Why Consumers Buy - The Cultural Factors That Affect Buyer Behavior
It is important that marketing messages strike a chord with its intended goals. This way is easier to think about the influences customer behavior - culture, society, individuality, and psychology. Of these four have influence, cultural influence is strongest, if you intend to attract and retain customers the highest quality, you will benefit from understanding how culture, subculture and social class influences on purchase decisions.
Culture
Culture is the biggest factor in shaping the desires, and thus behavior. As a child growing culture in which he lives to impress his mind with the general set of values and preferences. According to Leon Schiffman and Leslie Kanuka in his book consumer behavior , American children receive the following values: achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external comfort , humanity and youthful look. Much of these values are taught in American school system - public and private - where children spend most of their waking hours.
subculture
Each culture consists of smaller subcultures that include ethnicity, religion, and geographic područja.subkultura often reinforces the values instilled in the culture at large. For example, children learn the culture, whether deliberately or tacitly, that adolescence is a higher value than the old. When they enter their subculture (in this case, its general neighborhood) and compare their quality of life on the quality of life in a local nursing home, the value of youth is enhanced. This is a general example, I use it to make a statement of any kind against the homeland. I'm just the point that Americans are clearly the value of youth.
When you subculture of power and wealth, companies customize marketing messages and campaigns that serve them. This is known as a variety of marketing and has proven to be an effective marketing strategy. Think about the consequences of a group of consumers who feel neglected by their messages. May they fit your definition of a dream client, but if your campaign ignores the subcultures they identify with, the message will fall on deaf ears.
Social Class
Almost all societies have social class sustav.najjasniji example is the Indian caste system in which members of different castes were brought up and trained for specific roles in society. Americans experience the class system, from lower to upper class and all levels in between. Each class defines a common set of values and behavior. Class not defined exclusively by wealth. Other factors include occupation, education, and values. Unlike India, Americans can move up and down the class system in the course of their lifetime.
Request for marketers and salespeople to your target market requires some kind of adjustments to your marketing message. Your communication needs to suit your target market at least to some extent. Budget requests will always limit the amount of any adjustments that businesses can afford, and carefully select the pictures and the verbiage of their marketing materials and their sales presentations that have maximum impact in your market.
