Cb Assignment
The Influence Of Culture On Observed Consumer Behaviour
Culture is part of external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. Culture is a powerful force in regulating human behaviour. It consist of a common set of behaviour patterns that are transmitted by the members of a particular society through various means, and they share the same values. These values are likely to affect consumer behaviour and set the choice of criteria used by individual consumers.
Here are some brands which are initially failed due to the cultural influence in Indian market.
KELLOGG'S
Kellogg’s is one of the most successful Global brands from U.S. which was world’s leading producer of cereal and convenience foods. When Kellogg’s first entered India in 1994, it heavily bet on transforming the Indian breakfast cereal market through switching breakfast habits of Indian consumers who were used to hot breakfast foods. They wanted them to make an instant switch from their own traditional habits to start having the healthier breakfast cereals which was a huge challenge for the company.
In its initial advertisements, Kellogg’s showed that what Indian public was having in their breakfast was not at all healthy which hurt the sentiment of the typical India ladies who had been serving traditional breakfast for ages to their families. The advertisement negatively affected the mindset of major influencers and initiator groups in the Indian families.
Kellogg’s completely revamped its marketing initiatives as well as brand building programs and made it India-specific. First of all, to overcome the price sensitivity of Indian consumers, it launched small sized pack at Rs. 10 only for Indian market. Then, they decided to tap the Indian public’s love for Hollywood superstars by launching a limited edition Kellogg’s Chocos Spider Man 2. The use of few specific words taken from Indian language – Hindi, such as Corn
Culture is part of external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. Culture is a powerful force in regulating human behaviour. It consist of a common set of behaviour patterns that are transmitted by the members of a particular society through various means, and they share the same values. These values are likely to affect consumer behaviour and set the choice of criteria used by individual consumers.
Here are some brands which are initially failed due to the cultural influence in Indian market.
KELLOGG'S
Kellogg’s is one of the most successful Global brands from U.S. which was world’s leading producer of cereal and convenience foods. When Kellogg’s first entered India in 1994, it heavily bet on transforming the Indian breakfast cereal market through switching breakfast habits of Indian consumers who were used to hot breakfast foods. They wanted them to make an instant switch from their own traditional habits to start having the healthier breakfast cereals which was a huge challenge for the company.
In its initial advertisements, Kellogg’s showed that what Indian public was having in their breakfast was not at all healthy which hurt the sentiment of the typical India ladies who had been serving traditional breakfast for ages to their families. The advertisement negatively affected the mindset of major influencers and initiator groups in the Indian families.
Kellogg’s completely revamped its marketing initiatives as well as brand building programs and made it India-specific. First of all, to overcome the price sensitivity of Indian consumers, it launched small sized pack at Rs. 10 only for Indian market. Then, they decided to tap the Indian public’s love for Hollywood superstars by launching a limited edition Kellogg’s Chocos Spider Man 2. The use of few specific words taken from Indian language – Hindi, such as Corn