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Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. Culture in a broader and deeper degree, which is hinged on variable like, perception, value, and preference are also central to culture and subculture they influence on consumer buying behaviour. By Jeetesh Kumar CULTURE Culture is defines as the sum of total of learned beliefs, values, customs, that serve to direct the customer behavior of members of a particular society. Many factors can place an individual in one or several subcultures. Culture: In the social sciences, a culture refers to the set of behaviors and activities of a society. Download file to see previous pages Culture is the set of norms, values, beliefs, and practices that characterize a group of people or institutions. How do Culture and Subculture Affect Consumer Behavior? Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Five of the most important factors that create subcultures are: Material culture – People with similar income may create a subculture. In this short report, we will be discussing the effect of such culture and also subculture on consumer behavior and marketing application. and subculture. 2) Culture is socially acquired We are not born with any cultural knowledge It is the society which teaches an individual its various cultures and norms of behaving in the society Our society plays a vital role in teaching its culture to an individual Sometimes people strictly follow their culture only because of the fear of the society 46 Subcultures . A subculture is a group of people who share a set of secondary values, such as environmentalists. a) Culture Culture is the essential character of a society that distinguishes it from other cultural groups. Consumer behaviour Cultural factors have a significant impact on customer behavior. Culture is a handed down way of life and is often considered the broadest influence on a consumer’s behavior. These subcultures can influence the consumer behavior. According to Shah (2015), basically, culture is the part of every society and is the important cause of person wants and behavior. A consumer buying behaviour is influenced tremendously by culture itself. Your culture prescribes the way in which you should live and has a huge effect on the things you purchase. Culture, subculture and social class are known to have very important influence on buying behaviour. Influence of culture. Culture is the fundamental determine of a person want and behaviour. How does culture affect the needs we recognize, how we search, our evaluation of alternatives, our shopping habits, consumption habits, how we dispose of products? In supporting this view, Kotler (2001), argues that culture is the most fundamental determinant of a person’s wants and behaviour. He further contends that culture exerts the broadest and deepest influence on buying behaviour. Culture contains smaller subcultures or groups of people with shared values systems based on common life experiences and situations. Cultural Factors, culture, subculture and social class to be examined under three headings (Durmaz and Jablonski, 2012: 56). Cultural and subcultural influences on consumer behavior. Consumer behaviour deals with the study of buying behaviour of consumers. Cultural Factors Influencing Consumer Behavior Definition: The Cultural Factors are the factors that an individual learns at a very early stage of life due to socialization within the family and other key institutions, such as the set of values, preferences, behavior patterns, and perceptions are learned as the individual grows. CONSUMER BEHAVIOUR. Culture is the most fundamental determinant of a person’s wants and behavior. How do culture and subculture influence consumer behavior? For example, in Beirut, Lebanon, women can often be seen wearing miniskirts. The On consumer behavior is deeply influenced by cultural factors being one of the most important that... Essential character of a society the effect of such culture and also subculture on behavior! Headings ( Durmaz and Jablonski, 2012: 56 ) culture itself an individual in one or several.! Why and why not an individual purchases goods and services from the market that distinguishes it other! 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