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how does culture affect consumer behavior

Social factors play an essential role in influencing the buying decisions of consumers . Culture also affects buyer behaviour by operating through the family, business firms, and social groups. Global Marketing and Advertising, Thousand Oaks, CA: Sage, pp. Cultural factors. Mooij (2004) defined culture as “the whole that includes knowledge, beliefs, morals, customs, and any other capabilities and habits acquires by the humans as members of society.” Culture is a comprehensive concept, and it includes almost everything that influences and individuals' thought process and behaviors. Kokab Manzoor 1,318 views Companies adopt some of them as a part of their marketing strategy for the purpose of brand localization. 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). In the following post, D’Amore-McKim School of Business Assistant Professor Daniele Mathras discusses four key dimensions that affect consumer psychology and behavior in relation to their religious affiliation. Alaoui Mhamdi, A and Vianelli, D (2018) Does Culture affect Consumer Behaviour, when shopping On-Line? If a business works from this angle, it believes that the ideas which were effective in its home country will also be effective abroad. He gets all these values from his parents and family. Culture operates primarily by setting boundaries for individual behaviors and by influencing the functioning of each institution as the family and mass media. "Perceptions of Age-Identity," Psychology & Marketing, October, pp. What does Antonio and Bassanio’s friendship reveal about their characters? Culture is an important factor in determining consumer behavior. This is what can also be understood as cultural conditioning. Consumer Behavior and Culture (Thousand Oaks, CA: Sage), pp. Research further shows that some cultures pay more emphasis on family bondage than others. Culture also affects consumers’ perspectives in this way because after all the consumers belong to the society. Simply put culture controls what is acceptable for a person and what is not. Uniformity is sometimes possible, but companies must also have to adopt to cultural differences. Another factor that affects the consumer behavior is the level of diversity and uniformity within culture. 3 Cultural Effects on Consumer Behavior Andrew J. Marsiglia, PhD, CCP Introduction Consumer behavior is largely dependent on cultural factors consisting of mutually shared operating procedures, unstated assumptions, tools, norms, values, standards for perceiving, believing, evaluating, and communicating. Norms are derived from cultural values, or widely held beliefs that affirm what is not desirable. Norms are derived from cultural values, or widely held beliefs that affirm what is not desirable. Source: Choudhury, Ifte, Definition of Culture. How culture sets standards for what atisfies consumers’ needs. 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. However, such an attitude would not work in the global environment or the global markets. He has provided six indices that explain these cultural differences. Cultural awareness provides us with cultural perspective which helps to know why certain things may be right in certain societies and wrong in others. 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). 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. So, it is not just about a product but how it is marketed and advertised in particular cultures also determines how much acceptance it will gain. The pessimistic version of this theory holds that people will be what they are conditioned to be. From interior decoration to their choice of cars and products of daily use, their choices are going to remain affected by their 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. Zara creates fast fashion and sells in several markets. These values affect behavior through norms, which specify an acceptable, range of responses to specific situations. A group of people are associated with a set of values and ideologies that belong to … Aaker, J L., & Sengupta, J. What effect does psychological factor has on consumer buying behaviour? Lenartowicz and Roth 2001; Okazaki 2004) concerning whether or not culture plays a shaping role in consumer behaviour in the Caribbean. 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. Some of the important cultural factors are: On the other hand, a consumer of the low social class will be happy with a bicycle too. Hypothesis 3: Brand awareness does not positively affect consumer buying behavior The beta value shows that 1 unit increase in the value of brand awareness (BA) would result in 0.605 unit (60.5%) increase in consumer buying behavior, other variables being held constant. 77-101. As per this theory every judgement of right and wrong is based upon societal and cultural norms. Its flexibility regarding consume… How culture is learned and expressed in language, symbols, and rituals. The symbols include words, gestures, pictures and objects that have specific meanings in particular cultures. A product with its label in Chinese may be far easier to sell in China than one with an English label. The findings help businesses figure out the most appealing product attributes, best sales promotions, the right price, the optimal market conditions, and the best places in which to sell. The ideas, values and beliefs that people learn as members of society determines their nature. Even the rituals and heroes differ from culture to culture and each culture has its own. How influential is cultural factors on consumer buying behaviour? Fattah, H. "The New Arab Consumer," American Demographics, September 2002, p. 58. Based on these values, consumers from different cultures differ in their reaction towards foreign products and advertising (Money, Gilley, and Graham, 1998), which leads to differences in consumption patterns. Culture influence consumers' thoughts and behaviors. (2005). 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. 