Culture Is Defined As A Society 's Personality

1730 Words Nov 16th, 2015 7 Pages
3. Culture
Culture is defined as “a society’s personality and describes what people have in common. It is the total sum of learned beliefs, values and customs that direct the consumer behaviour of members of a particular society”. It is the lens through which consumers view products or services and then, associate it with their own and other people’s behaviour. Every consumer perceives the product/service through his/her own cultural lens making culture unique, dynamic and always evolving. Sometimes culture determines the success or failure of certain products and services in specific markets. Culture consists of five important factors- values, beliefs, customs, languages and symbols which refers to feelings and priorities that people
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This move was initiated by the government in order to promote and boost domestic clothing production. They believe that by putting the ‘Japan Quality’ tag will encourage people to buy domestic produced clothes which are perceived by them to be of high quality than buying cheaper imported clothes, thus increasing overall revenues and domestic brand values.
Values in culture for consumer behaviour means judgements or thoughts about products or services being perceived by members of a society (or large group). It consists of a large number of particular verbal or mental statements that reflect a society’s knowledge and way of assessing the buying and consuming behaviour for a particular thing (store, brand, product or service). Marketers should adapt these values for brand promotion since these change depending upon given location. For example, in the US, the buying behaviour of consumers are self-focused (self needs) whereas in China, it is more family focused (family or group needs) purchasing. Thus, companies like IKEA and Mercedes-Benz successfully adapts such buying cultural behaviour from given locations by making family-oriented ad campaigns in China to cater to the Chinese consumers whereas in the US, take the self-oriented ad approach for the American consumers.
Norms (customs) in culture for consumer behaviour refers to standard or typical symbolic consumer buying activity happening in a fixed sequence and repeated
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