Course Code: MKT-504 Course Title: Consumer Behavior

Assignment:
Commercialization Of Human Emotions and Feelings

Submitted To:
Nurur Rahaman Professor

Submitted By:
Md. Arif Yousuf ID# 093051044 MBA-Program

University Of Liberal Arts Bangladesh Date Of Submission: Jan 01, 11.

Introduction:
The affect of western culture, technology and globalization are dramatically shifting of our cultural values, believes and way of life. And these changing are making a tremendous affect toward our life style, emotion and felling as well as toward the whole society and culture. Bangladesh is a well renowned country all over the world for its great cultural values. It has legendary history and heritage about its culture, which is valued and carried out from generation to generation. Culture is the set of basic values, perceptions, wants and behavior learned by a member of society from family and other important institutions. Culture is the most basic cause of a persons wants and behavior. Human behavior is largely learned. Growing up in a society, a child learns basic values, perceptions, wants and behavior from the family and there surrounding environments, which help to constitute his/her (consumers) demographic, psychological and social profile. Every group or society has a culture, and

culture influence on buying behavior may vary from country to country. The basic social unit in a village is the family (paribar or gushti), generally consisting of a complete or incomplete patrilineally extended household (chula) and residing in a homestead (bari). The individual nuclear family often is submerged in the larger unit and might be known as the house (ghar). Above the bari level, patrilineal kin ties are linked into sequentially larger groups based on real, fictional, or assumed relationships. In Bangladesh there have a large numbers of people which are categorize by different culture, subculture, religious and ethnic group, whom share different lifestyle, perceptions and cultural value. As a Bangladeshi we shown respect toward our elders and obey them. As a Bangladeshi we celebrate many

different Bangladeshi occasions, which are vital part of our culture and heritage as well as our identity. We celebrate Eid, Puza, Independent day, Victory day, Mother language day, Phala bayshak, Nobanno, Poush pitha, Phala falgun etc. We are very friendly and caring toward our guests and enjoy to gossip. We have closed relationship among our family and social members. We share each other sorrows and joy.

Method Of Data Collection:

The data have been collected both from primary as well as from secondary sources. The primary data have been acquired through observation and personal experiences. Primary data are basically showing the cause and effect relationship, which may be positive relationship or may be negative

relationship. The secondary data have been collected from books, internet, news papers and magazines. And case study reveals the real life situations which are integral parts of our life.

Finding Analysis and Interpretation:

