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Assignment.

Topic:

Influence of Culture on Consumer Behavior


Prepared By:
Abdul Mannan Shah (AN-504681) MBA (B & F) 3rd SEMESTER

Basic

set

of

Values,

Perceptions, Preferences, and Behavior which a


Child learns through a process of Socialization involving the family and other key institutions.

Knowledge Belief Art Morals Customs

Received as a member of society.


Cultures is a system of interdependent components which impose External impact on a person

Culture is Comprehensive.

Culture is Learned.
Culture is manifested within boundaries.

1. 2. 3. 4. 5. 6.

To know the want of the Customer. To get information about different classes of the society. To communicate with the public. Adopt the cultural values within the organization. For achieving the loyalty/confidence of the customer. And then to Discover new products/services customer want.

The impact of Culture is automatic & almost invisible. It not only influences customer behavior but also reflects it. It has a broad influence on buying & usage behavior of products and services.

Culture Influence: What People Wear How they Eat How and Where they Live How they Safe Where and Why they spend etc

Often we take cultural influences for granted, but they are significant. Physical factors also influence our behavior. A persons self image also tends to influence what he or she will buy. e. g. Food Manufacturers have found that it is more effective to advertise their products to the radio in the late afternoon when people are getting hungry.

A. B. C. D. E. F.

Self-image Social factors Sub cultures Social Class Reference group Family group

Culture impose primarily on:


I.

its

impact

Consumer Choice

II.

Decision Making

Factors of:

1.

PROBLEM RECOGNITION
Problem Recognition ii. Getting Information iii. Available/Suitable alternatives iv. Pre and Post Purchase Considerations
i.

Factors of:
1.

FAMILY LIFE CYCLE


FIRST ASPECT

Young Single ii. Young Couple iii. Full Nest iv. Empty Nest v. Older Single
i.

Factors of:
FAMILY LIFE CYCLE
SECOND ASPECT

1.

Young Single ii. Young Couple iii. Full Nest iv. Single Parent
i.

Factors of:
1.

FAMILY LIFE CYCLE


THIRD ASPECT

Young Single ii. Young Couple iii. Full Nest iv. Single Parent v. Blended vi. Empty Nest vii. Older Single
i.

Factors of:
2.

FAMILY DECISION MAKING


Individual members of families often serve different roles in decisions making that ultimately draw on shared family resources. These individuals may be.

Information gatherers/holders Influencers

Factors of:
2.

FAMILY DECISION MAKING

The decisions makers may have the power


o

o
o o

Whether to buy Which product to buy Which brand to buy Where to buy When to buy But the Decision makers are not the purchasers!

Factors of:
2.

FAMILY DECISION MAKING

The Marketers have to distinguish between the decision maker and buyer
1. The Decision maker may specify what kind of

product to buy, but not which brand 2. The purchaser may have to make a substitution if the desired brand is not in stock 3. The purchaser may disregard instructions (by error or deliberately)

1.

2.

3.

END NOTES Marketers have to make distinction between different social classes of a society Each product should be addressed to the concerned class Cultural norms of a society should be considered

Conclusion People give value to the cultural values. Consumers are less reluctant to adopt things match with their culture. Culture impose its impact on behavior, buying, savings etc.

A marketer can make place for its product through making his/her product culture oriented.