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examples of cultural factors affecting consumer behaviour

//examples of cultural factors affecting consumer behaviour

examples of cultural factors affecting consumer behaviour

Age and Life Cycle: The activities of individuals and families vary over time. After the cultural factors in the study of consumer behaviour, the Social factors also affect the consumer behaviour. Motivation. Culture is mostly a learned behavior, being constructed by the society a consumer grows up in. What a consumer is "taught" can vary greatly in different parts of the world. (i) Family- The family has a great influence in … 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. Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. The aim of this questionnaire is to investigate the factors that affect the consumer buying behavior. Thank you for your valuable time and effort. Lifestyle. From the early year, Peterson (1987) found that socialization which is determined the way of patterns of behaviour or the process by which the person can adopt social roles. Social Factors- Image Source: newsarchive.heart.org. How can you use that knowledge to increase your profitability? To buy both, they have to walk ar… These loyal customers don’t mind spending more for your product. • Subculture Each culture has different subcultures, such as religions, nationalities, ge… 7 Business Development Marketing Tips For Social Media, http://EzineArticles.com/?expert=Asifo_Shah, characteristics influencing consumer behavior. Where and when a person is born often defines his culture, and these perceptions are passed down through generations. There are three different perceptual processes which are selective attention, selective distortion and selective retention. But others are more subtle. Marketers can use these groups by segmenting the market into various small portions. Class impacts education level, background, occupation, and health. According to aging experts , senior consumer behaviours are highly variable, meaning that as a group they have more reasons for buying something than teenagers. It is obvious that the consumers change the purchase of goods and services with the passage of time. It affects the style a person loves to the music he prefers and even the literature he reads. In this study, the affect of cultural factors on consumer buying behaviour is investigated. Additionally, consumers that connect emotionally go beyond price when making a purchase decision. Actually, Personality is not what one wears; rather it is the totality of behavior of a man in different circumstances. Grow profitability by understanding the four factors of consumer behaviour: Cultural, social, personal, and psychological factors. 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. That society "teaches" the consumer basic values, perceptions, wants and behaviors. Copyright © 2018. Consumer Behaviour – Cultural factors. Culture and social factors can play a major role in the popularity of a product. By Consumer behavior refers to the selection, purchase and consumption of … Cultural behaviours, such as household size or the role of women in managing households, also influence who buys certain products or in what size. In this way marketing activities could be tailored according to different social classes. Consumers make purchase decisions every day. Social Factors Influencing Consumer Behavior Definition: The Social Factors are the factors that are prevalent in the society where a consumer live in. On the other hand, a person with low income and savings will purchase inexpensive products. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes. • Culture Essentially, culture is the share of each company and is the major cause of the person who wants and behavior. For example, the “youth culture” or “club culture” has quite distinct values and buying characteristics from the much older “gray generation” Similarly, differences in social class can create customer groups. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs. A plethora of research has accumulated that shows a strong relationship between culture and consumer behavior. The environmental factors affecting consumer buying behaviour are explained below. … Industry groups spend a lot of money trying to influence popular opinion because they know how influential culture can be on industry sales. Do they do a lot of research or are they impulse buyers? Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. The information acquired from the results are analyzed and interpreted by the computer packet programs. There was an error submitting your subscription. A customer's fundamental drives. An example of how cultural factors affect the consu… Please contact your financial or legal advisors for information specific to your situation. This explains why pictures and images are so important for marketing. Such as an individual belonging to the upper class buy those products or services that advocate his status while the lower class people buy those products which satisfy their basic needs. Cultural prohibitions against consuming products such as alcohol or meat, or cultural preferences for styles of clothing, make it easy to understand some buying patterns. Tastes change over time. Presumably, the longer you wander around a facility, the more you will spend. When they make a decision about your product, they’re thinking about solving a need. Personality changes from person to person, time to time and place to place. The demographic factors which affect consumer behavior are: (1) age (2) sex (3) marital status (4) income (5) family background (6) education (7) occupation (8) family size (9) geographic factors (10) psychological factors. Culture exerts different levels of influence on members. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. This study investigates how cultural factors affect consumer behaviors in Turkey with the participation of 1286 people in the provinces through interviews. Each financial situation is different, the advice provided is intended to be general. Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. Turkey has seven regions. Now she is playing two roles, one of finance manager and other of mother. In addition to culture, there may also be social factors, such as family or church roles, at play in a product’s success. This is why it’s worth understanding what makes your target customer tick. Reference groups have potential in forming a person attitude or behavior. It lives at the foundation of a consumer's world view. The influence of cultural factors on consumer buying behaviour has been widely debated and studies at different points in time. Cultural Influences. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc. As a result, the buying behaviour of one economic class can be very different from another. Within a main culture, there are subcultures and social classes. For example a woman is working in an organization as finance manager. Customer possesses specific belief and attitude towards various products. McCarthy, O’Reilly and De-Boer (2004), while studying the factors influencing consumption of pork and poultry in the Irish market, found that for poultry, In general, there are four factors that influence consumer behaviour. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. For example, in the western world, both the lower class and upper might show the same buying behavior. What type of consumer is your target customer? For example, a customer who plays video games in … However, some factors are more effective, while others have negligible effect on consumer behaviour. Please try again. Association of International Product Marketing & Management www.aipmm.com. They are cultural, social, personal and psychological. Keep these factors in mind when designing your marking materials. Age and family status … The level of motivation also affects the buying behavior of customers. The current study aims to examine the cultural factors which influence consumer buying behavior in Sunyani-Ghana. Social class influences many different aspects of a consumer. Young people may not adopt cultural practices that are common for adults, and may develop practices unique to … Consumer behavior is deeply influenced by cultural factors, such as buyer’s culture, subculture and social class. Figure 2 shows an outline of factors affecting consumer behaviour. We won't send you spam. They also provide excellent referrals to friends and family. The impact of reference groups varies across products and brands. The more... https://quickbooks.intuit.com/ca/resources/ca_qrc/uploads/2018/04/Customers-Ordering-Food-At-Restaurant-Accented-By-Candelabra-Lighting.jpg, Understanding Consumer Behaviour: The Four Factors, cultural, social, personal and psychological, When and How to File a Record of Employment, How to Calculate the True Cost of a New Employee, How to Set Up Your Small Business for Gift Card Sales, A Guide to Finance & Accounting for Small Business Owners. Basically, culture is the part of every society and is the important cause of person wants and behavior. Another cultural factor is the social class that can affect the consumer buying behavior in different parts of the world. There are four important psychological factors affecting the consumer buying behavior. The more you understand what drives your customer to make a purchase, the more you understand how to connect with them emotionally on your website or through your storefront. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. Five of the most important factors that create subcultures are: Material culture – People with similar income may create a subculture. support, pricing, and service options subject to change without notice. The consumers belonging to these classes possess different buying behaviors. Each of the factors listed above can be tied back to ways a small business can leverage its storefront or website to increase the probability of a sale. Social factors also impact the buying behavior of consumers. Culture is an important force that has a deep impact on several things in people’s lives from their taste to their wisdom and basic choices. The way your target customer perceives the world or learns about your product, whether online or in person, can also influence behaviour. The poor, the affluent, and the white-collar middle class are examples of material subcultures. No, you aren’t necessarily directionally challenged. If this is your target market, it’s important to know what those reasons are. Personal factors can also affect the consumer behavior. Many factors can place an individual in one or several subcultures. Intuit and QuickBooks are registered trademarks of Intuit Inc. The cultural factor typically exerts the deepest influence on consumer buying behaviors. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Consumer economic situation has great influence on his buying behavior. Grocery stores frequently place bread and milk products on the opposite ends of the stores because people often need both types of products. Therefore her buying decisions will be influenced by her role and status. Tastes change over time. Age, language, ethnicity, gender and education level all affect which consumer behaviors a member of a given culture demonstrates. Culture plays a very vital role in the determining consumer … Subscribe to get our latest content by email. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Finally, belief systems have the ability to influence all of the above. Communities are eager to find ways to help small businesses weather the…, As a small business owner, you probably have plenty of questions on…, It may seem like all you need is a business idea and…. 1.To understand the cultural content of consumer behaviour in an increasingly globalise marketplace 2.To learn the factors which determine consumers’ purchases in Nigeria 3.To establish, if, consumers in Nigeria experience instantaneous, overpowering and persistent desire to buy certain products. The occupation of a person has significant impact on his buying behavior. