Cultural Factors Influencing Consumer Behavior Definition: The Cultural Factors are the factors that an individual learns at a very early stage of life due to socialization within the family and other key institutions, such as the set of values, preferences, behavior patterns, and perceptions are learned as the individual grows. Intro Cross-Cultural Consumer behaviour People are different in psychological, social and cultural orientations people fall in segments understanding these segments is very crucial for serving consumers. Which luxury perceptions affect most consumer purchase behavior? Such applications as WhatsApp, Tagged, Facebook, and Twitter should be used as they unite many people. The thesis for this paper stated the cultural factors that evoked consumers’ buying decision. In the context of social exchange and interpersonal relations in China, face and public reputation is a significant value. Some cultures have government pride and a sense of nationalism. Conservative individuals mostly from the traditional setting tend to be rigid in decision making in relation to technologically produced items; thus, leaving marketers at a peculiar position. Church leaders have a role in determining ethical behaviors of their faithful, for instance, where they influenced boycott of Disney. From the above explanations, it is understandable that a culture is the foundation of all communities. The greater the similarity between nations, the more feasible it is to use relatively similar strategies in each nation. Learn vocabulary, terms, and more … Cross-cultural study is an extremely important activity for a multinational marketer. Companies should, thus, be careful when planning and executing their advertising plans as they determine their fate through them. Cross-cultural marketing is now table stakes. Cross-Cultural Consumer Behavior Brad Lytle PSY/322 March 12, 2012 Chawn Williams Cross-Cultural Consumer Behavior When a company makes the decision to market their product or service to multiple cultures, they must be very aware of the intricacies and differences between each of the cultures. Several consumers prefer online shopping because of the benefits that come with it. The Chinese seek for quality and have a desire for a long-lasting product; it makes them devote more time to search for high-quality products and performance (Soares, 2004). The elderly tend to concentrate on more expensive items and luxury items due to the fact that most of them are retired and want to enjoy their time. It is a part of the marketers' effort to convince consumers to buy their products by overlooking the factor of culture through giving customers a reason to buy that particular product. The Malays and Indians can exhibit ethnocentric behaviors more compared to the Chinese. Health and fitness have led to the circulation of more casual clothing and simpler home furniture as people tend to invest more in health and fitness. Such an understanding of the similarities and differences that exist between nations is critical to the multinational marketer, who must devise appropriate strategies to reach consumers in specific foreign markets. Which of the following is a personal characteristic influencing a consumer's buying behavior? It makes promotion easy to convince consumers buy a particular product. In such areas, marketers should focus more on branding their products. Thus, they tend to purchase their products from companies that have political backing. Most aspects of consumer behavior are culture-bound. Marketing considers the possible marketing mix that consists of price, product, promotion and place. Article. After assessment, the individual’s cultural profile is pinpointed inside the triangle, showing how close or how far it is to the world’s major cultural groups. Culture refers to the complexity of learning meanings, values, norms, and customs shared by members of a society. Global Powers of Luxury Goods 2015. Such accents represent the business ability, economic class and educational level among American subgroups. Considering all these factors will go a long way in influencing consumers to shop online, thus facilitating companies to make huge sales and revenues from online sales. Gross translation errors waste time and cause fatigue to the parties involved. Volume 23, 2011 - Issue 3-4. Therefore, it can look strange or unacceptable in a community where women are not allowed to wear business suits. By considering such factors, most marketers who deal with production of such services should focus their advertisements on the youth. Cultures, such as those from East Asia, are branded conscious. Chinese consumers tend to be loyal to their providers (Kwon Jung, KDI School of Public Policy and Management, 2004). Marketers interested in global expansion are especially interested in understanding cross-cultural differences in purchasing and consumption. Values and attitudes can also affect how local employees are managed. It has created an enormous change to exercise equipments and clothing, low-fat foods and health and fitness services. It ensures that they focus on the potential customers, in addition to knowing what they prefer, thus, satisfying their desires. Cross-Cultural Consumer Behavior and Marketing Communications Introduction. Marketers should use promotional means that reflect the true nature of their products rather than providing false information to the customers. Cross-Cultural Consumer Behavior Framework (figure 1), which was inspired by a conceptual model by Manrai and Manrai (1996). Engaging the future luxury consumer. Such cultures determine the various consumer reactions to marketing communication. The upper social classes prefer the use of books and magazines, while the sub-class consumers use television. They could either be loved or hated depending on what they have used in promoting or advertising their products. Taking into consideration the television, it should be mentioned that the high-class users prefer drama and news, while the low-class consumers prefer sports and film programs. Cultural and Cross-Cultural Influences Materialism Culture as a Process Rituals Materialism has been defined as the "importance a consumer attaches to worldly possessions." Older people tend to be conservative. The level and quality of education may impact the medium or the type of message to be employed when carrying out marketing. 