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Culture's Impact on Consumer Behavior

Culture has a significant influence on consumer behavior. Culture is defined as the sum of learned beliefs, values, and customs that serve to regulate consumer behavior within a society. It acts as an "invisible hand" that guides attitudes, values, and behaviors related to consumption. Culture sets standards for what satisfies needs and is learned and expressed through language, symbols, and rituals. However, culture is also dynamic and evolves based on changing technologies, demographics, resources, and customs from other cultures. Researchers measure the impact of culture on consumer behavior through content analysis and consumer fieldwork.

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5 views21 pages

Culture's Impact on Consumer Behavior

Culture has a significant influence on consumer behavior. Culture is defined as the sum of learned beliefs, values, and customs that serve to regulate consumer behavior within a society. It acts as an "invisible hand" that guides attitudes, values, and behaviors related to consumption. Culture sets standards for what satisfies needs and is learned and expressed through language, symbols, and rituals. However, culture is also dynamic and evolves based on changing technologies, demographics, resources, and customs from other cultures. Researchers measure the impact of culture on consumer behavior through content analysis and consumer fieldwork.

Uploaded by

zeekhan.ajk.rkt555
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd

Chapter 11

Influence of culture on consumer behavior


Learning objectives
• To understand what culture is how it impact consumer behavior.
• To understand how culture acts as an “Invisible Hand” that guides consumption- related
attitudes, values and behavior.
• To understand how culture sets standards for what satisfies consumer’s need.
• To understand how culture is learned and expressed in language, symbols and rituals.
• To understand how consumer are always adapting to culture- related experiences.
• To understand how the impact of culture on consumer behavior is measured.
• To understand how core culture values impact American consumer.
• To understand how the American culture become a “shopping culture”.
CULTURE
• The sum total of learned beliefs, values that serves to regulate the
consumer
behavior of member of a particular society
The Invisible Hand of Culture
• Each individual perceives the world through his own cultural lens.
Conceptualize different level od cultural norms:

• The supernational
• The national
• The group
Culture Satisfies Needs
• Food and clothing
• Needs vs luxury
Forms of Learning
• Formal learning
• Informal learning
• Technical learning
Culture is Dynamic
• Evolves because its fills needs
• Certain factors change culture
 Technology
 Population shifts
 Resource shortage
 Wars
 Changing values
 Customs from other countries
The Measurement of culture
• Content analysis.
• Consumer fieldwork.
• Value measurement instruments.
Content analysis
• A method for systematically analyzing the content of verbal and or
pictorial communication. The method is frequently used to determine
prevailing social values of a society.
Consumer Field Work
• Field observation
 Natural setting
 Subject unaware
 Focus on observation
• Participant observation
THANK YOU

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