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Unit 11: Culture and Consumer Behaviour

7. Discuss the process of measuring culture by using consumer field work. Use a fictitious Notes
case to supplement your discussion.
8. Examine the pros and cons of individual and collective cultures.

9. Can cultural diversity pose problems for a marketer? If yes, then what and how can a
marketer overcome these problems?
10. Assess the rationale behind terminal materialism.

Answers: Self Assessment

1. Ideological 2. learnt
3. Global 4. terminal
5. participant 6. Milton Rokeach
7. terminal materialism 8. shared
9. static 10. instrumental

11.8 Further Readings

Books Batra, Satish K and Kazmi, S H H, Consumer Behaviour, Excel Books, New Delhi.

Hawkins, D.L & Best, Roger, Consumer Behaviour – Building Marketing Strategy,
McGraw Hill, Indian Edition, New Delhi.
Loudon, D.L & Delta Bitta, A.J, Consumer Behaviour, Tata McGraw Hill, New Delhi.

Online links www.consumerpsychologist.com/cb_Group_Influences.html
www.businessworld.in/bw/tag/sub+cultures
www.hist.ceu.hu/?q=node/364

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