8-17). It is the study of when, why, how, and where people do or do not buy a product. Countries with low levels of literacy need advertisements that avoid written communication. Online shopping is the buying or purchasing of goods and services via internet. Marketers in such areas should avoid selling short clothes as they will not have any clients. Marketers, thus, need to understand the people correctly in the area before they carry out the advertisement. The process of interpersonal bonding and orientation helps one in understanding the buyer-seller relationship. For example, in the United States, Bronx accent is associated with individuals in the urban area; Appalachian accent is associated with individuals in rural areas (Luna & Gupta, 2001). Internet advertisements are cheaper and can reach more people at different destinations. Gender portrayal is used in communication to reflect the cultural and social norms. _____ refers to the practice of integrating ethnic themes and cross-cultural practices within a company's mainstream marketing. Such relationship should be ensured. When cross-culture consumer behaviors are compared to countries, the differences are found to be prominent. The main realm of subject study is the consumer behaviors in … Language translation can be easily detected when barriers start occurring in communication, and the total translations will be useless or ludicrous. Marketers should not to use such words when carrying out different advertisements because it can result in the reduction of sales. There are three categories of language difficulties that include language translation, variations in culture among the same language and problem of conveying subtle distinctions from one language to another. A comparison between Germany and the U.S. College Nürtingen University Grade 1,0 Author Eva Sutter (Author) Year 2004 Pages 28 Catalog Number V35648 ISBN (eBook) 9783638354943 File size 1315 KB Language English Notes Games, such as athletics, motorsports, tennis, car racing, are associated with the young generations who are energetic. This attitude might be positive, negative, and neutral. Such individuals also have limited time to watch ads. Marieke de Mooij et al. Consumer behavior is influenced by cultural norms and beliefs. & receive high quality custom written paper. In Finland, for example, school attendance is compulsory between the ages of seven years to sixteen years. They tend to remain loyal to their families. The development of the tightness–looseness distinction promises further insights into culture and consumer behavior (Li et al., 2017). Japan has an elaborate bowing style that is common unlike in the United States. Cross-cultural psychology is a branch of psychology that looks at how cultural factors influence human behavior. Companies should avoid developing adverts and promotions that are contrary to people’s values and attitudes. Different games are associated with people of different age and position. That will promote tremendous online shopping; hence, increased revenue. Research on cultural styles of thinking and consumer behavior has proliferated in recent years. A. Rather, a variety of situational variables dictate when cultural differences due to styles of thinking will emerge. There are different ways of marketing. Cross-cultural consumer analysis is defined as the effort to determine to what extent the consumers of two or more nations are similar or different. It is evident that dress codes affect different cultures as people tend to take an example from other cultures. Cross Cultural understanding of consumer behavior. In Proceedings des Congrés Paris-Venise des Tendences Marketing, Paris (pp. Consumer Behavior, Marketing Strategy and Cross-Cultural Variations in Consumer Behavior Consumer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Cross-cultural consumer behavior and marketing communications become substantial in international business to business environments. culture has a major impact on consumer behavior. a) Culture Culture is the essential character of a society that distinguishes it from other cultural groups. Attitudes toward accents and dialects create barriers to global marketing communications, as well. Hence, online marketing has become a simple task. For example, in mainstream American culture, turkey is a traditional food for Thanksgiving. One other issue that may be employed is the labeling of items that may not be easy to comprehend. Consumer behavior also looks at the effects of such processes on the consumer and society. Thus, online shopping will increase. January 1, 2010 Sree Rama Rao Human Resource Management. Journal of International Consumer Marketing ISSN: 0896-1530 (Print) 1528-7068 (Online) Journal homepage: Asking for availability before making the call is the best way to avoid any confusion. Some of the factors to consider comprise religion, education, age, culture, values and attitudes, and non-verbal communication. Kinesics, such as how individuals walk, gestures, how someone stands, sits, and bows, are in some instances determined by culture. The way in which the system adapts to its habitat is essential in the use of technology in distribution of various resources. A consumer’s level of exposure towards foreign goods or lifestyles may influence his buying decisions and preferences. marketers should tailor thier marketing mixes to the Other features are: culture determines needs, culture consists of differences and similarities and the cultural organizations are convergent (Gaussorgues et al., 2009). How cross-cultural consumer analysis helps a multinational marketer? Ladies like beauty, thus beauty products should be sold in female institutions. Religion is another cultural factor that marketers and businesses need to