CHAPTER 11 SUMMARY: CULTURAL INFLUENCE ON CONSUMER BEHAVIOUR

Culture study is the assessment of all aspects of a company. Language, knowledge,

laws and customs are the characteristics and personalities of society. With regard to
the conduct of consumers, culture is described as the combination of the knowledge,
values and customs that regulate the consumer behaviour of members of a given
society. Consumers are guided by beliefs and values; customs are unusual and
accepted forms of behaviour. The impacts of culture are so natural and intrinsic that
they have a huge impact on behaviour. But in all phases of the solution of human
problems, culture offers order, direction and guidance to society members. Culture is
dynamic and is constantly changing to satisfy societal needs.
As part of the social experience, culture is learned. Children learn a set of belief
systems, values and customs that make up culture (this means that they are
encultured) from their environment. These are achieved by formal, informal and
technical learning. Advertising improves formal learning by strengthening desired
behaviour modes and expectations; it improves informal learning with behaviour
models. A common language and commonly shared symbols communicate the
culture to members of society. As the human mind is capable of absorbing and
processing symbolic communication, marketers are successfully able to promote
tangible and intangible products as well as product concepts to consumers via mass
media. A common language and commonly shared symbols communicate the
culture to members of society. As the human mind is capable of absorbing and
processing symbolic communication, marketers are successfully able to promote
tangible and intangible products as well as product concepts to consumers via mass
media.
All elements of the marketing mix communicate with the audience symbolically.
Products project their own image; promotion also takes place. Symbolically, pricing
and retail outlets with images convey product quality.
Three social situations: the home, the church, and the school express cultural
elements. The mass media, both in publishing material and in advertisement, are a
fourth social body that plays a significant role in cultural transmission. In culture
analysis, a broad variety of methods of measurement are used. Projective The range
includes Technologies, methods for measuring attitude, field assessment, tracking
by participants, content analysis and techniques for measuring interest.
A number of core values of the Americans are critical for analysing the actions of
consumers. Those include successes and accomplishments, practice, productivity
and practicality, development, material prosperity, individualism, equality, conformity,
humanitarianism, young people's health and fitness. Because each of these ideals
differ in significance for our community members, they are also an efficient base for
segmentation of consumer markets