The influence of cultural factors on consumer buying behaviour. 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. Culture, subculture and social class are known to have profound influences on people. Culturethe sum total of learned beliefs,values,and customs thatserve to direct the consumer behavior of members of aparticular society. The influence of culture on buying behavior varies from country to country therefore marketers have. Richard cloward and lloyd ohlin 1966 proposed that deviance results from the various opportunity structures that frame a persons life. The influence of culture on consumer behavior is profound, and if misunderstood or taken lightly, then the product might fail in the new cultural market. The role of culture in consumer behavior bizfluent. It is fast catching up with the buying behavior of consumers and is a major source of publicity for niche segments and also for established brands.
Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. These factors are not individualistic,and are external to the individual. This phenomenon makes it progressively important to understand factors impacting it. Culture is defined as a shared set of practices or beliefs among a group of people in a particular place and time.
Managers of any firms must have to consider about psychological and behavioural effects cleveland and change, 2008. 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. It includes knowledge, belief, traditions, morals, values, customs and other such habits that are acquired by people as members of a society. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. A deviant subculture is a subculture which has values and. Divided into three 3 the role that culture, subculture, and social class. Culture is the most basic source of a consumer s wants and behavior. With the evolution of online communication through internet, customers now see online advertisements of various brands.
Family is a social group and it can be considered the cornerstone of consumers so. There are three types of cultural factors include social class, culture, and subculture. This paper is an attempt to analyze the consumer buying behaviour of durables, to examine the factors inducing the consumer buying behaviour and to suggest suitable measures to the marketers for designing a right marketing mix for the consumers in nagaland. Consumer behaviour cultural factors have a significant impact on customer behavior. Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to buy or use or not to use or dispose of or not to. People also exhibit differences when it comes to the religions that they.
The impact of social factors affecting consumer behaviour on selecting characteristics of purchased cars. The culture a person is born into goes a long way toward determining that individuals behavior patterns, beliefs and values. Sep 17, 2012 cultural factors are some of the strongest influences of consumer buyer behavior. Culture, culture is forming the most basic of desires and behavior. The consumer behaviour or buyer behaviour is influenced by seve ral factors or forces.
Cultural factors culture and societal environment culture is crucial when it comes to understanding the needs and behaviors of an individual. Although marketers cannot influence many of these factors, identifying these factors is important to identify potential buyers and make products to meet these needs. These include culture, sub culture and social class. What are cultural factors influencing consumer behavior. Abstract consumer behaviour issues have become more heterogeneous because of cultural differences. The marketer must be aware of these factors in order to develop an appropriate mm for its target market. A purchase decision is the outcome of all these factors. Consumer behaviour deals with the study of buying behaviour of consumers. Note, however, countries fall on a continuum of cultural traits. Cultural shifts are always important for marketers whether. Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world war. Culture and subcultureconsumer behaviour by tasleem ali mbaprist batch201012 msrim bangalore 2.
Family is a social group and it can be considered the cornerstone of consumers so it has a. Influence of cultural, social and marketing factors on the. Cultural factors, culture has the most extensive influence and in the consumer behavior. These factors include culture, subculture, social class, reference group and family influences. The impact of social factors affecting consumer behaviour on selecting characteristics of purchased cars hossein mirzaei,mehdi ruzdar the present study examined the impact of social factors on consumer behavior in selecting traits of the purchased car in tabriz iran. The influence of chinese cultural values on consumer.
Pdf the impact of cultural factors on the consumer buying. The thesis work was divided into a theory part and empirical part. Figure 2 shows an outline of factors affecting consumer behaviour. Cultural factors are the set of basic values, perceptions, wants and behaviors that are learned by a consumer from their families and other important social institutions. Culture the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Previous studies include cultural differences in consumer.
A purchase decision is the result of each and every one of these factors. Jul 01, 2016 consumer behaviour is influenced by three factors cultural, social and personal. The influence of cultural factors on consumer buying. Hofstedes research demonstrates a wide range between the most individualistic and collectivistic countries, for. The influence of cultural factors on consumer buying behaviour and an application in turkey.
A consumers level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. Characteristics of culture in consumer behaviour tutorial 10. In the united states, there are many fastgrowing subcultures. An understanding of consumer behaviour is essential in planning and programming the marketing system. External affecting consumer behavior management study hq. Cultural influences on consumer behaviour swinburne research.