consider. Games, such as football and rugby, are associated with the young, aged less than forty years. When marketers concentrate on such activities, they can produce international adverts that do not violet any culture (Sumeet, 2014). High profits can be achieved through development of individual relationship between the purchaser and the seller of a product. how cultures contact! Depending on the bracket the marketer is targeting with its products, the adverts, and promotional messages must be age considerate. Every research begins here. While many aspects of human thought and behavior are universal, cultural differences can lead to often surprising differences in how people think, feel, and act. Such individuals easily understand what an advert presented using a foreign language is trying to communicate. There are a great many cross-cultural variations in consumer behavior that are of particular interest to the marketer operating in more than one culture. Parents tend to make decisions on the purchase of young children's products. Also, it is important to note that cultural differences determine availability. Cross-Cultural Consumer Behaviour. The use of eye contact is important in personal selling, although not all cultures support such aspect. It is obvious that not all individuals are literate. This article reviews the cultural relationships with the self, personality, and attitude, which are the basis of consumer behavior models and branding and advertising strategies. Products should be promoted differently from one nation to another as each nation has its code of conduct. Hence, in such case, marketers should ensure they set a period that will guarantee the availability of the individual client. Doing so will facilitate widespread market for the product; thus, facilitating immense online shopping. The suppliers and service providers need to understand the nature, circumstances and cultural life of their buyers due to their role in the organizations. Some individuals have attitudes when dealing with their way of dressing. Understanding of similarities and differences that exist between nations is critical to multinational marketer who must devise appropriate strategies to reach … Management tends to agree that the implementation, evaluation and development of different cultures must be undertaken within the underlying traditions and cultural values. Technology enables secure connection between people across the globe within a moment's notice; although some cultures treat the matter differently (Liu-Thompkins, 2011). If they differ in many aspects, then a highly individualized marketing strategy is indicated. Hence, that will facilitate fast and increased online shopping. Research in promotion is necessary as it facilitates the increase in sales and ensures that the target market is aware of the existence of the product. Many researches should be carried out to determine different international marketing trends and their relationship to various cultures available in different societies. The product can lose its name in such area in case the political party loses its popularity. In Britain, a Tourism Australian company launched an advertising campaign that was entitled “so where the bloody are you?” The $130 million campaign that featured on all standard icons of Australia was banned by the British Advertising Standards Authority in the year 2006 (Guang & Trotter, 2012). Journal of International Consumer Marketing. In this framework we structure the cultural components of the person in terms of consumer attributes and processes, and the cultural components of behavior in terms of consumer behavior do-mains. A cross-cultural exploratory study in France, the United Kingdom and Russia. Consequently, it will be difficult to come back to the market sell the product and there will appear the need for rebranding. Loyalty can be a disadvantage to them because they do not explore new markets or products. Businesses should consider having their adverts translated to various languages. Consideration of all non-verbal behavior while developing adverts and promotional messages have a great impact on the extent of online shopping. They are likely to concur well with radio advertisements or visual messages with pictures. Here we have listed some of the best companies which are considered to be valuable, as they have understood the pulse of consumers and their tastes. Through the personal connection, a business person can study the culture better that will make it easier for him/her to form a well-structured advertisement. Therefore, marketers should look for ways that are more appealing to the elderly and more convincing to them. Culture is actions and understanding that enables individuals to behave in an acceptable manner in society. In the Spanish culture, they have very long lunch breaks lasting for two to three hours (Liu-Thompkins, 2011). Consumer behaviour deals with the study of buying behaviour of consumers. Traditions are central to the ways that culture influences consumer behavior. However, in order to influence online shopping from consumers, marketers need to put in mind several factors, which influence a customer to consider shopping online. Hence, they will easily understand an advert, however complex it may be. Start studying Chapter 13:Cross-Cultural Consumer Behaviour: An international Perspective. The error of interpretation is less likely to cause conflict between parties, unlike other languages. The use of the social networks, marketers, can develop global communication channels that can be used in advertising, promotions, publicity, personal selling and sales promotions. Culture sets boundaries for different actions and influences the functioning of institutions (Geert & Marieke, 2011). Errors that cause a grave concern are those that continue to be logical both in the original and translated version. Current essay will focus on the analysis of the potential cross-cultural consumer behaviors and marketing communications. In another scenario, during the year of the pig in 2007, all advertisements containing