Influence of culture on consumer

behaviour
• In most countries, when you go to someone’s
place, you have to take gifts with you. In
China, even if someone is coming to your
place, you have to give gifts to them.

• Schiffman defines culture as “the sum total of

learned beliefs, values, and customs that serve
to direct the consumer behavior of members
of a particular society”.
• Culture may be defined as the “personality of
a society”. It is broad and all pervasive in
nature, inclusive of language, customs and
traditions, norms and laws, religion, art and
music, etc.
• It also includes the interests of people, the
work practices and orientations, as also their
attitudes towards general and specific issues.
• 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.
• If McDonalds had kept the same taste in all
these countries, it would have failed to
expand beyond US borders.
Cultural characteristics

The effects of culture are linked to the relevant factors that may
affect the marketing approaches to customers.¨

Culture is learned. Culture is not inherited issues -

genetic, not innate. Culture must be learned. The process
of acquiring culture is called enculturation. It can be consciously
andsubconsciously. (nationality, religion)

Culture is transmitted from generation to generation.

Cultural factors have a great momentum in its effect
on consumer behavior. A clear manifestation of a
cultural tradition.
• Culture is shared. It is a common concern groups and therefore consumer
groups. The similarity in consumer culture leads to the application of the
same marketing approach in a given cultural environment. Considering
the cultural similarities is to decide what size, what criteria used
for evaluationof cultural homogeneity.

• Culture is different. The content varies with the culture

of the area. Cultural environment is different in content, there
are differentiated culture. At the same time, there are distinctive in
parallel cultures.
• From a marketing perspective, it is essential that manifests itself in
different cultures,different consumer behavior.
 Culture and Marketing Strategy
• Identify key cultural values that affect the
consumption of the product
• Ensure the marketing mix appeals to these values
• Examine changes in cultural values and adapt the
marketing mix if needed
• Modify marketing mix to subcultures if the culture is
heterogeneous
• Be aware of symbols and ritual
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