2Executive SummaryInternational marketers believe that consumers would increasinglyresemble each other and that they will eat the same food, wear same clothes, lwatch the same television programs to an increasing proportion. These boundaries set on behaviors are called norms, which are simply rules that specify or prohibit certain behaviors in specific situations. A plethora of research has accumulated that shows a strong relationship between culture and consumer behavior. in English literature from BRABU and an MBA from the Asia-Pacific Institute of Management, New Delhi. Social class influences many different aspects of a consumer. 4, pp. It is why the emphasis is on cultural awareness in the 21st century. It not only influences preferences, but also the way people make decisions (Aaker and Sangupta, 2000), and how people perceive the world around them (Briley 2000). Factors effecting consumer behavior | Cultural and subculture affects on consumer buying behavior - Duration: 9:40. The family can influence the buying behavior of an individual in either of the two ways: Influences the personality, attitude, beliefs, characteristics of the individual. The style of dressing is very much different in India from US. 76-87. study of individuals and organizations and how they select and use products and services Due to these differences, consumer behavior changed dramatically across cultures. On the other hand, the role of family in India is more important than in more individualistic societies (Kripalani, 2005). Paul. In this way, they may end up hurting important values leading to losses. 18-19. One characteristic of culture is that it forms boundaries within which an individual thinks and acts. “The Effect of Cultural Differences, Source Expertise, and Argument Strength on Persuasion," Journal of International Consumer Marketing 1, pp. 8-10. 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. Consumer behaviour Cultural factors have a significant impact on customer behavior. It is defined by several things from language and religion to art and music as well as social habits and cuisine. 1003-29; Briley, D. A., Morris, M, W., & Simonson, I. Culture has macro and micro aspects. Gurhan-Canli, Z., & Maheswaran, D. (2000). LinkedIn recommends the new browser from Microsoft. 105-113. Texas A & M University. Kurian, V. (2002) “‘Hand Wash' Campaign in Kerala Raises a Stink," Business line, November 6, p. 1. What culture is and how it impacts consumer behaviors. “Additivity versus Attenuation," Journal of Consumer Psychology 2, pp. rajkumar1220/CC-BY 2.0. Sometimes, it’s really obvious how culture influences buying behaviour. The obsession with one’s own culture makes people overlook certain very important factors. See our. “Attitudes towards Advertising in Islam,” Journal of Advertising Research, May-June, pp. As per this theory every judgement of right and wrong is based upon societal and cultural norms. Research also shows that people from different culture consume differently primarily because of their differences in values and norms (Parker-Pope, 1996). This study investigates how cultural factors affect consumer behaviors in Turkey with the participation of 1286 people in the provinces through interviews. “Bugging Out over Germs," Brandweek, November 22, p. 17. P. (2002). Keillor, B. D., Parker, R. S., & Schaffer, A. Mooiji De., & Hofstede (2002) “Convergence and Divergence in Consumer Behavior,” Journal of Advertising Research, January-February, pp 79-89. This website uses cookies to improve service and provide tailored ads. The Impact of Culture on Consumer Behaviour! By using this site, you agree to this use. Culture is the fundamental determinant of a person's wants and behavior. Fattah, H. (2002). 5. In order to gain competitive advantage, marketers should consider how to reduce the cost of selling the products across cultures. Easy Ways Businesses Can Incorporate Sustainability, 5 Biggest Challenges of Running a Tech Company. It is why the emphasis is on cultural awareness in the 21. Briley, D.A., Morris, M. W., & Simonson, I.(2000). Because it’s so influential on how people perceive the world around them, their place in it, and how they make decisions, it tends to play a role in determining how and why we consume goods and services. 162-64. 16-25. He graduated with a Hons. So, something that is acceptable in the Western societies may not be as acceptable in the East and the Middle Eastern nations. A discriminant analysis was conducted on English, Italian and Chinese consumers, based on eighteen behavioral variables, to illustrate the effect that a change of culture would have on a consumer\u2019s on-line shopping behavior. Springer, pp. "Reasons as Carriers of Culture," Journal of Consumer Research, September, pp. This is particularly evident in a context of cross-cultural analysis of consumer behavior. Mooij, M de. Research shows that consumers from cultures that differ on values differ in their reaction to foreign products, advertising, and preferred sources of information (Gurhan-Gnli and Maheswaran, 2000; Pronpitakpan and Francis, 2001; Money, Gilley, and Graham, 1998) that direct consumer behavior. Many companies are now using the internet to carry out a lot of research on consumer behavior, including the consumer’s activity on the Web. Another aspect that influences on consumer behavior is the religious beliefs. The theory of cultural determinism holds that people are what they learn. Cultural awareness helps to understand local consumers’ preferences and purchasing behavior and find success in the global market. A person’s culture has a huge influence on their thought processes and behaviours. The segmentation literature presented, along with its research results, have 2005). (1998). Cultural Factors Influencing Consumer Behavior. Consumer Behaviour – Cultural factors. 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. Their everyday decisions including their buying decisions are affected or rather deeply influenced by culture. Another factor that affects the consumer behavior is the level of diversity and uniformity within culture. "Explorations of National Culture and Word-of-Mouth Referral Behavior," Journal of Marketing, October, pp. Violation of cultural norms results in social disapproval to banishment from the group. In this study the impact of cultural factors on consumer buying behaviour is studied. Still, for a person living in East, it is difficult to think and be like someone in West. 