Analysis of the relationship between consumer

culture and brand selection decision a study on

Burberry Apparels

Table of Contents
Introduction............................................................................................................... 2
Research Question & Objectives.................................................................................. 3
Research Purpose..................................................................................................... 4
Literature Review........................................................................................................ 4
About Burberry....................................................................................................... 4
Consumer Culture.................................................................................................... 5
Consumer Behaviour................................................................................................ 5
Culture & Consumer Behaviour...................................................................................6
Culture Affecting Brand Decisions............................................................................... 7
Gap Identification.................................................................................................... 7
Empirical Research Methods.......................................................................................... 8
Research Strategy.................................................................................................... 8
Research Design...................................................................................................... 8
Data Collection & Research Instrument.........................................................................8
Data Analysis.......................................................................................................... 9
Conclusion................................................................................................................ 9
References.............................................................................................................. 10

Introduction
With globalisation, the marketplaces have become multicultural and marketers currently face
such marketplaces increasingly and firms are required to operate in such a multicultural
atmosphere.

Further, the global migration and communication media i.e. satellite and

televisions are helping the people get into multicultural mind sets in their domestic markets
and consumers are getting exposed to different behaviours and activities (Solomon et al,
2014). One of the biggest countries supporting immigrants is United Kingdom. From 1991 to
2001, immigrants constitute more than half of Britons population growth (Panayi, 2014).
Thus in this country, immigrants from various cultures has made diverse culture come
together making individuals having different mind sets are working and living together for
producing common products and commodities (Allsopp, Chase, & Mitchell, 2014). The
retailer like Burberry is getting affected due to the existence of contrasting mind sets since in
a single market of UK, the company has to cater to the diverse people.
The luxury clothing market in the United Kingdom has many angles to look into. The market
since 1975, when it was recognised as emergence of the modern market, has become
sensitive and eccentric and has become multilevel market (Skorobogatykh, Saginova, &
Musatova, 2014). This modern market is attracting and catching marketers of high street
retailers. By going into the culture of consumers culture affecting the persons buying
decision, the company like Burberry can have a marketing strategy.

Research Question & Objectives

It is to study how different customers in the United Kingdom coming from different cultural
background affect the buying pattern of Burberry fashion Apparel. Under this context,
research questions have been framed.
To express a persons personality and lifestyles, people allot a portion of their time and
money (Skorobogatykh, Saginova & Musatova, 2014). At the same time, the basic values and
beliefs of the consumer differ from one culture to another and Burberry has to understand this
aspect and come up with a proper marketing strategy. In this research paper, exploration of
different cultural elements that affect consumers buying decision in the United Kingdom and
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how Burberry needs to strategize their marketing keeping in view of these aspects at different
location of their stores in the UK. Even the understanding of consumers back home culture
that affect their buying decision to wear clothing from high fashion retailers will be taken in
to account.
The main research objectives are
1. To identify the different cultural aspects of buying high luxury and fashion apparel
and accessories with reference to Burberry
2. To analyse how Burberry stands with respect to the other luxury high fashion brands
in the minds of the customers.
3. To understand how the dominant culture of Britain affects the buying patter from
different cultures.
4. To identify the pros and cons of Burberry selling its fashion apparel to different
cultures.
Research Purpose
The cultural influence on consumer behaviour has been researched by several researchers all
over the globe. Many of these research work (as seen in Al Mutawa, Elliott & Nuttall, 2015;
Cleaver et al, 2015; Halme & Rissanen, 2015; Petersen et al, 2015) deals with influence of
culture only as an explanatory tool for the purpose of marketing and less research has been
done taking into account the elements of culture and how it affect the consumer buying
behaviour.
Additionally, these research studies have not offered a framework wherein the literature can
be integrated in theory and do not have the complete account of cultural dimensions affecting
consumer behaviour components in particular. Therefore, further research in this area as per
Laroche & Takahashi, (2015) needs firm theoretical and conceptual frameworks duly
combining different research subjects and disciplines. Further, it may be seen that the earlier
research studies have taken up different cultural aspects and values and has not taken into
account its aesthetics and its influence on the behaviour of the consumer.
Burberry with its tartan design has certain aesthetic value. Only if the brand comprehends
different nuances of the cultural aspects and its characteristics, they can sustain and be the
leader. Finally, it has become very difficult to develop marketing strategies for companies due
to the current situation of different ethnic groups and multilevel growing demands for apparel
in a single market. As per Mazaheri et al (2014), consumers of several ethnic groups in the

multicultural market place interact with each other and process of adaption starts. At this
time, changes in demand and new commodities are expected in market.