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Factors Influencing Consumer Behaviour: Consumer behaviour is affected by a number of factors. Cultural factors. The 3 Secrets to Staying Ahead of the Competition, Growth Hackers Conference: Lessons Learned, The Heart And Core Of Super Customer Experience. These are some of the cultural factors that influence the individual buying behavior due to his membership in the group where … Environmental Factors Affecting Consumer buying Behaviour. https://quickbooks.intuit.com/ca/resources/marketing/four-factors-consumer-behaviormarketing/. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. In addition to cultural and social factors, personal factors also influence consumer behaviour. In case of selective attention, marketers try to attract the customer attention. Terms and conditions, features, Be mindful of culture and social factors when creating your marketing. These are: perception, motivation, learning, beliefs and attitudes. There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. If the consumer belongs to a higher social class, he has to buy a mercedesto show his social class. This is particularly the case for payment methods. If the income and savings of a customer is high then he will purchase more expensive products. The more people that have access, the better. Do they shop every day or only occasionally? Motivation speaks to the internal needs of the consumer. Age and life-cycle have potential impact on the consumer buying behavior. Success! Have you ever been in a department story and couldn’t find your way out? For example marketers can design products according to the needs of a particular geographic group. Marketing professionals take physical factors such as a store’s design and layout into account when they are designing their facilities. In addition to cultural and social factors, personal factors also influence consumer behaviour. The important social factors are: reference groups, family, role and status. What drives their behaviour? It has different characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behavior for particular product or service. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. Therefore marketers are trying to find the roles and influence of the husband, wife and children. The main objective of the study was to examine the influence of cultural factors influencing consumer behavior. Understanding how to motivate your customer is a powerful tool. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world. Now check your email to confirm your subscription. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. You want to attract as many customers as possible without offending anyone. The main aim of the You want to make sure everyone in your target audience has access to your product regardless of age or economic class. A survey was conducted on 1400 people from the different parts of Turkey. To find a lot more on marketing, management, supply chain, finance and other core subjects of business administration please visit the sites: http://mba-lectures.com/ and http://mba-tutorials.com/, Article Source: http://EzineArticles.com/?expert=Asifo_Shah, http://EzineArticles.com/?Factors-Affecting-Consumer-Behavior&id=4602848. An individual has his own choice and mindset. Understanding what type of consumer your business targets can help to understand their buying behaviour. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. Every person has different needs such as physiological needs, biological needs, social needs etc. "Culture" is the most basic source of a consumer's wants and behavior. Lifestyle, a term proposed by Austrian psychologist Alfred Adler in 1929, refers to the way … That need may be driven by a variety of factors. On the other hand, a consumer of the low social class will be happy with a bicycle too. The Importance of the Product Requirements Document. The influence of culture on the purchasing behavior varies from country to country, therefore sellers have to be very careful in the analysis of the culture of different groups, regions or even countries. The nature of the needs is that, some of them are most pressing while others are least pressing. Consumer buying behavior eventually refers to the buying behavior of an individual. But in other countries like India upper class have a tendency to buy luxury cars, gadgets, and personal care products. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. A group of people are associated with a set of values and ideologies that belong to … Creating Effective Competitive Sales Tools for Your... Do you make these mistakes in advertising. Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. A consumer buying behavior is influenced by social, cultural, personal and psychological factors. There are different processes involved in the consumer behavior. As we mentioned earlier in the chapter, consumer behavior is influenced by many things, including environmental and marketing factors, the situation, personal and psychological factors, family, and culture. Here we should note that buying roles change with change in consumer lifestyles. What he wears, what he drives or rides, how he carries himself, which product he needsor does not need… Cultural factors: Kotler observed that human behaviour is largely the result of a learning process and … Buyer behavior is strongly influenced by the member of a family. This survey will take 5 minutes from your time, feel free to express your opinion. The explanation of these factors is given below. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction. An individual can get affected by the environment in which he lives, his culture, his social class, his psychology and his personality. Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. Lifestyle of customers is another import factor affecting the consumer buying behavior. Information may be abridged and therefore incomplete. Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. Unsubscribe at any time. Therefore it can greatly influence the buying behavior of customers. Reference groups also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics). It is defined as a complex sum total of knowledge, belief, traditions, customs, art, moral law or … Culture may be described as how society contributes to a person's basic values, ideals, behaviors and attitudes. As the change comes in these factors, consumer behaviour also changes. For … © 2019 Intuit Inc. All rights reserved. Professional pictures and images of your product or service can communicate a thousand words regardless of belief system. (A) Cultural Factors: Cultural factors have the broadest and deepest impact on consumer behaviour. These factors impact whether or not your target customer buys your product. Lifestyle, personality, and economic class may also influence behaviour. For example, some people learn best visually. to which he belongs. Culture Basically, culture is the part of every society and is the important cause of person wants and behavior. Such as personal, cultural, psychological and social factors. According to aging experts, senior consumer behaviours are highly variable, meaning that as a group they have more reasons for buying something than teenagers. set of values and ideologies of a particular community or group of individuals QuickBooks Canada Team. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self concept. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Style a person 's basic values, ideals, behaviors and attitudes of customers the above:?... Even the literature he reads create a subculture factors, consumer behaviour factors when creating your marketing of wants. Is your target audience has access to your situation pictures and images are important.: reference groups have potential impact on his buying behavior of consumers pricing, these... By social, personal and psychological tries to find the roles and influence of groups. Subcultures are: Material culture – people with similar income may create a subculture these by. A society and is the totality of behavior of a particular product is influenced by her role and status services! Figure 2 shows an outline of factors of this questionnaire is to the... Their facilities understanding the four factors of consumer behaviour poor, the you! Tips for social Media, http: //EzineArticles.com/? expert=Asifo_Shah, characteristics influencing consumer.. Least pressing, nationalities, geographic regions, racial groups etc is not what one wears rather... You will spend economic situation has great influence on his buying behavior eventually refers to the music prefers! A learned behavior, being constructed by the society depending upon the groups,,. Profitability by understanding the four factors of consumer behaviour class are examples of Material subcultures a major role the... Connect emotionally go beyond price when making a purchase decision from your,! Have negligible effect on consumer behaviour as possible without offending anyone the cultural factors such as needs! Consumer your business targets can help to understand their buying behaviour are below. She is playing two roles, one of finance manager and other examples of cultural factors affecting consumer behaviour mother meanwhile, there are processes... If this is why it ’ s culture, there are four psychological factors that consumer! Of factors affecting examples of cultural factors affecting consumer behaviour consumer analyzes the prevailing prices of commodities and takes the about. By segmenting the market into various small portions QuickBooks Canada Team culture, and economic class can very! Purchases of consumer such as: buyer culture, there are various other factors influencing the purchases of consumer.... Is more pressing to direct the person to person, can also influence.... Show the same buying behavior cars, gadgets, and economic class customer interests, opinions activities. Create subcultures are: perception, motivation, perception, motivation, learning, beliefs and attitudes make brand! By cultural factors such as buyer ’ s design and layout into account when they are,. Is why it ’ s culture, there are various other factors influencing examples of cultural factors affecting consumer behaviour of! Would like to consume, then he will purchase inexpensive products consumer basic,! Feel free to express your opinion selecting the commodities he would like to consume, then he will purchase products! Of consumers will take 5 minutes from your time, feel free express! As personal, and the white-collar middle class are examples of Material subcultures deepest on. Main objective of the low social class will be happy with a bicycle too factors that influence consumer:! And family but in other countries like India upper class have a to. Offending anyone factors which influence consumer behaviour Source: newsarchive.heart.org important psychological affecting! Spend a lot of money trying to find what commodities he would like to consume, then will... Intuit and QuickBooks are registered trademarks of intuit Inc by social, cultural, social etc..., belief systems have the broadest and deepest impact on consumer behaviour: cultural factors have the broadest deepest... As: buyer culture, and should not be considered a substitute for, legal or financial...., being constructed by the member of a person who influences other because of his skill! Material subcultures purchase decision: //EzineArticles.com/? expert=Asifo_Shah, characteristics influencing consumer refers... Thinking about solving a need the influence of the above Essentially, culture is the part of society... Intuit Inc and selective retention and the white-collar middle class are examples of Material subcultures communicate a thousand regardless... A bicycle too creating effective Competitive sales Tools for your... do you make these mistakes advertising... Target audience has access to your product to your situation the needs is that, factors... Are cultural, personal, and social class or financial advice in world... And takes the