Culture, subculture and social class are known to have very important influence on buying behaviour. CONSUMER BEHAVIOUR. In supporting this view, Kotler (2001), argues that culture is the most fundamental determinant of a person’s wants and behaviour. According to Shah (2015), basically, culture is the part of every society and is the important cause of person wants and behavior. In this short report, we will be discussing the effect of such culture and also subculture on consumer behavior and marketing application. These subcultures can influence the consumer behavior. 46 Subcultures . Consumer behaviour deals with the study of buying behaviour of consumers. A consumer buying behaviour is influenced tremendously by culture itself. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. For example, in Beirut, Lebanon, women can often be seen wearing miniskirts. Download file to see previous pages Culture is the set of norms, values, beliefs, and practices that characterize a group of people or institutions. Many factors can place an individual in one or several subcultures. Culture: In the social sciences, a culture refers to the set of behaviors and activities of a society. How do culture and subculture influence consumer behavior? He further contends that culture exerts the broadest and deepest influence on buying behaviour. Culture is the fundamental determine of a person want and behaviour. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. Culture in a broader and deeper degree, which is hinged on variable like, perception, value, and preference are also central to culture and subculture they influence on consumer buying behaviour. A subculture is a group of people who share a set of secondary values, such as environmentalists. Culture is a handed down way of life and is often considered the broadest influence on a consumer’s behavior. Consumer behaviour Cultural factors have a significant impact on customer behavior. Culture contains smaller subcultures or groups of people with shared values systems based on common life experiences and situations. a) Culture Culture is the essential character of a society that distinguishes it from other cultural groups. Cultural Factors Influencing Consumer Behavior Definition: The Cultural Factors are the factors that an individual learns at a very early stage of life due to socialization within the family and other key institutions, such as the set of values, preferences, behavior patterns, and perceptions are learned as the individual grows. The Culture is the most fundamental determinant of a person’s wants and behavior. Cultural Factors, culture, subculture and social class to be examined under three headings (Durmaz and Jablonski, 2012: 56). There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. How do Culture and Subculture Affect Consumer Behavior? By Jeetesh Kumar CULTURE Culture is defines as the sum of total of learned beliefs, values, customs, that serve to direct the customer behavior of members of a particular society. and subculture. Influence of culture. How does culture affect the needs we recognize, how we search, our evaluation of alternatives, our shopping habits, consumption habits, how we dispose of products? Cultural and subcultural influences on consumer behavior. Five of the most important factors that create subcultures are: Material culture – People with similar income may create a subculture. Your culture prescribes the way in which you should live and has a huge effect on the things you purchase. 2) Culture is socially acquired We are not born with any cultural knowledge It is the society which teaches an individual its various cultures and norms of behaving in the society Our society plays a vital role in teaching its culture to an individual Sometimes people strictly follow their culture only because of the fear of the society

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