influence of culture and subculture on consumer behaviour

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How do Culture and Subculture Affect Consumer Behavior? He further contends that culture exerts the broadest and deepest influence on buying behaviour. set of values and ideologies of a particular community or group of individuals Marshall School of Business Five of the most important factors that create subcultures are: Material culture – People with similar income may create a subculture. Americans have a lot of quite shallow friends toward whom little obligation is felt; people in European and some Asian cultures have fewer, but more significant friends.  For example, one Ph.D. student from India, with limited income, felt obligated to try buy an airline ticket for a friend to go back to India when a relative had died. The best example of influence of culture on consumer behavior is McDonalds. A consumer’s level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. Subculture: Meaning, Subculture division, and consumption pattern in India, Types of subcultures. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. Let's stay in touch :), Your email address will not be published. Culture, subculture and social class are known to have very important influence on buying behaviour. Download file to see previous pages Culture is the set of norms, values, beliefs, and practices that characterize a group of people or institutions. A group of people are associated with a set of values and ideologies that belong to … Culture is the most fundamental determinant of a person’s wants and behaviour. Culture. When the company is truly multi national, then it means that it is operating in two different cultures besides operating in two different geographies.Â. Cultural and subcultural influences on consumer behavior. Culture exerts different levels of influence on members. Many factors can place an individual in one or several subcultures. Does Culture Influence Our Consumer Behavior? And this culture influences the consumer greatly. Culture: In the social sciences, a culture refers to the set of behaviors and activities of a society. Answer and Explanation: Culture and subculture affect which types of stores people visit, which products they want to purchase, and how they make their purchases. Because of differences in values, assumptions, and language structure, it is not possible to meaningfully translate “word-for-word” from one language to another.  A translator must keep “unspoken understandings” and assumptions in mind in translating.  The intended meaning of a word may also differ from its literal translation.  For example, the Japanese word hai  is literally translated as “yes.”  To Americans, that would imply “Yes, I agree.”  To the Japanese speaker, however, the word may mean “Yes, I hear what you are saying” (without any agreement expressed) or even “Yes, I hear you are saying something even though I am not sure exactly what you are saying.”, Differences in cultural values result in different preferred methods of speech.  In American English, where the individual is assumed to be more in control of his or her destiny than is the case in many other cultures, there is a preference for the “active” tense (e.g., “I wrote the marketing plan”) as opposed to the passive (e.g., “The marketing plan was written by me.”), Because of the potential for misunderstandings in translations, it is dangerous to rely on a translation from one language to another made by one person.  In the “decentering” method, multiple translators are used.Â. Based on the targeting of social class, the company can alter its product to normal, premium and super premium (which BMW is doing continually). Other issues are relevant.  Art, for example, may be reflected in the rather arbitrary practice of wearing ties in some countries and wearing turbans in others.  Morality may be exhibited in the view in the United States that one should not be naked in public.  In Japan, on the other hand, groups of men and women may take steam baths together without perceived as improper.  On the other extreme, women in some Arab countries are not even allowed to reveal their faces.  Notice, by the way, that what at least some countries view as moral may in fact be highly immoral by the standards of another country.  For example, the law that once banned interracial marriages in South Africa was named the “Immorality Act,” even though in most civilized countries this law, and any degree of explicit racial prejudice, would itself be considered highly immoral. That is, culture represents influences that are imposed on the consumer by other individuals. The definition of culture offered in one textbook is “That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of society.”  From this definition, we make the following observations: Culture has several important characteristics:  (1)  Culture is comprehensive.  This means that all parts must fit together in some logical fashion.  For example, bowing and a strong desire to avoid the loss of face are unified in their manifestation of the importance of respect.  (2)  Culture is learned rather than being something we are born with.  We will consider the mechanics of learning later in the course.  (3)  Culture is manifested within boundaries of acceptable behavior.  For example, in American society, one cannot show up to class naked, but wearing anything from a suit and tie to shorts and a T-shirt would usually be acceptable.  Failure to behave within the prescribed norms may lead to sanctions, ranging from being hauled off by the police for indecent exposure to being laughed at by others for wearing a suit at the beach.  (4)  Conscious awareness of cultural standards is limited.  One American spy was intercepted by the Germans during World War II simply because of the way he held his knife and fork while eating.  (5)  Cultures fall somewhere on a continuum between static and dynamic depending on how quickly they accept change.  For example, American culture has changed a great deal since the 1950s, while the culture of Saudi Arabia has changed much less. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. In this lesson we shall highlight on the subcultural context, types of subcultures, subcultural influence on consumer behavior as well as marketing implications of the concept of subculture. Laws of the Government and social traditions and laws laid down by religion. Economic or social status. How do Culture and Subculture Affect Consumer Behavior? If you only have normal products, the super premium class will ignore you. A nation’s culture can be understood at the macro level, but many countries are divided in sub cultures as well. Cultural characteristics as a continuum.  There is a tendency to stereotype cultures as being one way or another (e.g., individualistic rather than collectivistic).  Note, however, countries fall on a continuum of cultural traits.  Hofstede’s research demonstrates a wide range between the most individualistic and collectivistic countries, for example—some fall in the middle. So culture definitely defines an individual and the buying pattern of the individual will vary on the basis of culture. There are often large variations in regional dialects of a given language.  The differences between U.S., Australian, and British English are actually modest compared to differences between dialects of Spanish and German. Consumers tend to have an attitude when it comes to a particular product being made in a particular country. Subcultures It is a distinct cultural group that exists as an identifiable segment within a larger, more complex society. And if you only have premium products, you are losing out on the normal social class (it is your choice to do so based on your decided target market). Basically, culture is the part of every society and is the important cause of person wants and behavior. Factors effecting consumer behavior | Cultural and subculture affects on consumer buying behavior - Duration: 9:40. Consumer behaviour deals with the study of buying behaviour of consumers. This attitude might be positive, negative, and neutral. Consumer behavior is greatly influenced by cultural, social, personal, and psychological factors. 2) Culture is socially acquired We are not born with any cultural knowledge It is the society which teaches an individual its various cultures and norms of behaving in the society Our society plays a vital role in teaching its culture to an individual Sometimes people strictly follow their culture only because of the fear of the society Knowledge and beliefs are important parts.  In the U.S., we know and believe that a person who is skilled and works hard will get ahead. What he wears, what he drives or rides, how he carries himself, which product he needs or does not need, are all decided on the basis of Social class. Culture is part of the external influences that impact the consumer. Culture greatly influences consumer behavior; it contains the common meanings and socially constructed values that are acknowledged by the majority of members of a society or a social group.

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