As persolomon 1995, consumer behavior is the study of the. Pdf this study investigates how cultural factors affect consumer behaviors in turkey with the participation of. This led to paradigm shift of the manufacturers attention from product to. This is the new way of digital revolution and businesses worldwide have. Factors influencing consumer behaviour cultural culture sub culture social class social reference groups family role and status personal age and life cycle stage occupation economic circumstances lifestyle and personality psychological motivation perception learning beliefs and attitudes the buyer. Study on consumer decision making process in the selection of. Introduction culture and consumption have had an unprecedented relationship in modern world hemapatil and bblakkapa, 2012. The aim of this research was to study most effective factors affecting consumer buying behaviour in making decision about purchasing home cleaning services. In this study, the affect of cultural factors on consumer buying behaviour is. Cultural factors culture encompasses the set of beliefs, moral values, traditions, language, and laws or rules of behavior held in common by a nation, a community, or other defined group of people. Consumer behaviour, culture, decision making process, national culture. The sellers market has disappeared and buyers market has come up.
There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. Cultural factors influencing consumer behavior definition. Cultural factors have the broadest and deepest impact on consumer behaviour. Consumer buying behaviour, price, motivation, perceived culture importance, religious orientation. External affecting consumer behavior besides the internal factors, external factors also influence consumer behavior. Culture can be different by region, different groups and even countries. Cultural factors, buying behaviour, pork, age, income. The influence of culture on consumers repositorium. Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. A conceptual frame work introduction consumer behaviour is a subset of human behaviour. The consumer buying decision process is influenced by many internal and external factors. Following are the most commonly accepted factors influencing buying behaviour.
Cultural factors affecting consumer behaviour culture culture is basically the way of living and thinking pattern that is followed from generation to generation in a society. Abstract due to various influencing factors to lowincome consumers in the market place we have taken only veblenian sociopsychological factors culture, sub culture, social class, reference group. Return to contents list personal unique to a particular person. They further argue that given this relationship and the fact that the world economy is becoming increasingly crosscultural, an understanding of how culture influences consumer behaviour by. Material culture influences technology and how it brings cultural changes, i. Factors influencing consumer behaviour pinki rani institute of law kurukshetra, university kurukshetra, india corresponding author. The influence of culture on consumer behavior role of culture.
Cultural factors play a significant role in influencing buying behaviour. In the field of consumer behaviour, the cultural affects most to the consumer behaviour and within different types of societies. 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. The impact of social factors affecting consumer behaviour. As businesses are expanding, they are entering wider territories and in many cases, businesses are operating in more then one country. A consumer, making a purchase decision will be affected by the following three factors. Consumers tend to have an attitude when it comes to a particular product being made in a particular country. In terms of consumer behavior, schiffman defines culture as the sum total of learned. An empirical study of the factors influencing consumer behaviour. Culture it is a detailed examination of the character of the total society, including such factors as language, knowledge, laws, religion, food customs, music, art, technology, work patterns, products, and other artifacts that give a society its distinctive flavor. Consumer behavior is influenced by cultural factors like social class, buyers culture, and subculture.
Song, kun, the influence of chinese cultural values on consumer perceptions and behavioral intention towards an apparel mass customization website 2008. By identifying and understanding the factors that influence their customers, brands have the opportunity to develop a strategy, a marketing message unique value proposition. Basically, culture is the part of every society and is the important cause of person wants and behavior. Influence of culture and subculture on consumer behavior. The impact of social factors affecting consumer behaviour on. Cultural factors, culture, subculture and social class to be examined under three headings durmaz and jablonski, 2012. In respect to sub cultural factors, religion and language are not an important factor to effect the purchase decision where as work side colleagues, peers and friends have influence on the purchase decision of the consumer. This attitude might be positive, negative, and neutral. Apr 30, 20 impact of culture on consumer behaviour 1. Research into all these factors can provide marketers with clues to reach and serve consumer more effectively. These factors are associated with the groups that the individual belongs to, and interacts with. There is a tendency to stereotype cultures as being one way or another e. This set of factors mainly includes broad culture, sub culture, and culture of social classes.
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