Business
Available ONLINE www.visualsoftindia.com/journal.html
VSRD-IJBMR, Vol. 1 (1), 2011, 21-28
RESEARC H COMM UNICATION RE SE ARCH COMMUNICATION
The Influence of Culture on Consumer Behaviour
1
Santosh Kr. Pandey* and 2Pankaj Kant Dixit
ABSTRACT
In a diversified country like India cultural factors exert the broadest and deepest influence on consumer behavior Culture influences consumers through the norms and values established by the society in which they live. The impact of culture is automatic and almost invisible. Culture not only influences consumer behavior but also reflects it. It is the mirror of both the values and possessions. Marketing strategies are unlikely to change cultural values, but marketing does influence culture. Culture influences what people wear, what and how they eat, where they live, etc. It has a broad influence on their buying and usage behavior of products and services, and the extent of their satisfaction. The definition of culture includes knowledge, belief, art, morals, custom, and any other system received as a member of society. Culture, as a "complex whole," is a system of interdependent components. Culture is part of the external Impact that influences the customer. That is, culture represents effects that are put on the consumer by other individuals. Keywords : Deepest Influence, Consumer Behavior, Member of Society, Complex Whole.
1. INTRODUCTION
Marketers are always concerned about cultural shifts and keen to discover new products or services that consumer may want. The different class of life style also exhibits the response to a culture. Every class behaves as per their own parameters. Language also works with its component. The standard format of language works differently. The regional format of language works differently. The dress code also plays an important role in dealing with culture aspect. Formal dress code and informal dress code affect separately. The formal dress code and informal dress codes
VSRD-IJBMR, Vol. 1 (1), 2011, 21-28
RESEARC H COMM UNICATION RE SE ARCH COMMUNICATION
The Influence of Culture on Consumer Behaviour
1
Santosh Kr. Pandey* and 2Pankaj Kant Dixit
ABSTRACT
In a diversified country like India cultural factors exert the broadest and deepest influence on consumer behavior Culture influences consumers through the norms and values established by the society in which they live. The impact of culture is automatic and almost invisible. Culture not only influences consumer behavior but also reflects it. It is the mirror of both the values and possessions. Marketing strategies are unlikely to change cultural values, but marketing does influence culture. Culture influences what people wear, what and how they eat, where they live, etc. It has a broad influence on their buying and usage behavior of products and services, and the extent of their satisfaction. The definition of culture includes knowledge, belief, art, morals, custom, and any other system received as a member of society. Culture, as a "complex whole," is a system of interdependent components. Culture is part of the external Impact that influences the customer. That is, culture represents effects that are put on the consumer by other individuals. Keywords : Deepest Influence, Consumer Behavior, Member of Society, Complex Whole.
1. INTRODUCTION
Marketers are always concerned about cultural shifts and keen to discover new products or services that consumer may want. The different class of life style also exhibits the response to a culture. Every class behaves as per their own parameters. Language also works with its component. The standard format of language works differently. The regional format of language works differently. The dress code also plays an important role in dealing with culture aspect. Formal dress code and informal dress code affect separately. The formal dress code and informal dress codes