Consumer Buying Behaviour Essay
In a particular geographical setting, different consumers have different purchase behaviors. In numerous cases, this is caused by the fact that the product features and tastes appeal to different customers differently. Culture has been detected as one of the major causes of these differences. Hence, to conduct effective planning, it is important that cultural aspects associated with the involved area are researched and analyzed. Culture is a combination of the knowledge, beliefs, art, laws, morals, and customs practiced in a particular society. These principles of a culture lead to the establishment of identity. A particular group sharing similar morals, beliefs, laws, and custom are regarded to be loyal to each other as a cultural group. The aspects of culture that connect people to the features of a commodity include their way of dressing, their feeding habits, their lifestyle and the beliefs regarding gender differences. Bearing in mind that cultural rules play a significant in the establishment of the law, legal influences too develop regarding buying behaviors. This paper seeks to determine the various aspects that contribute to the shaping of consumer purchasing behavior in culture.
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Firstly, different cultures have their different way of dressing. For instance, the Muslims believe in the Hijabs, Jilbabs, and Abayas. According to their beliefs, the men and women have different clothes for different occasions. Failing to wear the rightful clothing for a particular occasion is likely to interfere with an individual’s identity. Hence, numerous of the Muslims ensure that they have the required clothes to attend a particular function. In a setting that comprise of a large number of Muslims, these types of clothing, the materials, and the mending services will attract numerous customers, leading to impulse buying (Campbell, 2015). On the contrary, where the population of Muslims is small, the customer buying behavior regarding these types of clothes will be poor. In other societies, the old men have a particular way of dressing, and the youths have a different style. In such a society, to a clothes dealer, it is important that they provide the types of clothes that will appeal to the members of the society. Hence, in a location that comprises a large portion of such cultural members, the seller is advised to largely avail the involved style. Additionally, when targeting such a society, taste may be sensitively affected by the residents of a particular estate. For instance, in a geographical area where the large number of inhabitants are students, they share the style and fashion of the youths (Carpenter t al., 2013). Hence, it will not make much sense to avail a taste for the elderly in such an area. Therefore, cultural beliefs regarding the way of dressing is an effective factor influencing consumer purchase behavior.
Secondly, the cultural feeding habit of consumers affects their purchase behavior. In some cultures, a particular type of food is believed to be impure and should not be utilized for human consumption. Additionally, they believe that failing to follow such a belief has its consequences (Sokolowski, 2011). This scares away numerous consumers from the purchase of the involved product. In other cultures, it is believed that particular types of foods are more effective regarding the nutrients contained and the extent to which they help the body to fight diseases. Such a belief influences a large number of cultural members to purchase the favorable foods as compared to others. Hence, it is important for a seller dealing with food in a particular area to understand the culture of the people living in the area, and the types of foods it favors. Failure to do so is likely to lead to losses when the individual majors in selling the type of food that is regarded as not favorable by the members of the particular culture. Additionally, various cultures use various types of foods during different ceremonies. Depending on the calendar of events, this is an indication that various foodstuffs have higher demand as compared to others, in various periods of the year (Mooij & Mooij, 2011). Hence, people in a particular culture have different buying behaviors at different times, following their calendar of events. Before deciding on the best type of food to introduce to a particular market, an effective market management will consider the cultural calendar of events honored by the people living in the region.
The reason I think the above recommendations will work is that they are derived from the various operational challenges. Studying different cultures helps the management to understand the reactions of members regarding particular types of products. This is helpful in making decisions that will favor cultural behaviors and lead to an effective customer relationship. Another solution is the Human Resource System, which takes care of all the data concerning all the employees in a company. Both local and international payrolls are handled under this information system with an indication of the plans that employees were paid to work on, which makes decision making concerning innovational plans easier (Davenport et al., 2013). Therefore, this information system helps to keep a record of the human capital invested in the organization and governing staff development to ensure that they are in line with the cultural requirements.
Campbell, C. (2015). Looking Forward. New York: Springer International Publishing.
Carpenter, J. M., Moore, M., Alexander, N., & Doherty, A. M. (2013). Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer culture: A retail perspective. Journal of Marketing Management, 29(3-4), 271-291.
Davenport, T., Iansiti, M. & Serels, A. (2013). Managing with Analytics at Procter & Gamble. Watertown: Harvard Business school Publishers.
Mooij, M., & Hofstede, G. (2011). Cross-Cultural Consumer Behavior: A Review of Research Findings. Journal of International Consumer Marketing, 23(3), 181-192.
Sokolowski, O. (2011). Influences and Attitudes within Consumer Behavior Process. Place of publication not identified: Grin Verlag Ohg.