Factors effecting consumer behavior | Cultural and subculture affects on consumer buying behavior - Duration: 9:40. How does culture affect the needs we recognize, how we search, our evaluation of alternatives, our shopping habits, consumption habits, how we dispose of products? On the other hand, a consumer of the low social class will be happy with a bicycle too. Assistant Professor of Clinical Marketing If a company which is entering a new market, fails to understand the influence of culture on consumer behavior, then it will have serious ramifications in its success. Similarly, each individual of different countries will have different cultural backgrounds. 46 Subcultures . Culture: In the social sciences, a culture refers to the set of behaviors and activities of a society. Culture is a handed down way of life and is often considered the broadest influence on a consumer’s behavior. If so, How? This attitude might be positive, negative, and neutral. In China, even if someone is coming to your place, you have to give gifts to them. Influence of culture 1) On Cultural value systems – Ethics: good, moral, immoral – Aesthetics: beautiful, ugly, pleasant, unpleasant. Culture is the most fundamental determinant of a person’s wants and behavior. A subculture has been defined as a segment of a culture which shares distinguishing patterns of behavior (Robert-son 1970). Thus, subculture members generally have many behaviors in common with members of the broader culture. and subculture. That is, culture represents influences that are imposed on the consumer by other individuals. Subculture is a part of the culture containing the important features of the main culture. Culture is part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. Download file to see previous pages Culture is the set of norms, values, beliefs, and practices that characterize a group of people or institutions. Consumer behaviour deals with the study of buying behaviour of consumers. Let's stay in touch :), Your email address will not be published. The people of these two countries love the country for the heritage they have or for things that have happened in the past as well as the way the country is moving forward. For example, in Beirut, Lebanon, women can often be seen wearing miniskirts. Kokab Manzoor 1,318 views 3. Different perspectives exist in different cultures on several issues; e.g. Culture is a handed down way of life and is often considered the broadest influence on a consumer’s behavior. On a cultural level, these consumers might all be buying the same McDonalds. Members share similar patterns of behavior that are distinct from those of the national culture. Culture is part of the external influences that impact the consumer. Your set of accepted values. Who Are Early Adopters? Consumer behavior is greatly influenced by cultural, social, personal, and psychological factors. It is this culture that teaches the child to … The text is first translated by one translator—say, from German to Mandarin Chinese.  A second translator, who does not know what the original German text said, will then translate back to German from Mandarin Chinese translation.  The text is then compared.  If the meaning is not similar, a third translator, keeping in mind this feedback, will then translate from German to Mandarin.  The process is continued until the translated meaning appears to be satisfactory. by  Dr. Ahmad Chaudhry, Ph. Culture exerts different levels of influence on members. Your culture prescribes the way in which you should live and has a huge effect on the things you purchase. The best example of influence of culture on consumer behavior is McDonalds. If you only have normal products, the super premium class will ignore you. Culture is the most fundamental determinant of a person’s wants and behaviour. Let us take simple examples of difference in cultures between two countries, How To Calculate Marginal Cost (with Steps and Formula), How To Write A Reference Letter (with Template), How To Write An Executive Summary (Complete Guide). On the other hand, a consumer of the low social class will be happy with a bicycle too. That is, culture represents influences that are imposed on the consumer by other individuals. And this culture influences the consumer greatly. A consumer’s level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. Culture and subculture. 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). a) Culture Culture is the essential character of a society that distinguishes it from other cultural … February 3, 2020 By Hitesh Bhasin Tagged With: Marketing management articles, 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. For subculture to have a strong influence on the consumer, the consumer needs to identify with, or perceive that they belong to, the subculture. The impact of culture is so natural and ingrained that its influence on behavior is rarely noted. 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. To ascertain if culture has buyers behavior to what extend and how best to take advantages of that consumers in Obiangwu, Ngor/Okpala local government are will be based on the area of cultural factors like social groups, role and status religion and other to ascertain the influence in consumers attitude from buying behavior. Hofstede’s Dimensions.  Gert Hofstede, a Dutch researcher, was able to interview a large number of IBM executives in various countries, and found that cultural differences tended to center around four key dimensions: Although Hofstede’s original work did not address this, a fifth dimension of long term vs. short term orientation has been proposed.  In the U.S., managers like to see quick results, while Japanese managers are known for take a long term view, often accepting long periods before profitability is obtained. Does Culture Influence Our Consumer Behavior? He further contends that culture exerts the broadest and deepest influence on buying behaviour. Be it the north or the south, be it one country or another, the effect of culture on consumer behavior is observed most on the basis of social class of the individual. I love writing about the latest in marketing & advertising. Many factors can place an individual in one or several subcultures. On the other hand, a company which invests in understanding the local culture can go a long way towards the success of their product. 