Influence of culture on consumer behaviour

Reference group might determine the choosing of a certain kind of product instead of others. He may be a member of a service organisation and of entertainment clubs and study circles. Culture Culture refers to what an individual see from his childhood such as a set of values, preferences, behavior patterns, and perceptions.

Girls in South India wear skirts and blouses as compared to girls in north India who are more into Salwar Kameez.

Culture and Subculture

Companies are targeting baby boomer consumers because they generate a good source of revenue. Males are perceived to be strong and tough who look good just the way they are. Not all situations are controllable, in which case a consumer may not follow their normal process for making a purchase decision.

This therefore can show how the subculture can influence the consumer behavior. Culture Culture represents the behaviour, beliefs and the way we act learned by interacting or observing other members of society.

The knowledge of social class and their consumer behaviour is of great value to a marketeer.

Personal Influences Consumer Behaviour

Cultural Factors affecting Consumer Behaviour Cultural Factors affecting Consumer Behaviour Consumer behaviour deals with the study of buying behaviour of consumers. Factors affecting consumers can also be studied by dividing the factors into four groups as shown below.


Studies of consumer culture have found that brands have become a way for consumers to communicate and form brand communities groups with other similar consumers. Sub-cultural Influences Within a culture, there are many groups or segments of people with distinct customs, traditions and behaviour.

Situation variables such as product display, price reduction, free gifts and attractive offers also influence consumer behaviour. In a joint family, many decisions are jointly made which also leave an impression on the members of the family.

External influences can also include situational influences, sometimes called atmospherics—sensory items in an environment that may change buying patterns, such as music, color, smell, and lighting. This differs from the people in the North of India.

Different cultures differ in their basic beliefs, values, and customs.

Group Influence on Consumer Behavior

Therefore, in consumer behaviour culture plays a very important part. Hofstede established his original model as a consequence of using factor analysis to examine the results of a world-wide survey of employees.

The group influence is noticeable when there are specialized products such as PC sets or mobiles. Brand community is a bond relationship of brand admires. Many bakeries will pump the smell of their treats outside the store, so that passersby will be more likely to want to come in.consumer behaviour by marketers will be crucial, more so that culture is a powerful force in regulating human behaviour.

Booth and Shepherd in Koutroulou and Tsourgiannis ().

Cultural Factors affecting Consumer Behaviour

Culture is another factor that influences buyer behaviour. Popular culture in particular can be highly influential.

The Role of Culture in Consumer Behavior

As can subculture and consumer culture as they become inbuilt in our decision making processes as well as attitudes and values. The culture of Trinidad &Tobago reflects the influence of African, Indian, Amerindian, Chinese, British, French and to a lesser extent Spanish and Portuguese cultures.

The. Consumer behaviour and decision making is anything but straight-forward, and is increasingly influenced by complex internal and external factors beyond what retailers can control simply through clever marketing and advertising.

Key Factors Influencing Online Consumer Behaviour – Backed By Research Posted on September 21, by Pawel Grabowski in Conversion Rate, Merchandising / Design with 3 Comments You can build what you think is the best store in the world.

Culture Influence on Consumer Behavior The system of shared beliefs, values, customs, behaviours, and artifacts that the members of society use to cope with their world and with one another, and that are transmitted from generation to generation through learning What is Culture?

Influence of culture on consumer behaviour
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