Culture as described by Herks, M. cited by Rai University (n.d) “culture may be viewed as the sum total of man’s knowledge, beliefs, arts, morals, loves, customs and any other capabilities and habits acquired by man as a member of society”. It is the totality way of life for a man. The other definition by Hofstede (1980) cited by Jones, D. & McCarthy, J. (2004) states that “culture as the collective programming of the mind which distinguished the member of one human group from another”. Culture can be different from one group to another and can distinguish the way of living of the human from such groups. As different societies have different cultures as believes and values, these eventually shapes the people living and growing in that society (Kotler, P. & Armstrong, G. 2008). A culture of a certain society for example can shape the way of clothing for that society. People growing and living in that society will have a belief and value on the certain type of clothing. A Masai tribe from the northern part of Tanzania for example maintains their culture of wearing, where they wear a single peace of red or blue drafted sheet by wrapping it around their whole body.
According to Kotler, P. & Armstrong, G. (2008) marketing can be defined as “the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return”. Marketing involves identify and satisfying customer needs and hence building strong relationship with such customers. Norris, B. (2006) describe marketing as a process of analyzing and identifying potentials buyers, attracting potential buyers, convincing or persuading them to accept and buy the products.
Cultural impact on marketing
As already described on the above paragraphs, cultural environment shape the way people do things which in turn has an effect on the marketing activities. Let’s take clothing...