Page 170 - DMGT506_CONSUMER_BEHAVIOUR

Unit 12: Sub-culture and Cross-cultural Consumer Behaviour

12.6 Self Assessment Notes

Fill in the blanks:
1. Tribal groups normally have different living styles than other people. This is called
sub-cultural …………………. .
2. People in north celebrate Diwali and people in south celebrate Onam. This is called
sub-cultural …………………. .

3. Different food items are popular in different parts of India. This relates to ……………………..
sub-culture.
4. Products like Chayavanprash and Zandu Kesari are mostly targeted at …………………
and ……………………… .
5. Sheena doesn't want to work but works to second her husband's income. She may be put
under the category of ………………… woman.
6. Foreign companies need to study the ……………………. and ………………….. of various
countries they wish to enter.

7. Fixed office working hours represents ……………………….. time perspective.
8. Verka, a strong regional player in Dairy business is a brand that belongs to the state
of…………………

9. You and your friend were born in 1980s. You both belong to the same …………………….
10. …………………refers to the generally accepted behaviour in social gatherings.

12.7 Review Questions

1. Assess importance of difference in cross-cultural non-verbal communications for the
marketers.
2. Why do you think, many companies take the Joint Venture route to enter a foreign country?
Explain using examples from India.

3. You are the marketing of a company manufacturing mobile phone devices. You want to
target people over the age of 60 as it is ignored by most of the other companies. Design a
promotional mix to reach your target audience (Talk about the design and features of your
device).
4. Why is it important for a marketer to study cross-cultural differences? Support your
answer with examples.
5. Is it important to study sub-cultures also? Why? Explain with examples.
6. Foreign companies often face problems to launch their products. Why? Give suitable
examples.
7. Discuss two commercials that depict cultural values.
8. Discuss the sub-cultural divide in India and implications for marketers.
9. Discuss the impact of Western movies on Indian youth. Identify the consumption of two
products in different categories that reflect this.
10. Consider three ads that target people of different age groups and both sexes. Who is real
target of these ads?

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