Culture Influence On Consumer Behaviour

“Culture both influences and reflects consumer behaviour, it is a mirror of values, principles and possessions of its individuals rather members”
Statistics and consumer research surveys have shown that;
1] The average Frenchman uses almost twice as many cosmetics and beauty aids as his wife
2] The German and French eat more packaged branded Spaghetti than the Italians
3] In the United States people put more pressure on results want things to take place faster and believe in direct communication while taking decisions
4] Women in Tanzania would not give eggs to their children for fear of making them bald.
Introduction
Culture can be said to be a set of socially acquired values that society accepts as whole and transmits it to its members

Culture is what stands as a comprehensive concept it includes both an individual’s preferences and the way people make decisions. We say culture is acquired since an individual is born into a culture, these cultural influences operate by having set boundaries for an individual behaviour and also influences the functioning of the families at large; these boundaries mentioned above are called norms and these norms are derived from cultural values or formerly beliefs rather principles that reinstate what is not desirable; non adherence to these norms is considered social disapproval in highly sensitive culture individuals could even be banished from their groups, these cultural values create norms and sanctions which in turn also influence consumption pattern.
Cultural values are beliefs that a general state of existence is personally and socially worth striving for. (Consumer Behaviour, Milton J Rokeach, 6th Edn., Thomson Learning, 2001, pp. 450.) Value systems are the relative importance which cultures place on the values. For example Indian culture has for many generations valued family togetherness i.e. the joint family system and inner harmony as part of our value system. While in America or rather the Western culture places more importance on individual

With the passage of time India has been a witness to changes in some of the values practiced. These are seen in the form of diversity in religions, culture and customs, traditionalism and materialism, orientation towards youth, the rising importance of self-fulfilment and also the rising trend of giving way to consumerism.
With changes in demographics many rituals have undergone changes for instance traditionally wearing heavy jewellery was the trend. However not light, trendy designed jewellery is preferred keeping in mind the changing times. This also balances with the traditional belief of purchasing gold during Akshaya Tritiya and Dhanteras, thus creating a blend of traditional customs with a more pragmatic