Cultural Factors affecting Consumer Behaviour Cultural Factors affecting Consumer Behaviour Consumer behaviour deals with the study of buying behaviour of consumers. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. What are Cultural Factors?
Consumer wants, learning, motives etc.
Opinion leaders-- Spokespeople etc. Marketers try to attract opinion leaders People have many roles. Individuals role are continuing to change therefore marketers must continue to update information.
Family is the most basic group a person belongs to. The Family life cycle: Two Income Marriages Are Now the Norm Because 2 income families are becoming more common, the decision maker within the family unit is changing Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members.
Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a persons attitude and behavior. Membership groups belong to Affinity marketing is focused on the desires of consumers that belong to reference groups.
Marketers get the groups to approve the product and communicate that approval to its members. Aspiration groups want to belong to Disassociate groups do not want to belong to Honda, tries to disassociate from the "biker" group. Social Class-- an open group of individuals who have similar social rank.
US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions. Social class influences many aspects of our lives. IE upper middle class Americans prefer luxury cars Mercedes.
Lower class people tend to stay close to home when shopping, do not engage in much prepurchase information gathering. Stores project definite class images.
Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture.
Culture and Sub-culture-- Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation.
Culture also determines what is acceptable with product advertising.
Culture determines what people wear, eat, reside and travel. Cultural values in the US are good health, education, individualism and freedom. In american culture time scarcity is a growing problem. IE change in meals.
Big impact on international marketing. Will British warm up to iced tea? Tea is a part of the British culture, hot with milk.Impact of Culture on Consumer Behaviour 1.
1IMPACT OF CULTUREON CONSUMERBEHAVIOUR 2. 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.
4 Psychological Factors That Influence Consumer Buying Behavior; Brand awareness is a key component of marketing efforts, as harried consumers overwhelmed by the amount of commercial messaging.
Consumer Buying Behaviour – The Influence Of Culture. Consumer Buying Behaviour – The Influence Of Culture. Marketing unlike any other social science is entirely concerned with the need and wants of people several and individually..
To place an order for the Complete Project Material, pay N5, to. Cultural Factors and Buying Behaviour Solomon () 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.
Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. The Impact of Cultural Factors on the Consumer Buying Behaviors Examined through An Impirical Study. The Influence of Cultural Factors on Consumer Buying Behaviour and an Application in Turkey.
Cultural Factors Influencing Consumer Behavior 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.