Cultural Factors Influencing Consumer Behavior Definition: The Cultural Factors are the factors that an individual learns at a very early stage of life due to socialization within the family and other key institutions, such as the set of values, preferences, behavior patterns, and perceptions are learned as the individual grows. When cross-culture consumer behaviors are compared to countries, the differences are found to be prominent. For messages to be understood better, marketers need to use people's local language as most people tend to know that kind of language more than the other secondary languages. They could either be loved or hated depending on what they have used in promoting or advertising their products. Volume 23, 2011 - Issue 3-4. Journal of International Consumer Marketing. They should develop high-quality and well-branded products that will enable large purchases. In Finland, for example, school attendance is compulsory between the ages of seven years to sixteen years. The rule of ‘social distancing’ is now effective in many countries, which literally means people must keep a physical distance from each other (at least 1 meter) in social settings.This strategy is strongly recommended by scientists and it is hoped that it can prevent the rapid transmission of COVID-19.As a result, many shopping … An example was in China where Nike television was banned for showing a commercial American basketball star James LeBron in a battle with Kung Fu animated cartoon masters and two dragons (Soares, 2004). For that reason, marketers can use the Internet to share information about their products available in the market. For example, in the World Cup held in South Africa, a new culture of the vuvuzela use was introduced as a way of supporting different games. Muslim religion believes that by wearing long dresses, they honor Ala. Hence, marketers need to develop their products so that they can fit the new advancing technologies (Luna & Gupta, 2001). Once connected, speak clearly so that you are understood by all the target individuals in the market. Culture refers to the complexity of learning meanings, values, norms, and customs shared by members of a society. In business negotiations, crucial subtle shadings are weakened when parties involved do not share a similar control of the same language. The product can lose its name in such area in case the political party loses its popularity. Such analyses can provide marketers with an understanding of the psychological, social and cultural characteristics of the foreign consumers they wish to target, so that they can … It has created an enormous change to exercise equipments and clothing, low-fat foods and health and fitness services. Culture is the set of attitudes, customs, art, laws, morals, beliefs and ways of doing things by a reasonable set of people. Thus, marketers should consider the parents in making decisions concerning such kind of outputs. Cross-cultural communication is a complicated but interesting subject involving consumer behavior, cultural factors and influences. Status C. Occupation … Racism and regional prejudice mostly cause the accents. The V-sign in the US is a sign of goodwill, while in Australia it signifies a sexual meaning. Due to such factors, marketers can start manufacturing products that suit such consumer needs and wants. Such accents represent the business ability, economic class and educational level among American subgroups. Political influence is another cultural issue that requires discussion. Businesses can learn more about different cultures through reading of various literatures available. The development of the tightness–looseness distinction promises further insights into culture and consumer behavior (Li et al., 2017). Non-verbal behavior is divided into: body language, eye contact, touching behavior, use of body space, dress code and paralanguage. Marketers in such areas should avoid selling short clothes as they will not have any clients. Japan has an elaborate bowing style that is common unlike in the United States. The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking. The child can easily use social networks. It indicates not only how much affinity their behaviour has to that of other countries but also shows their similarity to or deviation from their own national norm, as well … A meeting set during lunch time will not mean that everybody will be available at that particular time. Marketers should not to use such words when carrying out different advertisements because it can result in the reduction of sales. This attitude might be positive, negative, and neutral. Internet advertisements are cheaper and can reach more people at different destinations. It is obvious that not all individuals are literate. Many researches should be carried out to determine different international marketing trends and their relationship to various cultures available in different societies. In the Spanish culture, they have very long lunch breaks lasting for two to three hours (Liu-Thompkins, 2011). Consumer behavior is influenced by cultural norms and beliefs. Consumer Behavior - Cross-Culture. The elderly tend to concentrate on more expensive items and luxury items due to the fact that most of them are retired and want to enjoy their time. Cross-culture is the art whereby people compare different cultural behaviors, norms, attitudes and cultural values at the same time, reviewing the relationship between the various cultures. It ensures that they focus on the potential customers, in addition to knowing what they prefer, thus, satisfying their desires. Several consumers prefer online shopping because of the benefits that come with it. Also, it is important to note that cultural differences determine availability. The benefits comprise ease in bargaining, happen at one’s comfort, existence of a number of varieties to pick from, and are not tiring. Culture in relation to consumer behavior refers to learned beliefs, values and customs that direct consumer behavior of a particular society (Gaussorgues et al., 2009). Countries with low levels of literacy need advertisements that avoid written communication. Consumer behaviour deals with the study of buying behaviour of consumers. Chinese consumers tend to be loyal to their providers (Kwon Jung, KDI School of Public Policy and Management, 2004). January 1, 2010 Sree Rama Rao Human Resource Management. Consumers with this value tend to acquire many possessions, which they see as important for achieving Therefore, marketers should look for ways that are more appealing to the elderly and more convincing to them. Different people react differently to such factors, thus, the need for marketers to seek cultural guidance in the making of promotional plans for specific products. Culture sets boundaries for different actions and influences the functioning of institutions (Geert & Marieke, 2011). Total market strategy B. Cross-Cultural Consumer Behavior and Marketing Communications, A Comprehensive Look at Small Business Management, Airport Privatization: Situation And Prospects. Some cultures have government pride and a sense of nationalism. The levels of literacy among individuals vary. Religious individuals tend not to eat certain food stuff. Cross-Cultural Consumer Behavior Brad Lytle PSY/322 March 12, 2012 Chawn Williams Cross-Cultural Consumer Behavior When a company makes the decision to market their product or service to multiple cultures, they must be very aware of the