46 Subcultures . There is a saying that goes “The child always adopts the culture of the parents”. For example, in Beirut, Lebanon, women can often be seen wearing miniskirts. Lars Perner, Ph.D. Warning about stereotyping.  When observing a culture, one must be careful not to over-generalize about traits that one sees.  Research in social psychology has suggested a strong tendency for people to perceive an “outgroup” as more homogenous than an “ingroup,” even when they knew what members had been assigned to each group purely by chance.  When there is often a “grain of truth” to some of the perceived differences, the temptation to over-generalize is often strong.  Note that there are often significant individual differences within cultures. 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. 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. According to Shah (2015), basically, culture is the part of every society and is the important cause of person wants and behavior. Your email address will not be published. There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. If the consumer belongs to a higher social class, he has to buy a mercedes to show his social class. Sub cultures are generally formed on the basis of religion and geography. set of values and ideologies of a particular community or group of individuals I am sure it will be different in China as well. Culture, subculture and social class are particularly important influences on consumer behaviour. Culture in a broader and deeper degree, which is hinged on variable like, perception, value, and preference are also central to culture and subculture they influence on consumer buying behaviour. Culture is dynamic, and gradually and continually evolves to meet the needs of society. How do culture and subculture influence consumer behavior? This influence is quite significant if the consumer regularly interacts with others in those communities, as the subculture lifestyle, values and expected behaviors are frequently reinforced. 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. Age, language, ethnicity, gender and education level all affect which consumer behaviors a member of a given culture demonstrates. Cultural and subcultural influences on consumer behavior. Five of the most important factors that create subcultures are: Material culture – People with similar income may create a subculture. Social class influences many different aspects of a consumer. 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. Subcultural Context Affecting Consumer Behavior Culture is the fundamental determinant of a person's wants and behavior. Title: Subcultures and Consumer Behavior 1 Chapter 13 . Culture contains smaller subcultures or groups of people with shared values systems based on … Economic or social status. Reference groups. University of Southern California Required fields are marked *, Copyright © 2020 Marketing91 All Rights Reserved, The Influence of Culture on consumer behavior, Retail Marketing: What it is, Main Principles, and the Importance, Factors Affecting Consumer Buying Behavior, Personal factors affecting consumer buying behavior. 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. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Cultural Factors, culture, subculture and social class to be examined under three headings (Durmaz and Jablonski, 2012: 56). Culture includes factors such as shared values, beliefs, norms, attitudes, affective reactions, cognitive beliefs, and patterns of behavior. Culture and Subculture. High vs. low context cultures:  In some cultures, “what you see is what you get”—the speaker is expected to make his or her points clear and limit ambiguity.  This is the case in the U.S.—if you have something on your mind, you are expected to say it directly, subject to some reasonable standards of diplomacy.  In Japan, in contrast, facial expressions and what is not said may be an important clue to understanding a speaker’s meaning.  Thus, it may be very difficult for Japanese speakers to understand another’s written communication.  The nature of languages may exacerbate this phenomenon—while the German language is very precise, Chinese lacks many grammatical features, and the meaning of words may be somewhat less precise.  English ranks somewhere in the middle of this continuum. ADVERTISEMENTS: The Impact of Culture on Consumer Behaviour! 2. Although the two share many similarities, there is a clear difference between culture and subculture. For instance, when a child is born, he is not only dependent but unaware of how to behave. This makes it important for the marketer to identify homogeneous subgroups within a diverse and heterogeneous national culture. Culture, subculture and social class are known to have very important influence on buying behaviour. Friends or other people with whom you identify. Your culture prescribes the way in which you should live and has a huge effect on the things you purchase. The same McDonalds has different type of Burgers in USA, UK and India. 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. Here, we find the following four factors: Family. Culture is learned as part of social experience. Culture, subculture and social class are known to have very important influence on buying behaviour. So if the parents are hot headed, the child will be similar. 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. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. : Culture, as a “complex whole,” is a system of interdependent components. As businesses are expanding, they are entering wider territories and in many cases, businesses are operating in more then one country. 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