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Pavitar Parkash Singh, Lovely Professional University Unit 11: Culture and Consumer Behaviour

Unit 11: Culture and Consumer Behaviour Notes

CONTENTS
Objectives

Introduction
11.1 Nature of Culture

11.2 Types of Cultures
11.3 Measurement of Culture

11.3.1 Content Analysis
11.3.2 Consumer Field Work

11.3.3 Value Measurement Surveys
11.3.4 Other Parameters

11.4 Summary
11.5 Keywords

11.6 Self Assessment
11.7 Review Questions

11.8 Further Readings

Objectives

After studying this unit, you will be able to:
State the nature of culture
List the types of culture

Realise how culture is measured

Introduction

Culture influences consumers through the norms and values established by the society in which
they live. It is the broadest environmental factor that influences you as consumer. Cultural
values are enduring and any attempts to change them generally fail.
The study of culture is concerned with a comprehensive examination of factors such as language,
religion, knowledge, laws, art, music, work patterns, social customs, festivals and food etc. of a
society. In fact, culture includes everything that reflects its personality. Culture does not determine
the nature or frequency of biological drives such as hunger or sex; it does influence if, when and
how these drives will be gratified. The impact of culture is automatic and almost invisible and
its influence on behaviour is usually taken for granted.

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