Influence of Culture on Consumer Behaviour

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Influence of Culture on Consumer Behavior


After studying this chapter students should be able to understand:
1. What culture is and how it impacts consumer behaviors.
2. How culture acts as an “invisible hand” that guides consumption-related attitudes, values and behavior.
3. How culture sets standards for what satisfies consumers’ needs.
4. How culture is learned and expressed in language, symbols, and rituals.
5. How consumers are always adapting to culture-related experiences.
6. How the impact of culture on consumer behavior is measured.
7. How core cultural values impact American consumers.
8. How the American culture became a “shopping culture.”


The study of culture is the study of all
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2. In a sense, culture is a society’s personality. For this reason, it is not easy to define its boundaries.
3. Culture is the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society.
4. Beliefs consist of the very large number of mental or verbal statements that reflect a person’s particular knowledge and assessment of something.
5. Values also are beliefs, however, values differ from other beliefs because they must meet the following criteria: a) They are relatively few in number. b) They serve as a guide for culturally appropriate behavior. c) They are enduring or difficult to change. d) They are not tied to specific objects or situations. e) They are widely accepted by the members of a society.
6. In a broad sense, both values and beliefs are mental images that affect a wide range of specific attitudes that, in turn, influence the way a person is likely to respond in a specific situation.
7. Customs are overt modes of behavior that constitute culturally approved or acceptable ways of behaving in specific situations. a) Customs consist of everyday or routine behavior. b) Although beliefs and values are guides for behavior, customs are usual and acceptable ways of behaving. c) An understanding of various
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