CultureThat complex whole that includes knowledge , belief, art, morals, law, customs and any other capabilities and habits acquired by man as a member of the society.

Characteristics of CultureCulture is InventedTechnological systemCulture is LearnedChildrenCulture is socially SharedMc Donald'sCulture is Similar but DifferentElements: Sports, Cooking, Language, gestures.

Culture is Gratifying and Persistent.Culture is adaptiveCulture is organized and Integrated.Culture is PrescriptiveHabit die heart, First come first basis.Culture Gives Us a Range of Permissible Behavior Patterns- clothing's

This North American woman considers her dog to be a close friend and essentially a member of her own family. In the Muslim world, dogs are generally considered to be dirty animals thatare likely to be kicked if they get in the way. In some areas of Southeast Asia, dogs have multiple functions, including being a source of food for people.

Conservative Muslim women in theMiddle East. They are fully coveredfor modesty in public and are beingescorted by a male relative (Note: women in some predominantlyMuslim countries lead lives that aremuch less constrained by tradition.)

Cultural valuesCentrally held and enduring beliefs that guide actions and judgments across specific situations and beyond immediate goals to more ultimate end states of existence.Value serve as standards or criteria that tells us how to act , what to want and what attitudes to hold and they allow us to judge and compare with others.

Indian cultural values

FamilyClan - A quasi system of fraternalism Transmission of CultureBy word of mouthPeaceIndia does not initiate a war. HealthYogaTimeOne does things, as they are needed to be done.

Will PowerMan cannot alter events and he must constantly attempt to restore all things to their original harmony. OwnershipClan system dictates ownershipPropertyCommunal-sharingSecuritySecured environmentWorkExams, Work when necessaryAgeRespect for elders

Structure of the societyNon-CompetitiveTaboosEvilUnnatural HappeningShiva God drinking milkReligionMyth, Way of Life Extended FamilyAdaptability

OthersCooperation Group Emphasis Sharing Religion =. . . Sacramental, Symbolic Tradition No Eye-to-eye Contact Holistic Problem Solving . . . Vision of Total Happiness = Spiritual Harmony

How Cultural Values influence Purchase Decision?

Terminal ValuesBelief & attitudes about Product classBrand Choice CriteriaInstrument-al ValuesBelief & attitudes about brandsProduct class Selection

Brand SelectionProduct Class Choice Criteria

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