Here are explanations for the terms: - Subcultural interaction: When individuals belong to more than one subculture. For example, someone who is young, Italian, Catholic, and a student living in Barcelona would interact with multiple subcultures. - Culture is learned: Culture is acquired and passed down through social learning, such as from family, community, and educational institutions rather than through genetics. - Religious subcultures: Groups within a society that are defined by their shared religious beliefs and practices. - Primary group: Small, intimate group whose members share close, continuous, and personal relationships like family. - Enculturation: Process by which individuals learn the norms and values of their own culture

1. CONSUMERS IN THEIR
SOCIAL AND CULTURAL SETTINGS
Prof. SAVICA

2. SOCIOLOGICAL DETERMINANTS
Each person is a social being, influenced by the
ENVIRONMENT in which he lives or works
Factors
Culture
Subculture
Social class
Social groups
Reference
groups
Family
Roles and status
Lifestyle

3. CULTURE
Definitions
Culture is the
influence of the
whole society on
individuals, through
language, knowledge,
laws, rules, food,
music, art, technology,
work habits and other
factors that give a
society its distinctive
flavor!
Culture is what
distinguishes one
society from another, in
terms of language,
knowledge, laws,
religions, food customs,
music, art, technology,
work patterns, products,
artefacts!
Culture is a society's
personality!

4. CULTURE
Cutting fingers!
In some cultures amputation
is a form of mourning. This is
especially true of the Dani
tribe from Papua, Indonesia.
The members of this tribe cut
off their fingers as a way of
displaying their grief at
funeral ceremonies. Along
with amputation, they also
smeared their faces with
ashes and clay, as an
expression of sorrow. In this
way they believe they are
satisfying the spirits of
ancestors.

5. CULTURE
Polterabend!
Polterabend is the term for
a German wedding custom
in which on the night before
the wedding the guests
break porcelain to bring luck
to the couple's marriage. The
party consists of breaking
dishes, pots, toilet shells,
coffee or tea sets and
anything else that is made of
ceramic. The couple cleans
the mess and this is supposed
to make it aware that they will
have to work together through
difficult conditions and
situations in life.

6. CULTURE
Blackening of the bride!
To prepare for marriage,
Scottish bride goes through
an unusual ritual. Friends of
the bride ambushed her and
poured over the head and
body eggs, spoiled milk,
feathers, soot, flour and
everything that is disgusting.
Then bride walk through the
city. The symbol is that after
going through this ritual,
marital problems would be
insignificant.

7. CULTURE
Restraining from toilet!
Tidong is a group of people
from North Borneo with
unusual wedding custom.
Tradition has it that members
of this community prohibit
newly-married couples from
clearing their bowels or
urinating for three days and
nights, or from leaving their
house during this time.
To ensure that couple passed
the test, several people keep
watch over them and they are
fed only a minimal amount of
food and drink.

8. CULTURE
Ears stretching!
Some tribes in Kenya
practice the art of ear
stretching for many different
reasons. Religion, coming of
age ceremonies, warding off
evil, sexual enhancement and
physical beauty are common
motivations
However, many people
around the world practice
this habit as fashion,
decorating the ears and
piercing.

9. CULTURE
Nose plugs!
Women of the Apatani tribe
of India are considered the
most beautiful women in the
world. To look uglier and to
protect themselves against
abduction of other tribes
they placed wooden corks
in their noses! Today this ritual
it is practiced by 26,000
young women of the tribe!

10. CULTURE
Lip plate!
The lip plate, also known as
a lip plug or lip disc, is a form
of body modification.
Increasingly large discs
(usually circular, and made
from clay or wood) are
inserted into a pierced
hole in either the upper or
lower lip, or both, thereby
stretching it. This ritual is used
by women in Sudan,
Ethiopia, Ecuador, Africa
and Amazonia. And it
represents a sign of beauty!

11. CULTURE
Swan neck!
The custom of wearing neck
rings is related to an ideal of
beauty: an elongated neck.
Kayani women put rings
around their neck at the age
of two and just add rings while
aging. The rings are usually
made of copper or brass. They
wear neck rings as part of their
traditional dress and as a sign
of wealth and status.
They are a tourist attraction in
Thailand. The longer the neck
the more beauty!

12. CULTURE
If the husband dies, you die
too!
Ritual Sati (Sati means honest
woman, a good woman) is an
Indian tradition in which a
recently widowed woman
immolates herself, typically on
the husband's funeral pyre.
With the death of a husband,
a woman has to die as well
and saved them both from
their sins! This suicide practice
was forbidden by the British in
1829, but is still practiced ..
recorded again in 2008! The
women who decided to live
must wear white, they are
forbidden to eat food and are
excluded from society.
40 million women are widows
in India and live like living
dead!

