CULTURAL & ENVIRONMENTAL INFLUENCES ON CONSUMER
CULTURAL & ENVIRONMENTAL INFLUENCES ON CONSUMER
BEHAVIOUR
Introduction
Everybody in this world is a consumer. Everyday of our life we are buying and consuming an extraordinary selection of goods and services. But, we all have completely different tastes, likes and dislikes and adopt distinct behaviour patterns although generating obtain choices. A great number of factors influence how we, as men and women and as societies, reside, purchase, and consume. External influences such as culture, ethnicity, and social class influence how individual shoppers invest in and use products, and support explain how groups of consumers behave. The study of culture encompasses all aspects of a society such as its religion, know-how, language, laws, customs, traditions, music, art, technology, function patterns, merchandise, and so on. Culture is an highly essential and all pervasive influence in our life.
Objectives
- Define culture
- Identify the various influences on culture
- Describe sub-cultures and its influences
CULTURE - Which means
For the objective of studying consumer behaviour, culture can be defined as the sum total of learned beliefs, values and customs that serve to guide and direct the consumer behaviour of all members of that society. Howard and Sheth have defined culture as "A selective, manmade way of responding to expertise, a set of behavioral pattern". Thus, culture consists of conventional ideas and in certain the values, which are attached to these ideas. It contains information, belief, art, morale, law, customs and all other habits acquired by man as a member of society. An accepted concept about culture is that consists of a set of learned beliefs, values, attitudes, habits and forms of behaviour that are shared by a society and are transmitted from generation to generation inside that society.
Culture is learned by way of the following 3 techniques:
1. Formal learning: parents and elders teach children the suitable way to behave. For instance, you have been taught that you require to study to be productive and content in life. This learning may possibly influence your response each as a student and individual towards education.
2. Informal understanding: we find out by imitating the behaviour of our parents, associates, or by watching Television and film actors in action
three. Technical mastering: directions are given about the specific method by which certain factors to performed such as painting, dancing, singing and so on.
Characteristics of Culture
?Culture is learned.
?Culture regulates society –Norms, standards of behaviour, rewards and punishments.
?Culture makes life way more efficient
?All members follow very same norms.
?Culture is adaptive.
?Culture is environmental.
?Several cultures are nested hierarchically.
Culture also determines what is acceptable with item marketing. Culture determines what persons wear, eat, reside and travel. Cultural values in India are good wellness, education, respect for age and seniority. But in our culture at this time, time scarcity is a increasing difficulty, which implies a transform in meals. Some adjustments in our culture:
