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    WELCOME

    TOSOCIO-CULTUREENVIRONMENT

    Group: - 3Gayathri Devi.P.

    Srikanth.D.

    Mohammed Arfath.S.ISrinivas.K.V

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    Contents:-

    Social Environment. Cultural Environment. Socio-Cultural Environment. Impact of the Socio- Cultural

    Environment on business. The Family. Role of Family Members in

    Household Decision Making. Family Life Cycle. Changing Role Of Women in Societ

    Social Class. Components of Social Class. Culture. Elements Of Culture. Cultural Values.

    Conclusion.

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    Introduction:-

    Social Environment:-

    Social environment factors includehuman relationship & the

    developments, form & function ofsuch relationship having a bearing othe business of an organization.Factors such as buying & consuminghabits of people, their languages,beliefs & values, customs & traditio

    tastes & preferences, education aresome of important factors &influencesoperating in the social environmentSome of these are the factors that

    affect business like:-

    Social attitudes & values such as thesocietys expectations from busines

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    Family structure & changes in them

    Role of women in society & their

    statusCultural Environment

    Knowledge of the cultural environmenis important to understand thebusiness environment in its totality.

    Cultural analysis often helps topinpoint market opportunities. Culturforces play amajor role in shaping a companysmarketing mix program. Cultural normlargely drive consumer needs & buyebehavior. Cultural blunders may provexpensive for MNCs. Culturalenvironment is important tounderstand the business environment

    Socio CulturalEnvironment:-Society & culture primarily govern thelifestyle of an individual. An individual

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    eating habits, shopping behavior,dressing priorities; physical possessionare influenced by the society.In India, expenditure on festivals likeholi, diwali, raksha bandhan, durga pujganesh puja, pongal runs into billions orupees every year. So culture itself is abig opportunity for business.Many timpeople spend a lot amount of money fothe sake of simple to social & culturalnorms. Socio-cultural environment isonly due to societal pressure that peopspend so much money in marriages &celebrations.

    Impact of theSocio-CulturalEnvironment on

    Business:-1. Family

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    2. Social Class

    3. Culture

    The Family:-A family plays a key role in thedevelopment of a persons attitude, hisunderstanding of the environment, hisbeliefs & his preferences. A Family

    performs four basic functions for anindividual: - Economic Support,Emotional Support, establishment of asuitablelifestyle & socialization of family.Socialization is a central function

    of a family as it impacts basic values &modes of behavior to the child,consistent with ones culture. Thesegenerallyinclude moral & religious principle,interpersonal skills, dress & grooming

    standards, socially acceptable manners&speech & a selection of suitableeducational & occupational goals.

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    Role of Family

    Members inHousehold DecisionMaking:-

    1. Influencer :- That individual in the

    family, whose opinion is soughtregarding what should be thecriteriafor making a purchase & whichproducts most likely fit thoseevaluative criteria.

    2. Gate keeper: - While the influencerprovides information on products

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    the gate keeper restricts the flow oinformation about a product orservice into family.

    3. Decider : - The person with financiaauthority or power who decides hothe familys money will be spent &on which products & brands.

    4. Buyer : - The person who acts as thpurchasing agent by visiting thestore, calling suppliers, bringingproducts home.

    5. User : - The family member whomakes use of the products.

    6. Disposer : - A family member whoinitiates out the disposal of aparticular product or service.

    Family Life Cycle:-

    Young Singles:- Young bachelors who

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    live alone have low individual income

    Newly Married Couples:- These familietend to spend a substantial amount otheir income on cars, clothing & othervacations activities.

    Full Nest 1:- At this stage the first chiarrives & roles within the familychange. Purchases shift from leisure tbaby products & toys.

    Full Nest 2:- At this stage the youngechild has reached school & familyspending is children centric.

    Full Nest 3:- At this stage parents enttheir 40s. Family income increases &simultaneously expenditure as childreare more demanding.

    Empty Nest 1:- At these stage childrehave left the home & establish theirown nest. Financial condition of the

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    couple become better as now theylesser responsibilities& income is at its peak.

    Empty Nest 2:- This stage sees areduction of income for individual. InIndia in case of business families &private jobs they get dependent ontheir children & spending is on theirgrandchildren & health.

    Solitary Survivor: - Spending habits osolitary survivor remain the same asthat of empty nest 2.

    Changing Role OfWomen In Society:-Marketers are always interested inlifestyle changes occurring among

    women because they are customers &consumers of most products, especiaproducts related to women & of most

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    of the baby & mens products. From abusiness point of view the importanceof women has increased in everyaspect. They are now decision makersfor most products purchased & areinfluencealmost every purchase.

    The following aspects have played arole in changing the role of the womein society:-

    Education: - It is the single biggestreason for revolutionizing the role ofwomen in society. Since independencthe literacy level of women in India hagone up. They are getting the samelevel of education as boys & this hasincreased their role in decision makinTodays companies are targetingwomenin their communication media.

    Employment: - Today more & more

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    women are choosing a career. Not onin metros but even in towns they areemployed & are earning. But beingemployed they are more aware & playa key role in every purchase of thefamily. These families are goodcustomerof readymade food, if convinced thatthe food is as nutritious as cookedfood.

    Multiple Roles: - Women play multipleroles in a family. They make purchasefor their children as well as the men ithe family. Women are housekeeper &therefore decide all the routinepurchases & influence all non-routinepurchases.

    Social Class:-Social classes are based on variouscomponents & are thereforemultidimensional. They are not

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    determined by a single parameter sucas occupation & income. Certainparameters are more reliable thanothers. Occupation is one of the bestsingle available indicators of socialclass.In every society some jobs are givenhigher status than others. Housing isanother important variable that helpsdetermine a persons social class.Social class categories are rankedvertically ranging from higher status lowerstatus.