13. CULTURE
Sky burial!
As adepts of Buddhism,
Tibetans believe the single
most important part of a
person is its spirit, and after
death, there is no reason to
preserve the body, which is just
a hollow vessel. Also, wood is
quite scarce and the soil is
really rocky, making it hard to
dig a grave. That’s pretty
much why, after a somebody
dies, the corpse was cut in
specific locations and placed
on a mountaintop where
vultures feed off of it or it just
decomposes.

14. CULTURE
Tasty meals!
The people in East Asia,
specially the Chinese, eat all
animate objects, including
cockroach.
Spiders are specialty in
Cambodia!

15. CULTURE
Women experience!
In Kenya, it is customary in
the first month after the
wedding, the groom to dress
in female dress to see how it
is to be a woman!

16. CULTURE
And other weird cultures.............
In India, a jug and the left palm take the place of toilet paper, while in Indonesia, one
might grow a long fingernail on the left hand for this purpose. Perhaps that is why bowing
is a customary greeting in many Asian countries instead of the handshake.
In parts of Malaya, the women keep harems of men.
In Tibet, it is considered polite to stick out your tongue at your guests.
It's against the law to stare at the Mayor of Paris.
In Lebanon, men are legally allowed to have sex with animals, but the animals must be
female. Having intimate relations with a male animal is punishable by death.
It is illegal to be a prostitute in Sienna, Italy, if your name is Mary.
There are men in Guam whose full-time job is to travel the countryside and deflower
young virgins, who pay them for the privilege of having sex for the first time. Reason:
under Guam law, it is expressly forbidden for virgins to marry.

17. CULTURE
So, what is culture?
Culture is the characteristics of a particular group of people, defined by
everything from language, religion, cuisine, social habits, music and arts.
Sense of identity and acceptable behavior within society!
Complex concept that is based on knowledge, beliefs, values, morals, law,
customs that an individual acquires as a member of society!
A way of life in a society! Culture is seen in people's writing, religion, music,
clothes, cooking, and in what they do.
Culture is the systems of knowledge shared by a relatively large group of
people.

18. CULTURE
Elements that are influenced by culture
 Language and communication
 Clothing and appearance
 Food
 Time and awareness for time
 Relations (family, friends)
 Values and norms
 Beliefs and attitudes
 Learning and mental processes
 Working habits

19. CULTURE
Culture influences the use of specific products and the structure of consumption
USA Japan Netherlands India

20. CULTURE
Characteristics of culture
1 Culture satisfies needs!

21. CULTURE
Characteristics of culture
1 Culture satisfies needs!

22. CULTURE
Characteristics of culture
2 Culture is learned!
 Formal learning
adults teach young family members “how to behave”
 Informal learning
children learn by imitating the behavior of others
 Technical learning
learning in an educational environment

23. CULTURE
Characteristics of culture
2 Culture is learned!
Enculturation
Learning of a one's own, native culture
Acculturation
Learning of a new or foreign culture

24. CULTURE
Characteristics of culture
3 Culture is shared!

25. CULTURE
Characteristics of culture
4 Culture is dynamic and adaptable!

26. CULTURE
Characteristics of culture
5 Culture consists of material (tangible) and abstract elements!
Material
 Artefacts
 Technology
 Infrastructure
Abstract
 Values
 Norms
 Rituals
 Symbols
Symbol of USA - courage, strength, culture

27. CULTURE
Characteristics of culture
5 Culture consists of material (tangible) and abstract elements!
Material
 Artefacts
 Technology
 Infrastructure
Abstract
 Values
 Norms
 Rituals
 Symbols
Ritual (series of steps – multiple behaviors-occurring in
a fixed sequence and repeated over time)- Easter

28. CULTURE
Characteristics of culture
5 Culture consists of material (tangible) and abstract elements!
Material
 Artefacts
 Technology
 Infrastructure
Abstract
 Values
 Norms
 Rituals
 Symbols
Ritual Typical artefacts
Wedding White gown, cake, rings
Birth of child Silver baby spoon
Birthday Card, present, cake with candles
Graduation Pen, card, wristwatch
New Year Champagne, party, fancy clothes
New job Get a haircut, new clothes
Going to the gym Towel, exercise clothes, water
Retirement Company party, watch
Death Candles, card, going to the church

