Since much of human behavior is learned than innate, culture doesn’t affect a wide range of behavior. It explains why some products sell well in certain regions or among specific groups, but not as well elsewhere. Relationship between Culture and Consumer Behavior. 8-10. That is, they choose certain products because they consider that they go hand in hand with their way of being, or prefer others because it gives them the feeling of being closer to the ‘desired self’. Customer Motivation . For example, in The Indian culture has its own beliefs and values, the French culture has its own and the American culture its own. Nowadays, consumer behavior is influenced not only by consumer personalities and motivations, but also by the relationships within families. Simply put culture controls what is acceptable for a person and what is not. 5. Managers must conduct a cost benefit analysis in such a scenario to see if making a particular change to their strategy will give rise to the expected benefits. By Staff Writer Last Updated Mar 29, 2020 5:28:16 AM ET. “The Effect of Cultural Differences, Source Expertise, and Argument Strength on Persuasion," Journal of International Consumer Marketing 1, pp. Consumer Behavior and Culture (Thousand Oaks, CA: Sage), pp. Culture is an important force that has a deep impact on several things in people’s lives from their taste to their wisdom and basic choices. Studies shows that by offering standard products companies can cut cost savings' substantially (Mooij and Hofctede, 2002). Customer Perceptions . Even in this era of globalization, the power of culture is intact. 2. (2001). Fattah, H. (2002). Culture is the fundamental determinant of a person's wants and behavior. 47-56. (2)Culture is learned rather than being something we are born with. How much does the personality influence consumer behavior? “Global Generation Gap,: American Demographics, March, pp. There are several theories which support the idea that people make judgments within the realms of society and culture. How Does Culture Affect Behavior? Uniformity is sometimes possible, but companies must also have to adopt to cultural differences. For example, research shows that in Japan and China people tend to consume products and avail services that everyone else is consuming, where as in United Kingdom and Unites States people are more inclined to make their own individual decisions bases on personal preferences and tastes (Sun. In terms of consumer behaviour, importance of family and family roles cannot be ignored. (1998). Culture is another important factor affecting consumer behavior, and one most noticeable in terms of nations. Even the rituals and heroes differ from culture to culture and each culture has its own. So, however best we try, culture still affects us and to go beyond its boundaries is difficult for people. It is why the emphasis is on cultural awareness in the 21. The pessimistic version of this theory holds that people will be what they are conditioned to be. In this guide we’ll take a look at the different aspects and facets of consumer behavior, and we’ll discuss the most effective types of customer segmentation. Research shows that even in rapidly developing countries, such as China and India, a lack of basic hygiene still cause significant health problems (Kurian, 2002) because culture does not place such a high value on cleanliness. “Walk the Line," Marketing News, September 1,, pp. (2004). Example- A study of consumer behaviour will reveal what kind of consumers buy computers, would they buy for home and personal use or for office, what features they look for, what benefit do they seek including post-purchase service, how much they are willing to pay, how many they are likely to buy, are they waiting for the prices to come down, do they look for some free goods offer, etc. A lot of research is required to understand the local culture and people’s likes and dislikes before a product can be introduced into the local markets. Cultural values are widely held beliefs that affirm what is desirable. People from collectivist cultures have a preference for products and services that prevent losses or negative outcomes. Any design of the product packaging includes several features. Culture also affects consumers’ perspectives in this way because after all the consumers belong to the society. The obsession with one’s own culture makes people overlook certain very important factors. Another factor that affects the consumer behavior is the level of diversity and uniformity within culture. P. (2002). Culture is part of the external influences that impact the consumer. Culture can influence consumer behavior in many ways, but especially a demand for a product. (1996), “Influences on Adolescent Brand Preferences in the United States and Mexico, Journal of Advertising Research, May-June, pp. Other Oriented Values of Culture This shows the relationship between individuals and the society. Using correct images on clothing that consumers will want