Dimensions of Indian Culture, Core Cultural Values and Marketing Implications

Dimensions of Indian culture, core cultural values and marketing
implications
Consumption decisions made in the market can’t be viewed as an independent event- these
are closely related with values and social relationship and cultural allegiance. With
globalization, culture becomes predominantly important strategic issue in market that has to
be faced and properly managed. People of each country possess a distinct “national
character”. Countries are a source of considerable amount of common mental programming
of their citizens. Core values of any country shape its national culture. As culture varies
country to country, a close insight about country-specific culture and core values is almost
essential for a smooth sailing in any country market.
Role of culture and values in consumer marketing
Hofstede (2001) refers to culture as “the collective programming of the mind which
distinguishes the members of one group of category of people from another”. Culture refers
to set of values, ideas, artifacts and other meaningful symbols that help individuals to
communicate, interpret and evaluate as members of society. It comprises the shared values,
assumptions, understandings and goals that are learned from one generation, imposed by the
current generation, and passed on to succeeding generations. Our values shape our attitudes
and beliefs about work, success, wealth, authority, equity, competition and many other such
components of the content and context of the work environment.
Due to rapid globalization, though we are fast absorbing concept of “no-border” world, yet
cultural factors moderate many aspects of consumer’s buying behaviour. There is a growing
interest in cultural differences of countries and understanding the cultural context of
consumer behaviour in a globalized marketplace.
In the market place, it is almost true that consumer’s perception of a product’s attributes are
based upon its abilities to satisfy needs on which culture and values have a great impact. Over
time values, beliefs and practices of a society are shared by all of its people and these
influence individual decision making. In this context, marketers must gain unique dimensions
of consumer culture to initialize their strategies relating to segmentation, position and
marketing mix.
Verbal model of cultural and value dimensions of Indian consumers
India is so heterogeneous in nature that it is complex for a marketer to identify common
threads of Indian culture and core values. Culture ensures a set of behaviour patterns
transmitted symbolically through language and other means to the member of a particular
society.
 Cultural dimension
Languages- language of a country has a prominent role to enrich its culture. India’s
linguistic diversity is intense. It has more than thousand languages and dialects.
Marketing implications- to ensure success, marketers should touch mind of the
consumer and they have to speak in consumer’s language. This can only be possible
by knowing insight of a language.
Symbols and signs- Non-verbal communications play a vital role in Indian culture.
Marketers should be clear about the meanings associated with the signs and symbols
and can use them to communicate with their target audience.
Rituals and customs- these are set of actions practiced in a society to follow cultural
norms. Mostly symbolic in nature, these travel generation to generation.
Marketing implications- For marketers, these rituals play a vital role to anticipate
behaviour of their target consumers.
Traditions- they play a very vital role in consumer behaviour as they rule the responses
of people and it is true for the market too.
Marketing implications- marketers often try to identify inherent traditions of country
and incorporate those in their market offerings to ensure a positive response from
their target audience.
 Value dimension
Individual and family- family is of dominant concern for most Indians and role of
patriarch is very crucial is very crucial in Indian society. In India, people rely on balance
between independent self and interdependent self-concept.
Society through conformity- Indian society is not hard-core competitive in nature.
More harmonious and less comparative in nature, people believe in group
performance. Performance through consensus is underline assumption of the society.
People strive for individual achievement but they are also ready to share it with
others.
Success and growth- In India, recognition or social acceptability enjoys much value
than individual achievement. Concern for others has been given the highest place.
Age and youthfulness- Indian culture respects for the wisdom and experience of older
generation. In India, older generations are much more socially engaged and open
enough to renovate their though process and this lifestyle has been responsible for
their happy and longer life.
Happiness and adaptability- Materialistic gain is not prime route of ensuring
happiness. There are sacrifices made by many people in India for the happiness of
their loved ones.
Religion and spirituality- people are spiritually conscious and more inclined towards
religion. Trust on own religion is higher; failures are being rationalized on the idea that
one cannot alter events and these are pre-determined.
For all the above value dimensions, there are many marketing implications.

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