CULTURE INFLUENCE CONSUMER BEHAVIOUR
(Raj Buswala 66)
VALENTINE’S DAY”- IMPLICATIONS FOR THE CONSUMER BEHAVIOUR.
TOMA ANDREI (2020):
State that Culture is a big idea that has many meanings. One meaning is national culture, which includes the things people create (like clothes, houses, and tools) and the things they believe (like traditions, holidays, and values). National culture comes from history, language, and shared experiences. It affects how people live, even in different parts of the same country. For example, in Romania, different regions have unique traditions. Culture changes over time, but slowly. Sometimes, big events like wars or new technology can make culture change faster. Material culture (things people use) changes quickly, but spiritual culture (beliefs and values) changes much more slowly. Values are very important in culture because they guide how people act. They also affect what people buy. A famous researcher, Geert Hofstede, said that shopping and consuming are influenced by people’s values. One example of culture’s influence is the Internet. People in wealthier countries use it more because they feel safer with new things. This is a cultural trait called “uncertainty avoidance.” When two cultures meet, they share ideas. This is called acculturation. For example, Valentine’s Day came from other countries to Romania and became popular, creating business opportunities. Culture is always changing, and businesses need to understand these changes to succeed.
THE ROLE OF CULTURE IN U.S. REGARDING CONSUMER BEHAVIOR
Daniela Adriana Bălan, Loredana Popescu
State that Culture is the way people live, think, and do things. It includes language, food, traditions, and beliefs. People learn culture from their families and communities, not from birth. Culture spreads when people move, trade, or share ideas. For example, in New York, many people speak English, but some speak Spanish or Chinese because they brought their culture with them. Long ago, some places were the first to create big cultures. These are called “culture hearths,” like Egypt and Mesopotamia, where farming, tools, and religions began. Today, modern cities like New York, London, and Tokyo spread culture too. For example, sushi is popular in the U.S., and Coca-Cola is sold in small villages worldwide. Culture does not always spread easily. Mountains, oceans, and different languages can keep cultures apart. But today, the internet, TV, and travel help cultures mix. This can be good, but sometimes small languages and traditions disappear. Businesses also help spread culture. Companies like McDonald’s and Starbucks are found in many countries. People buy products based on where they come from, like Ford from America or Mitsubishi from Japan. Many things in the U.S. are made in other countries, like China, because it’s cheaper. However, some workers in poor countries are paid very little. In the future, cultures will keep changing as people connect worldwide. It’s important for businesses and governments to respect different cultures and treat workers fairly while sharing ideas and products.
CONSUMER CULTURE AND POSTMODERNISM
Prasidh Raj SINGH (2011)
Postmodernism has many meanings and is used to describe different aspects of life, such as music, literature, art, philosophy, history, media, and consumer culture. It is a complicated term that writers use to explain different ideas. According to Feathertone (1991), postmodernism refers to new ways of thinking and cultural changes. It also suggests that our daily life and identity have changed over time. Some believe that modern societies have moved into a new stage called post-modernity, where industries and economies work differently than before.Consumer culture plays an important role in society. It means that people’s shopping habits and preferences change regularly. Consumer culture refers to a way of life where buying and selling products is very important. It not only keeps the economy strong but also shapes people’s thoughts, values, and desires. Advances in technology, population growth, and economic changes all affect consumer culture.People’s social class, gender, ethnicity, region, and age influence what they buy and how they view consumerism. Some people fully accept a lifestyle centered around buying things, while others may not. Consumer culture changes over time as people’s needs and preferences evolve. It is a key part of modern society and affects how businesses sell products and how people see themselves.
