Return to Previous Page

Indian Weddings: Cultural Canopies?

CASE STUDY, CONSUMER BEHAVIOR
ET Cases, 12 Pages

Case Preview

Indian Weddings: Cultural Canopies?

 

“In 2012, a Syrian Christian, Missy Mathews’ (Missy) wedding in Kerala, India, was not the typical Christian wedding. Missy was brought up in Australia and Bollywood was an essential part of her childhood. For her wedding, Missy had many Punjabi rituals, including a mehendi and sangeet. Even the food served was North Indian, with items like bhelpuri and chum chum in the menu. Missy also sought permission from the priest solemnizing her wedding to have mehendi on her hands. The only thing Missy couldn’t manage was convincing the men in her Malayali family to wear pink turbans. In Christian Weddings, dancing and alcohol are not uncommon at the reception but held as a big party after the church wedding. However, in the past, the songs one would hear at a Christian wedding reception wouldn’t include something like Mujhse Shaadi Karoge!”1 Indian weddings went through a cultural metamorphosis with oriental and occidental influences. What made a Keralite Christian to take to the ostentation of a Punjabi wedding? Do consumers always adapt culture related experiences? How does consumers’ acculturation and enculturation redefine related businesses’ prospects?.....................

 



1 Priyanka Maheshwari, “The Changing Ideas of Big Fat Indian Wedding”, http://www.dnaindia.com/lifestyle/report-the-changing-ideasof-big-fat-indian-wedding-1775223, December 9th 2015 (accessed date: June 23rd 2015)

Teaching Note Preview

Indian Weddings: Cultural Canopies?

 

Synopsis

The premise of this case study is to enable a discussion on the framework of Indian cultural ethos and their changing dynamics and the impact of the same on consumer behavior, in the backdrop of Indian weddings. The discussion highlights how culture is learned and shared through three distinct forms of cultural learning? How culture is being professionalized and what is the role of language and symbols, rituals, cultural customs and beliefs in redefining the same? How the influential factors like Technology, Bollywood and Mass media impact the entire value chain of Indian weddings? With these insights, the case study argues that had these transformations fostered the desired change in Indian core values? If yes, what are the implications of these cultural shifts on the fronts of marketing and consumer behavior?

Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion

The students/participants should be encouraged to read the following mandatory reading bereft of which a meaningful discussion and adequate analysis of this case study would not be possible:

  • • Leon G. Schiffman, et al., “Influence of Culture on Consumer Behavior”, Consumer Behavior, 10th Edition, Pearson Publications, 2010 – To examine the dynamics of culture and its impact on consumer behavior in the light of Indian weddings

 

Case Positioning and Setting

This case study can be used in MBA, Executive MBA or Executive Development Programs, for Consumer Behavior Course:

  • • Consumer Behavior Course : “Influence of Culture on Consumer Behavior” – To sensitize the participants regarding the cultural metamorphosis and its impact on Indian core values as well as marketing and consumer behavior

 

Assignment Questions

  • I. What do you understand by cultural metamorphosis? How would you distinguish the paradigm shift in the cultural ethos of Indian weddings? From the case facts, can you establish the invisible hand of culture in the light of three levels of subculture (Supranational, National and Group)?
  • II. How is culture shared and learned? What are the three distinct forms of cultural learning? How language and symbols, rituals, cultural customs and beliefs are shared with respect to weddings in India? How do you think the influential factors (Bollywood and Mass media) highlighted in the case study impact the cultural learning?
  • III. ...............

 

Preamble

This case study sensitizes the participants regarding the role of culture in influencing consumer behavior. Very wide in scope, culture encompasses, beliefs, rituals, values etc. that get reflected in the way consumers conduct themselves and also what and how they consume. Given the importance and subtleties involved in understanding the cultural nuances of consumer behavior, this case study navigates the participants through the central issues of culture and consumer behavior. Accordingly, the classroom orchestration was carried out the following way [Exhibit (TN)- I]:...............

$4.57
Rs 0
Product code: CB-1-0021, CB-1-0021A

Abstract


This case study is meant to introduce the students/participants to the concept of how culture influences consumer behavior. Presented through the Indian weddings' panorama, this case study enables appropriate connect between Indian weddings' ever-changing 'cultural' relishments and the critical elements of culture as represented in the pedagogical objectives. Weddings have evolved from being a pure family-affair to be a social affair. This metamorphosis encompasses all the makings of a typical melodramatic episode in a Bollywood cinema, one of the best influencers of Indian modern wedding. Once solemnized by near and dear ones, today is outsourced to professional wedding planners. Is the Indian wedding business, touted to be at ₹2.5 lakh crore, an Indian cultural canopy? How should marketers read the discerning Indian consumers' cultural appetite?



Pedagogical Objectives

  • 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'
  • 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
  • To understand how Indian core values influence Indian consumer behavior and debate on the same in the light of Indian weddings 'cultural' professionalization

Case Positioning and Setting

This case study can be used in MBA, Executive MBA or Executive Development Programs, for Consumer Behavior Course:

  • Consumer Behavior Course : 'Influence of Culture on Consumer Behavior' - To sensitize the participants regarding the cultural metamorphosis and its impact on Indian core values as well as marketing and consumer behavior




This Case Pack Includes:
- Abstract
- Case Study
- Teaching Note (**ONLY for Academicians)
$4.57
Rs 0

Related products




Request for an Inspection Copy

(Strictly for Review Purpose, Not to be Used for Classroom Discussion/Trainings)