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Influence of culture on consumer behavior
Influence of culture on consumer behavior
Influence of culture on consumer behavior
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Social orientation (social influence) refers to the influence of external factors such as culture and environment and the people with whom they are associated with. Normative and Informative Susceptibility Consumer attitudes are influenced by social pressure which is inclusive of informative and normative susceptibility (Ang, et al., 2001; Bearden, Netemeyer, & Teel, 1989; Wang, Zhang, & Ouyang, 2005). Normative consumers are more concerned with impressing others and ensuring that their behaviors are based on the expectations of others. Since counterfeiting is an unethical and illegal activity and involvement in such an activity does not project a positive image, therefore normative consumers would have negative attitude towards counterfeit products (Ang, et al., 2001; Lord, Lee, & Choong, 2001; Penz & Stottinger, 2005; Wang, Zhang, Zang, et al., 2005) Informative susceptible consumers with little knowledge about the genuineness of products seek the advice and assurance of peer and reference groups who are experts and more knowledgeable about the product/brand (Ang, et al., 2001; Lord, et al., 2001; Wang, Zhang, Zang, et al., 2005). Peer or reference groups with sufficient knowledge are aware about inferior quality and negative consequences of purchasing counterfeit products, and hence would advise avoiding the same which would affect their attitudes negatively (Phau & Teah, 2009). Individualism and Collectivism Individual’s consumption pattern and purchase decision are strongly influenced by cultural norms and values of the society he lives in (H. S. Kim & Drolet, 2003; Oyserman, Coon, & Kemmelmeier, 2002; Sun, Horn, & Merritt, 2004). Since individuals in collectivist society pay more attention towards harmony of the gro... ... middle of paper ... ...determined a sample size of 1035 respondents in order to avoid non-normality of the data (Hair Jr., Anderson, Tatham, & Black, 2007). A quota sampling was utilized based on major cities in Pakistan on proportionate population basis. The cities are Karachi (n=523), Lahore (n=284), Faisalabad (n=114), and Rawalpindi/Islamabad (n=114). Data was collected through mall intercept. A typical multiple stage procedure for SEM was employed (Hair Jr, Black, Babin, Anderson, & Tatham, 2010) which is in inclusive of Exploratory Factor Analysis (EFA), ascertaining the reliability of the constructs (Leech, Barrett, & Morgan, 2005), measuring Convergent and Discriminant Validities, CFA for all the constructs, exogenous and overall model (Hair Jr, et al., 2010; Steenkamp & Van Trijp, 1991). Table 1 details the constructs used, item number, scale used, type, reliability and validity.
Characteristics of our society reflect in the outcome of purchasing tendencies. How many of us can honestly say we make a valid effort to purchase goods made in our own country? In our face paced world where both parents are in the work force, raising children, social activities and everything else, who has time to make an effort? Most often, consumers only care about marking off the s...
The creation and sale of low-cost counterfeits, replicas and knock-offs of brand-name originals is a common occurrence. Across all markets, counterfeiting and Piracy account for $461 billion (OECD/EUIPO, 2016). Only 25 countries have GDPs greater than that. (Statistics Times, 2017) In the world of fashion accessories, there are many companies that look to benefit from consumers’ desires to own something luxurious while paying not-so-luxurious prices. Such is the case of Finer Bags, a company that sold what they advertised as replica or original designer brand bags. Was Finer Bags breaking the law? Was it unethical? Before attempting to answer those questions, it is best if we consider the differences between the terms counterfeit, replica, knock-off, and copy. While all represent closely copied designs of another product, the main difference
... middle of paper ... ... People are unable to judge their own flaws, causing them to be gullible and believe whatever they perceive to be correct, shown through pseudoscience and consumer testimonials. Overall, this article highlights the use of Marketing Techniques used in everyday life in order to show importance towards business products.
A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,
... brand name, and profit off the goodwill and recognition that the brand has built up. This can quickly cause irreparable damage to the brand and the brand’s reputation. The competition between the brand and the counterfeit product leads to more resources being spent on counterfeit detection methods that go directly to prices the consumer pays.
Mooij,M de.2004.Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage, Thousand Oaks, CA.
The conclusion I have made is that people consume products to reinforce their position in life. They use these products to reflect their beliefs, status, lifestyle, likes and dislikes, incorporating external factors. For example, climate, religion and age. This reinforces their need to be individuals as well as belonging to a wider group.
Have You Ever Met A Person So Eager To Wear Designer Clothes, That They Buy Cheap Copies! In My Area it’s A Growing Problem. Did You Know 8 0ut Of 10 Americans Buy Cheap Designer Knockoffs And Get Conned Out Of Their Money, Due To Poor Quality. Another Key Factor Is A Trending Topic Of Buying Designer Belts. In Conclusion, I Will Be Talking About The Positive And Negative Effect Of Buying Fake Designer Clothes.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
The use of structural equation modelling (SEM) has steadily increased in behavioural science, where two submodels are identified, including a measurement model and a structural model. In this study, the research paradigm indicates and concurrently strives to combine measurement and structural models for complete parameter tests. SEM is a quantitative data analytical technique which specifies, estimates and tests theoretical relationships between observed endogenous variables and latent, unobserved exogenous variables. (Byrne, 2001) The SEM is a statistical methodology that takes a confirmatory, that is, hypothesis testing approach to the analysis of a structural theory.
...chase the product again, and are also inclined to say good things about the brand to others; the opposite applies to customers who are dissatisfied with the products. Value also affects post purchase behaviour, as research shows that 56 percent of Irish consumers agree, that if they purchase something that was not on sale, they feel like they have overpaid (Board Bia, 2012).
In an article called Cultural Factor Highly Influences On Consumers & Their Buying Behavior – In Indian Context, the basic characteristics of culture are described:
Shiffman, L.G. & Kanuk, L.L. 2010. Consumer behaviour. 10th ed. Upper Saddle River. NJ: Pearson Prentice Hall.
This significance rests largely in their ability to carry and communicate cultural meaning. Modes of consumption become markers of social and cultural differences. Likewise, the frustrated experience of exclusions from consumption practices can be a politicizing process which forces people to confront the meaning of class, gender and race in one’s own private spheres. One’s emotional attitudes, style and cultural taste further defines one’s social identity. Emotions are the very things that drive and transform social interactions. Cultural capital is crucial as a status symbol and emotional style is crucial to how people acquire networks and social
...w. This is because consumers’ were not aware about these brand products due to the lack of promotion and advertising to grab the attention of consumers’ about their brand. In addition, the locations of the KR1M shops also were far from the consumers’ residents. So consumers’ were preferred nearest shops rather than wasting their time to search KR1M shop. This is because, in consumers’ mind the KR1M products have a medium of quality that not really bothers them as much as the well-known brand that have a high quality. For the manufacturer brand products, the purchase intention was high. This is because the manufacturer brand products were well known and it has their own brand image in consumers’ mind. Other than that, consumers’ also have more knowledge about these products due to aggressive promotion by the manufacturers through mass media and also printed media.