Consumer behavior unit 4
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The document explores the concept of culture and subculture, focusing on shared beliefs, values, and customs within distinct cultural groups. It highlights various identifiers such as nationality, religion, race, and social class, as well as lifestyle preferences and habits. Additionally, it addresses specific demographic segments, including gender roles and product preferences among different groups in India.
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Consumer behavior unit 4
- 2. Culture Subculture Similar beliefs, values & customs Adhere to cultural beliefs Distinct cultural group Identifiable segment
- 3. Specific subculture Cultural themes of population Overlapping cultural traits Indian, Bengali, Brahmin
- 4. Nationality Religion Geographic region Race Age Gender Occupation Social class
- 5. Indian core values Spending pattern Festivals Occasions Relationships Family pattern
- 6. Values Rituals Festivals Beliefs Food habits
- 7. Similar geographic condition Brand preferences Product preferences Lifestyle
- 8. 1) Aryans 2) Dravidians Beliefs Values Food habits Clothing
- 9. Product preferences Brand preferences Lifestyle Habits Needs
- 10. Needs of men Needs of women Product preference Brand preference Working women Home making women (housewives)