Global Observations of the Influence of Culture on Consumer Buying Behavior (original) (raw)

CULTURE INFLUENCE ON CONSUMER BEHAVIOR

Culture is the collective values, customs, norms, arts, social institutions, and intellectual achievements of a particular society. The study of culture is a challenging undertaking because its primary focus is on the broadest component of social behavior-an entire society, or in comparing and contrasting the cultural differences and similarities and more than one culture. In a diversified country like India cultural factors exert the broadest and deepest influence on consumer behavior. Culture influences consumers through the norms and values established by the society in which they live. The impact of culture is automatic and almost invisible. Culture affects how consumers use or consume products. Consumer buy products to obtain function form and meaning, all of which marketers must consider since they are defined by the cultural context of consumption. This paper is to understand the culture value and how it influence consumer behavior and for a marketer it is important to know the behavior related to culture as it is one of the main cause bringing change to the market and the buying behavior of the consumer.

The role of (foreign?) culture on consumer buying behaviour: What changes when living abroad?

Contemporary notions of marketing - such as international subcultures, the Information Society and the global village - would lead us to believe that consumers have access to and consume an abundance of products from different countries. In the light of increasing standardisation by global corporations, it follows the assumption that there will be a gradual convergence in consumer behaviour. This study explores the consumer behaviour of Anglo-Saxons living in the Rhône-Alpes area of south-east France - with reference to country-of-origin (COO) effects when shopping for food produce. Building on studies of acculturation, the research sets out to explore the extent to which specific factors such as price, gender, age and length of residence in a foreign country may have an influence on consumer choice when purchasing groceries, in relation to the COO.

Cross-Cultural Psychology of Consumer Behavior

Wiley International Encyclopedia of Marketing, 2010

As new global markets emerge, and existing markets become increasingly segmented along ethnic or subcultural lines, the need to market effectively to consumers who have different cultural values has never been more important. Thus, it is no surprise that in the last several years, culture has rapidly emerged as a central focus of research in consumer behavior. This development followed on the heels of extensive social psychological research on culture, which provided a strong theoretical foundation for the consumer-behavior studies that followed.

Globalization and Culture a Study of Purchase Behavior

SSRN Electronic Journal, 2012

The purpose of this research is to investigate that whether Globalization, culture and purchase behavior differ across the three demographic factors (age, income and gender). Further study empirically substantiate that the globalization is impacting on consumer culture and purchase behavior of the Pakistani consumer. The data comprised of 250 respondents who are urban, educated, middle-class belongs to the different organizations operating in Karachi. The data was collected through structured and selfadministered questionnaire. To test first objective Independent sample t test was used. Results shows that consumers who are young, having high income, and female are more inclined towards globalization, having western life style and conspicuous consumption as compare to old, low income group and male respectively. To test second objective the simple linear regression analysis was used. F and T statistics are significant against .05 level of significance shows that Globalization is impacting on consumer culture and purchase behavior. This paper provides understanding about changing life style and their consumption pattern of consumers in Karachi which would enable organizations to make more sound strategies to cater consumers.

Effect of Culture in Consumer Buying Behaviour: An Exploratory Study of Indian Retail Market

2020

Right from the conceptualization of societal norms and regulations, culture has dominated the psychology of individuals. It can be interpreted as a sum of rituals, norms and values that are shared by persons belonging to a society and are passed on from one generation to another. By contemplating this fact, it becomes extremely vital to investigate that in a country like India which is a boon of rich cultural heritage, how efficiently prominent determinants form cultural norms so that Indian retail merchandisers can formulate their marketing policies accordingly and satisfy their consumers through profitable deals. As culture makes up the mentalities of individuals, it also impacts their buying behavior regarding the goods or services they purchase from the retail market. This paper primarily explores the determinants of culture and the extent to which they impact consumer buying behavior as the retail market is expanding greatly due to which, it has become significant to understand...

CULTURE - MAJOR DETERMINANT OF THE EUROPEAN CONSUMER BEHAVIOR

2009

Consumers put in the new circumstances of the European Union area is in the process of adapting behavior in market relations, the conditions in which enjoys growing prosperity, the increased degree of civilization. How businesses will respond to their offer of goods to the requirements of the consumers in the European Single Market space is a management process of identifying and meeting the needs of consumers outside the national space enterprise, taking into account the environmental factors specific to each market external. Purchase decision process is identical for all countries, different final decision to purchase, because the influences caused by socio-economic or cultural. Cultural environment is the composition showing the highest rigidity factor change action, therefore, usually followed by guided conduct business in foreign markets is the attempt to adapt and respect the cultural values of each country. Our work aims to highlight the influence of cultural factors, the expression of a specific market requirement, which makes both kinds of products, offered to consumers and purchasing behavior and consumption of a consumer in the EU.

Cross-Cultural Issues in Consumer Behavior

2009

One of the most difficult choices that multinational corporations face is deciding whether to run the same marketing campaign globally or to customize it to the local taste in different countries. In many cases, companies develop their marketing strategy in one country and then do" disaster checking" as they launch the same strategy in other countries instead of trying to discover what would work best in each market (Clegg, 2005). This often leads to ineffective marketing campaigns and damaged reputations.

Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies

South East European Journal of Economics and Business

This study presents a review of 85 peer-reviewed publications of cross-cultural variations in consumer behavior. The objectives of this study are to systemize conceptual and methodological approaches to research of cross-cultural variations in consumer behavior; to present an extended understanding of consumer behavior in related industries; to identify conceptual and methodological gaps and empirical issues in these studies; and by fulfilling the objective of this paper to develop an agenda guiding further research in a systematic manner. This literature review reveals the lack of a unified conceptual approach to defining cross-cultural variations and the absence of a unified terminology related to cross-cultural research. It also highlights methodological areas susceptible to common method bias, which hinders the establishment of equivalence in studies of cross-cultural variations in consumer behavior. This review accentuates the “cross-cultural variations” concept in consumer beh...

An integrative framework for cross-cultural consumer behavior

International Marketing Review, 2001

The world economy is becoming increasingly cross-cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that integrates and reinterprets current research in cross-cultural consumer behavior. The framework also serves to identify areas that need further research and can be used as a template for marketers seeking to understand their foreign consumers. The article also attempts to integrate from an applied perspective two distinct traditions in the study of culture and consumer behavior: the anthropological approach and the cross-cultural psychology tradition.