29. CULTURE
Characteristics of culture
5 Culture consists of material (tangible) and abstract elements!
Material
 Artefacts
 Technology
 Infrastructure
Abstract
 Values
 Norms
 Rituals
 Symbols
Norms-rules of conduct accepted by the majority

30. CULTURE
Characteristics of culture
5 Culture consists of material (tangible) and abstract elements!
Material
 Artefacts
 Technology
 Infrastructure
Abstract
 Values
 Norms
 Rituals
 Symbols
Values –elements on which a society is based

31. CULTURE
Characteristics of culture
5 Culture consists of material (tangible) and abstract elements!
Material
 Artefacts
 Technology
 Infrastructure
Abstract
 Values
 Norms
 Rituals
 Symbols
Superstition - abstract element with great
importance for consumer behavior

32. CULTURE
Characteristics of culture
5 Culture consists of material (tangible) and abstract elements!
Material
 Artefacts
 Technology
 Infrastructure
Abstract
 Values
 Norms
 Rituals
 Symbols
Superstition – giving features to Guarana that it
does not possess, as: sexuality, strength, potency

33. CULTURE
Characteristics of culture
5 Culture consists of material (tangible) and abstract elements!
Material
 Artefacts
 Technology
 Infrastructure
Abstract
 Values
 Norms
 Rituals
 Symbols
Material elements– books, computers,
equipment, tools, specific products

34. SUBCULTURE
A group within a complex culture that is characterized by specific values,
beliefs and customs! (segmentation)
Subcultural
traits of the
Flemish North
Subcultural
traits of the
Walloon South
Dominant
cultural traits
of Belgian
citizens
Relationship between culture and subculture

35. SUBCULTURE
Types of subcultures
Categories Examples
Nationality German, Polish, Macedonian, Slovenian
Religion Catholic, Orthodox, Muslim, Baptist
Race Black, white, brown
Geographic region Balkan, Baltic, Scandinavia, Europe, Asia
Age Kids, teenagers, adults, senior citizens
Gender Male, female
Occupation Professors, bus drivers, mechanic, engineer
Social class Lower, middle, upper

36. SUBCULTURE
1. Nationality subcultures
Macedonians in the USA

37. SUBCULTURE
2. Religious subcultures
Religious artefacts

38. SUBCULTURE
2. Religious subcultures
Religious artefacts

39. SUBCULTURE
3. Race subcultures
Race specific products

40. SUBCULTURE
4. Geographic subcultures
Specific products
Scandinavia

41. SUBCULTURE
Subcultural interaction
Consumers can belong to more than one subcultures!
Ex: young, Italian, Catholic, student, lives in Barcelona!

42. SOCIAL CLASS AND SOCIAL STATUS
Definition: Relatively permanent and homogeneous division of society into
groups in which individuals can be categorized according to similar values,
lifestyles, interests, wealth, education, economic status, behavior

43. SOCIAL CLASS AND SOCIAL STATUS
Indicators of belonging to a particular social group
occupation
personal success
cooperation
ownership
values
class consciousness

44. SOCIAL CLASS AND SOCIAL STATUS
Occupation
Farm laborer CEO

45. SOCIAL CLASS AND SOCIAL STATUS
Personal success
Laborer Successful women in embroidery

46. SOCIAL CLASS AND SOCIAL STATUS
Cooperation
Fellowship Fellowship

47. SOCIAL CLASS AND SOCIAL STATUS
Ownership
Symbol of wealth Symbol of class

48. SOCIAL CLASS AND SOCIAL STATUS
Values
Symbol of value Symbol of value

49. SOCIAL CLASS AND SOCIAL STATUS
Class consciousness
Advertisement for upper class Advertisement for lower class

50. SOCIAL CLASS AND SOCIAL STATUS
Social status = belonging to a particular social class!

51. SOCIAL CLASS AND SOCIAL STATUS
What are the measurement techniques of social class?
Subjective
measures
Reputational
measures
Objective
measures
Individual is asked to estimate his/her own social
class position!
Persons rank each other where they belong!
Individuals are ranked by values: education,
profession, living standard!

52. MINI TEST
Explain the following terms:
• Subcultural interaction: ---------------------------------------
• Culture is learned: ---------------------------------------------
• Religious subcultures:------------------------------------------
• Primary group:--------------------------------------------------
• Enculturation:---------------------------------------------------
• Culture:---------------------------
• Artefact:-------------------------------------------
• Ritual:-----------------------------------
• Social class:-------------------------------------