D.P.BHARATHI PRIYADHARSHINI K.SANTHOSH B.

RAMDASS

 Culture

is the learned values, perceptions, wants, and behavior from family and other important institutions

Culture is natural and permeates naturally into the social system. Culture helps in satisfaction of needs. Culture is not inborn. Culture is shared. Culture is dynamic in nature, and evolves constantly with time.

Values Language Myths Customs Rituals Laws

Values are collective ideas about what is good, desirable and proper, or bad, undesirable, improper. Values give direction and consistency to behavior. Values help you know what to and not to make time for. Values establish a relationship between you and the world. Values set the direction for ones life.

Projective Tests Attitude measurement tests and techniques Content analysis Consumer fieldwork Value measurement instruments.

Subcultures are groups of people within a culture with shared value systems based on common life experiences and situations Every society is composed of smaller subunits, homogenous within, and heterogeneous outside, all of which when put together make a complex society. sub-units or sub-groups are known as subcultures; people within sub-cultures possess distinctive sets of values, beliefs, customs and traditions etc

Based on, Nationality Geographical location Religion Race and caste Gender Age

It is important for a marketer to give consideration to three major issues; how do consumers in one culture get exposed to good/services being used by people of other cultures how should a marketer design/adapt his 4Ps so as to be accepted by people influenced by newer cultures how should a marketer design/adapt his 4Ps so as to accepted by people of other cultures (in foreign markets).

The effort to determine to what extent the consumers of two or more nations are similar or different.

Similarities and differences among people

The growing global middle class

The global teen market

Acculturation

Global Local Mixed (Glocal)

COMMUNICATON STRATEGY

STANDARDIZED COMMUNICATIONS
STANDARDIZED PRODUCT LOCALIZED PRODUCT Global strategy: Uniform Product/ Uniform Message

LOCALIZED COMMUNICATIONS
Mixed Strategy: Uniform Product/ Customized Message

Mixed strategy: Local Strategy: Customized Product/ Customized Product/ Uniform Message Customized Message

A study of culture, sub-culture and cross culture holds great relevance for a marketer. A study of culture is inclusive of language, customs and traditions, norms and laws, religion, art and music, etc It would help marketer to design his 4Ps in an efficient and effective manner.

THANK YOU..