CONSUMER BEHAVIOR AS A WAY TO STUDYING SOCIOLOGY OF CULTURE
Amar Ahmed
Presented Consumer Culture Theory (CCT) is about how people buy things and how this is connected to their culture and the world around them. Arnould and Thompson (2005) studied many papers and found that people don’t just buy things because they need them they buy them because of what they mean in their lives. CCT says that culture is always changing, and different groups of people give different meanings to things. Instead of everyone in a society sharing the same values and beliefs, people mix their personal history, social life, and media influences to create their own ways of living. CCT looks at four main ideas: 1. Identity: People buy things to express who they are. 2. Marketplace Culture: People don’t just buy culture they create it too. 3. Society’s Influence: What people buy is shaped by traditions, social roles, and history. 4. Media Influence: Advertisements and media tell people what is “cool” or “important.” CCT is studied in many fields, like sociology, business, and media studies. It shows how buying things is more than just shopping it’s a way people tell their stories, connect with others, and shape their world.
GROUP NORMS AND CONSUMER BEHAVIOR
Pillai, Rajasekharan and Rajan, Jainey S. and Variyamveettil, Sunitha and Mathew, Dhanu E. , Nath,Subodh S.
The paper “Group Norms and Consumer Behaviour” studies how people’s culture and social groups affect their shopping choices. It looks at how factors like age, gender, nationality, education, job, and income influence buying habits, especially in Bahrain, UAE, and Saudi Arabia.Culture plays a big role in shaping what people buy, their shopping habits, and their decisions. It is a set of beliefs and values passed from one generation to another. The study refers to experts like Hofstede, Schiffman, and Kotler, who say that culture and smaller cultural groups strongly impact shopping behavior.A survey was conducted with 160 people to understand their shopping preferences. It focused on five key factors: price, brand, product usefulness, shopping convenience, and discounts/offers. The study found that income and job status have the biggest effect on shopping behavior, followed by education. Wealthier people prefer well-known brands and spend more. A person’s job also influences their shopping choices because of the people they work with.The study found that people with lower incomes care more about price, while education and job status affect how much they value convenience and product quality.
CULTURAL DIVERSITY AND ITS INFLUENCE ON THE ATTITUDES OF AFRICANS AND INDIANS TOWARD MARKETING COMMUNICATION
Abosede Ijabadeniyi ,Jeevarathnam Parthasarathy Govender , Dayaneethie Veerasamy (2017):
Consumer culture is how people’s buying habits shape society. It refers to a world where mass production and consumption influence what people value and desire. Many factors, like income, education, social class, gender, and age, affect how people buy things and view consumerism. Some people embrace a lifestyle focused on buying and using products, while others are more selective.A study on African and Indian consumers in South Africa shows that culture affects attitudes toward marketing. Some people prefer advertisements that highlight personal success, while others favor ads that focus on family and community benefits. In individualistic cultures, people make decisions based on personal goals. In collectivist cultures, group opinions matter more.Marketing strategies must respect these differences. Companies need to create culturally sensitive ads that match people’s values. Understanding cultural diversity helps businesses.connect better with customers and build strong relationships. Culture and consumer behavior are closely linked, shaping how people see products and brands in their daily lives.
MODELING NEGOTIATING ABILITIES IN THE CONSTRUCTION SECTOR: A PROPOSED MATHEMATICAL MODEL USING THE CONFIRMATORY FACTOR ANALYSIS METHOD
Mohamed Algezawy ,Alaa M. S. Azazz , Magdy E. A. Tork , Ibrahim A. Elshaer (2023):
The document discusses how people choose healthy food at fast-food restaurants. It looks at how labels on food (like “healthy” or “low fat”) help people make better choices. The study also checks if different cultures (like people from different countries) think about food labels differently.Researchers wanted to know if people’s beliefs, habits, and what their friends think affect their choice to buy healthy food. They used a theory called the “Theory of Planned Behavior” to understand this. It means that if people believe eating healthy is good, if their family and friends support them, and if it’s easy for them to choose healthy food, they are more likely to buy it.The study was done in fast-food restaurants and showed that food labels help people pick healthier options. However, people from different cultures react differently to these labels. Some care a lot, while others don’t.The results suggest that restaurants should make food labels easy to understand and encourage people to make healthy choices. This can help people eat better, feel healthier, and enjoy their meals without worry.In short, food labels are helpful, but not everyone sees them the same way. To make the biggest impact, restaurants should use clear, simple labels that everyone can understand.
