Culture

• “personality of society”. It includes language,

customs and traditions, norms and laws,
religion, art and music, etc.
• Interest of people, work practices and
orientations, and other attitudes towards
general and specific issues.
• Culture reflects certain buying patterns and
consumption behavior of people.
 According to Schiffman
“Culture is the sum total of learned beliefs,
values and customs that serve to direct the
consumer behavior of members of a particular
society”
Culture is of two types :-
a. Enculturation – process of learning from one’s
native culture.
b. Acculteration- process of learning a new or
foreign culture.
 Characteristics of CUlture
• Culture is
 natural and pre matures naturally into the
social system.
 Helps in satisfaction of needs.
 Is not inborn
 Is not shared
 Is dynamic in nature, and evolves constantly
with time.
 Dimensions of Culture
1. Language

Language differences can be a challenge for marketers while

designing campaigns, product labels, brand and product
names, tag lines, and so on. One single brand name can work
universally in terms of meaning but it has its own challenge.
language can become a very complicated issue for marketers.
Finally, global marketers should be at par to what they
communicate when they choose which languages to use–or
not to use. Products that carry label may suffer accordingly.
 2. Customs and Taboos
• Every culture has its own sets of customs and
taboos.
• For example, in China, the number eight is
considered lucky and green colour which is colour of
infidelity is avoided in many functions and
celebrations.
• Middle Eastern countries where Islamic law is strictly
observed, images displaying the uncovered arms or
legs of the female body are considered offensive.
 3. Values
• It dictates what is acceptable or unacceptable.
• Values arise from the influence of family,
education, moral, and religious beliefs
Eg. U.S. buyers are independent buyers and buys
as per their own choices
China, India - the well-being of the group is
more highly valued
 4. Time and Punctuality
• In some countries, being slightly late to a
meeting is acceptable, whereas in other
countries it is very insulting.
• The best rule of thumb in business is to be
punctual and meet deadlines as promised.
 5. Business Norms
• In Asia it is expected that only Senior person
representing an organization will lead the
discussion, and more junior-level colleagues
may not speak at all.
• American-style – handshakes as Business
norms
• India - Namaste 
• Asian cultures - a respectful bow
 6. Religious Beliefs and Celebrations
• Religious set of beliefs and practices can have
strong influence on what consumers buy (or
don’t buy), when they shop, and how they
conduct business.
• Eg. KFC – Jhatka/ Halal
– Navratra – No non-vegetarian
– Hindu religion, cows are considered sacred and
– people refrain from eating beef.
– Jews and Muslims consider pork unclean
 Case Study ppt
• Mc Donalds