Literature Review
About Burberry
With a headquarters in London, U K, Burberry Plc is a company. It has specialised in fashion
apparel in the field of designing and the distribution of the fashion clothing and accessories.
They are also licensing franchisees for both men and women clothing. The company has good
market share in the British luxury market and are expanding all over the globe (Peng & Chen,
2012). The company has the competitive advantage on the basis of differentiation from other
luxury apparel brands. The company has internationally renowned Tartan Pattern which is
very popular and the popularity is so much that Queen and the King of Great Britain granted
the company Royal Warrants for the goods that are produced by the company (McMahon,
2012). They were recently ranked number 1 in the world for Fashion Brands Ranked by
Digital IQ Score from L2 Think Tank.
Consumer Culture
A specific group of people will have their own culture (Laroche, 2015). The groups,
individuals and organisations relate themselves to their culture. The culture forms the basis
for civilisations acts and beliefs. The culture as per Arnould & Thompson, (2015) is the ways
of living set up by a group of human beings that is transferred from one generation to another.
Therefore culture relates to the ways of life, actions and ideals of previous generations. The
ideas of beauty, taste and appearance primarily expressed in colours and fine arts is aesthetics
(Wearing et al, 2015). It plays very important role in selections of ensigns and related
commodities. Finally, the idea of family structure in a society is reflected by institution
(Featherstone, 2014). The institution sets the product range that is required by the family.
Consumer Behaviour
Consumer behaviour is quite complex and is very dynamic. Required data can be got from
perspectives from different disciplines around the world. Consumer behaviour is considered
as different actions and reactions for certain stimuli. The research on consumer behaviour
encompasses different theories and subjects. As consumers are getting exposed to global
market place due to global integration, decision making is getting complex. The market has
been introduced with many new products and brands have confused the consumers with
plenty of choices and also have jammed places in retail stores. Generally, customer mind set
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measures are now assessed by brands. Consumers and their reaction to the outside are known
as consumer behaviour. The key element of the consumer behaviour is customer reaction.
First need arises and then search for the product that meets the need is done and ultimately
they use the product to satisfy their requirement. When once the need is satisfied, they tend to
dispose of the product (Yoo, & Kim, 2014). The main theme of the consumer behaviour is
exchange.
Culture & Consumer Behaviour
The impossible task is the bifurcate culture and consumer behaviour. They are intimately
combined together (Bassiouni & Hackley, 2014). The theory on the influence of culture on
decision making has been given by anthropologists (Nwachukwu & Dant, 2015). Due to the
consumer culture, capitalist commodity production has increased and that has led to a vast
accumulation of material culture in the form of consumer goods and sites of purchase and
consumption (Granleese, 2014). The desire and expectations of consumers is due to
expansion of material culture.
The culture is the basis of consumer behaviour states the empirical study conducted by
Hamilton et al (2014). Consumer behaviour is affected by the culture and consumer
behaviour itself may manifest as culture (Gentina et al, 2014). Culturally determined
knowledge is stored and expressed in the above forms. The living style, attitude, and
behaviour of the consumer can be known from the above. To assess consumer behaviour,
marketers should know different cultural manifestations of different cultural groups and this
is shown in figure below.

Figure: Effect of Consumer Behaviour & Culture

Source: (Mau, Schramm-Klein & Reisch, 2014 p: 160)

Thus the useful beginning can be made for ascertaining consumer attitude and behaviours by
analysing the culture. The effect of national culture on cultural value perceptions have been
studied recently (Mau, Schramm Klein & Reisch, 2014). The study as above has been limited
to consumer angle. For instance, in a cross cultural context of the consumer, Earley et al.
(2014) observes that national culture influences more for the content and value perceptions. It
is through this, the consumer attach meaning and importance to the different products of the
firm. Thus the consumers national culture where they have been brought up will have more
effect in their perception and selection of different products and services.

