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- 1. CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR - INA NEGI MBA MAREKTING IMS LUCKNOW 1
- 2. WHAT IS CONSUMER BEHAVIOR? Consumer Behavior is the study of how individuals, groups and organizations select, buy, use and dispose off goods, services, ideas or experiences to satisfy their needs and wants. It is based on consumer buying behavior, with the customer playing the THREE distinct roles of USER, PAYER and BUYER. A consumer’s buying behavior is influenced by 1)Cultural Factors 2)Social Factors 3)Personal Factors 2
- 3. “ CULTURAL FACTORS INFLUENCING CONSUMER BEHAVIOR ” 3
- 4. CULTURAL FACTORS INCLUDE: Cultural factors are the established beliefs, values, traditions, laws and languages of a nation or society. Cultural factors have a significant effect on an individual’s buying decision. Every individual has different sets of habits, beliefs and principles which he/she develops from his family status and background. CULTURE, SUBCULTURE and SOCIAL CLASS are particularly important influences on consumer buying behavior. CULTURAL FACTORS CULTURE SUB CULTURE SOCIAL CLASS 4
- 5. WHAT IS CULTURE? According to SHIFFMAN and KANUK, “ Culture is the sum total of learned beliefs, values and customs that serve to direct the consumer behavior of members of a particular society. ” Culture is the fundamental determinant of a person’s wants and behavior. Marketers must closely attend to cultural values in every country to understand how to best market their existing products and find opportunities for new product. 5
- 7. WHAT IS SUBCULTURE? Subcultures are groups of people within a culture with shared value systems based on common life experiences and situations. It provides more specific identification and socialization for the members. It includes nationalities, religion, racial groups and geographic regions. 7
- 8. WHAT IS THE SOCIAL CLASS OF BUYER’S? Social classes are defined as groups more or less homogenous and ranked against each other according to a form social hierarchy. We usually find similar values, lifestyles, interests and behaviors in individuals belonging to same social class. Social class is measured by combination of occupation, income, education, wealth and other variables. We often assume 3 general categories among social classes: 1) Lower class 2) Middle class 3) Upper class 8
- 9. ROLE OF CULTURE IN UNDERSTANDING THE MARKET BEHAVIOR OF THE CONSUMER This model depicts the role that subjective culture plays in determining our belief, practices and values, which in turn impact our social norms and attitudes, behavioral intensions and ultimately our behavior. 9
- 10. WHY IT IS IMPORTANT FOR MARKETERS TO UNDERSTAND THE CULTURAL IMPACT ON CONSUMER BEHAVIOR? BECAUSE CULTURE SATISFY NEEDS of the people within a society. It offers order, direction and guidance in all phases of human problem solving. e.g.: culture provides standards and rules about when to eat, what to eat for breakfast, lunch and dinner. BECAUSE CULTURE IS LEARNED BECAUSE OF ACCULTURATION Acculturation is an important concept for marketers who plan to sell their products in foreign or multinational markets. Marketers must study the specific cultures of their potential target markets. 10
- 11. WHEN USING LANGUAGE AND SYMBOLS To communicate effectively with their audiences, marketers must use appropriate symbols to convey desired products images or characteristics. WHEN FACILITATING RITUALS BECAUSE CULTURE IS SHARED Institutions like family, educational, house of worship and mass media transmit the elements of culture and make sharing of culture reality. BECAUSE CULTURE IS DYNAMIC To fulfill its need gratifying role, culture continually must evolve if it is to function in best interests of a society. For this reason, marketers must carefully monitor the socio-cultural environment in order to market an existing product more efficiently. 11
- 12. Green product certifications Snack clock Culture is not innate, it is learned Culture is dynamic 12
- 13. “ THANK YOU ” 13
- 14. bibliography Marketing Management; Kotler, Pearson Publication Wikipedia www.managementstudyguide.com 14