In the past family and kinship were the core of social value in Bangladesh. A family group residing in a house (bari) would function as the basic unit of economic endeavor, landholding, and social identity. In the eyes of rural people, the chula defined the effective household--an extended family exploiting jointly held property and being fed from a jointly operated kitchen. A homestead (bari) might consist of one or more such functional households, depending on the circumstances of family relationship. Married sons generally lived in their parents' household during the father's lifetime. Although sons usually built separate houses for their nuclear families, they remained under their fathers' authority, and wives under their mothers-in-law's authority. The
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death of the father usually precipitated the separation of adult brothers into their own households. Such a split generally caused little change in the physical layout of the house (bari). Families at different stages of the cycle would display different configurations of household membership. Patrilineal ties dominated the ideology of family life, but in practice matrilineal ties were almost as important. Married women provided especially important links between their husbands' brothers' families. Brothers and sisters often visited their brothers' households, which were in fact the households of their deceased fathers. Unlike in the rural areas, kinship ties among the town population become limited and fragile. Now a days people are living in separate family rather than joint family. Because of unemployment and higher standard of living people are migrated from rural to urban area. And they are adopting with robotic town life style. Thats why kinship and bonded among relatives are being weaken. And they are not visiting each others house as well as not value their family heritage. When kinship and ties among the family members were high they frequently visit each others house and meet together and also participate each others sorrow and joy. As a result of non tines among family members, divorce rate and broken family in Bangladesh has recently increased. Our purchase pattern also been changed. As we purchased more with join family than individual family. And also found that sometimes we are sending our older family member to old-house. By sending only some money monthly, we are avoiding and disregarding our values and responsibilities and becoming so commercial in manner. According to Suarez-Orozco and Qin-Hillard (2004), globalization happens when there is a movement of people, goods, or ideas among countries and region accelerates. Globalization is the process wherein all the transactions whether politically or economy will be considered as one. Globalization will involve the oneness of all the legal and existing states in the world hence only
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one ruler will set the parameters on how the sates will be able to subsist. From this point, globalization will affect culture for the reason that culture sets the identity of one state to another. As thru globalization there will be oneness of all, the identity will vanish. The states will be considered one hence there will be no distinction as to the identity of one another. For the diverse affect of global culture Bangali cultural ceremony like Independent day, Victory day, Mother language day, Phala bayshak, Nobanno, Poush pitha, Phala falgun etc are shifting by western cultural ceremony as like Valentine day, Friendship day, Thirty first etc. When we celebrated bangali ceremony people greet each other, meet each other and eat and trip together. But in the name of globalization foreign multinational company are conducting their business in our country. And they are persuading us to celebrate the western ceremony in western ways. Like without meet with each other we are sending electronic greeting card or sending card via post, which actually buy from these foreign company. And in these ways they are increasing their business as well as their profit. As a result we are far away from our own culture and ideology and becoming commercial in our emotions and feelings. Recently most of the families in Bangladesh are shifting toward to dual income for their surviving. Means both fathers and mothers are working together. But in past decayed, it was the only fathers responsibility to work and earn money for their families. As mothers are involving in working, they are going to offices. At that time they are becoming worried about their babies. And to take care of their babies they are keeping their babies at babysitters. As a result babies are missing from their parents real love and affection, which is a crucial need for their grown up. Science the living standard has increased there have an increased in dual income families in Bangladesh. The satellite channel and media openness has a diverse affect toward life style. In Past decade we found Gari, Sari, Murshedee, Vatialy, Palli geete etc song were an integral part of our culture and heritage. These songs were played on
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open stage as well as stage dramas were played in open stage. But now a day we found that a huge numbers of musical companies as well as production houses are making CD of these and marketing it. Recently I have seen a marriage which has conducted through web camera. In these ways we are far reaching from our culture, vale and emotion and culture are becoming nothing but a commercial commodity. When we were child we were listen the story of Thagor Mar Jholi from our grandmother, which increase ones imagination power. But I found that my nephews are watching the Thagor Mar Jholi on TV at CD. In this way their imagination capability are not increasing as if they hear the story rather to watch.

Conclusion
The most important far-reaching effect of cultural globalization is the commercialization of culture. Production and consumption of cultural goods and services have become commodities, along with the essentials of social life (marriage and family life, religion, work and leisure) that are the crucibles of cultural creations. Culture whether it is music, food, clothes, art, sports, images of age, youth, masculinity or femininity has become a product, sold in the market place. The commercialization of these has a disturbing impact on people. What once was an element of their way of life becomes a product, rather than something unique they had made to suit their own specific needs and circumstances. At the same time people are continuously bombarded with new images, new music, new clothes, new fashion and new values. Global media is increasingly in the hands of a few, large, powerful organizations as is the production of music and films. In urban Bangladesh, technology of multi-channel TV began in 1991 and satellite broadcasting has been delivering 'lots of channels to viewers'. Cultural domination by electronic media whitening the society thus has eventually been
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a major concern of sociological inquiry. And young generation as well as the whole society is becoming the most victim of these change. Because the major responsibility of preserving the culture goes to the young generation as they are the representatives of the future.

Action May Be Taken

So we should conduct more research and should aware and spread of our own culture, value and fashion. I think in this way we can able to reshape our buying behavior and consumption pattern.

References:
y http://www.photius.com/countries/bangladesh/society/bangladesh_soc iety_family_household_a~227.html y y y y y y http://www.bangladeshsociology.org/BEJS%204.2%20Dola.pdf. http:// ivythesis.typepad.com. http://asiarecipe.com/banart.html Consumer Behavior. By Del I. Hawkings, Roger J Best. 9th Edition. Marketing Management. By Philip Kotler. 13th Edition. Magazines and News Papers.