Consumer Behaviour Report Of Bisht Doab Cultural Studies Essay

Few states in the universe have as diverse, varied and ancient civilization as India ‘s. Stretching by an unbroken expanse over 5000 old ages, India ‘s civilization has been enriched by consecutive and uninterrupted moving ridges of migration which were absorbed and assimilated into the Indian manner of life. The diverseness and assortment have ever been the trademark of India. Underneath this diverseness lies the continuity of Indian civilisation and societal construction from the oldest times until today. There is diverseness in everything. Get downing from the linguistic communication that is been spoken in the parts, the apparels the people wear in the part, the manner the people talk, their imposts, rites, symbols all are manner different from each other. Each province is different from each other in terrain, clime and besides tradition and life style. Indian faiths, festivals, rites, artefacts, memorials, costumes, music, dance, linguistic communication and literature all alteration at little distances. Punjab in this sense is no different. we as a squad made a little attempt of detecting and understanding the civilization of Punjab by covering one of its diverse parts ‘Bisht Doab ‘ .

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Punjab besides called as panjab is a combination of two indo Persian words- panj- significance five and ab- significance H2O. Thus Punjab means land of 5 rivers. The 5 rivers that form an built-in portion of Punjab are ravi, beas, Chenab, Jhelum and Sutlej. Punjab is surrounded by Pakistan on one side and Haryana and himachal on the other. There is besides a Punjab in Pakistan. All these three Punjab in Pakistan, Haryana and himachal Pradesh were a portion of Punjab pre independency. It is after after Pakistan was made that Punjab was divided and a big ball of it went to Pakistan. After this two more provinces called himachal Pradesh and Haryana were made out of Punjab to simplify disposal. Punjab is divided into three parts on the footing of the 5 rivers. The three parts are- the majha, the malwa and the doaba. The majha starts from the right bank of beas river and stretches till wagha in Amritsar which is the boundary line between inda and Pakistan. the chief metropoliss in the majha part are Amritsar and gurdaspur. The malwa part is the full country on the South of river Sutlej. Malwa is the largest portion of Punjab. It has 12 territories. Some of the of import territories in the malwa part are Patiala, Ludhiana, moga, ferozepur, muktsar, roopnagar etc. last portion of Punjab is the doaba or the bisht doab. The doab part is the country between the South of river Sutlej and North of river beas. This part includes Chandigarh, jallandhar, gurdaspur etc. we in this assignment of consumer behaviors have done a survey of the doab or bisht doab part of Punjab.

Bisht Doab

Doaba is the part of Indian Punjab surrounded by the rivers Beas and Sutlej. The name “ Doaba ” literally translates to “ set down of two rivers ” ( “ Do ” two, “ Ab ” river ; ) . It is one of the most fertile parts of the universe, and was the Centre of the Green Revolution in India. Schedule Castes form more than 35 % of the population in Doaba. This country is besides called the NRI ( Non Resident Indians ) Hub of the Punjab as most people from this part shack outside India.The biggest metropoliss in Doaba are Jalandhar, Chandigarh, Hoshiarpur, Kapurthala, Nawanshahr, Phagwara & A ; Nakodar.


Sir Norman Borlaug brought about the green revolution maintaining Punjab ‘s prosperity in head. He worked with the husbandmans of Punjab to do in happen. Bisht doab enjoys fantastic clime, abundant H2O supply and fertile dirt. There is a small surprise that the chief business in doab is agribusiness. Wheat is the chief harvest produced. The part is the chief provider of this harvest to the full state and besides for export, In bisht doab part, the husbandmans are more comfortable than anyplace in Punjab because they are chiefly non fringy and subsistence husbandmans unlike the ither parts of Punjab where 70 per centum husbandmans are fringy and subsistence husbandmans intending they consume what they produce. This is chiefly because of the new corporate agricultural programmes started by the large corporate in the part. In jallandhar country pepsico has started a programme of direct procurance of murphies from the husbandmans. This gives them the exact sum and the ball of their net incomes is non eaten up by the jobbers. This besides has one more benefit that the green goods does n’t acquire spoilt in the godowns which is the chief job of this state. This programme has encouraged the husbandmans to go forth the age old rhythm of wheat rice and to get down travel into gardening and other things which are much more desirable. Reliance besides started its farm to fork undertaking in this part with a batch of energies but that program is still in documents. Adani group has besides started a programme to promote husbandmans to turn oranges.


