Group Members06/MS/067 S.Vijayakumar06/MS/069 A.V.A.C.Vithanage06/MS/074 W.B.M.S.P.WIJEKOON06/MS/075 D.A.C.WIJESINGHE06/MS/076 J.B.YATAWARA

Can you say “You Don’t know culture

Can’t

WHY?

Therefore culture can be defined as..“ sum total of the learned belief, values and

customs that serve to direct the consumer behavior of members of a particular society”

According to the above definition we can identify three main concept of culture.

Belief , values customs

Belief:Are the broad number of mental or verbal

statement that reflects upon a person’s assessment of something (another person, a product, a brand).

We believe... To be honest, and not lie. To not steal To not murder. To act justly and according to law

values: are also beliefs However, they defer from

belief s in the sense they are enduring and difficult to change, there are not tied to specific object or situations and they are widely by the members of a society.

Responsibility Improvement Honesty Teamwork Friendliness

Customs Are overt modes of behavior constitute

culturally approved or acceptable ways of behaving in specific situation customs consist of routine behavior .

For Ex: having plain tea eating rice for lunch and not bread

putting ketchup on the burger

The invisible hand of culture The impact of culture is so natural and

automatic that is influenced on behavior is very important taken for granted.

Why we eat three times per day?

The invisible hand of culture

Three levels of subjective culture

SUPRA NATIONAL GROUP

NATIONAL

Can be seen to be present In more than one country.

specially defined for the Citizens of Particular Country

grouping that contain various collection of individuals

Culture Satisfy needs culture exists to satisfy the needs of people

within a society. With its “tired-and-tested” methods of satisfying physiological, personal, and social needs by offering order, direction and guidance.

For example: It provides standers on how to dress in religious site

Culture is also associated with what society members consider to be a necessity and what they view as Luxury

For example in our Sri Lankan context we consider food & beverage is necessity item and automobile as Luxury

What would be the result, if the culture no longer satisfy our needs?

Answer: It is modified or replaced, so that the resulting standard is more in line with current needs and desires.

Culture is learned

Product advertisement related Learning.

A model of behavior to imitateThe repetition of advertisement

Cultural learning

Formal Learning

Informal Learning

Technical Learning

As well as T-shirt can also be used as means of self expression topic initiating social dialog with others.

Self expression Sport participation

Enculturation and AcculturationEnculturation: is a process of socialization in which people learn

about and adapt to their own culture That why most of the brand names include

symbolic nature for example Denote (Damitha Ramanayake

Chaiman’s name) because they go to country like India ,Australia etc..

Acculturation: is the process of adjusting or adapting to another

culture

Airtel Identified Sri Lankan Culture

Rituals From a marketing perspective, rituals and

rites represent a substantial opportunity. In particular, if it is possible to associate an object or other event, known as artifacts, with a ritual then the persistence of the ritual will ensure the continuing use of artifact.

For Example:is the red one and white Santa Claus costume.

Culture is shared

Dynamic nature of cultureCulture is constantly changing but we are so

much a part of it that these changes often go unnoticed. so It is important to as marketer or businessman aware of these Cultural trends

IN OUTWomen are at working Women were at home

High attention to education Less attention to Education

Trend to Fast food items Always cooked & ate

The Role of culture influence on Consumer Behavior

Every society has specific culture, this culture is not sustainable or permanent because in a long run it can be change due to learning culture and culture shifts. According to that marketers have to understand about culture

Why?

And

Culture play a roll as a wall in the consumer buying process.

How?

  Personalit

yTraits

SUBJECTVE CULTURE:

Regional

Ethnic

Religious

Linguistic

National

Professional

Organizational

Group

CognitiveBeliefs

Practice

Values

Attitude

Behavioral Intention

Behavior

Social Norms

How Sri Lankan Cultural values influence CB When we consider how Sri Lankan values

influence on Consumer behavior it is important to identify what are the core values of Sri Lanka.

[01] Hospitality

[02] Celebrating festivals

03. Familiar with television

04. Become an education society

05. Humanity.

Summary

Can you understand What is Culture?

Do you know the basic Concept of culture?

Can you understand how The Role of culture influence on Consumer Behavior

Do you know how Sri Lankan cultural values influence on CB?

THANK YOU.