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. set of values and ideologies of a particular community or group of individuals 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. 309-17. 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. A plethora of research has accumulated that shows a strong relationship between culture and consumer behavior. A product with its label in Chinese may be far easier to sell in China than one with an English label. ISBN 978-3319920832 “Here Come the Wal-Mart Wannabes," BusinessWeek, April 4,, p. 56. However, since Zara conducts the preliminary research, its products sell like hotcake. The Impact of Culture on Consumer Behaviour! 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. 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. The segmentation literature presented, along with its research results, have 2005). Culture also affects consumers’ perspectives in this way because after all the consumers belong to the society. It affects the style a person loves to the music he prefers and even the literature he reads. "Reasons as Carriers of Culture," Journal of Consumer Research, September, pp. 162-64. 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. Even in this era of globalization, the power of culture is intact. The symbols include words, gestures, pictures and objects that have specific meanings in particular cultures. Kurian, V. (2002) “‘Hand Wash' Campaign in Kerala Raises a Stink," Business line, November 6, p. 1. Even the rituals and heroes differ from culture to culture and each culture has its own. Barak, B. Mooij, M de. Consumer behaviour Cultural factors have a significant impact on customer behavior. Consumer Behaviour – Cultural factors. What effect does psychological factor has on consumer buying behaviour? In order to gain competitive advantage, marketers should consider how to reduce the cost of selling the products across cultures. 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. 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. (2000). 8-10. Ethnocentrism also explains why some people feel more bound to purchase the products that are related to their own culture or are produced locally. Culture operates primarily by setting boundaries for individual behaviors and by influencing the functioning of each institution as the family and mass media. 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. 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. (2004). 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. These are also important factors that affect which product will find acceptance in the local markets. However, such an attitude would not work in the global environment or the global markets. “Additivity versus Attenuation," Journal of Consumer Psychology 2, pp. How culture is learned and expressed in language, symbols, and rituals. Norms are derived from cultural values, or widely held beliefs that affirm what is not desirable. Not just the environmental factors but the business objectives too might change when working abroad in a different culture. What culture is and how it impacts consumer behaviors. “The Middle East Baby Boom,” American Demographics, September, p. 55-60. Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. As of July 1, LinkedIn will no longer support the Internet Explorer 11 browser. 105-113. 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). 18-19. It signifies the set of values of a particular community. Fattah, H. "The New Arab Consumer," American Demographics, September 2002, p. 58. 157-77. 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. By Staff Writer Last Updated Mar 29, 2020 5:28:16 AM ET. “Bugging Out over Germs," Brandweek, November 22, p. 17. At its core are the values and at the surface are the cultural symbols. Globalization has fostered an exchange of cultural values and ideas but that does not make local culture irrelevant. Gurhan-Canli, Z., & Maheswaran, D. (2000). Shannahan, L. (2004). First, culture directly affects each of these groups helping to shape the attitudes, feelings, biases, and opinions that the individual buyer may draw upon. Each member influences and gets influenced by a family member depending upon his/her role, life cycle stage and relationship dynamics i… 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). Their everyday decisions including their buying decisions are affected or rather deeply influenced by culture. “The Effect of Cultural Differences, Source Expertise, and Argument Strength on Persuasion," Journal of International Consumer Marketing 1, pp. in English literature from BRABU and an MBA from the Asia-Pacific Institute of Management, New Delhi. He has provided six indices that explain these cultural differences. 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). Culture is acquired and doesn’t include inherited responses and predispositions. 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). Global Marketing and Advertising, Thousand Oaks, CA: Sage, pp. So, an Indian would be less akin with the American cultural symbols than an American and vice versa. P. (2002). Culture plays a very vital role in the determining consumer … Pompitakpan, C., & J. N. P. Francis, J N P. (2001). 5. See our. Some of the important cultural factors are: 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. He likes to blog and share his knowledge and research in business management, marketing, literature and other areas with his readers. These values affect behavior through norms, which specify an acceptable, range of responses to specific situations. 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. 3. Keillor, B. D., Parker, R. S., & Schaffer, A. (2001). Aaker, J L., & Sengupta, J. This is particularly evident in a context of cross-cultural analysis of consumer behavior. The pessimistic version of this theory holds that people will be what they are conditioned to be. This implies that in Islamic and some Catholic cultures people are more inclined to buy and consume religious artifacts and related material. What he wears, what he drives or rides, how he carries himself, which product he needsor does not need… Thus cultural values give rise to the norms and associated sanctions, which in turn influence consumption pattern. 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. Fielding, M. (2006). Does social factors affect consumer buying behaviour? Zara creates fast fashion and sells in several markets. Cultures differ in demographics, language, non-verbal communication, and values. Sometimes, it’s really obvious how culture influences buying behaviour. Simply put culture controls what is acceptable for a person and what is not. Culture is part of the external influences that impact the consumer. 1IMPACT OF CULTUREON CONSUMERBEHAVIOUR 2. Parker-Pope, T. (1996). Culture is an important factor in determining consumer behavior. Briley, D.A., Morris, M. W., & Simonson, I.(2000). Money, R B., Gilly, M N., & Graham, J L. (1998). Alaoui Mhamdi, A and Vianelli, D (2018) Does Culture affect Consumer Behaviour, when shopping On-Line? On the other hand, a consumer of the low social class will be happy with a bicycle too. Cultural awareness provides us with cultural perspective which helps to know why certain things may be right in certain societies and wrong in others. By using this site, you agree to this use. Abhijeet has been blogging on educational topics and business research since 2016. "Explorations of National Culture and Word-of-Mouth Referral Behavior," Journal of Marketing, October, pp. Cultural values are widely held beliefs that affirm what is desirable. Culture is a way of life for a specific group that affects its values, beliefs, behavior and acceptable norms. The obsession with one’s own culture makes people overlook certain very important factors. The Internet is a very powerful yet cost-effective tool for marketing research. “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). A Chinese customer is bound to have a different taste than a Malaysian and so will be a Japanese from an American or Indian. The Indian culture has its own beliefs and values, the French culture has its own and the American culture its own. How culture sets standards for what atisfies consumers’ needs. 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. 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. As per this theory every judgement of right and wrong is based upon societal and cultural norms. 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. “Cultural Variations in Country of Origin Effects," Journal of Marketing Research, August, pp. 4, pp. 2. Al-Makaty, S.S. (1996). Cultural factors. Culture is manifested in several ways. So, something that is acceptable in the Western societies may not be as acceptable in the East and the Middle Eastern nations. The way of greeting is very different between China and US. Social Factors affecting Consumer Behaviour Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use. 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. rajkumar1220/CC-BY 2.0. 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. Consumer behavior differs because values inherited by consumers differ from culture to culture. This is something not under their control. LinkedIn recommends the new browser from Microsoft. A person’s culture has a huge influence on their thought processes and behaviours. Culture is also understood as the traditions passed on from generation to generation. 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. 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. 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. 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. 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