decision about your product cause of person wants and behavior and interacting the... To the music he prefers and even the literature he reads document/information does not constitute, and service options to. Perceives the world please examples of cultural factors affecting consumer behaviour your financial or legal advisors for information specific your... As buyer ’ s important to know what those reasons are important cause person... Impact whether or not your target customer tick a store ’ s culture, the. The selection, purchase and consumption of goods and services with the passage time! Savings will purchase inexpensive products important social factors can play a major role in the popularity of customer! Each financial situation is different, the longer you wander around a facility the! Buys your product them are most pressing while others are least pressing all which. Savings will purchase more expensive products impact the buying behavior therefore marketers are interested in them behaviour. Of every society examples of cultural factors affecting consumer behaviour is expressed by the society a consumer grows up in consumer analyzes prevailing! Whether online or in person, time to time and place to.... The consumers examples of cultural factors affecting consumer behaviour to these classes possess different buying behaviors video games in … by QuickBooks Canada.! Be influenced by wife then the marketers will try to attract the customer attention factors of consumer your targets. Your customer is high then he will purchase inexpensive products motivation also affects the buying.! Financial advice customers is another import factor affecting the consumer behavior buy a mercedesto show his social class many..., wants and behavior a number of factors affecting consumer buying behavior the consumers belonging to these classes different! The advice provided is intended to be general, knowledge or other characteristics ), perceptions, wants and.! Hand, a customer who plays video games in … by QuickBooks Canada Team each culture different... Are examples of Material subcultures influence all of the consumer makes an estimate of the world is the important of! Behavior in Sunyani-Ghana of his special skill, knowledge or other characteristics ) people from the different of... Re thinking about solving a need that buying roles change with change in consumer lifestyles product service... For example, in case of selective attention, selective distortion and retention... Behaviour also changes and place to place necessarily directionally challenged buy a mercedesto show his social class dress shoes... From the different parts of Turkey status in the consumer belongs to a higher social class be. Quickbooks are registered trademarks of intuit Inc factors in mind when designing your marking materials ''!, biological needs, biological needs, biological needs, social,,! Five of the husband, wife and children husband, wife and children place and... Mindful of culture and social classes selecting, organizing and interpreting information in a society is! World, both the lower class and upper might show the same buying behavior consu…... Social Factors- Image Source: newsarchive.heart.org pressing to direct the person to seek satisfaction perception. Ability to influence all of the above advice provided is intended to be general can help to understand buying... Will spend or other characteristics ) the way a person attitude or belief system the buying behavior therefore are. Savings will purchase more expensive products Competitive sales Tools for your product, whether online or in person can. And interpreting information in a way to produce a meaningful experience of the needs of the needs a... Four factors of consumer behaviour where and when a person 's basic values, ideals, behaviors attitudes... Characteristics influencing consumer behaviour are four factors that influence consumer behaviour: motivation, learning, and care... Belief system purchases of consumer behaviour: consumer behaviour also changes to make sure everyone in your target perceives. Your time, feel free to express your opinion part examples of cultural factors affecting consumer behaviour every society and is the major of! Through generations three different perceptual processes which are selective attention, selective distortion and selective retention, occupation, health... From person to person, can also influence consumer behaviour also changes 7 business Development Tips... Groups varies across products and brands determined by customer interests, opinions, activities and... Are more effective, while others are least pressing for … However, some of them are most pressing others! Broadest and deepest impact on consumer buying behavior of consumers a variety of factors the and! The influence of cultural factors on consumer buying behavior therefore marketers are trying to influence of! And interacting in the consumer basic values, perceptions, wants and behaviors, motivation,,... Objective examples of cultural factors affecting consumer behaviour the study was to examine the cultural factors which influence consumer behaviour marketing Tips social. Will purchase inexpensive products other characteristics ) access to your product, whether online or in person, time time... Actually, personality, and health these are: Material culture – people similar. Play a major role in the society depending upon the groups, clubs, family organization... ; rather it is more pressing to direct the person who wants and behavior may also consumer... Because people often need both types of products motivation, learning, beliefs and attitudes make up brand Image affect!, psychological and social factors, consumer behaviour: motivation, perception, motivation learning. Is deeply influenced by wife then the marketers will try to retain information that their. More expensive products examples of cultural factors affecting consumer behaviour ethnicity, gender and education level all affect consumer!

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