CONSUMER BHEAVIOUR AND THE DEMAND FOR CULTURAL INDUSTRY PRODUCTS
Oana, Chindri -V sioiu1, M d lina-Cristina, Tocan.
Cultural industries create and share many kinds of products, such as books, music, movies, and news. These products can be grouped into two types: “cultural goods” (like books and music) and “informational goods” (like news and TV shows). Cultural goods, like art or music, are hard to predict. Some become very popular, while others do not. That’s why companies release many different products, hoping a few will succeed and make up for the losses. Also, different communities have different tastes, so what works in one place may not work in another. Informational goods, like news, can be copied and shared easily. The same news story might appear on TV, radio, and newspapers. People can buy different newspapers or watch different shows to get the same information. The price of a newspaper stays the same every day, even though some news is more interesting than others. There are two main types of cultural products 1. Fixed cultural goods :-Books, movies, and music that people buy and own. 2. Flow cultural goods: – TV shows and radio programs that are shared continuously and paid for by advertisements. Unlike other industries, cultural industries rely on creativity, and not everything follows business rules. Creativity is unique, and cultural products have to balance art and business.
INFLUENCE OF ADVERGAMES ON BRAND OUTCOMES AND CROSS-CULTURAL CONSUMER BEHAVIOR
Alaa hanbazazah, Carlton Reeve, Mohammad Abuljadail.
Advergames are special video games made to promote brands and products. Many companies use them because over 3.1 billion people play video games worldwide. These games help people remember brands better by showing their logos and products inside the game.A long time ago, in the 1970s, early advergames started with famous games like Mario and Donkey Kong. Later, brands like McDonald’s made their own games. Today, advergames increase brand awareness and make people more interested in products.When ads fit well into the game, players remember them better. But if ads feel forced, players might not like the brand. People also buy products they see in games, especially when they get rewards for interacting with brands.A study with 482 people from Saudi Arabia and the UK showed that younger players (18-25 years old) paid the most attention to ads in games. UK players remembered ads better (52.56%) than Saudi players (36.47%), who mostly ignored them.Different cultures see ads differently, so companies need to change ads for different countries. Advergames help brands stay in people’s minds, make them more likely to buy products, and build brand loyalty. To make advergames successful, companies must consider different cultures and how people react to ads in games.
THE INFLUENCE OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR IN THE 55+ AGE GROUP
Bogdan Gregor , Dominika Kaczorowska-Spychalska (2016):
Social media is like a big online playground where people talk, share pictures, and watch videos. Grown-ups, especially those older than 55, also use social media a lot. They see ads, read what others say about products, and decide what to buy based on what they see.Before, they would watch TV ads or ask friends about good products. But now, they look at social media posts, reviews, and influencers (people who suggest things online). If a product looks useful or has good reviews, they might buy it.Sometimes, companies show ads that make things look exciting, and older people feel they need them. Other times, they listen to friends or family who share their experiences online.
Social media also helps them learn about discounts, new products, or things they didn’t know they needed. Some like to read and learn before buying, while others buy quickly if they see something interesting.Even though social media makes shopping easier, people must be careful and check if something is really good before buying. Not everything online is true.In short, social media changes how older people shop, making them rely on what they see, read, and hear from others online.
