Cultural Factors Effecting Consumer Behaviour (Philip Kotler Summary)

Culture:

– Most fundamental determinant of a person’s wants & behaviour.

– Defined by-

• Value Systems.
• Perceptions.
• Preferences.
• Behaviour.

– Manifest through our approach to

• Achievement/ Success.
• Activity.
• Freedom.
• Efficiency/ Practicality.
• Progress.
• Material comfort.
• Humanitarianism/ Spiritualism.

– The various culture in the world are as follows:

• Indian sub-continental culture.
• Oriental culture.
• Occidental culture (European).
• Latin-American culture.
• African culture.
• Arabian culture.
• Aboriginal culture.

Sub – Culture:

– Each culture consists of smaller sub-culture that provide even more specific identification & socialization for its members.

– Include-

• State of origin.
• Religion.

– Sub-culture may make up important market segment.

– Hence, marketer’s may design products & marketing programs tailored to their needs.

Social – Class:

– Manifestation of social satisfaction.

– Social classes are relatively homogenous & enduring division in a society, which are hierarchically ordered & whose members share similar values, interests & behaviour.

– May not be a reflection of income alone.

– Other indicators may be

• Occupation.
• Education.
• Area of residence.

– Social class differ in an external characteristic such as.

• Dress.
• Speech pattern.
• Recreation preferences.

– Social class identified by social scientists are:

• Upper Uppers:
  • Live on inherited wealth.
  • Donate to charity.
  • Good market for jewellery/ Antiques/ Home/ Vacations.
  • Dress conservatively.
  • Reference group for others.
• Lower Uppers:
  • Earn high income on professional ability.
  • Usually comes from middle class.
  • Active in social events.
  • Seek status symbols.
  • Display conspicuous consumption.
• Upper Middle:
  • May not possess high family status/ wealth.
  • Primarily concerned with career.
  • Believe in education.
  • Like Ideas and High culture.
  • Quality market for homes/ clothes/ furniture/ white goods.
  • Enjoy entertaining friends.
• Middle:
  • Average salary people.
  • Live on better side of town.
  • Buy popular goods to live up with trends.
  • Spend on worthwhile experiences for children.
  • Seek better brand names.
• Working Class:
  • Blue-collars workers.
  • Guided by relatives for assistance in times of troubles.
  • Maintain gender role division.
  • Lead working class lifestyles.
• Upper Lowers:
  • Perform unskilled work.
  • Poorly paid, strive for more money.
  • Educationally deficient.
  • Living standard just above poverty.
• Lower Lowers:
  • Poverty stricken.
  • Usually out of work.

Social class show following characteristics:

– Persons within a social class tend to behave alike.

– Persons are perceived as superior/ inferior in society based on social class.

– Social class indicated by a cluster of variables rather than a single variable.

– Individual can move from one social class to another, both, up or down.

– Social class show distinct product/ brand preferences in many areas.