By Matin Khan
Appropriate for college students pursuing classes in administration in universities and scholars in India, this paintings explains the basics of the topics and is illustrated with functional examples in Indian setting.
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Extra resources for Consumer Behaviour and Advertising Management
Different cultures and habits are predominant in different parts of the world. Japanese have a different culture from that of USA, England or Arabian countries. Therefore, in consumer behaviour culture plays a very important part. Sub-cultural Influences Within a culture, there are many groups or segments of people with distinct customs, traditions and behaviour. In the Indian culture itself, we have many subcultures, the culture of the South, the North, East and the West. Hindu culture, Muslim culture, Hindus of the South differ in culture from the Hindus of the North and so on.
The eight segments also differ in their resources and orientations. The resources possessed by those at the bottom are very little and as we move upwards the resources increase. Besides money and physical resources, people at the bottom lack in education, social resources, psychological resources and in self confidence. These studies were made on American people. The demographic characteristics like, age, income, occupation, role, religion, sex education, marital status can easily be identified.
PM5 CONCEPT OF CULTURE & SUBCULTURE 37 Masculine/Feminine: Whether the society is made dominant or women dominant or balanced. Competitive/Cooperation: Whether competition leads to success. This is achieved by forming alliances with others. Youth/age: Are prestige roles assigned to younger or older members of the society. American society is youth oriented and Korean is age oriented. Decisions are taken by mature people in Korea. Environment-oriented Values Cleanliness: If a culture lays too much stress on cleanliness, there is scope for the sale of beauty creams, soaps, deodorants, insecticides, washing powder, vacuum cleaner, etc.
Consumer Behaviour and Advertising Management by Matin Khan