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7/31/2019 Cb Synopsis

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Synopsis

Of

Consumer Behaviour

Culture and Sub-culture Influence on Consumer Behaviour

Submitted To: Submitted by:

Prof. Vikas Nath Romana aftab (PGSF1120)

Praveen Tanotra (PGSF1117)

Heena Kumari (PGSF1107)

Michelle Baa (PGSF1113)

Monalisa Nayak (PGSF1115)

Nikita Devnani (PGSF1116)

Punit Yadav (PGSF1119)


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ABSTRACT

The title of the project is Cultural and Sub cultural influences on consumers. This project will

have the concept of research paper or article and also the field survey. It will deal with one of themost persuasive influences on consumers and indeed their consumption behavior is that of the

cultural and subcultural. Culture has a profound effect on family life, living patterns, and social

interactions and is indeed an input in shaping personality, attitude and perception variables. We

will try to understand various culture and subculture within a society.

INTRODUCTION

Marketers are always concern about cultural shift and keen to discover new products or services

that consumer may want. Culture is the most fundamental determinant of a persons wants and

behavior. It is the broadest environmental factor affecting the behavior of consumers.

Culture is defined as the sum total of learned beliefs, values and customs that serve to direct the

consumer behaviour of members of a particular society. Culture is everything a person learns and

shares with members of society such as ideas, norms, morals, values, knowledge, skills,

technology, tools, material objects and behaviour. Culture excludes genetically inherited instincts,since these are not learned as also the individual behaviours, norms, knowledge, etc. which are not

shared with other members of the society.

A subculture is a set of people with a set of behaviors and beliefs, culture, which could be distinct

or hidden, that differentiate them from the larger culture to which they belong. If the subculture ischaracterized by a systematic opposition to the dominant culture, then it may be described as a

counterculture. Subcultures can be distinctive because of the age, race, ethnicity, class, and/or

gender. The qualities that determine a subculture as distinct may be aesthetic, religious, political,

sexual or a combination of these factors.

OBJECTIVE

Understand the environmental factors and groups affecting consumer behavior.

Describe different environmental factors like culture, subculture, social class and lifestyle.


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Explain the influence of different groups like reference groups and family on consumerbehaviour.

Industry: FMCG

IMPORTANCE

It helps in understanding the effect of culture and subculture on consumers.

It also helps in analyzing the current trend followed by consumers.

Influence of culture and sub-culture on consumer:

Demographic factors

Geographic factors

RESEARCH METHODOLOGY

The manipulation of things, concepts and symbols for the purpose of generalizing to extend,correct or verity knowledge whether that knowledge aids in construction of theory or in the

practice of an art.

SAMPLING METHOD USED

In this research systematic sampling method will be used to collect the primary data by

using questionnaire.

Population size: Shipra Mall

Sample size: 30

Method of collecting data: questionnaire


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LIMITATIONS

Behaviour of consumers changes after every kilometer.

Different consumer have different perception according to their culture and subculture.

Consumers are reluctant to provide their views on cultural and sub-cultural behavior.

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