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Module name: Consumer Behaviour

Module code- MKTG 50210-5

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Table of Contents

1. Introduction ....................................................................................................................................3

2. Cultural factors Overview .............................................................................................................3

3. Cultural factors on the decision making process of the consumer .............................................4

4. Recommendations and Conclusion...............................................................................................5

5. References.......................................................................................................................................6

Introduction
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Culture is a key factor influencing the buying behaviour and decisions of the consumer. The
consumer behaviour and decision making has undergone a major transformation because of the
influence of cultural factors. Culture is regarded as a comprehensive entity primarily focusing
up on knowledge, beliefs, morals, customs and any other capability that is possessed by the
humans (Mooij, 2004). Cultural factors are linked with the specific individual’s thought process
and decision making skills and can influence the buying decisions and product preferences of
any person (Aaker,Sangupta, 2000). Cultural factors will not be including predispositions and
responses in inherited mode but can affect the behavioural factors and their set norms (Briley,
2000). In this essay, we will be reviewing the cultural factors influencing the consumers in
buying behaviour and decisions and analyse two cultural factors influencing the purchase of Date
Biscuits manufactured by National Food Industries LLLC. The main objective of the company
is to produce the Dates biscuit with the Omani flavour.

Cultural Factors – An Overview

It is evident that the cultural factors have more control on the behaviour of the consumer and this
helps the firms to understand and interpret the needs and preferences of the consumer. According
to Cleveland (2008), cultural factors are norms or format of rituals or traditional practices which
form the integral part of the society. Cultural factors are important for analysing the choices and
decision of a consumer of a specific product. There is difference in consumer behaviour because
of the difference in cultural patterns and it can be evident by observing the reactions, values and
preferences by people chosen from different cultural background (Fielding, 2006). Different
cultures differ in the cultural factors like individualism, liberalism, attitude, work patterns,
lifestyle, religious beliefs, attitudes, cognitive thinking, values and moral practices, ethnic
preferences, linguistic choices etc (Fielding,2006) .

Cultural factors can be categorized in to three groups namely sub- cultural, cultural and social
class based on the activities to influence the behaviour of the consumer (Foxall, 1996). Sub-
cultural factors help us in identifying the demographical pointers like location, religion and
nationality of the consumer (Kanuk, 2007). Sub-cultural factors also highlight the stratification
of particular society and the intricate practices of the caste system as well. These pointers will
help in understanding the needs and product preferences of one particular consumer group
having same sub-cultural practices (Schiffmann, Kanuk, 2007).
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Social classes will emphasize on grooming factors like the remuneration, educational
qualification and occupation of the consumers and it is unique and dynamic for each
pattern(Kotler,2004). For instance, the social factors cannot be the same for speech and style of
dressing. It is very important to analyze and explore the cultural dimensions before a product
launch or sale (Solomon,2007). Cultural factors can be determined based on the complex
interactions of attitudes, beliefs and values of a particular group in a society (Schwartz, 1994). It
is evident that the norms inherited by the cultural values influence the pattern of consumption
and buying decision of the consumer.

Fig 1 : Theoretical model on cultural influence on behaviour (Karahanna,E, Eraristo,J., (2005))

The pictorial representation of cultural factors affecting the consumer behaviour is depicted in
fig 1. The subjective cultural factors play a major role in influencing the values and practices of
the consumer behaviour and enable him to decide whether to go ahead with the purchase or not.
Another determinant is the traits of the consumer having his own beliefs, intentions, need which
also influences the consumer behaviour and decision making process. According to Karanhanna
and Evaristo (2005) the levels of different cultural factors will be dependent on the nature of the
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behaviour of the consumer at a religious, value based and ethnical level including the sub
cultural components.

Cultural factors on the decision making process of the consumer

The cultural factors influencing the purchase decision of the Date Biscuits are healthy lifestyle,
time saving attitude, habitual eating of snacks etc can influence the purchase decision of the Date
biscuits.

Health factors

National Food Industries are famous for their differentiator product the Dates Biscuit. Dates
Biscuits are highly nutritive snack without sugar and made with very less oil is used. The
branding of the dates biscuit was focussed on health factors and it can influence the purchasing
decisions. Nutritive value of Date Biscuits is another factor which can influence the consumers
to eat healthy and also lose calories.

Needs and preferences

It is important to understand the customer needs and their preference of eating the biscuits. If the
customer has a habit of eating the biscuit like a daily snack then Dates biscuits can attract them
and influence them to buy the product. This habit will influence the consumer to buy the product.
Habit and needs are two important cultural factors influencing the buying decision of the
customer. Another cultural component is the Omani flavour which attracts the customers who
have preference related to traditional taste.

Recommendations

Purchasing a product is an outcome of dynamic decision making and cultural factors are critical
factors facilitating the same. It is important to follow a standardized production and
manufacturing process of Date Biscuits across the globe for attracting customers from diverse
cultures. Omani traditional taste can is a differentiator which can influence consumers from other
countries to purchase the Date Biscuits and try out the taste. Impulse buying can also be a
facilitator of the Date Biscuits and they can be wrapped in an colourful package to attract the
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consumers to get excitement and pleasure of buying a new product. Globalization process can
increase the chances of Impulse purchases.

The company has to work on the cost optimization part so that the dates biscuits are affordable to
everyone. This can help in market expansion and achieving higher percentage of customer
retention. If there is more customer retention, then there will be sustainability of the product.

Conclusion

Cultural factors are playing a pivotal role in influencing the consumer behaviour. Critical factors
like habit, cultural connect and decision making are components of the cultural shift in
consumer purchase decisions. These factors will not change and can influence temporary
changes.Certain specific cultural factors like language and social status are rare , yet they have a
strong influence on the consumer’s decisions based on a specific demographic area. Cultural
factors are dynamic and they are dependent on the social and behavioural aspect on the consumer
.

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