Bisht doab is besides really rich in industry. Cities like jallandhar are really celebrated for fabrics and athleticss fabricating units. The clean equipment produced in jallandhar is of top quality and is used across India. Some of it is besides exported. The part besides has a batch of agro based industries. This is because of its profusion in agribusiness. Regions like mohali have Particular Economic Zones which are really of import for overall economic development of any part. The part follows a policy of CLU ( Change in Land Use ) , where the husbandmans are asked to put a monetary value for their ain land and besides that they are besides paid heavy compensation sum for giving their land. This follows the job of supplanting and in return betters the economic status of the husbandmans. This policy was foremost adopted in a topographic point near Chandigarh and now other parts across the state are traveling in for CLU ( Change in Land Use ) following its illustration.


Punjab is ranked 7th in footings of instruction amongst the provinces. The Higher Education Department, Government of Punjab provides instruction from Inter to Postgraduate degree in assorted subjects through about 361 Colleges working in the eight divisions under the supervising and counsel of the Secretary Education, Government of the Punjab. The entire includes around 76 Inter, about 218 Degree and 67 Postgraduate Institutions. The part lacks in prime educational establishments. There are non many educational establishments to tout about. However Indian School Of Business has been set up in mohali and it will get down ask foring applications from twelvemonth 2012. Besides the part has the best university of the province Punjab university and the best infirmary and medical college of the full North after Delhi in Chandigarh called PGI. A university named Lovely Professional University started by celebrated sweet store proprietors of the same name and the two Wheeler makers of the same name is the largest university of the state. The name might sound amusing and diverting but a batch of research documents are being submitted by the professors and the pupils of lovely professional university which has non been done even by the professors and pupils of Punjab university. The part besides has Punjab Engineering College ( PEC ) one of the prime educational establishments of the state. Engineering colleges like Jallandhar NIT and PTU ( Punjab Technical University ) besides are a portion of this part. In instance of school degree instruction besides a batch of work demands to be done. The criterion of govt. Schools in the part is really low and they do n’t hold equal staff. The figure of school dropouts is besides really high.

Political framework-

British invasion in the state had political, cultural, philosophical and literary effects in the province of Punjab. The gap of a new system of instruction introduced a new spirit in the life of the Punjabis. More people realised the illustriousness of Punjabi civilization. During the freedom motion of the state, Punjab played a function worthy of its name. Many heroes emerged from the land of Punjab such as Lala Lajpat Rai, Ajit Singh, Bhagat Singh, Uddham Singh, Bhai Parmanand and a host of others. Since independency, life in Punjab proves to be tragic and traumatic. The divider resulted in public violences and panic, which tore up 1000000s of places and destroyed many lives. The monolithic migration ensuing from the freshly formed province of Pakistan created jobs of unmanageable size. The defeated people set to work with no self-pity to plow fresh Fieldss. They built new industries and became good known in athleticss. Punjab attained an of import topographic point in cultural, aesthetic, and literary work, and revived folk art, vocal, dance and play. All of this has created a sense of pride and clime of engagement in the heritage of the Punjab. SGPC ( Srimoni Gurudwara Prabandhak Prabandhak Committee ) is the chief organic structure responsible for the disposal in the part. Chandigarh, the capital of the province comes is a portion of this part and has all the govt. Headquarters and legislative offices. Akali dekaliter is the political party in power in Punjab headed by Mr. Prakash Singh Badal. The party is the most of import party in the part. Though the part is rather peaceable but there were some anti societal cases during the 1980s when the Khalistan motion was in full flow. But because the instigator of the issue Mr. Bhindrawale was from Amritsar, this part was n’t affected much with this insurgence.


