How Culture Influence Consumer Behaviour – Why people buy is not always a simple question. Think about the last time you bought a car, bike or something else. Why did you buy that particular brand and model? Did his art make you feel good? Maybe you bought a particular brand because someone in your family bought the same brand. These are just a few examples of some of the factors that influence consumer behavior. Let us consider some of them.
Cultural factors include values ​​or ideologies of a particular community or group of people. These include culture, subculture, social class and gender, as shown in Figure 3.4.
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How Culture Influence Consumer Behaviour
Figure 3.4 Cultural Factors Affecting Consumer Behavior (Credit: Copyright Rice University, , under CC BY 4.0 license)
Cultural Factors Influence Customer Behavior
Culture refers to the values, ideas, and behaviors that are learned and shared among members of a group. Human behavior is the main subject of study. When you were young, you learned basic values, attitudes, desires, and behaviors from your family and other outside influences such as the schools and churches you attended. Consider how these values ​​and attitudes shape your buying behavior. For example, in a traditional Hindu wedding in India, the bride may wear a red lehenga for the wedding, while a Christian bride wears white. In India, widows are expected to wear white, while widows in the United States and other parts of the world generally wear darker colors to funerals.2
A subculture is a group of people, such as environmentalists or bodybuilders, who share values. Tribes and tribes share the language, food and culture of their heritage. Other subcultures, such as the biker culture, which revolves around dedication to motorcycles, are united by a shared experience. The Amish subculture is known for its conservative beliefs and reluctance to adapt to modern technology. Think about what subculture you might belong to and how it affects your buying behavior. For example, hip-hop music has long been associated with fashion, especially sneakers. Run DMC’s 1986 hit “My Adidas” led to the first endorsement deal between the fashion and music brands, setting the stage for a fruitful collaboration that spanned the next decade – Master P with Converse, Jay-Z and 50 Cent with Reebok, Missy Elliott. and Big Sean with Adidas, and Drake with Nike.
Cultural factors play an important role in determining how to best market to consumers. There are many examples of business endeavors that failed because they did not demonstrate an understanding of the culture of a particular market. Watch this CNBC video on why Starbucks failed in Australia and read this article on how Coca-Cola and PepsiCo failed when they first moved into the Chinese market.
Failure is always important because it comes with knowledge learned, and if you understand the WHY behind failure, learning can make a difference in strategy and potential success. Read the inspiring story behind Run DMC’s commercial deal with Adidas and how it opened doors for today’s artists like 50 Cent, Jay-Z and Puffy.
Solution: Influence Of Culture And Subculture On Consumer Behaviour
For more success stories, check out these videos of the many companies that have made it. Examples include Rihanna’s Fenty beauty line story, Adobe’s “When I See Black” ad, Bumble’s “Find Me on Bumble” campaign and more!
Your social class has a big impact on your buying behavior. Sociologists base the definition of social class on many different factors, including income, occupation, and education. Although there is disagreement about the number of social classes defined by income in the United States, many sociologists propose five social classes: upper class, upper middle class, lower middle class, the workforce, and the struggling economy3. It is determined by disposable income (the amount you have left to spend or save after taxes are deducted), but its power goes beyond the dollar, euro, yen, etc. For example, lower middle class people may focus mainly on price when considering a product, while upper middle class people may consider product quality and features before price. However, you may also be influenced by a social class that you do not belong to, but that you would like to belong to. Have you ever spent money you don’t have on designer running shoes or designer bags because your friends have them?
Finally, your gender plays a big role in your buying behavior. People of different genders not only want different products because of their education and society, but they approach the purchase with different reasons, perspectives and considerations. While stereotyping is still dangerous, those who identify as men tend to use a more logical approach when shopping. They want a fast and effortless shopping experience. Those who identify as women, on the other hand, make decisions on a more emotional level. Zappos takes these different factors into consideration and provides different layouts on their landing pages for both genders. While the “male” version focuses on providing a clear navigation of the product category, the “female” version aims to sell with emotion.4
Gender differences lead to different behaviors. Read this article about one such example, Birchbox, a subscription service for hair and skin care. For more information, check out this article on what makes the difference, which includes goals, experiences, brain structure, and more. Interesting read!
Cultural Influences On Consumer Behaviour
You can also watch this Gaby Barrios TED Talk. Barrios is a marketing expert who talks about how targeting customers based on gender is bad business.
This funny video from The Checkout, a consumer affairs television show, discusses gendered packaging decisions and how they affect your wallet.
Let’s look at gender from a different angle – the women who advance in sales. As part of a series of articles on careers in marketing, this article examines equality in the world of marketing. The results include data on gender balance and inequality, and guidelines for improvement.
Social factors are the factors that prevail in the society where the consumer lives. Every society consists of people who have different choices and behaviors, and these people influence the choices of others in the society. Humans are social beings, and the influence of people’s families, reference groups, roles and status (see Figure 3.5) has a significant impact on their purchasing behavior.
The Influence Of Social Norms On Consumer Behavior: A Meta Analysis
Figure 3.5 Social Factors Affecting Consumer Behavior (Credit: Copyright Rice University, , under CC BY 4.0 license)
Let’s first look at the influence of the family. It is generally believed that most people go through two families: a family of orientation (ie the family you were born or grew up in) and a generative family (the family established by marriage or community, including your wife). , partners, and/or children). Consider family orientation first. As you grow older, whether you know it or not, you may have developed a certain personality to look up to older people in your family and may tend to buy products or services similar to your age. Is your dad a die-hard Chevy driver? If so, chances are good that you’ve at least thought about buying a Chevy. Now think about how your spouse, partner and/or children influence your buying behavior. You might like a Chevy pickup because that’s what your dad drove, but your spouse or partner might subtly (or maybe not so subtly) nudge you toward a Chevy crossover SUV because it’s cheap. more for children to bring to school. , sports, and other activities. .
Referral groups are the groups you want to connect with. These can be formal groups, such as members of a country club, church, or professional group, or informal groups of friends or acquaintances. These groups are models and inspirations, and influence the type of products you buy and which brands you choose. Reference groups are characterized by having opinion leaders – people who influence others. These opinion leaders are not necessarily higher income or more educated, but others see them as experts in a particular field. For example, a young woman may seek fashion guidance from opinion leaders in her peer group, or a college student may wish to earn a high school diploma at a similar university. favorite professor. Social media influencers also play a role here. Consider the influence of celebrities like Kendall Jenner (with over 217 million Instagram followers)5 or Leo Messi (with over 310 million Instagram followers)6 on individuals. .
Everyone has different roles and status depending on the group, club, family or organization they belong to. For example, a working mother who attends a local university plays three roles at different times – worker, mother and student. Their purchasing decisions will be influenced by each of these roles at different times. When she’s shopping for clothes, all of these roles—professional clothes for the office, casual clothes for class, or yoga pants for home—may affect what she buys.
Personal factors such as your occupation, age and stage of the life cycle, economy, lifestyle, and personality and self-esteem play an important role in
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