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 shopping for and consuming an incredible range of goods and services. Yet, we all have diverse tastes, likes and dislikes and adopt diverse behaviour patterns even though creating buy choices. A number of variables influence how we, as men and women and as societies, live, acquire, and consume. External influences such as culture, ethnicity, and social class influence how individual shoppers order and use products, and assist clarify how groups of customers behave. The study of culture encompasses all elements of a society such as its religion, information, language, laws, customs, traditions, music, art, technology, perform patterns, products, and so on. Culture is an exceptionally important and all pervasive influence in our life.
Objectives
- Define culture
- Identify the numerous 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 experience, a set of behavioral pattern". Therefore, culture consists of conventional concepts and in particular the values, which are attached to these tips. It contains information, belief, art, morale, law, customs and all other habits acquired by man as a member of society. An accepted idea about culture is that includes 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 means of the following three strategies:
1. Formal learning: parents and elders teach children the correct way to behave. For instance, you have been taught that you require to study to be profitable and pleased in life. This studying may well influence your response both as a student and individual towards education.
2. Informal finding out: we discover by imitating the behaviour of our parents, associates, or by watching Television and film actors in action
three. Technical studying: directions are given about the precise method by which particular items to done 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 tends to make life a lot more effective
?All members follow identical norms.
?Culture is adaptive.
?Culture is environmental.
?Numerous cultures are nested hierarchically.
Culture also determines what is acceptable with product marketing. Culture determines what many people put on, consume, reside and travel. Cultural values in India are beneficial wellness, education, respect for age and seniority. But in our culture today, time scarcity is a developing issue, which implies a change in meals. Some alterations in our culture:
