77-101. Social class influences many different aspects of a consumer. Culture is the fundamental determinant of a person's wants and behavior. (3) Culture is manifested within boundaries of acceptable behavior. From interior decoration to their choice of cars and products of daily use, their choices are going to remain affected by their cultures. Globalization has fostered an exchange of cultural values and ideas but that does not make local culture irrelevant. Marketeers closely interested in this issue to know the family which changed and renewed in course of time. “Global Generation Gap,: American Demographics, March, pp. However, such an attitude would not work in the global environment or the global markets. Consumer behavior is influenced by cultural factors like social class, buyer’s culture, and subculture. Other Oriented Values of Culture This shows the relationship between individuals and the society. Culture also affects consumers’ perspectives in this way because after all the consumers belong to the society. Abhijeet has been blogging on educational topics and business research since 2016. So, the businesses that are working in the global environment or have decided to move there must have a degree of global awareness necessary for being successful. 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. Studies shows that by offering standard products companies can cut cost savings' substantially (Mooij and Hofctede, 2002). Parker-Pope, T. (1996). Money, R B., Gilly, M N., & Graham, J L. (1998). "Explorations of National Culture and Word-of-Mouth Referral Behavior," Journal of Marketing, October, pp. A product with its label in Chinese may be far easier to sell in China than one with an English label. 1003-29; Briley, D. A., Morris, M, W., & Simonson, I. 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). 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. Culture is part of the external influences that impact the consumer. This also explains to some extent why people make buying choices influenced by their cultural values. By Staff Writer Last Updated Mar 29, 2020 5:28:16 AM ET. (2004). How Does Culture Affect Behavior? An individual can get affected by the environment in which he lives, his culture, his social class, his psychology and his personality. This is what can also be understood as cultural conditioning. 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. In terms of consumer behaviour, importance of family and family roles cannot be ignored. We will consider the mechanics of learning later in the course. Simply put culture controls what is acceptable for a person and what is not. This is something not under their control. 351-62. “Attitudes towards Advertising in Islam,” Journal of Advertising Research, May-June, pp. study of individuals and organizations and how they select and use products and services Research shows that culture, sub-culture, and social classes are particularly important on consumer buying behavior. 8-10. (1998). 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. “Cultural Chameleons, Journal of Consumer Psychology, 15, no. It explains why some products sell well in certain regions or among specific groups, but not as well elsewhere. They just want to live in harmony, and make sure that their relations and friendships stay intact. Consumerism . Al-Makaty, S.S. (1996). 752-53. That is, culture represents influences that are imposed on the consumer by other individuals. l e a d - i n s p i r e . In this way, they may end up hurting important values leading to losses. It is why the emphasis is on cultural awareness in the 21. Consumers from individualist cultures have been f… As stated earlier, they are just as inseparable from our decision making process as family itself is from our lives. 157-77. Mooij, M de. Customer Motivation . Shannahan, L. (2004). Violation of cultural norms results in social disapproval to banishment from the group. Culture is a way of life for a specific group that affects its values, beliefs, behavior and acceptable norms. It is defined by several things from language and religion to art and music as well as social habits and cuisine. Norms are derived from cultural values, or widely held beliefs that affirm what is not desirable. rajkumar1220/CC-BY 2.0. Consumer Culture . The style of dressing is very much different in India from US. Horn, and Merritt. The obsession with one’s own culture makes people overlook certain very important factors. “Custom-Made,” The Wall Street Journal, September 26, p. R22;. What culture is and how it impacts consumer behaviors. It is why, the marketers focus upon cultural factors while marketing to diverse populations of consumers. 2. How a single or a group of consumer behavior does affects the society and the atmosphere and the economy of the nation. Due to these differences, consumer behavior changed dramatically across cultures. Customer Perceptions . Price Sensitivity. For example, the individual knows that he or she must seek out and purchase needed goods rather than steal them. 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. “Walk the Line," Marketing News, September 1,, pp. Research also shows that people from different culture consume differently primarily because of their differences in values and norms (Parker-Pope, 1996). A plethora of research has accumulated that shows a strong relationship between culture and consumer behavior. The Indian culture has its own beliefs and values, the French culture has its own and the American culture its own. Consumer buying behavior eventually refers to the buying behavior of an individual. For example studies shows that in Mexico adolescents are more likely to seek parental advice or respond positively to ads with parental figures in the purchase of items ranging from candy to movies to fashion clothing than United States (Keillor, Parker, and Schaffer, 1996). If culture is as effective and as important, it is bound to influence people’s perception and how they think of certain things including the products they buy. We need people around to talk to and discuss various issues to reach to better solutions and ideas. Nowadays, consumer behavior is influenced not only by consumer personalities and motivations, but also by the relationships within families. These boundaries set on behaviors are called norms, which are simply rules that specify or prohibit certain behaviors in specific situations. Thus cultural values give rise to the norms and associated sanctions, which in turn influence consumption pattern. Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use. However, since Zara conducts the preliminary research, its products sell like hotcake. Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry, and economics. 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. 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. Ethnocentrism can give rise to big problems in case of global business. 4, pp. Globalization has fostered an exchange of cultural values and ideas but that does not make local culture irrelevant. 3. On the other hand, a consumer of the low social class will be happy with a bicycle too. At its core are the values and at the surface are the cultural symbols. Cultural Factors Influencing Consumer Behavior ... Culture: The culture refers to the beliefs, customs, rituals and practice that a particular group of people follows. 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. A blend of standardization and customization can be a good strategy, but a critical success factor for the companies is to achieve the right balance and to determine where standardization is possible and where customization is critical. Mooij, M de. Cultural awareness helps to understand local consumers’ preferences and purchasing behavior and find success in the global market. Consumer behavior differs because values inherited by consumers differ from culture to culture. Consumption . Peak Experiences . Since much of human behavior is learned than innate, culture doesn’t affect a wide range of behavior. That is, culture represents influences that are imposed on the consumer by other individuals. 2005). 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’. Culture is manifested in several ways. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour. Perceived Risk . 4. 47-56. How much does the personality influence consumer behavior? (2000). "Perceptions of Age-Identity," Psychology & Marketing, October, pp. contact: [email protected], [email protected], How culture affects consumer behavior? Pompitakpan, C., & J. N. P. Francis, J N P. (2001). Culture can influence consumer behavior in many ways, but especially a demand for a product. 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. “Culture refers to the cumulative deposit of knowledge, experience, beliefs, values, attitudes, meanings, hierarchies, religion, notions of time, roles, spatial relations, concepts of the universe, and material objects and possessions acquired by a group of people in the course of generations through individual and group striving” (CHOUDHURY). 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. (2005). Aaker, J L., & Sengupta, J. Paul. Furthermore, research shows that altitudes towards work and leisure also differ from culture to culture (Paul, 2002) which has important consequences for lifestyle and demand for leisure activities. So, the businesses that are working in the global environment or have decided to move there must have a degree of global awareness necessary for being successful. Status Seeking . Even the rituals and heroes differ from culture to culture and each culture has its own. Culture sets restrictions within which most individuals think, act, and feel in a manner consistent with that of other members of the same culture because it seems natural or right thing to do so (Parker-Pope, 1996; Fielding, 2006).
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