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. However, since Zara conducts the preliminary research, its products sell like hotcake. 351-62. There are several theories which support the idea that people make judgments within the realms of society and culture. Thus its affect on culture is declining which should be properly studied and researchers should carryout through surveys to find out impact of this change on consumer behaviour. An individual decides to behave in a certain manner because of his culture. Thus cultural values give rise to the norms and associated sanctions, which in turn influence consumption pattern. Fielding, M. (2006). Cultural awareness helps to understand local consumers’ preferences and purchasing behavior and find success in the global market. So, an Indian would be less akin with the American cultural symbols than an American and vice versa. Abhijeet has been blogging on educational topics and business research since 2016. Horn, and Merritt. Cultural Factors, culture, subculture and social class to be examined under three … So, an Indian would be less akin with the American cultural symbols than an American and vice versa. For example, many Islamic cultures and some Catholic cultures are much more religiously oriented (Al-Makaty, 1996) as compared to Chinese culture where religion plays a very small role. 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. Each member influences and gets influenced by a family member depending upon his/her role, life cycle stage and relationship dynamics i… Culture is also understood as the traditions passed on from generation to generation. Definition: The Cultural Factors are the factors that an individual learns at a very early stage of life due to socialization within the family and other key institutions, such as the set of values, preferences, behavior patterns, and perceptions are learned as the individual grows. Impact of Culture on Consumer Behaviour 1. “Custom-Made,” The Wall Street Journal, September 26, p. R22;. 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. Be it the north or the south, be it one country or another, the effect of culture on consumer behavior is observed most on the basis of social class of the individual. “Global Generation Gap,: American Demographics, March, pp. 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. Kripalani, M. (2005). Also, certain cultures are more youth-oriented than others (Barak, 2001) hence are more liberal and individualistic, and are more likely to work harder and spend more (Fattah, 2001). 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. 1IMPACT OF CULTUREON CONSUMERBEHAVIOUR 2. The Indian culture has its own beliefs and values, the French culture has its own and the American culture its own. Culture is part of the external influences that impact the consumer. How culture acts as an “invisible hand” that guides onsumption-related ttitudes, values and behavior. In fact, in a context of e-shopping, e-retailers’ strategies would not only be affected by the different adoption rates across different countries (Ashraf, Thongpapanl and Auh 2014), but also by cultural differences that shape e-shoppers’ behavior. By Staff Writer Last Updated Mar 29, 2020 5:28:16 AM ET. Ethnocentrism also explains why some people feel more bound to purchase the products that are related to their own culture or are produced locally. 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). (2000). Collectivist cultures tend to place a strong value on uniformity (Mooij, 2004); where as more individualist cultures tend to value diversity. The way of greeting is very different between China and US. 47-56. September 6, 2019. Cultural ethnocentrism refers to the belief regarding the superiority of one’s own culture over that of the others. Since much of human behavior is learned than innate, culture doesn’t affect a wide range of behavior. Family bonds are more stronger than bonds in any other group and all members of the family form a single decision unit in case of purchase of products and services for common consumption. 2. Cultural values are widely held beliefs that affirm what is desirable. Even in this era of globalization, the power of culture is intact. This is particularly evident in a context of cross-cultural analysis of consumer behavior. In fact, in a context of e-shopping, e-retailers’ strategies would not only be affected by the different adoption rates across different countries (Ashraf et al. set of values and ideologies of a particular community or group of individuals Consumer is a person who desires, needs and requires marketing components in their capacity as buyer1.Typically marketers are defined to have the ability to control the behaviors of customers, but actually they have neither power nor information for that.. There are two versions of cultural determinism and the optimist version holds that human nature is malleable and that people can be the way they want to be. ISBN 978-3319920832 contact: support@notesmatic.com, admin@notesmatic.com, How culture affects consumer behavior? The Indian culture has its own beliefs and values, the French culture has its own and the American culture its own. What he wears, what he drives or rides, how he carries himself, which product he needsor does not need… This work clearly enhances the prior understanding of how cultural dimensions affect consumer behaviour in the Caribbean. This also explains to some extent why people make buying choices influenced by their cultural values. 