intricacies and differences between each of the cultures. Deloitte (2015). A. Traditions are central to the ways that culture influences consumer behavior. Depending on the bracket the marketer is targeting with its products, the adverts, and promotional messages must be age considerate. Early research proved that culture was a meaningful lens through which to observe differences in consumer behavior. Therefore, it can look strange or unacceptable in a community where women are not allowed to wear business suits. Hence, they will easily understand an advert, however complex it may be. The Hofstede model is used to explain variance. Advertisers should take it into account due to the difference in the language used by both social classes. That will promote tremendous online shopping; hence, increased revenue. If the ruling party discovers that the opposition has conspired with another nation, the ruling party can stop all business with that country. Educated individuals tend to know many languages. It is possible due to the fact that everything that a marketer needs to do is to develop an attractive advert that factors in cultural differences. The child tends to adapt easy to new technology. Eye contact[ CITATION Gua121 \l 1033 ] affects personal selling, although marketers can avoid such behaviors when doing promotions in certain regions with such phenomenon. Consumers tend to have an attitude when it comes to a particular product being made in a particular country. In Britain, a Tourism Australian company launched an advertising campaign that was entitled “so where the bloody are you?” The $130 million campaign that featured on all standard icons of Australia was banned by the British Advertising Standards Authority in the year 2006 (Guang & Trotter, 2012). Social classes pronounce their preferences when speaking about clothing, furniture, games, entertainment, automobiles and certain products and brands. Cultures are not static either; they evolve over time due to the interaction with other social classes, dramatic events and technological changes. Parents tend to make decisions on the purchase of young children's products. People interpret the dress code differently, for example, a shoe polish company can do an advert showing polished shoes that will not be understood in a culture in which individuals wear sandals as the standard footwear. Companies can alter their advertising and branding messages to suit the target market through value and attitudes of various individuals. Fishbein and Ajzen 1975; Ajzen and Fishbein 1980), by incorporating Triandis's (1994) Model of Subjective Culture and Social Behavior Relationships. Cross-cultural communication is a complicated but interesting subject involving consumer behavior, cultural factors and influences. Therefore, marketers will succeed in promoting online shopping, thus, increased sales and revenues. Cultures with limited resources, such as the Japanese, value products designed for efficient use of the open space due to their limited space (Kwon Jung, KDI School of Public Policy and Management, 2004). Values and beliefs vary between nations, tribes and races. how cultures contact! Marketers must consider coming up with adverts that can be translated to different languages, making them easy to understand by all language groups. Cross-cultural marketing is now table stakes. The consumption of culture has specific related features listed as follows: culture is a collection of learning behavior, traditions and it can be created and changed. In a Muslim religion, there is time that they usually carry out their prayers. It is evident that dress codes affect different cultures as people tend to take an example from other cultures. Thus, in order to influence people of various ages, marketers should develop adverts that easily fit into the various age groups. Kinesics, such as how individuals walk, gestures, how someone stands, sits, and bows, are in some instances determined by culture. Some of the norms tend to evoke consistent responses, such as male-female romance, mother-child love and care relationship, parental family affection and nature's soothing effect. Older people tend to be conservative. Through use of the Internet, marketers can also sell products. One other issue that may be employed is the labeling of items that may not be easy to comprehend. Marketing as a way of making users aware of available products makes it possible to understand the possible cross-cultural consumer behaviors. Such cultures determine the various consumer reactions to marketing communication. Cross-Cultural Consumer Analysis The effort to determine to what extent the consumers of two or more nations are similar or different. The main realm of subject study is the consumer behaviors in … Most marketers should focus on such countries when promoting various sportswear and materials. Errors that cause a grave concern are those that continue to be logical both in the original and translated version. The use of eye contact is important in personal selling, although not all cultures support such aspect. Consumer behavior also looks at the effects of such processes on the consumer and society. Global Powers of Luxury Goods 2015. Due to the emergence of many diseases, cultures have shifted. Hence, that will facilitate fast and increased online shopping. The cultural behavior in relation to consumer behavior and marketing can be discussed below by carrying out an extensive research. It makes promotion easy to convince consumers buy a particular product. Building on earlier studies that show how Eastern and Western cultures differ in consumer behavior, recent studies provide a more fine-grained view of when differences due to analytic and holistic thinking are more likely to emerge. Income interferes. Different countries carry out various sporting activities. Educations responses vary in global cultures. However, in order to influence online shopping from consumers, marketers need to put in mind several factors, which influence a customer to consider shopping online. The vuvuzela was later banned from use in most nations due to its sound that could lead to destruction of the eardrum. Subtle shadings are caused by misinterpretation and misunderstanding of words (Sumeet, 2014). Article. This article presents a framework that integrates and reinterprets current research in cross‐cultural consumer behavior. Another shift is the greater attention to the mechanisms of cultural influence. Health and fitness have led to the circulation of more casual clothing and simpler home furniture as people tend to invest more in health and fitness. In another case in France, the France Catholic Church won a court injunction on banning a cloth advertisement based on the Last Supper. What is acceptable in one nation may not be acceptable in another country. Primary and secondary education is essential and children go to their local schools. Most people view that particular accents are a way of loyalty and familiarity to a particular geographic region. Such relationship should be ensured. They should do so, as not to include features or characters that go against the societal values and people’s attitudes. Companies should, thus, be careful when planning and executing their advertising plans as they determine their fate through them. The ban was aimed at maintaining a harmonious relationship with the Muslim brothers (Gaussorgues et al., 2009). 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