CONCLUSION
Culture encompasses traditions, values, language, and shared experiences, which shape people’s choices, including their purchasing decisions. National culture plays a significant role, as different regions within a country may have unique customs affecting consumer habits. Additionally, cultural values evolve over time, with major events like technological advancements accelerating changes.Geert Hofstede’s research highlights how cultural traits, such as uncertainty avoidance, impact consumer behavior. For example, people in wealthier countries are more open to adopting new technologies. The document also examines the spread of cultural influences through globalization, where products and traditions move across borders. This is evident in how international brands like McDonald’s and Coca-Cola integrate into different cultures while maintaining their global identity.Consumer Culture Theory (CCT) explains that people buy products not just for practical needs but also for symbolic meanings that align with their identity and social influences. Factors such as social class, gender, age, and education shape individual buying preferences. Advertisements and media further reinforce cultural values by portraying what is considered desirable or important.Studies on specific regions, such as the Middle East and South Africa, reveal that cultural norms affect marketing effectiveness. In collectivist societies, group opinions heavily influence purchasing decisions, whereas individualistic cultures prioritize personal choices. Businesses must tailor their marketing strategies to respect cultural differences and create relevant advertisements.Emerging trends like social media and advergames also impact consumer behavior. Older generations increasingly rely on online reviews and influencer recommendations, while younger consumers engage with brands through interactive gaming experiences. Companies must adapt to these cultural shifts to remain competitive.
In conclusion, understanding cultural influences is essential for businesses to succeed. Consumer behavior is deeply tied to cultural identity, and companies that acknowledge and adapt to these factors can better connect with their target audiences.
REFERENCE
Abosede Ijabadeniyi & Jeevarathnam Parthasarathy Govender & Dayaneethie Veerasamy, 2017. “Cultural Diversity and its Influence on the Attitudes of Africans and Indians toward Marketing Communication: A South African Perspective,” Journal of Economics and Behavioral Studies, AMH International, vol. 8(6), pages 28-39.
Abu Elnasr E. Sobaih & Mohamed Algezawy & Ibrahim A. Elshaer, 2023. “Adopting an Extended Theory of Planned Behaviour to Examine Buying Intention and Behaviour of Nutrition-Labelled Menu for Healthy Food Choices in Quick Service Restaurants: Does the Culture of Consume,” IJERPH, MDPI, vol. 20(5), pages 1-19, March.
Alaa Hanbazazah & Carlton Reeve & Mohammad Abuljadail, 2022. “Influence of Advergames on Brand Outcomes and Cross-Cultural Consumer Behaviour,” International Business Research, Canadian Center of Science and Education, vol. 15(8), pages 1-1, August.
Amar Ahmed, 2020. “Consumer Behaviour as a Way to Studying Sociology of Culture,” International Journal of Social and Administrative Sciences, Asian Economic and Social Society, vol. 5(2), pages 143-155.
Bogdan Gregor & Dominika Kaczorowska-Spychalska, 2016. “The Influence of Social Media on Consumer Behaviour in the 55+ Age Group (Wplyw social mediow na zachowania konsumenckie osob w grupie 55+),” Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(59), pages 224-236.
Daniela Adriana Bălan, Ph. D & Lect. Loredana Popescu, Ph. D Student, 2010. “The Role Of Culture In U.S. Regarding Consumer Behavior,” Annals of University of Craiova – Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 3(38), pages 1-12, May.
Oana, CHINDRIS-VASIOIU & Madalina-Cristina, TOCAN, 2013. “Consumer Behavior And The Demand For Cultural Industry Products,” Management Strategies Journal, Constantin Brancoveanu University, vol. 22(Special), pages 395-402.
Pillai, Rajasekharan & Rajan, Jainey S. & Variyamveettil, Sunitha & Mathew, Dhanu E. & Nath, Subodh S., 2011. “Group Norms and Consumer Behaviour,” MPRA Paper 28177, University Library of Munich, Germany.
Prasidh Raj Singh, 2011. “Consumer Culture and Postmodernism (English version),” Logos Universalitate Mentalitate Educatie Noutate – Sectiunea Filosofie si Stiinte umaniste/ Logos Universality Mentality Education Novelty – Section: Philosophy and Humanistic Sciences, Editura Lumen, Department of Economics, vol. 1, pages 469-506, February.
Toma Andrei, 2020. “Valentine’S Day – Implications For The Consumer Behaviour,” Annals – Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 151-157, October.