Measuring Cultural Values and Indian Core cultural Values.pptx

This shows how we can measure the cultural values and also what are the Indian core cultural values.

1. Measuring Cultural Values Submitted by: Bikram Ray 2023-542-010

2. Methods of measurement of culture Content Analysis Field Observation Value measurement instruments Rokeach Value Survey Gordon’s Surveys of Personal and Interpersonal Values The value and Lifestyle survey

3. Content Analysis It means that an extensive analysis of the various sources of content in the society is done i.e. verbal, written, pictorial communication including the promotional messages. This tool can be applied to many fields like gender and age issues, sociology, political science, psychological science etc. but we will focus our discussion towards marketing or particularly towards consumer behaviour.

4. How content analysis helps in marketing It helps identify the intention, focus or communication trends of an individual, group or institutions. Describe the attitudinal and behavioural responses to communications. Determine the psychological or emotional state of persons or groups. Lets understand by the e.g. of Dairy milk and e.g. of Periactin (cyproheptadine)

5. Content analysis in different societies Content analysis can determine what social and cultural changes have occurred in a specific society or compare different cultures. Content analysis of more than 250 ads appearing in 8 issues of Magazine—4 Japanese issues and 4 American issues—found that teenage girls are portrayed quite differently. Portrayals of American teen girls often reflected images of independence and determination, whereas those of Japanese teen girls portrayed happy, playful, childlike girlish images. E.g. of Ghee when advertised in India vs Ghee advertised in America

6. American Brands

7. Field Observation Field observation consists of observing the daily behavior of selected members of a society. Based on their observations, researchers draw conclusions about the values, beliefs, and customs of the society under investigation. Field observation: - 1. Takes place within a natural environment. 2. Generally, the subjects are not aware that they are being watched. 3. Focuses on observation of behavior.

8. Example of Nissan’s Infiniti Automobile When Nissan was designing its Infiniti automobiles in the 1990s, two individuals, posing as students, rented rooms in the suburban homes of two families in the Los Angeles area and observed the car-related behaviors and preferences of “typical” Americans, without the families’ awareness. Found out that Japanese notion of luxury was different from American’s notion of luxury. Japanese crave for simplicity whereas Americans craves for visible opulence (wealth and affluence).

9. Value measurement Instrument These are the structured self-administered questionnaires that measure individuals’ cultural values. Rokeach Value Survey Gordon’s Surveys of Personal and Interpersonal Values The value and Lifestyle survey

10. Rokeach Value Survey The Rokeach Value Survey is a self-administered, two-part values inventory: Eighteen terminal values that reflect goals and desirable states of existence and are defined as ends (e.g., happiness, pleasure, freedom, self-respect). Some terminal values focus on personal aspects and the others on interpersonal ones. Eighteen instrumental values, defined as the means to achieve the ends (e.g., ambitious, honest, polite, responsible). The instrumental values are composed of competence and moral values.

11. Gordon’s Surveys of Personal and Interpersonal Values Gordon’s Survey of Personal and Interpersonal Values measures values that determine how people cope with their daily lives.

12. The value and Lifestyle survey

13. Core cultural values in India

14. Indian Core values 1)Family Orientation • Concept of Extended Family- parents, siblings, grandparents, etc. • Chief wage earner supports the entire joint family. • Disposable income of such a consumer gets radically reduced. • Looks for a value-based brand at a lower price point. • Mixes Brands to balance the expenditure. • Down-trading- consumer buys less expensive brands after using higher brands. 2)Savings Orientation • Uncertainty of income generation as huge population still lives in rural parts. • Unlike developed nations, various community services are not being available. • Consumers fall back on their savings even to celebrate festivities. • All class of consumers consider jewelry as a means of investment. • Popularity of installment payments because of splitting savings between traditional purchases and appliances purchases.

15. Indian Core values 3)Festivities • Cultural celebrations are very much a part of Indian culture. •Sub-cultures also have various festivals. •Brands offer sales promotional programs during festive seasons. •Smart customers make “value-based” deals during these times. •Consumers postpone their purchases, especially durables, in the hope of getting such deals. 4)Shopping as a Ritual •Shopping done from huge departmental stores to conventional outlets. •Only about 5% of products are retailed through departmental stores is a reflection of the fragmented nature of retailing. •Bargaining is an unwritten rule. •Members of the family visit outlets with the objective of comparing prices and arriving at a best deal. •Compensatory style of decision making- buyers analyze one brand after another.

16. Thankyou very much for your time Bikram Ray