Consumer Behaviour Assignment

Culture is a large part of every person’s life, it is what makes each person unique. Within culture there are many aspects such as food, music, clothing, tradition, and many more. Since culture makes up such a large part of our day to day lives, it is almost always responsible shaping and informing our view on the world.

In a group, several individuals may interact to influence the purchase decision. The typical roles in such a group decision can be summarised as follows:

The contents of this assignment will include multiple psychological theories to explain what ways an individual’s behaviour changes when he/she is part of a group. These theories will define social influence, conformity procedures within groups and social cognition, including the self-categorisation theory. Social groups are used in everyday living to represent beliefs, to work, play and to socialise. Groups can have a negative effect on an individual. Not been part of a group due to exclusion or stereotyping can create a negative effect.

Culture can be defined as a set of shared values, shared beliefs and customary ways of thinking doing things, which shape and guides the ways of organisational members. Culture is therefore very crucial as it has the ability to influence the processes or the activities of employees and the functioning of the organisation without necessarily imposing measures and control.

The Merriam-Webster dictionary defines culture as “the beliefs, customs, art etc. of a particular society, group, place or time” (Culture, n.d.). Cultural norms vary around the globe, which can make the global business

groups one could be a part of, whether it be a religious group, a group at school, a mob, a

A reference group is any person or group that serves as a point of comparison (or reference) for an individual in forming either general or specific values, attitudes, or a specific guide for behavior. They help us understand the impact of other people on an individual’s consumption beliefs, attitudes, and behavior. It helps marketers choose their methodology to affect desired changes in consumer behavior. From a marketing perspective, reference groups are groups that serve as frames of reference for individuals in their purchase or consumption decisions. Reference groups that influence general or broadly defined values or behavior are called normative reference groups. Reference groups that serve as benchmarks for specific or narrowly

1- Based on the definition of Ricky W. Griffin, Michael W. Pustay in their book international business a managerial perspective in chapter four they defined culture in saying, culture is the collection of attitudes, beliefs, values, customs, and behaviors that distinguish one society from another. A society’s culture decides the rules that govern how firms operate in the society. many characteristics of culture are worth noting for their relevance to international business.

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

In Allports article, Formation of In-Groups, there is a social psychological approach taken. He uses in-groups and reference groups to aid in his defining

     Cultures are varying among different parts of the globe. People with different cultures have different characteristics and viewpoints on the subjects due to diverse understanding and method of learning. During the past few decades, the international trade grows in a very rapid rate due to the advantages that it provides; “increased sales, operational efficiencies, exposure to new technologies and broader consumer choices” (Heslin). Therefore, when considering the culture aspect to current business world, it is crucial for business to understand the culture aspect because of the tremendous growth of international business as well as utilize the international market to its maximum

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

In order to find a definition that is able to capture what a reference group is in a comprehensive sentence, has been difficult and thus the following terms are the most relevant. The term reference group is defined as ‘A group of people that influences the decisions and opinions of a person or group’ (Cambridge, 2016). This term however, is very simplistic and more detail is required to fully understand what reference groups are. Hyman (1942) originally characterised the term in a social status study and this characterisation has been developed and refined numerous amounts of times since, (comb, 1943, Campbell, et al, 1960 and Shibutani, 1955). Park & Lessig (1977) provided their version

The field of consumer behavior studies how consumers (individuals and groups) select, buy, use, and dispose of goods, services, ideas to satisfy their needs.