Ashutosh Consumer Behaviour Assignment

Consumer Behaviour
Assignment – 2
Case Study Analysis
Submitted to: Dr. Shabista Booshan

Submitted by: Ashutosh kondawar
PRN: 21050341009
MBA (CM) 2021 -23
To understand the role of the invisible hand of culture in influencing consumer
behavior and discuss the role of three levels of subjective culture (Supranational
culture, National culture and Group culture) in Indian weddings'
Indian weddings were as filled with their traditions as before. The only thing changed
in it has become a multi-day traditional affair that involves many intricate
ceremonies with many people. Indian cinema, which broadcasts various traditions
such as the bride's hands and feet being painted with mehndi, has significantly
influenced current festivities. the pre-wedding also includes all the preparations and
a party the night before where each side of the family can meet and greet each other
and dance and have fun.
The total wedding budget estimate can fall from ₹ 5 Lakh to ₹ 50 Lakh for a
consumer. Assess your financial standing, from food to music, Bollywood has given
everyone a dream wedding which makes people want to spend more for the lavish
ceremony.
Culture significantly impacts an individual's perceptions and expectations about
marriage and family. Husbands and wives, for example, have unique roles in cultures
where rights and responsibilities are clearly divided by gender or sex. certainly since
the old Indian tradition, the marriage bill is spent mostly by the bride's side.
Three "levels of subjective culture" would worry those interested in consumer
behaviour the most:
a) Supranational level – represents the underlying cultural elements that affect
numerous civilizations or societies.
b) National-level factors – such as shared basic values, customs, personalities, and
predispositional elements, which tend to reflect the essence of a country's residents'
"national character."
c) Group Level factors – are interested in different parts of a country or civilization.
They could include variances in subcultures, membership, and reference groups.
To discuss and debate as to how culture (enculturation and acculturation) is

learned through rituals, customs and beliefs and examine how the enculturation
and acculturation manifests in Indian weddings
Enculturation is the steady interaction by which individuals get familiar with the way
of life of their gathering by living in it, noticing it, and being shown things by
individuals from the gathering.
It ought not be mistaken for Acculturation, which is the most common way of
learning the way of life of another gathering, not your own.
Acculturation is a course of social, mental, and social change that stems from the
adjusting of two societies while adjusting to the predominant culture of the
individual. Acculturation is an interaction wherein an individual embraces, procures
and changes with another social climate because of being put into another culture,
or when one more culture is brought to him/her. People of a varying society attempt
to fuse themselves into the new more common culture by partaking in parts of the
more pervasive culture, like their customs, yet at the same time clutch to their own
unique social qualities and customs.
Enculturation implies the learning and acknowledgement of attributes, practices,
language, ceremonies, ethics and examples of the way of life encompassing us
through generations. Here, learning implies comprehension and understanding the
way of life, noticing different individuals from the general public, like guardians,
family, educators, companions, colleagues, family members, and so on, getting
guidelines from elderly folks, and encountering things as they happen.
Weddings in India, where India being a place of combined cultures, are a fusion of
many things. One of the most important ones is finding new and inventive methods
to blend both cultures and styles into a cross-cultural wedding.
Cross-cultural weddings are a lovely mix of diverse cultures, beliefs, rituals, and
customs that make them unique and memorable. These weddings are a great blend
of cultures, bringing in the couple's different heritages, with various ceremonies and
outfit changes. It preserves the country's rich and diverse cultural history, which is
deeply rooted. The great cultural heritage of India is something we all take pleasure
in, and the marriage of two cultures is something that confirms the people's
togetherness.
There are no set rules or rituals for celebrating a cross-cultural wedding. People can
choose from a variety of methods to commemorate the union. They can choose
between two fully different ceremonies, each following a different culture in its
entirety, or they can opt for fusion, combining parts from both cultural heritages and
religions to create a completely unique ceremony.
The organizers must consider the various persons involved in the event and the
various emotions invested in this celebration; hence, a multicultural wedding must
be designed so that it does not disparage one of the cultures. They must remember
that both cultures are aware of their own traditions, and this is an opportunity for
them to teach and assist each other in learning about their respective cultures.
To understand how Indian core values influence Indian consumer behavior and
debate on the same in the light of Indian weddings 'cultural' professionalization
Modern weddings are a long way off when it comes to Indian core values of family
and self. Wedding expenses account for about a fifth to a sixth of an average Indian's
life savings. Even if underlying beliefs are questioned, wedding buying and party
spending continue unabated. The consumer's spending nature does not budge
regardless of the size of the budget. The urge for a destination wedding, with all the
associated festivities like Mehendi and Haldi and cocktail and bachelor parties, is
attempted to be accommodated, regardless of price constraints.
All but one value, the orientation to mythology, is defied by this extravagant
spending. We can see the simplicity in ancient times, despite all of the pomp and
ceremony surrounding wedding ceremonies. However, this does not deny the reality
that cultural trends are evolving and have a substantial impact on how the wedding
industry is developed. As a result of continued acculturation, new market
opportunities are expanding and changing patterns influence consumer behaviour
when it comes to wedding spending.
One of the reasons is that Bollywood is the driving factor behind the wedding
industry's diverse culture. The members of society are taught culture through a
common language and symbols that everyone knows. Because the human mind can
receive and understand symbolic communication, marketers can successfully offer
tangible and intangible things and product concepts to customers through mass
media. As a result of social media and other forms of mass media, people begin to
follow the desired new trend, and markets raise ordinary people's expectations. For
example The couple create a joint Instagram account for pre-wedding shoot photos
and wedding photos. The wedding planners have raised the stakes even higher.
Weddings have grown into a business ultimately generated by those who sell them;
they are no longer a family event.
Reference:
https://www.etcases.com/indian-weddings-cultural-canopies.html
https://www.nust.na/sites/default/files/documents/CAO712S_Schiffman_CB10e_IM
_11.pdf
https://en.wikipedia.org/wiki/Acculturation
Thank you

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Consumer Behaviour

Submitted to: Dr. Shabista Booshan

To discuss and debate as to how culture (enculturation and acculturation) is

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