The paper ' The Effect of Age Culture and Brand Name on Consumer Buying Behavior' is a great example of a Management Literature Review. The purpose of this literature review is to examine the effect that factors such as the age of consumers, the culture to which the consumers belong to and the name of the brand affect the behavior that consumers exhibit when buying products. Consumer buying behavior is a complex phenomenon that is expressed in terms of different processes and activities. For example, consumers may search for information about a product, make decisions about the specific product they would want to buy, and form an opinion about a particular brand.
All these activities and processes are influenced by their age, the culture to which they belong, and the name of the brand in question. The different ways in which these relationships occur are examined in this literature review. Effect of age on consumer behavior The age of individuals is one of the factors that affect the behavior of consumers. Furaiji, Latuszyriska, and Wawrzyniak (2012, p. 79) note that in general, the consumption and purchasing patterns of individuals change over the course of time.
These changes in the type of goods that individuals consume as their ages change and the manner in which they decide what they want to purchase is a result of changes that individuals undergo as they age. Durmaz (2012, p. 192) observes that psychological changes that individuals undergo determine the changes in needs, tastes, and preferences. Therefore, it is because of the changes in tastes and preferences and consumption patterns that occur in individuals as they age that make it necessary for different brands of goods to be marketed to specific market segments. Apart from affecting the types of products that individuals need, the age of individuals also affects the overall manner in which individuals go through the process of purchasing products.
In general, individuals go through several distinctive steps when purchasing products (Rani 2014, p. 53). The steps include the following: recognizing the problem, searching for information about the products that exist in the market, evaluating the alternatives, and making the purchase decision (Rani 2014, p.
53). Age, like many other factors, affects the manner in which individuals go through the purchase process. For example, Herve and Mullet (2009, p. 303) found out that elderly individuals tend to avoid going through complex decision-making processes that entail integrating different types of information when evaluating options and making decisions about the products that they want to buy. Therefore, age, like many other factors, affects the behavior of consumers by influencing their needs, preferences, and manner in which they go through the steps of the purchasing process. Effect of culture on consumer behavior Culture is one of the main factors that affect the behavior of consumers.
In general, culture is defined as the collective features and aspects of a society that differentiates it from the others (Durmaz 2014, p. 38). The culture of any given society is made up of the norms, values, practices, and laws that its members are expected to adhere to. Rani (2014, p. 54) notes that the culture of any given society is characterized by the fact that its inherent values, practices, and norms are passed down among the members of the society over the course of time.
It is through learning that individuals master the features that define their culture. This takes place through the process of socialization which occurs when individuals interact with the other members of their culture in different institutions. Institutions such as families, religious groups, and educational institutions provide individuals with a platform to learn about the values that define their culture. As much as cultures can be divided in terms of regions or even countries, all cultures are made up of much smaller groups of individuals who share specific values, norms, and practices (Durmaz 2014, p.
39). These small subgroups of cultures are referred to as subcultures and they are also important because they can be distinguished from each other.
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