Enterprise and attempt, these two words represent the indispensable spirit of the people of Punjab. Since Independence, the province has earned its nickname `Granary of India` through the enterprising spirit, and indefatigable labor of its people. Its mean growing rate of 10 per centum is amongst the highest in the state, clearly reflecting the progressive economic system of the province. Punjab has 58 per centum literacy rate and the highest per capita income in India. Through the folk looks of the province, one can acquire a brief glimpse of the lives and civilization of the people of Punjab. There is a great scope of music, right from the clip of birth to decease, of love and separation of dance and jubilation, of matrimony and fulfilment. The people of this part are really pretentious. They spend a batch of money on their outer visual aspect intending their apparels, shoes other accoutrements. Peoples spend a batch of money purchasing autos. Skoda is the most popular trade name of autos amongst the people here. Peoples are besides really fond of SUVs ( Sports Utility Vehicles ) like enterprise, fortuner, scorpio etc. The foreign car companies like BMW, Diamler etc. see Punjab chiefly Ludhiana and doaba part as the mark market. Peoples love to pass. The United Colours of Benetton shop in Chandigarh sector 17 is the largest shop of UCB in the full universe. The matrimonies in the part are besides a really good illustration of passing power of Punjabis. The matrimonies are a full hebdomad long phenomena and all the minor rites are celebrated with full ardor and energy. Peoples are really outgoing, societal and fun loving. They love to dance and sing. Bhangra, gidda are the chief dance signifiers of the part. chief faith is non Sikhism of this part to everybody ‘s surprise. The population of Hindu is more compared to the Sikhs in this part. But these two faiths are the prevailing faiths of the part. people are really pious and god fearing and as a consequence there are a batch of gurudwaras and temples in the part. people celebrate every festival with all energies and full temper. Diwali, lohri, baisakhi, holi and basant panchmi are the chief festivals of this part. Punjabi is the linguistic communication used for conversation. The linguistic communication and the Gurumukhi book are even a portion of the course of study in schools and colleges. The part has 35 per centum of the scheduled folk of the province. The phappas signifier a major portion of the population in this part. the part is besides referred to as the NRI hub of the province and about on an mean one individual per household has gone abroad chiefly to UK and Canada. Peoples in the part have a batch of self-importance and ego esteem. On one case while we were questioning a husbandman, we called him “ bhaiya ” and he got really pained which in other provinces and parts of the state is considered to be used to turn to person with regard. Punjab has low literacy rate, it needs to better that and besides really low sex ratio. The figure of females to males is really low which is non a good mark. Though when we were questioning females we got to cognize that they are treated with equality and they have complete freedom to make what they desire.


Food is a epicure ‘s delectation in Punjab, and people are really brainsick about good nutrient. Lassi, Sarso da saag de makki di roti are one of the favorite nutrients of Punjabis. Punjabis are by and large really sentimental about their nutrient. They love to eat non vegetarian nutrient. The nutrient is really rich in ghee and fats. This is the ground why Punjabis have highest bosom onslaught incidents in the state. Peoples are non at all via media on their gustatory sensation and are really peculiar about it. Sweet stores, halwais, eating houses, all right dining topographic points, street nutrient, you name it and you ‘ll happen everything here. Butter Chicken with butter nan, dal makhani, gajar Ka halwa, chole bhature, rajmah chawal are the staple nutrients of the part.

Goverment programmes and initiatives-

The Government of Punjab has embarked upon a figure of enterprises that aim to cut down

poorness, better societal sector indexs and make a functional theoretical account of good administration. Under the umbrella policy model of the PRSP the Government has committed to accomplishing the MDGs and better services for the hapless. The legal and institutional model that has come in to being as a consequence of the Devolution Plan and the announcement of the Punjab Local Government Ordinance 2001, offers a figure of chances for presenting better quality, more low-cost and efficient services to the populace. There is therefore a demand to develop, sustain and communicate to stakeholders — -clearly and systematically — the attempts and the policy waies of the Government of Punjab in relation to its political committedness for bettering societal sector indexs. This signifier of development communicating can non merely function to maintain stakeholder informed but can assist determine positive perceptual experiences about the sort of lucidity, committedness, invention and relentless resoluteness to announce alteration that the Government of Punjab has shown. When authorities of Punjab was making a batch of great work for the province it realizes that making great work is non plenty, it should be told to people every bit good what tis the work the authorities is making and how it is doing impact in the lifes of the people. So they decide that they should establish the scheme of pass oning maintaining the people of Punjab. For illustration what are the things which are easy accessible to the people of Punjab and what are the things that Punjabis are happy to utilize. So, they created following platforms: –

