Cultural Factors: Culture is the part of every society and is the significant cause of a person’s wants, needs, and behavior. The influence of culture on consuming behaviors is different and varies from country to country. Therefore marketers should be cautious in analyzing diverse groups
Understanding culture for international management is very important because it leads to the development of cultural sensitivity in an international context. It also tells us how culture has a direct influence on international management decisions. Hofstede’s 6 dimension model consists of certain criteria namely, individualism, pragmatism, power distance, masculinity, uncertainty Avoidance, indulgence. All these characteristic are very much influenced by the culture itself. Hence to go beyond ethnocentricity, managers try to understand and internalize cultural differences.
Since human are social animal, therefore people will divided into many groups in society. Each group has its own social identity, and share similar values, which will guide people’s behavior. Hence, by managing the identity of customer, marketers can influence consumer behavior in some extent. In this essay, I will first discus my viewpoints on this article, and than discus the issues of social identities with example in global outlook. The article mentions an idea of how social identities important to marketers, there are a lots of example show the successful case of how marketers intervene the consuming behavior and create values to their product by creating different social identity, One of the most successful case mentions in the article is that when Nescafe first launch the instant coffee, the marketer focus on how the time saved by women can better serve their husband.
Other opinions also confirm that national culture has an important role in shaping organisation behaviour (Aldhuwaihi, 2013). Yoon (1996) even asserted that although cultural values and social norms are important for social life, their existence also
This shift is also attributable to a “cultural turn”. Cultural turn is realizing the vitality of culture in comprehending the functioning of today’s society (Alexander 1990). However there is still a persistent stigma in comprehending and studying the sociology of Consumer Behavior. On the other hand, there is an even
Thus we can conclude that an individual is greatly influenced by the external binds and constructions of society. Culture does play a pivotal role in the way we behave and thus it is necessary to be culture sensitive and take an eclectic approach while dealing with various syndromes.
Culture has been defined by Hinde (1987,p3-4) as “better regarded as convenient label for many of the diverse ways in which human practices and beliefs differ between groups.” Human development is a cultural process as human beings across the world differs in numerous ways, by their beliefs, traditions values and norms. We all differ in the way we speak(language), the food we eat, the way we dress up and also our religion. The culture of a particular society defines who they are and differentiate them from the others. But what is culture? In the first part of the following essay, we will examine how culture affects human development, resulting
It is very important to the firm’s strategy to be distinct, in term of value proposition, so that it can propose the unique positioning to meet and match with its target consumers. Additionally, it is obviously clear that the most effective CSR strategy appears when the social dimension is added to the company’s core values (Porter & Kramer,
Two factors that reinforce association to any piece of information are its personal relevance and the coherence with which it is represented over time. The particular associations we recall and their significance will depend not only on the power of association, but also on the recuperation of cues present and the context in which we consider the brand. Let’s consider the factor that, in general, impact the power and recallability of a brand association. Consumers form beliefs about brand attributes and benefits in different ways. Brand attributes are those descriptive features that characterize a product or service.
Cultural Factors Cultural factors exert a broad and deep influence on consumer behaviour. Marketers must to understand the role played by the buyer’s culture, subculture and social class. i. Culture A person’s culture is represented by a large group of people with a similar heritage. The American culture, which is a subset of the Western culture, is of primary interest here.