The paper “ How Culture Affects Consumer Behaviour" is a worthy variant of a term paper on marketing. Culture is conceivably one of the most significant factors that play a key role in determining consumer behaviour. Defined simply as the entire social heritage of humanity passed on from one generation to another, culture comprises of everything ranging from food to clothing, from household techniques to industrial techniques, from forms of courtesy to mass media, as well as from work patterns to the learning of familiar rules. On the other hand, consumer behaviour refers to the totality of the consumers’ decisions with respect to selection, acquisition as well as the use of goods or services for the satisfaction of their wants Hoyer & Macinnis (2009).
According to Cateora (1996), culture is part of every society and is, for this reason, an important reason for consumers’ wants and behaviour. Culture’ s influence on consumer behaviour, however, varies from nation to nation, a factor that calls for marketers to be very careful when analyzing the various cultures of different groups, regions or even nations. This particular paper, therefore, intends to analyze how culture affects consumer behaviour. Cultural factors have an essential impact on consumer behaviour and are therefore the most significant reason for a consumer’ s wants and behaviours.
While growing up, for instance, young children learn fundamental values, views and want from their families as well as other key groups. Marketers, on the other hand, often strive to spot various cultural shifts that might possibly point to new products that might be wanted by consumers. According to Assadi (2003), there are a number of elements; personality to a culture that is considered in explaining how culture affects consumer behaviour.
One of the most significant and sensitive elements of culture that affects consumer behaviour is religion. According to Assadi (2003), religion as an element of culture has a significant role in influencing consumer behaviour, and therefore the significance of understanding the language of a given country or region cannot be overlooked. Religion affects consumer behaviour mainly by influencing the personality structure of the consumers such as their beliefs, values and behavioural tendencies. Religions all over the world have various sets of laws or rules that ritualistically and symbolically affect consumer behaviour. Assadi (2003) highlights that religion, at this point, refers not only to the belief biding human’ s spiritual nature to their supernatural being but primarily a system of faith and worship.
This system influences believer’ (consumers) behaviours as a sign of reverence to their supernatural beings. However, according to Assadi (2003), even though the degree at which various individuals stick on to various religious principles varies, the reality is that preferences are significantly shaped or influenced by the value-giving rules and customs of the surrounding religion.
As a consequence, when marketers have very little or no understanding of a given religion, there is always a high probability they will offend, even though unintentionally. Many individuals do not understand religions other than those of their own, and what is acknowledged about other religions is more often than not wrong. The religion of the Muslims, for instance, provides a significant example of the importance of understanding all the major religions. As highlighted by Cateora (1996) there are more than 800 million people who embrace Islamic religion, yet major multinational firms often offend Muslims.