Professional Documents
Culture Documents
CULTURE- The sum total of learned beliefs, values and customs that serve to direct the consumer behaviour of members of a particular society
1. Serves the need of the society
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Is Shared It is transferred from generation to generation With new influence being added at each step
Is Dynamic Culture is adaptive to the needs of the society
Social Organisation
Technology Media Law
SUB-CULTURES
SUB-CULTURE- A distinct cultural group that exists as an identifiable segment within a larger more complex society
Serves as sizeable natural segments to the marketers Sub-cultures are dynamic Is Learned - Through interaction with other members of the culture Major Sub-culture Categories 1. 2. 3. 4. 5. 6. 7. 8. Nationality (i.e Birthplace of ancestors) Religion Geographic Region Race Age Gender Occupation Social Class
CROSS-CULTURES
Each country has its own tradition, culture, preferences, mores and taboos, which marketers must understand before entering the global market
Pricing
Target market
Market Position
Nature of Product
Environment Factors
Organisation Factors
4. Observation
1. Used to gain valuable insights through the sub-conscious behaviour
5. Content Analysis
1. Uses an analysis of the past and present media to know cultural changes 2. Used majorly for cross-cultural study
What are the key cultural Attributes that need to be studied for finalizing the product portfolio by IKEA before entering the Indian Market?