Examples of culture and subculture and their influence on cb

EXAMPLES of Certain Dimensions of Cultures and Subcultures which are Relevant to Consumer Behavior

1. EXAMPLES o f Cultures and Subcultures and their Influence on Consumer Behavior. Presented By: Bhawna Singh

2. EXAMPLES of Certain Dimensions of C ultures are Relevant to Consumer Behavior

3. Group Identity vs. Individualism Some cultures raise children who see themselves  as a part of a larger group (family, school, church, etc. ) People from those cultures will often maintain very close contact with their extended family, often living inter-generationally under the same roof throughout their adult lives. Examples include japan, china etc. While some cultures tend to think more individualistically—"I'll do it my way"—and raise their children to live on their own and make decisions more independently. For example American culture Relationship orientation vs. task orientation People from hot cultures tend to build their lives around people and relationships, while people from cold cultures tend to plan in terms of tasks and timelines. Masculine vs. Feminine The masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness and material reward for success. Society at large is more competitive. Its opposite, femininity, stands for a preference for cooperation, modesty, caring for the weak and quality of life. Society at large is more consensus-oriented.

4. STEREOTYPE REGARDING LANGUAGE

5. NON-VERBAL LANGUAGE

6. EXAMPLES of Certain Dimensions of Subcultures are Relevant to Consumer Behavior

7. Although commuting to work (or school) is part of our daily routine, it can become a real ordeal, especially in or around big cities. Bangkok, Thailand : Commuting by boat along canals was considered a fast way of transportation which allowed commuters to avoid traffic jam on the roads. In Tokyo , half of the commuters travel by train. The transportation system in Tokyo is notorious for being very clean and efficient. Indeed, if your train is late by even a few minutes, you can request a certificate from the train company to give to your employer. But during peak hours, you will probably miss something very important: your freedom to move and your personal space. Oshiya (‘pushers’) are even employed in train stations to literally push people before the train doors close. Mumbai, India Another city where the train experience is particularly infamous and where commuters are insanely brave. In service since 1853, the local rail network in Mumbai was part of the first railway infrastructure ever built in the whole Asia. It has become the busiest train system in the world, transporting nearly 8 million commuters per day WAYS OF COMMUTING AROUND THE WORLD

8. Amsterdam, Netherlands: bicycle jams are very common in Amsterdam, the world’s busiest bicycle capital . some people sometimes owned more than one bike, for instance a cargo bike to carry heavy things, and a regular bike to commute. Luxor, Egypt Animal carriages are still used as transportation modes in some parts of the globe. It is the case for Egypt, in cities such as Luxor. Horse carriage rides, known as Hantoors are very solicited by local commuters and tourists to go from one place to another. Hong Kong The so-called Hong Kong’s Central to Mid-Levels Escalator is the longest covered outdoor escalator system in the world. 80,000 commuters use it every day to travel from Hong Kong’s central business district to the upscale residential streets of the Mid-Levels. Johannesburg, South Africa Due to insufficient public transport system and the need of the population to commute to the suburbs and townships, minibus taxis have become very popular and common in Johannesburg and across the country. Minibus taxis can carry about 10–15 people.

9. BLACK SUBCULTURE A high proportion of families are headed by women Black women influence many purchases that might otherwise be purchased by men Advertising often appeals to the strength black women portray in life Often unavailability of shopping areas in neighborhoods causes great disparity in spending power Differences in decision making patterns and in media usage HISPANICS SUBCULTURE Latinos are generally brand loyal Latinos emphasize the importance of the family Latin identity - ethnic identity Importance of religion Asian Americans similarities They are cost conscious and very brand loyal They shop mostly within their communities Language barrier may be a challenge for marketers The most effective advertising to Chinese-Americans reflects traditional family values Differences in reasons for coming to, living in the US, desire to return to homeland household decision making - male or female dominance innovativeness use of homeland media - English best for broadcast Ethnic Subcultures

10. Rich Americans spend their money differently than poor Americans—no great surprise there. But the differences in how families spend go beyond earnings. For instance, rich white families spend more on entertainment and groceries than rich black families. And black families at all income levels spend more on things that require a long-term contract, such as electricity and heating services, than white families at corresponding income levels. Rich Americans vs. Poor Americans.

11. Strongbow US and UK Every culture has its differences, but many would be willing to look past them when they get together for a round of drinks—though as it turns out, people have amusingly contrasting views about alcohol. This is a advertising strategy used by cider brand Strongbow’s US and UK arms. As it appears, Strongbow—or cider in general—is associated with poshness and socializing in the US , and is hence poured into small glasses for sharing. In the UK, however, cider is perhaps more of a commodity than anything, and single drinkers might be able to down pints of it in one sitting.

12. Subcultures Based on Age

13. THANK YOU