The impact of culture on consumer buying behaviour Essay

The impact of culture on consumer buying behaviour - Essay Example This paper illustrates that cultural factors have an important influence on the buying behavior of consumers. It consists of operating procedures that are mutually shared, norms, tools, values, and unstated assumptions. It also comprises standards for evaluating, communicating, and perceiving. Cultural factors differ by country to country and are a complex phenomenon when people move to foreign countries where the cultural dimensions that are prevalent are totally different. Under such circumstances, people are faced with various cultural reference groups which ultimately affect their behavior towards purchasing. Marketers, in response, must develop tools for marketing communication which seeks to address reference group and cultural factors from a domestic as well as global perspective. Market segmentation must be used by marketers to develop marketing messages for customers with the purpose of educating them about the service or product being offered so that they are stimulated to buy the service or product of the marketer being advertised. Culture is defined as a sum total of values, customs, and learned beliefs that guide the behavior of consumers living in a particular society. Consumer behavior is concerned about the decision-making processes of buyers. It studies behavioral variables and demographics to understand the wants of consumers. It is not easy to define culture in respect of its pervasive and broad nature. Its boundaries are not easy to define. There are several aspects to it which need to be understood.