influence of culture and subculture on consumer behaviour

Culture, subculture and social class are particularly important influences on consumer behaviour. Cultural factors. Dealing with culture.  Culture is a problematic issue for many marketers since it is inherently nebulous and often difficult to understand.  One may violate the cultural norms of another country without being informed of this, and people from different cultures may feel uncomfortable in each other’s presence without knowing exactly why (for example, two speakers may unconsciously continue to attempt to adjust to reach an incompatible preferred interpersonal distance). For a marketer, it is very crucial to take all these things into consideration while analyzing or observing a consumer’s behavior as they play a vital role in his behavior, perception and expectations. 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. 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. It shouldn’t be surprising that marketers are keenly interested in the effect of all these influences on your buying decisions. Marshall School of Business Economic or social status. 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. This makes it important for the marketer to identify homogeneous subgroups within a diverse and heterogeneous national culture. Cultural Factors, culture, subculture and social class to be examined under three headings (Durmaz and Jablonski, 2012: 56). 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. Does Culture Influence Our Consumer Behavior? However, in the marketing world the influence of culture on consumer behavior takes 3 different aspects into consideration. Kokab Manzoor 1,318 views How do culture and subculture influence consumer behavior? (213) 740-7127 1. Download file to see previous pages Culture is the set of norms, values, beliefs, and practices that characterize a group of people or institutions. Consumers tend to have an attitude when it comes to a particular product being made in a particular country. Subcultural Context Affecting Consumer Behavior Culture is a handed down way of life and is often considered the broadest influence on a consumer’s behavior. CULTUREThe sum total of learned beliefs,values,and customs thatserve to direct the consumer behavior of members of aparticular society. Culture is dynamic, and gradually and continually evolves to meet the needs of society. University of Southern California 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. 46 Subcultures . This attitude might be positive, negative, and neutral. If so, How? It is this culture that teaches the child to … Culture: In the social sciences, a culture refers to the set of behaviors and activities of a society. A consumer’s buying behaviour is influenced by cultural, social, personal, and psychological factors. Take any democratic country and you will find many different regions sub divided, with each region having its inherent characteristics. The best example of influence of culture on consumer behavior is McDonalds. But in the north, on a local level, a Paratha or a Kulcha will sell more than an Idli or a Dosa (North and south india cuisine respectively). Your set of accepted values. So if the parents are hot headed, the child will be similar. The dressing style, language, music of both these regions are completely different. 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. Based on the targeting of social class, the company can alter its product to normal, premium and super premium (which BMW is doing continually). Social class influences many different aspects of a consumer. A subculture is a group of people who share a set of secondary values, such as environmentalists. Your email address will not be published. Importance and Strategies to Influence them. Review of Subject: Culture is the fundamental determinant of a person's wants and behavior. 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. Culture is the most fundamental determinant of a person’s wants and behaviour. Many factors can place an individual in one or several subcultures. Consumer behaviour Cultural factors have a significant impact on customer behavior. That is, culture represents influences that are imposed on the consumer by other individuals. There is a saying that goes “The child always adopts the culture of the parents”. for consumer behavior; customs are unusual and accepted ways of behaving. 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.”. 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. 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). The spending patterns of a top economy like UK will be completely different then a developing nation. So, in India for example, the north is filled up of Sikh’s and Punjabi’s whereas the south is filled up of South Indian people. In terms of etiquette, some cultures have more rigid procedures than others.  In some countries, for example, there are explicit standards as to how a gift should be presented.  In some cultures, gifts should be presented in private to avoid embarrassing the recipient; in others, the gift should be made publicly to ensure that no perception of secret bribery could be made. 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. 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. 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. Cultural lessons.  We considered several cultural lessons in class; the important thing here is the big picture.  For example, within the Muslim tradition, the dog is considered a “dirty” animal, so portraying it as “man’s best friend” in an advertisement is counter-productive.  Packaging, seen as a reflection of the quality of the “real” product, is considerably more important in Asia than in the U.S., where there is a tendency to focus on the contents which “really count.”  Many cultures observe significantly greater levels of formality than that typical in the U.S., and Japanese negotiator tend to observe long silent pauses as a speaker’s point is considered. He further contends that culture exerts the broadest and deepest influence on buying behaviour. Culture, subculture and social class are known to have very important influence on buying behaviour. 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 I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. Five of the most important factors that create subcultures are: Material culture – People with similar income may create a subculture. Friends or other people with whom you identify. A subculture has been defined as a segment of a culture which shares distinguishing patterns of behavior (Robert-son 1970). Culture is part of the external influences that impact the consumer. On the other hand, a consumer of the low social class will be happy with a bicycle too. set of values and ideologies of a particular community or group of individuals Laws of the Government and social traditions and laws laid down by religion. by  Dr. Ahmad Chaudhry, Ph. 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. 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. A distinct cultural group that exists as an identifiable segment within a larger, more complex society. Think of this as the statement “I love India” or “I love USA”. Culture includes factors such as shared values, beliefs, norms, attitudes, affective reactions, cognitive beliefs, and patterns of behavior. If the consumer belongs to a higher social class, he has to buy a mercedesto show his social class. The definition of culture offered in the text, is “That complex whole which includes knowledge, belief, art, morals, custom, and any other […] Ethnocentrism and the self-reference criterion.  The self-reference criterion refers to the tendency of individuals, often unconsciously, to use the standards of one’s own culture to evaluate others.  For example, Americans may perceive more traditional societies to be “backward” and “unmotivated” because they fail to adopt new technologies or social customs, seeking instead to preserve traditional values.  In the 1960s, a supposedly well read American psychology professor referred to India’s culture of “sick” because, despite severe food shortages, the Hindu religion did not allow the eating of cows.  The psychologist expressed disgust that the cows were allowed to roam free in villages, although it turns out that they provided valuable functions by offering milk and fertilizing fields.  Ethnocentrism is the tendency to view one’s culture to be superior to others.  The important thing here is to consider how these biases may come in the way in dealing with members of other cultures. 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