Cultural Influences of Consumer Behavior
Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With …show more content…
Culture is enduring, because culture is shared and passed along from generation to generation, it is relatively stable and somewhat permanent. Old habits are hard to break, and people and people tend to maintain its own heritage in spite of continuously changing the world. Culture is cumulative. Culture is based on hundreds or even thousands of years of accumulated circumstances. Each generation adds something of its own of culture before passing the heritage on to the next generation. Therefore culture tends to be broader based over time, because new ideas are incorporated and become a part of the culture. Culture is dynamic. Culture is passed along from generation to generation. Culture is constantly changing it adapts itself to new situations and new sources of knowledge.
An understanding of buyer behavior is central to successful marketing. To develop effective marketing programs, the marketing manager must have knowledge of the needs and wants of potential buyers, how they arise, and how and where they are likely to be satisfied. Buyer behavior is affected by many factors. Class, education, age, and psychosocial traits are just four of the many factors useful in distinguishing different buyer groups.
A U.S. toothpaste manufacturer promised its customers that they would be more "interesting" if they used the firm's toothpaste. What the advertising coordinators did not realize, however, was that in Latin American Countries "interesting" is