CH - 1 Consumer Behaviour and Marketing Action 2
CH - 1 Consumer Behaviour and Marketing Action 2
CH - 1 Consumer Behaviour and Marketing Action 2
• Culture is learned.
• Culture regulates society –Norms, standards
of behavior, rewards and punishments.
• Culture makes life more efficient
• All members follow same norms.
• Culture is adaptive.
• Culture is environmental.
• Multiple cultures are nested hierarchically.
• Culture also determines what is
acceptable with product advertising.
Culture determines what people wear,
eat, reside and travel.
• Cultural values in India are good health,
education, respect for age and seniority.
But in our culture today, time scarcity is a
growing problem, which implies a change
in meals. Some changes are changing our
culture
Change in Culture Because Of
• Convenience: as more and more women are
joining the work force there is an increasing
demand for products that help lighten and
relieve the daily household chores.
• Education: People in our society today wish to
acquire relevant education and skills that
would help improve their career prospects.
This is evident from the fact that so many
professional, career oriented educational
centers are coming up, and still they cannot
seem to meet the demand.
Contd
• Physical appearance: Today, physical fitness, good
health and smart appearance are on premium.
Slimming centers and beauty parlors are
mushrooming in all major cities of the country.
Cosmetics for both women and men are being sold
in increasing numbers
• Materialism: There is a very definite shift in the
people‘s cultural value from spiritualism towards
materialism. We are spending more money than
ever before on acquiring products such as air-
conditioners, cars CD players etc, which adds to our
physical comfort as well as status.
Types of Culture