pictures of pigs were banned. Status C. Occupation … The Indians are considerate in making decisions on a product they buy, which affects consumer behavior in relation to the available products in the market. For messages to be understood better, marketers need to use people's local language as most people tend to know that kind of language more than the other secondary languages. The Hofstede model is used to explain variance. Early research proved that culture was a meaningful lens through which to observe differences in consumer behavior. The youth has fashion at hand and wants to explore new markets and changing trends in the consumer market. Muslim religion believes that by wearing long dresses, they honor Ala. The buyer-supplier relationship is a significant way of examining performance of activities in different geographical settings. Thus, that contributes to huge sales and increased revenues to companies. related to consumer behavior based on general personality traits, or general needs and . Consumer behaviour Cultural factors have a significant impact on customer behavior. The evaluation and analysis of consumer behavior are aimed at establishing and maintaining an enhanced relationship at a profit so that both parties achieve their objectives. Different countries carry out various sporting activities. Both the buyer and the seller have the mandate to make decisions on whether to buy or to encourage buyers to purchase the product. The ban was aimed at maintaining a harmonious relationship with the Muslim brothers (Gaussorgues et al., 2009). Hence, marketers need to improve the marketing communications. More recently, researchers have recognized that culture does not have a pervasive effect on consumer behavior. Different people react differently to such factors, thus, the need for marketers to seek cultural guidance in the making of promotional plans for specific products. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. Get 15% discount on your first order Primary and secondary education is essential and children go to their local schools. Second, culture is a complex system of interdependent components, morals and customs that are relevant to consumer behavior. Businesses can learn more about different cultures through reading of various literatures available. This attitude might be positive, negative, and neutral. In this framework we structure the cultural components of the person in terms of consumer attributes and processes, and the cultural components of behavior in terms of consumer behavior do … An example was in China where Nike television was banned for showing a commercial American basketball star James LeBron in a battle with Kung Fu animated cartoon masters and two dragons (Soares, 2004). Social class also determines differences in media. That will enable producers know not only the right kind of information to use on adverts, but also the right mode to use to reach the people. Due to such factors, marketers can start manufacturing products that suit such consumer needs and wants. Thus, having knowledge on the different religious groups in the world, marketers will be in a position of developing adverts and promotional messages that do not undermine any of the religious groups. That will influence immense online shopping from the targeted consumer. Such platforms have made it easy to market a product through the Internet. The child can easily use social networks. Performing all the non-verbal cues facilitate immense online shopping. They will also be inconveniencing the residents of the area. Such means of communication give valuable information in an individual culture. Deloitte (2015). Once connected, speak clearly so that you are understood by all the target individuals in the market. In cultures such as India, there is high cultural homogeneity to the extent that market solutions are generated, developed and applied to large populations with greater efficiency (Kwon Jung,KDI School of Public Policy and Management, 2004). Abstract Most aspects of consumer behavior are culture-bound. Britain plays cricket, New Zealand plays Rugby, Netherlands adores cycling, as well as France and Spain (Kwon Jung, KDI School of Public Policy and Management, 2004). Thus, they have high social perception and power prestige than those from the Western part of the continent. Marketers should make proper use of such accents in carrying out adverts in such areas so that the people could understand the advert. For example, the game such as golf is believed to be a game of the rich people. Building on earlier studies that show how Eastern and Western cultures differ in consumer behavior, recent studies provide a more fine-grained view of when differences due to analytic and holistic thinking are more likely to emerge. (PDF) Cross-Cultural Consumer Behavior: A Review of Research Findings | Marieke de Mooij - is a platform for academics to share … This culturally specific behavior allows companies that produce poultry, along with the retailers who sell it, to prepare for increases in demand … Culture is comprehensive as it involves individual thoughts, actions, behaviors and processes. Consumer behavior is the study of individual processes used to select, dispose and secure products and services, as well as experiences and ideas to satisfy their human needs (Geert & Marieke, 2011). Hence, marketers need to develop their products so that they can fit the new advancing technologies (Luna & Gupta, 2001). Hence, by considering the different values and attitudes of people, marketers will always have to watch on their adverts and promotional messages. In other cases, the translation errors are due to disrespect from the person whose language and the messages are being brought. Cross-Cultural Consumer Behavior: A Review of Research Findings. The decisions represent a unique market, multiple cultures, ethnic groups and languages. For example, in the World Cup held in South Africa, a new culture of the vuvuzela use was introduced as a way of supporting different games.
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