The Effect Of Culture On Consumer Behaviour - 2011 Words

In international market, understanding consumer needs and desired is extremely important to the corporation in order to market their products and services properly into the market. Consumer behaviour is a process in where individuals or groups select, buy, use and dispose of the products and services to satisfy their needs and desires. The organisation simply cannot understand consumption unless they consider its cultural context, as culture shows how people view leads to their acceptance. Therefore, the effect of culture on consumer behaviour is powerful. This paper will discuss in more details about that and further consider whether culture has the greatest influence on consumer behaviour. Culture has a complex concept that numerous of researchers talk about in different views. Cultures is defined as a complex whole that includes of knowledge, belief, art, morals, law, custom and any other capabilities and habits acquired by a member of the society (Hollensen, 2013). Culture provides the important background of an individual that offer direction and guidance to its members in all phases of life. Besides, Sojka and Tansuhaj describe culture as a dynamic set of socially obtains the member of a particular society’s behaviours, with the key element of language, artefacts, belief and values (Sojka and Tansuhaj, 1995). There are three main characteristics of culture stated on Hollensen’s (2013) book: culture is learned, interrelated and shared. The tangible aspects of cultureShow MoreRelatedThe s Dimensions ( Ind Vs Coll1340 Words   |  6 Pagesglobalized, resulting in an even greater impact of cultural differences on consumers’ behaviour (Maheswaran Shavitt, 2000). An analysis of Hofstede’s cultural dimensions can provide significant insights into the reasons why distinctive behavioural patterns develop across different cultures. 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