How does culture affect consumer behavior?

Culture goes a long way towards determining an individual’s behavior patterns, values, and beliefs. Culture is defined as the shared set of practices or beliefs among a group of people in a particular place or time. Marketers and analysts use awareness of culture to learn how and why consumers in a specific culture behave the way they do. Culture plays a vital role in determining consumer behavior. Culture gives us the ability to understand why certain products sell well in some regions or to specific groups but not elsewhere. It also affects how consumers use the products and how they also dispose of them. Marketers use cultures to position their products differently in each market.

Meanwhile, culture also affects product disposal that eventually leads to governments adopting more effective waste reduction strategies and recycling. Consumers use culture to determine how members of other cultures use the same products or even to fulfill their needs with different products, to be the most efficient, as well as being the most cost-effective option in their marketplace. Marketers spend large amounts of time, resources, and funds, examining the effects of culture on consumer behavior. This is, even more, the case for larger companies that have customers from diverse sets of cultural backgrounds. One marketing approach in one culture might be unattractive, or even offensive, to another member of another culture. Marketers utilize targeting and specialized campaigns to cater to cultural behaviors by offering different versions of the products that are tailored to attract the target audience.   

By: Brandon Diaz

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