a. Annual Reports

b. PDSSP Corporate Newsletters

c. Performance Fact Sheets and Social Sector Updates

d. Participation /Sponsorship of Community Events, School Health/Environmental

Education Programs and Competitions

e. Media Briefings and imperativeness releases

f. Radio and Television Plans

g. PDSSP Website

h. Call Centre

I. Print and Electronic media advertisement

j. Workshops/Seminars/Conferences

k. Targeted research and analysis

Similarly while inventing communicating scheme all the points need to be considered. The communicating should appeal to the people of Punjab. They should be able to link with it. If one sees the ad, he/she should immediately cognize that this ad is made for the people of Punjab. If an emotional connect be at that place so people would decidedly purchase the merchandise. A good comparing can be if an advertizement be shown in which South Indians are eating/using the peculiar merchandise in one of the provinces in North India, say Punjab, so the consumers would non be able to do a connect and hence would non purchase the merchandise certainly. Punjab should hold advertizements potraying the major parts of Punjab. It is like the Coke advertizement in which Aamir Khan was a husbandman and was working in his farm. When 3 beautiful misss come to him and inquire if he has something “ Thanda ” . Aamir Khan, who was dressed in typical Punjabi flirted with the misss in a more elusive friendly manner, as most Punjabi adult male do. After which he open up coke which he takes from the well. The friendly tone, the humourous voice and the great music all resulted in great trade of passion for the consumers to associate themselves with the ad. So the communicating scheme needs to be made in Punjab maintaining all these things in head. When the same coke ad was shown in Bihar it has different intension. It was speaking about chota 5 Rs Ka coke and Aamir was frocks in a music director uniform. But the manner he was speaking genuinely showed that he is potraying a character from Bihar.


Culture is considered as one of the external influences that affect the consumer ; it fundamentally refers to those influences which are inflicted by people around him and his environment.

Culture is a debatable issue for many sellers since it is one cloudy and tough to comprehend.A One may go against the cultural norms of another state without being informed of this, and people might experience uncomfortable with a trade name without really cognizing why ( because of struggle with built-in civilization )

We have till now dwelled deeply in the civilization of Punjab which has been elucidated by the picture every bit good. It now becomes indispensable for us to now derive illations from these and set up a connexion with consumer behaviour. Let ‘s biramous civilization into assorted spheres and analyze the influence on behaviour from each of these individually.

Culture, as a “ complex whole, ” is a system of mutualist constituents. If you consider Punjab, although there are many features that exist throughout, but still as we move from rural to urban and from one territory to another, we can easy detect cultural distinction. Hence it is impossible to concentrate down to a generalized relationship between civilization and behaviour. It therefore becomes indispensable to take factors that you think count the most and contract down the range.

Knowledge and beliefs are of import parts.A In Punjab, the belief that a adult male should be honest, practical and no bunk. The focal point is ever on making things in a expansive manner. There are rarely any half steps taken. They strongly believe in prophesying ‘s of the Guru Granth Sahib and the tradition of “ Amrit ” is compulsory for every Sikh and they are all edge to the following the Granth and its stating ‘s after the ceremonial. All these greatly influence their thought and hence should be considered when analysing consumer behavior.

Other issues are relevant.A Art, for illustration, in the “ Phulkari ” which is a manner of embellishment, the types of turbans that are in use.A Morality may be another of import consideration. It is necessary to brood into the moral sytem that is accepted in the part under the whole legal apparatus which is common to all. It is of import to advert here that people in Punjab are really self respecting, self trust and close absence of self commiseration. Ego is another indispensable angle because in general the self-importance degrees in the part are higher than the remainder of the state. Another of import factor is the place of adult females. Womans in Punjab are empowered and influential in determinations. The civilization is comparatively unfastened and they enjoy more independency than their opposite numbers in other parts of the state.

Now that we ‘ve stated it becomes really of import to advert certain features of civilization which could be applied to these findings

( 1 ) A Culture is comprehensive.A

( 2 ) A Culture is learned instead than being something we are born with.A

( 3 ) A Culture is manifested within boundaries of acceptable behavior.A

( 4 ) A Conscious consciousness of cultural criterions is limited.A

( 5 ) A Cultures autumn someplace on a continuum between inactive and dynamic depending on how rapidly they accept change.A

Language: A Language is an of import component of civilization. Punjabi is the prevailing linguistic communication which is derived from the “ Gurmukhi ” book followed by Hindi and so English. It should be realized that regional differences may be subtle.A A Within the context of linguistic communication:

There could be fluctuations in Punjabi from one portion of Punjab to another. The assorted idioms of Punjabi in usage are stated here:


A — Rathi

A — Malwai

A — Powadhi

A — Pahari

A — Doabi

— Kangri

A — Chambiali

A — Dogri

A — Wajeerawadi

A — Baar di Boli

A — Jangli

A — Jatki

A — Chenavri

Idioms involve “ figures of address ” that may non be used, literally translated, in other languages.A

Slang exists within most languages.A Again, regional fluctuations are common and non all people in a part where slang is used will needfully understand this.A Generation spreads exist in the usage of linguistic communication and slang.

