Topics: Social class, Sociology, Decision making Pages: 9 (2635 words) Published: January 28, 2013
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VSRD-IJBMR, Vol. 1 (1), 2011, 21-28


The Influence of Culture on Consumer Behaviour

Santosh Kr. Pandey* and 2Pankaj Kant Dixit

In a diversified country like India cultural factors exert the broadest and deepest influence on consumer behavior Culture influences consumers through the norms and values established by the society in which they live. The impact of culture is automatic and almost invisible. Culture not only influences consumer behavior but also reflects it. It is the mirror of both the values and possessions. Marketing strategies are unlikely to change cultural values, but marketing does influence culture. Culture influences what people wear, what and how they eat, where they live, etc. It has a broad influence on their buying and usage behavior of products and services, and the extent of their satisfaction. The definition of culture includes knowledge, belief, art, morals, custom, and any other system received as a member of society. Culture, as a "complex whole," is a system of interdependent components. Culture is part of the external Impact that influences the customer. That is, culture represents effects that are put on the consumer by other individuals. Keywords : Deepest Influence, Consumer Behavior, Member of Society, Complex Whole.

Marketers are always concerned about cultural shifts and keen to discover new products or services that consumer may want. The different class of life style also exhibits the response to a culture. Every class behaves as per their own parameters. Language also works with its component. The standard format of language works differently. The regional format of language works differently. The dress code also plays an important role in dealing with culture aspect. Formal dress code and informal dress code affect separately. The formal dress code and informal dress codes decides the status of mindsets for consumers. The festivals also significantly decide the cultural situation. Consumers do not make their decisions in a vacuum. Their purchases are highly influenced by cultural social, personal, and psychological factors. For the most part, they are “non controllable” by the ____________________________ 1

Assistant Professor, 2Professor, 12Department of Management, AXIS Institute of Planning & Management, Kanpur, Uttar Pradesh, INDIA. *Correspondence :

Santosh Kr. Pandey et. al / VSRD International Journal of Business & Management Research Vol. 1 (1), 2011

marketer but must be taken in to account. A customer’s want has to be identified and his expectations must be matched with the other economic and social factors so that their product is receptive. This also means that customers are open to new and different products from time to time. It’s just that they want the product to be flexible and adaptable to their needs and preferences. People are changing from time to time, so do their tastes and preferences. Identifying those is the first step towards achieving success and the rest depends on the performance of the product.

Culture is the most fundamental determinant of a person’s wants and behavior. Whereas lower creatures are governed by instinct, human behavior is largely learned. The child growing up in a society leans a basic set of values, perceptions, preferences and behaviors through a process of socialization involving the family and other key institution .Thus a child growing up in America is exposed to the following values: Achievement and success, activity , efficiency and practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulness.

3. KNOWLEDGE AND BELIEFS ARE IMPORTANT PARTS. CULTURE HAS SEVERAL IMPORTANT CHARACTERISTICS: (1) Culture is Comprehensive : This means that all parts must fit together in some logical...
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