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*Fahim Uddin #1130648

*Ruslan Riasat #0821021

*Md. Golam Hasib #0720482

*Rafael Musharraf #1025040

*Nousheen Rahman #1130623

Prepared For :

Dr. Abu Naser Ahmed Ishtiaque

Prepared By :

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*“The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society”

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Fillet-O-Fish Sandwich McGriddle Sandwich

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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Chapter Eleven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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*Finding of Researcher

“ Because it’s 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”

8Chapter Eleven Slide

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*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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*Enculturation and acculturation

*Language and symbols

*Ritual

*Sharing of culture

* Enculturation*The learning of one’s own

culture

*Acculturation*The learning of a new or

foreign culture

Issues

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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

Learn how to behave and the difference between right and

wrong

Based on age, interest in the culture, and desire to become

part of the new society

*Enculturation and acculturation

*Language and symbols

*Ritual

*Sharing of culture

Issues

*Without a common language, shared meaning could not exist

*Marketers must choose appropriate symbols in advertising

*Marketers can use “known” symbols for associations

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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eleven Slide

*Enculturation and acculturation

*Language and symbols

*Ritual

*Sharing of culture

Issues

*A ritual is a type of symbolic activity consisting of a series of steps

*Rituals extend over the human life cycle

*Marketers realize that rituals often involve products (artifacts)* Food, perhaps, music or

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Birthday parties, weddings, graduations, or religious rites

of passage

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 couple’s life together

Graduation Pen, U.S. Savings Bond, card, wristwatch

Valentine’s Day Candy, card, flowers

New Year’s Eve Champagne, party, fancy dress19

*Enculturation and acculturation

*Language and symbols

*Ritual

*Sharing of Culture

Issues * To be a cultural characteristic, a belief, value, or practice must be shared by a significant portion of the society

*Culture is transferred through family, schools, houses of worship, and media

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A culture can not just exist within one person

*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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It is important for marketers to realize that culture is changing

*Technology

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!22

The Mobile Culture

*Population shift

*Population of 16 crore*Ratio of 100.3 male to

100 females

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Shortage of

Resources

• Lack of Natural Gas• Shift to LPG

*Wars *Basic need for food, petroleum, medicine etc arises

*New market for marketers to play

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Changing Vales

• Joint Family to Nuclear Family

*Custom from Other Countries

*Mehendi Ceremonies

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