CULTURAL INFLUENCE ON

CONSUMER BEHAVIOR

INTRODUCTION

CULTURE

The sum total of learned beliefs, values, and customs that serve to regulate the
consumer behavior of members of a particular society

In a broad sense both values and beliefs are mental images that effect a wide range
of specific attitudes that, in turn, influence the way a person uses to evaluate
alternative brands in a product category (such as Volvo versus an Audi automobile),
or his or her eventual preference for one of these brands over the other, are
influenced by both a persons general values (perceptions as to what constitutes
quality and the meaning of country of origin) and specific beliefs (particular,
perceptions about the quality of Swedish made versus German made automobiles)

In contrast to beliefs and values, customs are usual and acceptable ways of
behaving, where the former are guides for behavior.

The Invisible Hand of

Culture
Each individual
perceives the world
through his own
cultural lens

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Eleven Slide

3

Cultural role and dynamics

There are different levels of cultural norms
1.

The supranational level reflects the underlying dimensions of culture

that affect multiple societies

ex- people living in several nations in particular region

2.

National level reflects shared core values, customs and personalities

that represent the core of the national character of a particular
country

3.

The group reflects the subdivision of a society, such as subcultures,

and influences of various reference groups.

Customer beliefs reflect consumer

needs

Culture expresses and satisfies the needs of societies.

Culture provides standards about when to eat, where to eat and what is
appropriate to eat

Culture also determines whether a product is necessity or discretionary

luxury.

Example Earlier mobile phones are used to be very expensive but today it
becomes an necessity.

Culture also dictates which clothes are suitable for different occasions

Example at house, college & to a movie theater