Influence of Culture on Consumer Behaviour - 6641 Words

Influence of Culture on Consumer Behavior LEARNING OBJECTIVES After studying this chapter students should be able to understand: 1. What culture is and how it impacts consumer behaviors. 2. How culture acts as an â€Å"invisible hand† that guides consumption-related attitudes, values and behavior. 3. How culture sets standards for what satisfies consumers’ needs. 4. How culture is learned and expressed in language, symbols, and rituals. 5. How consumers are always adapting to culture-related experiences. 6. How the impact of culture on consumer behavior is measured. 7. How core cultural values impact American consumers. 8. How the American culture became a â€Å"shopping culture.† CHAPTER SUMMARY The study of culture is the study of all†¦show more content†¦2. In a sense, culture is a society’s personality. For this reason, it is not easy to define its boundaries. 3. Culture is the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society. 4. Beliefs consist of the very large number of mental or verbal statements that reflect a person’s particular knowledge and assessment of something. 5. Values also are beliefs, however, values differ from other beliefs because they must meet the following criteria: a) They are relatively few in number. b) They serve as a guide for culturally appropriate behavior. c) They are enduring or difficult to change. d) They are not tied to specific objects or situations. e) They are widely accepted by the members of a society. 6. In a broad sense, both values and beliefs are mental images that affect a wide range of specific attitudes that, in turn, influence the way a person is likely to respond in a specific situation. 7. Customs are overt modes of behavior that constitute culturally approved or acceptable ways of behaving in specific situations. a) Customs consist of everyday or routine behavior. b) Although beliefs and values are guides for behavior, customs are usual and acceptable ways of behaving. c) An understanding of variousShow MoreRelatedCulture Is Defined As A Society s Personality1730 Words   |  7 Pages 3. Culture Culture is defined as â€Å"a society’s personality and describes what people have in common. It is the total sum of learned beliefs, values and customs that direct the consumer behaviour of members of a particular society†. It is the lens through which consumers view products or services and then, associate it with their own and other people’s behaviour. Every consumer perceives the product/service through his/her own cultural lens making culture unique, dynamic and always evolving. SometimesRead MoreThe Literature On Purchase Intention Of Goods Essay1464 Words   |  6 Pagesliterature based on the objectives. The literature review focus on purchase intention, economic factors, and social factors, as well as consumers’ attitudes and online buy. While analysing the literature, contributions, weaknesses and gaps in the existing literature were identified. Theoretical review While consumers/buyers have existed for thousands of years, consumer behaviour research really began after World War II. It was established as a unique field of study during the 1960s (Engel, Blackwell, andRead MoreBuyer Behaviour Literature Quotes888 Words   |  4 PagesConsumer behaviour, Peter M. Chisnall (1995) Published London: McGraw-Hill 1995 3rd ed. â€Å"Buying behaviour is complex and influenced by many factors, some of which may conflict with so-called rational decision-making. The interactions of groups and personal behaviour, the interrelationships between attitudes and behaviour, the challenge of authority and status, and the profound, and sometimes subtle, effects of culture on consumption make up, in part, the intricate web of influences which surroundsRead MoreThe s Dimensions ( Ind Vs Coll1340 Words   |  6 Pagesglobalized, resulting in an even greater impact of cultural differences on consumers’ behaviour (Maheswaran Shavitt, 2000). An analysis of Hofstede’s cultural dimensions can provide significant insights into the reasons why distinctive behavioural patterns develop across different cultures. In particular, numerous studies have found a relation between Hofstedes’ dimensions of individualism and collectivism and impulsive buying behaviour. As defined by Triandis (1995), collectivistic societies are thoseRead MoreGlobalization And Globalization983 Words   |  4 Pagesbusiness. Since 1995, the market for luxury brands has rebounded dramatically with the world-wide annual sales growth of 10 percent per year and high growth rates approaching 30 percent in certain Asian markets (Nueno, J., Quelch, J., 1998). Renewed consumer confidence, rising stock market, growth in personal income, low taxes, and growing economy, especially in Asia are fuelling the demand. Recent figures indicate that 40 percent of sales are made in Europe, and 24 percent in Asia, but the growth rateRead MoreWhat is Psychographics?885 Words   |  3 PagesWhat is Psychographics? Psychographics is a research focused on the psychological aspect of the buying behaviour and consumer lifestyle that includes their activities, interests and opinions. The psychological factors that affect their buying decisions include motivation, perception, learning, attitudes and belief hence in order for this method to be successful, marketers must first identify the needs and wants of customers because without proper understanding, marketers will not be able to produceRead MoreMarketing Consumer Behaviour1068 Words   |  5 Pages0 Marketing and Consumer Behaviour – Dealing with Market Trends Consumer behavior is defined as the mental and emotional process along with the physical activities of the people who purchase/ consume goods and services to satisfy their particular needs and wants. One of the advantages of consumer behavior can be seen when looking at advertisers and how they advertise by keeping the consumers in mind. Advertisers spend a lot of money to keep individuals and groups of individuals (markets)Read MoreBuyer Behavior and Branding1814 Words   |  7 PagesBUYER BEHAVIOUR AND BRANDING (BBMK402) Introduction: Every one is a customer at one time or another. Production continues to increase just like customers increases day by day for goods and services that give value in return for consumer’s money. Although there are lots of components and elements that influence customers to support and buy the product and one of those ways is good marketing strategy. Good marketing functions raise competitive rewards to a firm which leads to be a magnet toRead MoreThe Relevant Theories Of Advertising1354 Words   |  6 Pagesthe concept to describe the steps of consumer behaviour that occurred from the time when a consumer first became aware of a product or brand through to when the consumer tried a product or made a purchase decision (Priyanka, 2013). The model had four psychological stages including awareness, interest, desire, and action (Hassan et al., 2015). It was a useful formula to help marketers develop effective communication strategies as well as to understand how consumers respond to advertising. However, AIDARead MoreConsumer Decision Making Process And The Beverage Brand Products1421 Words   |  6 PagesConsumers buying decision making play an important role for the success of every company or organisation. Without the investigation into consumers and their buying behaviour companies and organisation and marketer cannot achieved their aims and objective of their goals in the sale of their product. The purpose of this investigation is to explore the relationship between the consumers buying decision making process and the beverage brand products. (Coca Cola and Pepsi Cola) The data for the research