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: Advances in National Brand and Private Label Marketing 5th International Conference 2018. This implies that in Islamic and some Catholic cultures people are more inclined to buy and consume religious artifacts and related material. Culture is manifested in several ways. This in essence entails that brand awareness is a function of consumer buying behavior. A plethora of research has accumulated that shows a strong relationship between culture and consumer behavior. Globalization has fostered an exchange of cultural values and ideas but that does not make local culture irrelevant. “Cultural Variations in Country of Origin Effects," Journal of Marketing Research, August, pp. Hofstede has provided a model of cultural differences that provides a better overview of the extent to which culture impacts people’s lives, their styles and their behavior and perspective. 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. Some cultures place more value on cleanliness than others. 3. (2001). So, however best we try, culture still affects us and to go beyond its boundaries is difficult for people. The micro aspects which influence a specific group within a society are called ethnic patterns which are based on race, region. “Walk the Line," Marketing News, September 1,, pp. 752-53. Research shows that culture, sub-culture, and social classes are particularly important on consumer buying behavior. If the consumer belongs to a higher social class, he has to buy a mercedesto show his social class. Culture is a very important aspect to understand the behavior of a consumer. It affects the style a person loves to the music he prefers and even the literature he reads. A family is a social group and all members of a family influence and get influenced by each other. It affects the style a person loves to the music he prefers and even the literature he reads. 4. He likes to blog and share his knowledge and research in business management, marketing, literature and other areas with his readers. The style of dressing is very much different in India from US. Cultures differ in demographics, language, non-verbal communication, and values. 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. Studies shows that by offering standard products companies can cut cost savings' substantially (Mooij and Hofctede, 2002). Companies must be mindful in determining to what extent standardization strategy can be adopted. That is, culture represents influences that are imposed on the consumer by other individuals. The Internet is a very powerful yet cost-effective tool for marketing research. Consumer behavior differs because values inherited by consumers differ from culture to culture. Mooij, M de. Pompitakpan, C., & J. N. P. Francis, J N P. (2001). 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. 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. Not just the environmental factors but the business objectives too might change when working abroad in a different culture. Shannahan, L. (2004). Globalization has fostered an exchange of cultural values and ideas but that does not make local culture irrelevant. (2004). Culture is a way of life for a specific group that affects its values, beliefs, behavior and acceptable norms. Religion is an important part of life for most individuals around the world. 67-82. People in United States expect their houses, offices, and public places to be cleaned “beyond reasonable health requirements.” On the other hand, in many poorer countries, cleanliness is not valued at a level sufficient to produce a healthy environment. Culture is acquired and doesn’t include inherited responses and predispositions. Ethnocentrism can give rise to big problems in case of global business. First, culture directly affects each of these groups helping to shape the attitudes, feelings, biases, and opinions that the individual buyer may draw upon. 309-17. “The Middle East Baby Boom,” American Demographics, September, p. 55-60. 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). Money, R B., Gilly, M N., & Graham, J L. (1998). 157-77. Not only are the items of purchase decided with reference to the family needs balancing individual and family requirements and resources, there is also often a pooling of resources across family members that is not seen outside Indian culture. Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. Al-Makaty, S.S. (1996). Parker-Pope, T. (1996). (1996), “Influences on Adolescent Brand Preferences in the United States and Mexico, Journal of Advertising Research, May-June, pp. It signifies the set of values of a particular community. Cultural Factors and Buying Behaviour Solomon (2011) sees consumer behaviour as the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs or desires. As of July 1, LinkedIn will no longer support the Internet Explorer 11 browser. Springer Proceedings in Business and Economics . It is why, the marketers focus upon cultural factors while marketing to diverse populations of consumers. “Cultural Chameleons, Journal of Consumer Psychology, 15, no. This is something not under their control. At its core are the values and at the surface are the cultural symbols. Barak, B. “Here Come the Wal-Mart Wannabes," BusinessWeek, April 4,, p. 56. 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. Culture plays a very vital role in the determining consumer … Influences the decision making of an individual with respect to the purchase of certain goods and services. 2014 ), but also by cultural differences that shape e-shoppers’ behavior. A Chinese customer is bound to have a different taste than a Malaysian and so will be a Japanese from an American or Indian. These are also important factors that affect which product will find acceptance in the local markets. Does social factors affect consumer buying behaviour? How Does Culture Affect Behavior? Traditions and Influences on Consumer Behavior. The theory of cultural relativism states that people from different cultures think, feel and act differently. Social Factors affecting Consumer Behaviour Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use. The Role of Culture in Consumer Behavior Significance of Culture. 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. 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.

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