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CULTURE AND �CONSUMER BEHAVIOUR

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Cultural Impact on Consumer Behaviour

  • Consumer behaviour is influenced by many variables like values, demography and languages.
  • Culture has an effect on why and how people buy and consume products and services.
  • Differences in cultural values among countries are likely to result in differences in product preferences and product usage, language, symbols, colors, economic environment affect the consumer behaviour based on culture.

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Effect of culture pre- purchase procedure

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Effect of culture on disinvestment

  • Culture is very much influenced by the behaviour of the consumer regarding the dispose of products.

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  • Emotional attachments, past and present success have very much influence towards the disinvestment of the product.

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Effect of culture on purchase decision

          • During purchase process , culture has very much influence on the bargaining expected by both buyer and seller.

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  • Eg- In India there is price negotiation even in medical services.

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Effect of Culture on Consumption

  • It is the culture that influence consumer how to consume or use products. Consumer expectation about the product function vary between culture like every consumer thinks of product function before going for purchase i.e its consumption criteria.

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Variations in Cultural Values

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Self – Oriented Values

  • Hardwork/leisure
  • Postponed/Immediate gratification
  • Religious/Secular
  • Active/passive
  • Satisfaction
  • religious

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Environmental Oriented Values

  • Cleanliness
  • Performance/Status
  • Tradition/change
  • Risk taking/security
  • Problem solving/Fatalistic
  • Nature

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Other – Oriented Values

  • Individual/collective
  • Youth/Age
  • Family
  • Sex- Factor
  • Uniformity

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CONCLUSION

Cultural values are widely held beliefs that affirm what is desirable. These values affect behaviour through norms, which specify an acceptable range of responses to specific situation. So, to understand individual behaviour, there is need to understand the cultural values and its variations.