Question

2. In consumer behaviours

a) What do you understand by culture? Explain with examples some of the dimensions of culture.

b) Also explain with examples your understanding of myths, rituals & sacralizations and how marketing connects with consumers using the same in the right way.

c) Explain how consumers react to diffusion of innovation as well as cycle of fashion in culture. How do consumers accept these?

d) Explain your concept of the global culture and global market.

Answer 1

Answering the first question as per Chegg Guidelines:

2a. Culture is basically the norms, values and beliefs which govern the way one leads life. The culture of a person governs the way in which he eats, dresses, listens to music, spends, earns, etc.

Geert Hofstede has suggested 5 primary dimensions of culture:

• Power Distance: The hierarchy existing in the society
• Individualism and Collectivism: The way an individual prioritizes his interests or the interests of overall society
• Masculinity and Femininity: The distribution of roles as well as the orientation of gender in the society
• Uncertainty Avoidance: This dimension projects the risk taking ability of the society
• Long term and short term orientation: This dimension portrays the overall alignment of thought process and decisions of the society