Clothing is one of the most culturally sensitive elements in marketing campaigns. In order to understand the consumer mindset, therefore, it is critical to know the cultural aspects that they practice. A marketer can indeed attract the buyers, but he cannot control them as other factors affect the choices they make. 2 Impact of Cultural Values on Consumer Behavior In terms of marketing, the role of cultural values on customer behavior is of great importance. Culture and Consumer Behavior 679 consumer judgments in the commercial and prosocial spheres (e.g., Torelli & Shavitt, 2010; Winterich & Zhang, 2014). are the factors that influence our behaviour as a consumer. For example, many companies have a sales-driven culture where increasing revenue is the number one priority. Knowing this aspect of a culture helps marketers identifying reference groups that will have bearing on consumer behavior. Likewise, different countries have different beliefs according to which they practice the sale and purchase of items. For example, in some cultures, its considered rude to bare the neck, and many people in the Middle East consider it rude for women to show their knees. ii. Cultural Influences on Consumer Behavior - Theintactone It is why the emphasis is on cultural awareness in the 21, Culture is manifested in several ways. Brand Storytelling At Sundance: Championing Excellence And Filmmakers With Purpose, Profitable ECommerce Growth For CPGs Is In Reach. In the West, were taught from an early age that we should focus on our own needs and interests and that its okay to put ourselves first. Recent studies have used consumer values to categorize . It is why, the marketers focus upon cultural factors while marketing to diverse populations of consumers. In 1980, Geert Hofstede's book, Culture's Consequences: International Differences in Work-Related Values was published. Engel, Blackwell, and Mansard define consumer behaviour as . Access to the internet and personal computers will become the new battleground in alleviating poverty. The theory of cultural relativism states that people from different cultures think, feel and act differently. In one culture it may be offensive to show someone whos lost a limb, in another, its not offensive at all. Culture isnt static and changes over time, adapting to new social situations and other forces. As businesses are expanding, they are entering wider territories and in many cases, businesses are operating in more then one country. Globalization has fostered an exchange of cultural values and ideas but that does not make local culture irrelevant. To define the culture of a nation, it is imperative to first examine the belief system and values of the people residing there. Siri was designed with an American accent and personality to be familiar to American consumers. Migrants from other countries find it particularly difficult to alter their purchasing habits according to the current market, as they are exposed to an extensive variety of cultural groups which ultimately affects their purchasing behavior. Even if managers recognize the differences they forget to value them and believe they would not need to make extra efforts to make things work as well as in the home country.
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