The culture a person is born into goes a long way toward
determining that individual's behavior patterns, beliefs and
values. Culture is defined as a shared set of practices or beliefs
among a group of people in a particular place and time. Marketers,
analysts and consumers themselves use an awareness of culture to
learn how and why consumers in a particular culture behave the way
they do.
Culture is an important factor in determining consumer
behavior. It explains why some products sell well in certain
regions or among specific groups, but not as well elsewhere.
Besides purchasing decisions, culture also affects how
consumers use the products they buy and how they dispose of
them.
Product use helps marketers position their products differently
in each market, while the culture's effects on product disposal can
lead governments to adopt more effective recycling and waste
reduction strategies.
Consumers can examine how members of other cultures use the
same products, or fulfill the same needs with different products,
as a way to find more efficient, cost-effective options in the
marketplace.
Traditions are central to the ways that culture influences
consumer behavior. For example, in mainstream American culture,
turkey is a traditional food for Thanksgiving. This culturally
specific behavior allows companies that produce poultry, along with
the retailers who sell it, to prepare for increases in demand near
the Thanksgiving holiday, but only in the United States.
Other countries have traditions that put special demands on the
suppliers and retailers that serve those markets. Traditional
patterns change over time as a culture evolves.
The best example of influence of culture on consumer behavior
is McDonalds. The same McDonalds has different type of Burgers in
USA, UK and India.
The effect of culture on consumer behavior is observed most on
the basis of social class of the individual. If the consumer
belongs to a higher social class, he has to buy a mercedes to show
his social class. On the other hand, a consumer of the low social
class will be happy with a bicycle too.Social class influences many
different aspects of a consumer. What he wears, what he drives or
rides, how he carries himself, which product he needs or does not
need, are all decided on the basis of Social class.
In India, people still value joint family system and family
ties. Children in India are conditioned to stay with their parents
till they get married as compared to foreign countries where
children are more independent and leave their parents once they
start earning a living for themselves.
A male consumer would prefer a Dhoti Kurta during auspicious
ceremonies in Eastern India as this is what their culture is.
People generally make fun of males buying fairness creams as in
the dominant culture only females are expected to buy and use
beauty products. Males are perceived to be strong and tough who
look good just the way they are.