Culture Affecting Brand Decisions

As consumers are associated with certain life style, the choice of certain products, services
and activities are made to suit that life style. This life style exhibits the trend and fashion and
is responsible for making choices of the product for their own anticipatory consumption or
the purchase of aspired lifestyle products (Cross, 2015). Different brands in the world will
give the lifestyle techniques (Berger, 2015). Thus, preference for certain brands by the
consumer is increasing day after day. In fact, one of the important factors that make the
groups to accept or reject an individual in a society is brand. The meaning of fashion clothing
differs with different background. The perception to fashion by one consumer differ from that
of his/her family and friends idea. Consumers confidence and self-image get enhanced with
the use of fashion clothing. The increase of confidence and satisfaction of the individuals who
use fashion apparel has been proved by the empirical study conducted by Michon et al
(2015). The study also proves by giving framework that the important antecedents of
consumer involvement in fashion clothing are materialism, gender and age and it plays an
important role in increasing consumer confidence.
Gap Identification
Identifying the differences or gaps between the preferences and choices of these consumers
belonging to different cultures are done in this research and then the question as to How
does culture influence buying behaviour of consumer for apparels and clothing, specifically
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with relation to Burberry? is answered. Also the aesthetical part within the cultural values
and believes can be identified while focusing on visible aspect of material culture i.e. clothing
and apparels.
Additionally, looking into different aspects of culture that affects consumers buying
behaviour and implications of these for clothing & accessories brands in Great Britain is done
in this study. While designing the outfits, Burberry will have to be more flexible and
responsive to the prevailing multicultural environment. By getting to know the preferences of
the multicultural consumer as seen in this study, the retailers can offer diverse clothing range
and satisfy the consumers.
Empirical Research Methods
Research Strategy
To formulate an effective research strategy, it is important for the researcher to keep in mind
the reason of the research. As the topic deals in the process of understanding the cultural
influence in the buying behaviour of clothing and premium apparels and accessories, abstract
concepts such as image preference and personal choice has to be analysed. Thus, the research
will be inductive in nature, where the researcher derives a majority based inferences on
account of the observations which will be undertaken by the researcher. The inductive
research strategy is identified as the theoretical result outcome of the analysis (Takhar Lail &
Ghorbani, 2015). The result of the research will hence be a very general form of the topic of
buyer behaviour and consumer preference.
Research Design
Of the numerous amount of research design at the disposal of the researcher, this research on
the buying behaviour of fashion brand of Burberry due to the consumer culture will take a
comparative design. The aim of this research design as per Bryman & Bell is that, only via a
side by side comparison, theoretical deductions can be arrived as per the inductive process as
identified above. It also makes the researcher easily understand abstract concepts such as
brand preference and culture attributes using comparison to a base group.
The main method of collecting primary data is by using focus group interviews, which
alternatively will be used in a semi structured pattern. Takhar Lail & Ghorbani, (2015)
identify that such a research method will help the researcher to explore the topic of buyer
preference further and deduce theoretical frameworks on the basis of secondary data. The
semi structured interviews, although time consuming will help the researcher to change the
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research pattern as per the new information which he or she receives in the duration of the
research. This allows for greater flexibility while performing the research. (Takhar Lail &
Ghorbani, 2015).
Data Collection & Research Instrument
As the research performs a cross cultural study of the buying preference with respect to
Burberry, the data collection point will be in the London Metropolitan area, which is a
microcosm of different cultures due to the high immigration rates with respect to other areas
of the United Kingdom. A 2011 census of London puts the percentage of immigrants and
people of non-Anglo Saxon & Briton culture at 20 per cent as provided by Hainmueller,
Hangartner, & Pietrantuono, (2015), which forms an excellent base for study.
The sample size will consist of a group of 30 participants, divided into 3 sub-groups each
with 10 participants having Asian, European (Non British) and British origin people
respectively.
The interview formulation and the structured on the aims, objectives and the research
question of the research (Brook & Hood, 2014). The fluidity of the interview will be
guaranteed by the semi structured process.
To facilitate deeper understanding of the of the research topic and true to the sense of a semi
structured interview process, a final why question was asked to understand the
interviewees mind frame while answering the question. This further allowed us to compare
each of the solutions from the different focus groups as identified before.
Data Analysis
For the analysis of a qualitative data as of the results from the semi structured interviews, a
content based analysis is performed. As per Takhar Lail & Ghorbani, (2015) content analysis
approach to research data will help in forming a common derivation point for the different
answers provided by the interviewees. This derivation will lead to the researcher to find
common ground on the basis of peoples ethnicities and cultural views. This is what is meant
by Ethnographic content analysis (ECA) as per Gonsalves et al (2015).
Conclusion
The research proposal has laid a foundation to the establishment of a research on the
relationship between the consumer behaviour and the brand selection with reference to the
fashion luxury brand Burberry. By conducting the research, the researcher can understand
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how to structure a targeted marketing approach to different cultures, especially for a high
value low volume based products which is sold by Burberry.

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