Slang exists within most languages. Again, regional variations are common and not all people in a region where slang is used will necessarily understand this. Generation gaps exist in the use of language and slang.
Different perspectives exist in different cultures on several issues; e.g.Punjab is majorly Monochronic cultures where emphasis is laid on doing on thing at a time and hence planning a scheduling becomes important.
Space is perceived differently. Punjabi’s like to stay close together with family and friends which could in many cases be large group of people but at the same time, the expanse of space, houses and workplaces is large explaining the grandeur.
Symbols differ in meaning. For example, while white symbols purity in the U.S., it is a symbol of death in China. Colors that are considered masculine and feminine also differ by culture.
Punjabi’s have very deep friends and take the meaning of the relationship very close to their heart. The level of sacrifice in this relationship is huge and few things can stop them from helping out a friend in need.
In Punjab, agreements are typically rather vague and verbal in nature. There is a greater tendency to settle issues as they come up. As a result, building a relationship of trust is more important in Punjab, since you must be able to count on your partner being reasonable.
An inner strength, combined with fearlessness and a phenomenal capacity for hard work, has made Punjabis among the most enterprising and successful people in the world. Adventurous by nature, Punjabis are scattered all over the globe and have prospered everywhere.
Demographics are clearly tied to subculture and segmentation. Here, however, we shift our focus from analyzing specific subcultures to trying to understand the implications for an entire population of its makeup.
The issues that would be pertinent to discuss here is the gradual shift of youth from rural to urban and in many parts of the state, migration to other countries and lastly the imbalances sex ratio in the state.
The last decade has seen a majority of families migrating to other countries like UK, Canada and Australia. Many students take the easier option of selling land and settling in Australia because of favorable government policies and reducing produce of land. Several issues are useful in the structure of a population. Punjab has one of the most imbalances sex ratios in the country. While the reasons could be many, it is a very important factor that should be taken into consideration while analyzing consumer perspective and behavior.
Social class is a somewhat nebulous subject that involves stratifying people into groups with various amounts of prestige, power, and privilege. It is closely inter woven with caste and hence it becomes important to peep into the caste system prevalent in the state. While the Sikhs are predominantly Jat Sikhs, among them are different sects like Nirankaris, Namdharis or Kukas, and Sehajdharis. The Sikhs as a whole do not have faith in any living god and revere Holy Book, Guru Granth Sahib as their Guru; but Nirankaris and the Namdharis have their living spiritual heads. While the Sikhs are predominantly Jat Sikhs, among them are different sects like Nirankaris, Namdharis or Kukas, and Sehajdharis. The Sikhs as a whole do not have faith in any living god and revere Holy Book, Guru Granth Sahib as their Guru; but Nirankaris and the Namdharis have their living spiritual heads. Dalits in Punjab are also divided into different castes. They are found amongst Hindus, Sikhs, Christians and even Buddhists; they have their own Gurdwaras or temples. A clear divide in cast is seen in the occupational structure of the state. While Jat Sikhs comprise of the Land Lords and many influential positions in the state, 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 tremendous influence on the society.
Warning about stereotyping: Generalizing of traits beyond a certain point should be avoided when observing a culture. If an imminent “grain of truth” is perceived, the tendency to over-generalize is strong. It must be noted that there are often significant differences within a culture.
Cultural lessons: We have considered several cultural aspects and how each of them affects behavior. The important thing here is to keep the bigger picture in mind. For example if we portray something in an Ad that violates the norms set by the Guru Granth Sahib, it can only prove counter-productive.
Packaging, which is seen as a reflection of the quality of the “real” product, as compared to the actual contents of the product. Level of formality is low the communication is direct, clear and to the point.