Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities consumer behaviour emerged in the 1940s and 50s as a distinct sub.
Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market there are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. Culture is an important factor in determining consumer behavior it explains why some products sell well in certain regions or among specific groups, but not as well elsewhere besides purchasing decisions, culture also affects how consumers use the products they buy and how they dispose of them. Globalization and cultural consumer behavior with so much diversity present among the members of just one nation, it is easy to appreciate that numerous larger differences may exist between citizens of different nations having different cultures, values, beliefs and languages. The influence of culture on consumer behavior is profound, and if misunderstood or taken lightly, then the product might fail in the new cultural market as businesses are expanding, they are entering wider territories and in many cases, businesses are operating in more then one country.
Consumer culture is a theory in marketing strategic planning that considers the relationship consumers have with certain products or services one of the most iconic examples of consumer culture. The psychology of how the consumer is influenced by his or her environment (eg, culture, family, signs, media) the behavior of consumers while shopping or making other marketing decisions limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome. Culture is the fundamental determinant of a person's wants and behavior research shows that culture, sub-culture, and social classes are particularly important on consumer buying behavior cultures differ in demographics, language, non-verbal communication, and values due to these differences, consumer behavior changed dramatically across cultures.
The culture a person is born into goes a long way toward determining that individual's behavior patterns, beliefs and values culture is defined as a shared set of practices or beliefs among a group of people in a particular place and time marketers, analysts and consumers themselves use an awareness of culture. Impact of culture on consumer behaviour 1 1impact of cultureon consumerbehaviour 2 2executive summaryinternational marketers believe that consumers would increasinglyresemble each other and that they will eat the same food, wear same clothes, lwatch the same television programs to an increasing proportion.
Consumer behavior issues including perception, decision making, information search, attitudes, beliefs, categorization, consumer research methods, learning, motivation, memory, culture, subculture, and the diffusion of innovation. Influence of culture on consumer behavior while there are a large number of areas where the individual is conditioned by his culture, for our study we will focus on certain areas where his consumer behavior comes influence. Consumer behavior involves services and ideas as well as tangible products the impact of consumer behavior on society is also of relevance for example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.
3table of contentstopic page numberintroduction 4what is culture 5what is consumer behavior 6-7role of culture, in understanding the consumer behavior 8why it is important for marketers to understand the culturalimpact on consumer behavior 9-10conclusion 11references 12appendices 4. Chapter outline what is culture how culture is learned the measurement of culture american core values 3 culture the sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society 4.