Page 155 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 11.5 Keywords

Culture: The totality of socially transmitted behavior patterns, arts, beliefs, institutions, and all
other products of human work and thought.

Instrumental values: The values that measure basic approaches an individual might take to
reach end state values.
Personal values: They reflect the individual's choices made from variety of social values to
which an individual gets exposed to.
Terminal values: The values designed to measure the relative importance of end states of existence
or personal goals.
Values: Serve as standards that guide our behaviour across situations and over time.

11.6 Self Assessment

Fill in the blanks:
1. ………………… component of culture refers to the belief that separates right and wrong.

2. Individuals are born with culture, it is……………..
3. …………………values represent our core value system.
4. Freedom, equality etc. come under …………………..values.
5. In………………..observation, the researchers themselves become an active part of the
environment that they are studying.
6. Rokeach Value Survey system was developed by social psychologist…………………
7. A person acquires an art piece for the pleasure of owning it. This is an example
of………………………….
8. We can also enjoy delicious American food in India. This is because of the fact that culture
is ……………………. .

9. Marketers have to constantly keep a track of cultural changes. This is because culture is not
…………….. .
10. You bought a jacket so that you get protection form cold in winters. This is called
……………………… materialism.

11.7 Review Questions

1. "Culture not only influences consumer behaviour but also reflects it". Comment.
2. Critically examine the characteristics of culture. Give examples.

3. Have there been cultural changes in India affecting consumer behavior? Explain.
4. "Culture satisfies needs". What do you mean by this statement and how is it important for
the marketers?

5. Some brands like, Bajaj Chetak and Maruti 800, become a part of our lives and get imbibed
into our value system. Identify two such brands (other than those mentioned) and trace
their journey into the value system of the Indian consumers.
6. Explain the concept of content analysis with the help of an example.

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