    Components OfSocial Class:-

    1. Occupation : - What a person doesfor living is one of the most telling

    indicators of social class. Theoccupation dictates other signs ofclass membership such as income,personal association & status.

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    2. Income : - It is the most criticaldeterminant of social class as itdirectly influences the buying pow& market potential. Peopleperforming the same occupation cahave different levels of income.Consumption patterns aredetermined by the level of income.

    3. Possessions : - These are symbols oclass membership. Conspicuousconsumption & peoples desire toprovide visible evidence of their

    ability to afford luxury goods helpexplain why different people buydifferent products.

    4. Associations : - The consumption ofpeople is directly related to thesocial network of people theyinteract with. People spend theirleisure time with others who sharetheir tastes & recreational activitie& they imbibe new tastes, lifestyle

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    etc, from those with whom they arassociated.

    5. Level Of Influence: - Class, rank &influence go hand in hand. Membe

    of higher classes usually commandhigher level of influence. Evenmarketers use them as an opinionleader to influences the lower classe

    Culture:-Culture is the integrated sum total oflearned behavioral traits that areshared

    by members of a society. Culture isbehavior that is shared by a group ofpeople in a society.Culture is thesoftware of mind & says that itprovides human with a guide on how think. Culture is the sum total of

    learnedbeliefs & values that server to directthe

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    consumer behavior of members of aparticular society. Culture is a set ofvalues, ideas & other meaning fullsymbols that help individualscommunicate & evaluate as member osociety.

    Elements Of Culture:-

    1. Family : - It is a learning center foran endless stream of attitudes,behaviors& skills that the child carriesthrough life.

    2. Religion : - When there was no law,religion was the only law. Religioncame into existence as a social lawTill today religion control humanbehavior all over the world.

    3. Education : - Education & educationinstitutions are a major influence othe lives, culture & society of itspeople. Socializing through

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    educational institutions influencesconsumptionin several ways.

    4. Mass Media: - These are the modesof communication that reach out toalarge population on a regular basisModern culture & society has beenrevolutionized by mass media.

    5. Language & Symbols: - To acquire common culture the member of asociety must be able tocommunicate with each otherthrough a common language. InIndia itself there aremore than 25 language & more tha800 dialects spoken. Every culturenation loves its language & feelsproud about it.

    6. Technology : - Every culture has itsown level of technology. The level otechnology is manifest in many way

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    Countries like United States, Japan &Germany have a high level oftechnology. In countries like India,Sri Lanka, Pakistan & Bangladesh thlevel of technology is low & that iswhy they resist any technologicalchanges.

    7. Aesthetics : - It is an arts, music &dance have affect on people & arepart & parcel of culture. Aestheticsare of particular interest to themarketer because of their role ininterpretingthe symbolic meaning of variousmethods of artistic expression.

    8. Rituals : - Culture includes variousritualized experiences & behavior.

    A ritual is a type of symbolic activityconsisting of a series of stepsoccurring in a fixed sequence &repeated over time. The sale ofsweets

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    & crackers in India is at an all timehigh during Diwali. In North Indiamany butches & barbers keep theirshops closed on Tuesday becausemany people dont eat meat.

    Cultural Values:-

    Individualism Verses Collectivism: -Individualism is a culture wheremembers of the society put theirpersonal advancement & welfare abovall. In collectivism people put the gooof others the group they belong to &

    the society as a whole above their owJapan & India for instance have a mucmore collectivist culture than theUnites States.

    Masculine Verses Feminine Cultures:

    Culture may also be judged on how throles of men & women aredifferentiated& how publicly or privately segregate

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    the two genders are one from anotheThe value of a male child may begreater than female.

    High Verses Low Power Distance:-Power within a culture is tried to thelevel of social responsibility that exis& how willing members or its societyare to accept authority at all levels.High power distance is a characteristof those cultures where the differencein power between the most & leastpowerful individual is great.

    Acceptance Of Uncertainty: - This tellus to what extent a culture acceptsuncertainty & ambiguity. Highuncertainty avoidance is foundin cultures where people have lowtolerance for new idea to do things.

    Abstract Verses Associative Culture:-A culture in which members believe inthe principle of cause & effect isclassified as an abstract thinking

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    culture. Here science & technicalknow how are given importance &the level of education is high. Peoplemake decision logically.

    Materialism & Leisure:-Societies are also classified accordingto the importance they give tomaterialism are likely to be moreinterested inbusiness & personal achievements. Btraditionally India has a materialisticculture perhaps the only country whethe goddess of wealth is worshipped.

    Trust:-In countries where trust is high thecostof business is low & where trust is lowcost of business will be high. As in USpeople believe less in other people &therefore rely on written document.

    Future Orientation:-

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    Low context cultures are specific abothing. Low context cultures concentraon logical aspects of things.

    Ambitious Or Complacent:-An ambitious individual is highlymotivated is wealth acquisitive has astrong urge to excel & is prepared tochange the organization & even takerisks.

    Marriage:-Marriage is one of the basic elementsof culture & peoples attitude towardsmarriage influences culture a lot. Theare cultures where marriage is apersonal matter & is confined to twopersons.

    Conclusion:-The Family plays a key role in thedevelopment of a childs attitude

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    regarding the objects in theenvironment. Family plays a criticalrole in thedecision making of an individual.Socclass describe the overall rank ofpeoplein a society & people who are groupewithin the same social class areapproximately equal in terms of theirsocial standing in the community.Social class can be classified on thebasisof occupation, possessions & income.Throughout their life people may movupward or downward in the socialculture. As the cultural values changethe buying & consumption behavioralso changes.

    THANK

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    YOU

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