Prepared By :

* Fahim Uddin #1130648

* Ruslan Riasat #0821021
#0720482
* Md. Golam Hasib
#1025040
* Rafael Musharraf
#1130623
* Nousheen Rahman

Prepared For :
Dr. Abu Naser Ahmed Ishtiaque

* The sum total of learned beliefs, values, and customs

that serve to regulate the consumer behavior of
members of a particular society

Fillet-O-Fish Sandwich

McGriddle Sandwich

7
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide

*Finding of Researcher
Because its the right thing to do

*Influence in our daily life

*Visiting different region or country
*Each individual perceives the world through
his own cultural lens

8
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide8

* Culture is the basic values, perceptions, wants

& behaviors learned by a member of society
from family & other important institutions . E.g.
An American bride wears a white dress on her
wedding while a white dress is worn on
occasion of mourning in India.

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Consumption habits around the world

in terms of Culture
Each country has a different mix of
consumption. Therefore, the types of products
that are salable in each culture vary. A pattern
of consumer behavior can be attributed more to
cultural differences than to economic
differences.

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Learn how to behave

and the difference
between right and
wrong

Issues

* Enculturation

* Enculturation and

* The learning of ones own

acculturation

culture

* Acculturation

* Language and symbols

* Ritual
* Sharing of culture

* The learning of a new or

foreign culture

16
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Based on age,
interest in the culture,
and desire to become
part of the new society
Chapter Eleven Slide

Issues
* Without a common language,

shared meaning could not exist

* Enculturation and

* Marketers must choose

acculturation

appropriate symbols in
advertising

* Language and symbols

* Ritual
* Sharing of culture

* Marketers can use known

symbols for associations

17
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide

Issues

Birthday parties, weddings,

graduations, or religious rites
of passage

* A ritual is a type of symbolic

* Enculturation and

activity consisting of a series of

steps

acculturation

* Language and symbols

* Ritual
* Sharing of culture

* Rituals extend over the human

life cycle

* Marketers realize that rituals

often involve products
(artifacts)

*
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Food, perhaps, music or objects

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 couples life together

Graduation

Pen, U.S. Savings Bond, card,

wristwatch

Valentines Day

Candy, card, flowers

New Years Eve

Champagne, party, fancy dress

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A culture can not just exist within

one person

Issues

* To be a cultural characteristic,

a belief, value, or practice

must be shared by a significant
portion of the society

* Enculturation and
acculturation

* Language and symbols

* Ritual
* Sharing of Culture

* Culture is transferred through

family, schools, houses of
worship, and media

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It is important for marketers to realize

that culture is changing

* 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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* Technology
The Mobile Culture

The technological advancement of computers, mobile phones and tabs is

giving opportunities for Marketers to find new ways for Market
Communication.
Customers are at the finger tips of Marketers
now!
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* Population
shift

Shortage of
Resources

* Population of 16 crore
* Ratio of 100.3 male to 100
females

Lack of Natural Gas

Shift to LPG

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* Wars

* Basic need for food, petroleum,

medicine etc arises

* New market for marketers to play

Changing
Vales

Joint Family to Nuclear Family

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*Mehendi Ceremonies
* Custom from
Other
Countries

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