Cultural Influence On Consumer Behavior – When examining trends in consumer behavior, people are largely oblivious to the influence of pop culture on it. To understand this better, we will fix our basics.

Pop culture is the easily recognizable practices, beliefs and things of the majority of society. Pop culture can be specific to a country or it can have a universal appeal. However, the cultures of the dominant countries in today’s world tend to be global, because they have the means, tools and masses to popularize it.

Cultural Influence On Consumer Behavior

Cultural Influence On Consumer Behavior

Economics studies people’s wants, needs and their satisfaction. In general, pop culture has a significant influence on people’s desires. It may be a progressive upbringing that fully encompasses almost every aspect of human experience, and its culture dictates the social norms that people must follow in order to belong to their group.

Factors That Influence Consumers’ Buying Behavior

For example, when Money Heist started to become popular, there was an increase in the number of people buying Salvador Dali masks. This is because people wanted to show their support for the show, but also feel like they were part of a group that identified with that show.

To participate in a certain culture or society, people seek to follow the behavior prescribed by that culture. Studies have shown that culture works primarily by setting limits on the idealistic behavior of the individual in that society and influencing any institution through the mass media. Another study showed that people from completely different cultures tend to consume pop culture established by dominant countries.

Understanding the preferences of customers and guiding the marketer towards their goods by putting the real desires in their mind is the essence of marketing. At both corporate and institutional levels, data and understanding of customer behavior has become a necessity. But because popular culture is flexible, it constantly tempts consumers with new products tailored to their needs, keeping the market constantly relevant. We cannot deny that popular culture has a great impact on our economy and can impose cultural dominance on a country.

For example, the United States has been effective in promoting consumer attitudes through the media. If we take other nations for comparison, Japan stands out because their anime sector has had a huge cultural impact on the world and has been important in promoting their products around the world.

The Importance Of Consumer Behavior In Marketing

Every year, Japan exports a large number of items containing anime and its characters. As of 2017, the Japanese anime business alone generated a revenue of ¥200 billion.

The general influence of popular culture on consumer behavior is enormous. It is one of the methods that a country can use to achieve economic success.

People change over time, their interests and preferences evolve. Their recognition is the first step to success, and the rest depends on the satisfactory value of the product to the masses.

Cultural Influence On Consumer Behavior

The values ​​and demands of the consumers vary according to the socio-cultural structure of the consumers. Although pop culture strongly influences consumer behavior, it will not be successful unless your marketing strategy aligns with the cultural values ​​of a particular region. As a result, management must provide different marketing activities to meet the demands of customers in the two regions because consumers in the two cultures have different needs. Although these factors are largely outside the marketer’s control, they should consider these factors when creating a marketing plan.

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Cultural factors have the greatest impact on users. People depend on their culture, changing cultural norms is very difficult. Social factors affect how people interact in society and what society thinks is important. Depending on personality factors such as age, lifestyle, profession, consumers will behave differently in the market. While psychological factors are a reflection of cultural, social and personal factors, beliefs, attitudes, motivations, learning ultimately shape his/her purchasing decisions.

Cultural factors have the most significant impact on consumer behavior. Marketers must understand the role that consumer culture, subculture, and social class play in shaping consumer behavior.

Culture is a set of basic values, perceptions, desires and behaviors that a member of society has learned from family and other important institutions.

A child in the United States typically learns or is exposed to these values: achievement and success, activity and involvement, utility and practicality, progress, material well-being, individualism, freedom, humanity, youth and fitness, and health.

Cultures, Sub Cultures And Cross Cultures In Consumer Behaviour

Every society has its own culture. The influence of culture on shopping behavior can vary significantly from country to country. The trader must consciously correct these differences. Failure to do so can lead to ineffective marketing or costly mistakes.

For example, business representatives from the American community trying to market in Taiwan have found this difficult path.

Seeking more foreign trade, they arrived in Taiwan with gifts of green baseball caps. It turned out that this trip was planned a month before Taiwan’s elections, green is the color of the political opposition party.

Cultural Influence On Consumer Behavior

Worse, the visitors learned after the fact that according to Taiwanese culture, a man wears green to signify that his wife has been unfaithful.

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The head of the community delegation then said: I don’t know what happened to those green goods, but we understand that there are strong differences in our cultures.

International marketers must assess the culture of each foreign market and adjust their marketing strategies accordingly.

For example, the cultural shift toward greater health and fitness has created a growing industry in sports gear and apparel, low-fat and more natural foods, and health and fitness services. The shift to informality has led to a growing demand for casual wear and simple home furnishings.

And the increased desire for free time has led to a greater demand for convenience products and services, such as microwave ovens and fast food.

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Every culture is made up of smaller subcultures. A subculture refers to a group of people who have common value systems based on common experiences and life situations.

Subcultures consist of nations, religions, racial groups, and geographic regions. Subcultures have important marketing implications. They constitute significant segments of the market, and marketers often design products and marketing programs based on their needs.

A consumer’s buying behavior will be influenced by the culture in which he is immersed. The subculture will influence his food preferences, clothing choices, sports activities and career goals.

Cultural Influence On Consumer Behavior

Every society has a social class structure. Social classes are relatively permanent and organized sections of society whose members share similar values, interests and behaviors.

Cultural Influence On Consumer Behavior By Ecahnadira

Social class is not defined by just one factor, such as income. It is determined by a combination of employment, income, education, wealth and other variables.

However, in society, the boundaries between social classes are not fixed and rigid. A person can enter a higher social class or enter a lower class.

Marketers are interested in social class because people in a particular social class tend to exhibit similar buying behaviors. Social class shows different preferences for products and brands in clothing, home furnishings, leisure activities and automobiles.

Various social factors influence consumer behavior. These factors are customers, small groups, family and social roles and status and can be explained as follows:

Factors That Influence Consumers’ Buying Behaviour

Many small groups influence an individual’s behavior. A group refers to two or more people working together to achieve individual or common goals. Groups in which a person belongs and have direct influence are called membership groups. Member groups include primary and secondary groups.

The second group includes organizations such as religious groups, professional associations and trade unions, which are more formal and less regularly communicated.

People are often influenced by groups they do not belong to. They are called reference groups, which serve as direct or indirect points of comparison or reference in establishing a person’s attitude or behavior.

Cultural Influence On Consumer Behavior

For example, an aspirational group is one that someone wants to be a member of. The young footballer hopes to one day play for Abahani Krira Chakra. He is familiar with this group, although there is no direct connection between him and the team.

Solved Figure 1 Overall Model Of Consumer Behavior What

Target market reference groups are important to marketers because they expose people to new behaviors and lifestyles, influence their attitudes and self-concept, and create pressures to conform, which can influence product choices and brand that person. .

Marketers of products and brands that have strong group influence should develop ways to reach thought leaders in relevant reference groups.

Opinion leaders are people in a reference group who influence others because of their skills, knowledge, personality or other characteristics. Marketers try to position thought leaders about their products and brands and target marketing efforts to them.

The family is the most important consumer buying organization in society because family members can strongly influence consumer behavior.

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Therefore, marketers consider the role and influence of men, women and children when purchasing various products and services.

The purchasing roles of different family members change as consumers’ lifestyles evolve. At the same time, marketers need to be aware that such roles vary widely across countries and social classes from time to time.

A person is more than one group. The position that a person holds

Cultural Influence On Consumer Behavior

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