o% ,eo,le.

-I$ +ange&re,la+e& a! an& 4en $ &oe! no$ !ol*e $! *er

,"r,o!e.


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C"l$"re +on!"#er 'ea*or

C"l$"re ! learne&6-C"l$"re I learne& a$ +l&oo& $!el% %ro# $e

!o+al en*ron#en$. O%$en 4e are +l&ren ,la

an& ena+$ $e real l%e !$"a$on o% !o+al

+"l$"re r$"al.

Tree &!$n+$ %or#! o% +"l$"re learnng.

7or#al learnng6 4a$ $e el&er %a#l#e#'er $ea+ $e o"nger one o4 $o 'ea*e.


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Culture Is Learned Issues En+"l$"ra$on6$e learnng o% one8! o4n +"l$"re.

A++"l$"ra$on6 Te learnng o% a ne4 or %oregn +"l$"re. Lang"age an& !#'ol!6 Mar5e$er! #"!$ +oo!e

a,,ro,ra$e !#'ol! n a&*er$!ng.

R$"al6 Aritual is a ty"e of symbolic activityconsisting of a series of ste"s %multi"le

behavior& occurring in a '(ed se)uence andre"eated over time*

Rituals e(tend over the human life cycle

+areters reali$e that rituals often involve

"roducts*


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Sarng o% +"l$"re6 C"l$"re ! $ran!%erre&$ro"g %a#l !+ool! o"!e! o% 4or!, an&

#e&a

C"l$"re ! &na#+6 Cange o++"r &"e $o Te+nolog Mgra$on

Po,"la$on !%$ Re!o"r+e !or$age! 4ar! Cangng

*al"e! e$+.

Al!o 5no4n a! 9 TREN/8 . ( E 7a!onA"$o#o'le 7oo&! En$er$an#en$ L%e!$le!

4o#en 4or5 o"$!&e $e o#e are %e4 Ho$ o':e+$ $o

!$"&.


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-iversity by Indian Rail.ays Indian village by Amul

Emerging Culture Ritual & Tradition


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+ea!"re#en$ o% +"l$"re6Te a$$$"&e #ea!"re#en$ $e+n;"e! "!e& '

!o+al ,!+olog!$! an& !o+olog!$! arerela$*el ,o,"lar $ool! n !$"& o% +"l$"re.

1-+on$en$ anal!!

2-+on!"#er %el&4or5


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Con$en$ anal!!6 A #e$o& %or !!$e#a$+allanal=ng $e +on$en$ o% *er'al an& or ,+$oral

+o##"n+a$on. Te #e$o& ! %re;"en$l "!e& $o

&e$er#ne ,re*alng !o+al *al"e! o% a !o+e$.

Con!"#er %el& 4or5 6 A +"l$"re #ea!"re#en$$e+n;"e $a$ $a5e! ,la+e 4$n a na$"ral

en*ron#en$ $a$ %o+"!e! on o'!er*ng 'ea*or.

(!o#e$#e! 4$o"$ $e !"':e+$! a4arene!!).


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Val"e #ea!"re#en$ !"r*e n!$r"#en$!6

A *are$ o% *al"e #ea!"re#en$ n!$r"#en$! a*e 'een

"!e& n +on!"#er 'ea*or !$"&e!.

Ro5ea+ *al"e !"r*e6 T4o &%%eren$ l!$ o% 1> *al"e!( Ter#nal In!$r"#en$al) are !$"&e&.

Ter#nal *al"e!6 Te %r!$ ,ar$ +on!!$! o% 1> $er#nal

*al"e $e#.

E?. Per!onal goal! 7ree&o# E;"al$ !o+al

re+ogn$on.

In!$r"#en$ *al"e!6 Te !e+on& ,ar$ +on!!$! o% 1>

n!$r"#en$al *al"e $e#. E?. A#'$on re!,on!'l$

In$elle+$ e$+.


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L!$ o% Val"e! (LOV)6

A *al"e #ea!"re#en$ n!$r"#en$ $a$ a!5!

+on!"#er! $o &en$% $er $4o #o!$ #,or$an$ *al"e!

%ro# a nne-*al"e l!$ $a$ ! 'a!e& on $e $er#nal

*al"e! o% $e Ro5ea+ Val"e S"r*e

Val"e! an& L%e!$le! (VALS)6

A *al"e #ea!"re#en$ 'a!e& on $4o +a$egore!6 !el%-

&e%n$on an& re!o"r+e!


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In&an Core Val"e!

7a#l oren$a$on

Sa*ng oren$a$on

7e!$*$e! So,,ng a! a r$"al

M$olog

7oo& Ha'$!


18/27

Changing cultural trends in

Indian urban m arkets

A+e*e#en$ oren$a$on

@or5 E$+ Ma$eral S"++e!!

M&&le o% $e roa& a,,roa+ $o $ra&$on

I#,"l!e 3ra$%+a$on U!e o% -$e+ ,ro&"+$!


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SUBCULTURE

S"'-+"l$"re! &e%ne& a! a &!$n+$ +"l$"ralgro", $a$ e!$! a! an &en$%a'le !eg#en$ 4$n

a larger #ore +o#,le !o+e$.

E. Na$onal$ !o+al +la!! Relgon Lang"age

Age 3en&er.


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/*!on! o% S"'-+"l$"re

Na$onal$ !"'+"l$"re6 4$ n a ,ar$+"lar+o"n$r l5e n In&a-

Anglo In&an!-A,er!on o% #e& Engl! an&In&an &e!+en$

Par!ee!-TePar!! +a#e $o In&a !o#e$#e aro"n&

$e 10$ +en$"r A./. $o e!+a,e Ara' ,er!e+"$on nPer!a 4+ 'egan n $e $ +en$"r.


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Cont. .

M"gal!- Mogul+uslim em"ire in India,012340516* The dynasty .as foundedby Babur *.ho came from 7arghana, no. in8$beistan*

Pa$an!-Pa$an! +a#e %ro# A%gan!$an A! a*en&or an& '"!ne!!#en. Te a& l*ng n

+o##"n$ &%%eren$ area n In&a.


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/*!on! o% S"'-+"l$"re Relgo"! !"'-+"l$"re 6Ba!e& on &%%eren$

%a$! Bele%! Relgon.

L5e. M"!l#!

S5!

Cr!$an!

Hn&"! B"&&!$!


23/27

S"'+"l$"re +on!"#er 'ea*or

3eogra,+ Relgo"! !"'-+"l$"re

E. So"$ In&an! Nor$ In&an!Nor$-ea!$ In&an!.

Ra+al !"'-+"l$"re6 In Ca"+a!an!A%r+an! A!an A#er+an A#er+an

In&an!.


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S"'+"l$"re +on!"#er 'ea*or

Age !"'-+"l$"re 6

3en&er a! !"'+"l$"re- All !o+e$e! a*e a!!gne&&%%eren$ $ra$! role! %or Male! %e#ale! l5e

'rea&4nner! %or Male! Ho#e#a5er! %or %e#ale!e$+.

9eneration

maret

3enera$on

? #ar5e$

Ba' Boo#er

#ar5e$

Ol&er

C"!$o#er


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Mar5e$er! %o+"!

Mar5e$er! %o+"! on !a$!%ng $ra&$onal $a!$e!

,re%eren+e!.

Co#,ane! are no4 %o+"!ng #ore on Age !"'-+"l$"re

gen&er !"'+"l$"re.

7or E.

1) L%e!$le

2) Le*e!


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Tradition as culture


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THANK FOR

COOPERATION

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