Synopsis Of

Consumer Behaviour
Culture and Sub-culture Influence on Consumer Behaviour

Submitted To: Prof. Vikas Nath

Submitted by: Romana aftab (PGSF1120) Praveen Tanotra (PGSF1117) Heena Kumari (PGSF1107) Michelle Baa (PGSF1113) Monalisa Nayak (PGSF1115) Nikita Devnani (PGSF1116) Punit Yadav (PGSF1119)

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 the most 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 is characterized 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.

 Explain the influence of different groups like reference groups and family on consumer

behaviour.

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

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.