Different positions exist in different civilizations on several issues ; e.g. :

Punjab is majorly Monochronic civilizations where accent is laid on making on thing at a clip and therefore be aftering a programming becomes important.A

Space is perceived differently.A Punjabi ‘s like to remain near together with household and friends which could in many instances be big group of people but at the same clip, the sweep of infinite, houses and workplaces is big explicating the magnificence.

Symbols differ in meaning.A For illustration, while white symbols pureness in the U.S. , it is a symbol of decease in China.A Colors that are considered masculine and feminine besides differ by civilization.

Punjabi ‘s have really deep friends and take the significance of the relationship really near to their bosom. The degree of forfeit in this relationship is immense and few things can halt them from assisting out a friend in demand.

In Punjab, understandings are typically instead obscure and verbal in nature. There is a greater inclination to settle issues as they come up.A As a consequence, constructing a relationship of trust is more of import in Punjab, since you must be able to number on your spouse being sensible.

An interior strength, combined with bravery and a phenomenal capacity for difficult work, has made Punjabis among the most enterprising and successful people in the universe. Adventurous by nature, Punjabis are scattered all over the Earth and have prospered everyplace.


Demographics are clearly tied to subculture and cleavage. Here, nevertheless, we shift our focal point from analysing specific subcultures to seeking to understand the deductions for an full population of its make-up.

The issues that would be pertinent to discourse here is the gradual displacement of young person from rural to urban and in many parts of the province, migration to other states and in conclusion the instabilities sex ratio in the province.

The last decennary has seen a bulk of households migrating to other states like UK, Canada and Australia. Many pupils take the easier option of selling land and settling in Australia because of favourable authorities policies and cut downing green goods of land. Several issues are utile in the construction of a population. Punjab has one of the most instabilities sex ratios in the state. While the grounds could be many, it is a really of import factor that should be taken into consideration while analysing consumer position and behaviour.

Social category is a slightly cloudy topic that involves stratifying people into groups with assorted sums of prestigiousness, power, and privilege. It is closely inter woven with caste and hence it becomes of import to peep into the caste system prevalent in the province. While the Sikhs are preponderantly Jat Sikhs, among them are different religious orders like Nirankaris, Namdharis or Kukas, and Sehajdharis. The Sikhs as a whole bash non hold faith in any life God and idolize Holy Book, Guru Granth Sahib as their Guru ; but Nirankaris and the Namdharis have their life religious caputs. While the Sikhs are preponderantly Jat Sikhs, among them are different religious orders like Nirankaris, Namdharis or Kukas, and Sehajdharis. The Sikhs as a whole bash non hold faith in any life God and idolize Holy Book, Guru Granth Sahib as their Guru ; but Nirankaris and the Namdharis have their life religious caputs. Dalits in Punjab are besides divided into different castes. They are found amongst Hindus, Sikhs, Christians and even Buddhists ; they have their ain Gurdwaras or temples. A clear divide in dramatis personae is seen in the occupational construction of the province. While Jat Sikhs comprise of the Land Lords and many influential places in the province, the trade is dominated by the Arora Hindus and Sikhs who have their roots in Pakistan. Although the caste system in India is now illegal, it still maintains a enormous influence on the society.

Warning about stereotyping: A Generalizing of traits beyond a certain point should be avoided when detecting a culture.A If an at hand “ grain of truth ” is perceived, the inclination to over-generalize is strong. It must be noted that there are frequently important differences within a civilization.

Cultural lessons: We have considered several cultural facets and how each of them affects behaviour. The of import thing here is to maintain the bigger image in head. For illustration if we portray something in an Ad that violates the norms set by the Guru Granth Sahib, it can merely turn out counter-productive.

Packaging, which is seen as a contemplation of the quality of the “ existent ” merchandise, as compared to the existent contents of the merchandise. Level of formality is low the communicating is direct, clear and to the point.


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