File Name: culture and subculture in consumer behaviour .zip
John W. Schouten, James H. This article introduces the subculture of consumption as an analytic category through which to better understand consumers and the manner in which they organize their lives and identities.
- Cultural Factors affecting Consumer Behaviour
- How Culture Influences Consumer Purchasing Decisions
- Consumption Subcultures
Social factors represent another important set of influences on consumer behavior. The American culture, which is a subset of the Western European culture, will be the primary focus of this discussion, although other societies in other parts of the world have their own cultures with accompanying traditions and values. There are three components of culture that members of that culture share: beliefs, values, and customs.
Cultural Factors affecting Consumer Behaviour
Cultural prohibitions against consuming products such as alcohol or meat, or cultural preferences for styles of clothing, make it easy to understand some buying patterns. Cultural behaviours, such as household size or the role of women in managing households, also influence who buys certain products or in what size.
But others are more subtle. Cultural elements such as time orientation whether a culture tends to focus on the past, present or future seem to bear influence on elements of online shopping such as trust and social interaction.
Of course, human personalities vary and that variety encompasses the extent to which an individual takes on board the particular influences of their culture.
But culture never really quite goes away. Anyone that violates cultural norms will be sanctioned by their wider social group, whether they choose to resist that pressure or not. Individuals are rarely uninfluenced by this effect and it will affect their behaviour. To some extent, culture is simply what comes most naturally to a person — what fits within their values and belief systems, and what they see others around them doing. Culture influences what feels right, normal and desirable.
Retailers that ask consumers to swim against the social current are making it harder for the consumer to choose their services. So which cultural elements are likely to influence buying behaviour? There are many different aspects of culture that have been analysed by cultural researchers over the years. These include, in particular, youth orientation, long-term vs short-term orientation also known as time orientation , masculinity vs.
Researchers have conducted some intriguing studies into other elements of culture. An academic at the University of Hong Kong looked into how the Asian cultural emphasis on saving face pushes even lower-income consumers to make luxury brand purchases. Another research paper examined how the culture of people in various Western and Asian markets influenced their tendency to buy on impulse.
Research suggests that impulse purchases can be linked to cultural complexities in both Western and Asian markets.
One finding of the research was that ageing reduced impulse buying among Asian consumers but had no effect on the impulsiveness of western consumers. Researchers suggested it was cultural elements such as risk avoidance orientation that were at play in influencing consumer impulse buying behaviours.
Cultural factors can be expressed in unexpected ways. By contrast, France is a much more present-orientated culture and this seems to underpin the value it places on living well in the moment, such as taking a proper lunch break.
Cultures with a time-orientation focused on the past, such as India, are often very tolerant of extreme lateness, such as trains that are delayed by hours. The language used by these societies tends to support these attitudes to time, and it certainly impacts on working patterns. Understanding cultural elements like this can be the key to understanding and engaging successfully with customers in these markets.
There are some great examples of marketing that respects and works within cultural norms. Motorbike marketing makes a good study. In the West, motorbikes tend to be thought of as the ultimate individual product and the marketing messages that surround them fit into the prevailing culture that encourages and rewards individualistic self-fulfilment.
In some Asian markets, motorbikes are often marketed as family vehicles as opposed to individual travel in the West. In this cultural context, consumers are more likely to make purchases based on how much they benefit the wider family or social group rather than themselves as an individual, so marketing needs to reflect this.
Understand the cultural fundamentals is one way to start a journey of discovery when you enter a new market. Cultural elements So which cultural elements are likely to influence buying behaviour?
How Culture Influences Consumer Purchasing Decisions
Cultural prohibitions against consuming products such as alcohol or meat, or cultural preferences for styles of clothing, make it easy to understand some buying patterns. Cultural behaviours, such as household size or the role of women in managing households, also influence who buys certain products or in what size. But others are more subtle. Cultural elements such as time orientation whether a culture tends to focus on the past, present or future seem to bear influence on elements of online shopping such as trust and social interaction. Of course, human personalities vary and that variety encompasses the extent to which an individual takes on board the particular influences of their culture.
Anyone can learn for free on OpenLearn, but signing-up will give you access to your personal learning profile and record of achievements that you earn while you study. Start this free course now. Just create an account and sign in. Enrol and complete the course for a free statement of participation or digital badge if available. A large number of factors influence our behaviour. Kotler and Armstrong classify these as:.
Though this problem has been analysed from different view points under different premises, it still remains a complex one. On the other hand the buyer is a riddle. He is a highly complex entity. Some are latent, some manifest and some others are highly dominant. These have different priorities in the his scheme of things. There are four major factors which influence the behaviour of the consumers.
such as culture, sub-cultures and social classes, how to influence consumers' buying behavior has been. investigated. wifusion.orger and the Importance of.
A subculture is a group of people who share a set of secondary values, such as environmentalists. Many factors can place an individual in one or several subcultures. People of a subculture are part of a larger culture but also share a specific identity within a smaller group. Niosi, A. Adjusting to cultural differences is perhaps the most difficult task facing marketers who operate in other countries.
The purpose is to investigate the concepts of subculture, subculture of consumption and brand community with a view to better understanding these three groups and their distinct differences.
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