is only one of many examples. For example, in the United Stales a high value is placed on cleanliness, where germ-fighting liquid soaps alone are a $16 billion market (Shannahan, 2004). Social class influences many different aspects of a consumer. Review of Subject: Culture is the fundamental determinant of a person's wants and behavior. A culture that values diversity not only will accept a wide array of personal behaviors and attitudes, but is also likely to welcome variety in terms of consuming food, dress, and other products and services. How culture sets standards for what atisfies consumers’ needs. Culture is also understood as the traditions passed on from generation to generation. This difference in consumer behavior is primarily because in the United States the family is defined fairly narrowly, and is less important than in many other cultures. Even if managers recognize the differences they forget to value them and believe they would not need to make extra efforts to make things work as well as in the home country. Culture is acquired and doesn’t include inherited responses and predispositions. Need for cultural awareness, Relationship between Culture and Consumer Behavior, The theory of cultural relativism states that people from different cultures think, feel and act differently. Aaker, J L., & Sengupta, J. Marketeers closely interested in this issue to know the family which changed and renewed in course of time. Does Culture Influence Our Consumer Behavior? in English literature from BRABU and an MBA from the Asia-Pacific Institute of Management, New Delhi. Research shows that culture operates primarily by setting boundaries for individual behaviors and by influencing the functioning of each institution as the family and mass media. by  Dr. Ahmad Chaudhry, Ph. As we, all know that an individual with a positive attitude is more likely to buy a product and this results in the possibility of liking or disliking a product. A Chinese customer is bound to have a different taste than a Malaysian and so will be a Japanese from an American or Indian. Horn, and Merritt. If a business works from this angle, it believes that the ideas which were effective in its home country will also be effective abroad. Kurian, V. (2002) “‘Hand Wash' Campaign in Kerala Raises a Stink," Business line, November 6, p. 1. Keillor, B. D., Parker, R. S., & Schaffer, A. Consumer Behavior This is the complete list of articles we have written about consumer behavior. Those father-son and father-daughter ads are not targeting just anyone in the crowd; they are targeting the roles that are a part of every family. In fact, the official six social classes in the UK are widely used to profile and predict different customer behavior. If so, How? Easy Ways Businesses Can Incorporate Sustainability, 5 Biggest Challenges of Running a Tech Company. The reason lies in the cultural differences and so the International brands trying to sell in the Eastern nations would need to consider these factors to craft fashion according to the local taste and lifestyle. 1003-29; Briley, D. A., Morris, M, W., & Simonson, I. So, an Indian would be less akin with the American cultural symbols than an American and vice versa. For example, the “youth culture” or “club culture” has quite distinct values and buying characteristics from the much older “gray generation” Similarly, differences in social class can create customer groups. Individuals are rarely uninfluenced by this effect and it will affect their behaviour. Gurhan-Canli, Z., & Maheswaran, D. (2000). Culture is a complex phenomenon that incorporates nearly all aspects of the experience shared by human beings, and it is culture that dictates the social expectations humans must adhere to in order to belong to their social group. Status Seeking . Mooij, M de. 76-87. The style of dressing is very much different in India from US. Consumption . If the consumer belongs to a higher social class, he has to buy a mercedesto show his social class. What are the types of consumer behaviour? Programmed or routine behaviour; Buying of regular and daily goods that involve very less money and also minimum research work fits under this type of goods buying behaviour. A plethora of research has accumulated that shows a strong relationship between culture and consumer behavior. The theory of cultural determinism holds that people are what they learn. There is also evidence that suggests that urban youth around the world share at least some aspects of common culture, which is driven by worldwide mass media, common music and sports stars. However, before trying to sell a particular design in any of the markets, it conducts research to study and understand the local people’s lifestyles, their choices and the local culture before releasing any product there. Social Factors Influencing Consumer Behavior Definition: The Social Factors are the factors that are prevalent in the society where a consumer live in.
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