The effects of Cultural Factors in Consumer Buying Behavior
posted August 31, 2009 - 4:16amGenerally, how we perceive things, how we think, believe, is determined by our cultural environment and by the different people with whom we interrelate. Culture refers to attitudes, beliefs, values, languages, religions and tangible goods like tools, housing, products, and works of art that are handed down from generation to generation as determinants and regulators of human behavior in a given society.
Although some cultural factors do change over time, as old patterns gradually give way to new one. But it still influences the consumer buying behavior that marketing people should give attention to. Some of these cultural factors are as follows:
QUALITY OF LIFE
Nowadays, emphasis of buyer is on quality of life rather than quantity of goods. People are seeking for durability, value, and safety in the product they intend to buy. The change in upgrade of taste and desire for elegance is a way of giving focus on the quality of life.
CHANGING ROLE OF WOMEN
Unlike before, mostly women are domesticated but today, women are playing vital roles in the business industry. This kind of change in their role has made a big impact in their buying behavior making them as more practical buyers. Usually they prefer ready made items that require less preparation in order for them to save their limited time.
HOME AND FAMILY LIFE
This refer to the changes occurred when transferring from one place to another. This is what we usually termed as "migrant mentality". People, who are originally from provinces and transferred to big city, usually change buying preference as to style, brand and taste.
ATTITUDES TOWARD WORK AND PLEASURE
Changes to these factors can be attributed to change in technology. Nowadays, people have much spare time for pleasure because of easily automated and faster work accomplishment than people before who are still doing manual work. The earlier they finished their job, the more time they can devote for relaxation.
IMPULSE BUYING
The growing trend toward impulse buying will require marketer giving greater emphasis on promotional programs to get people into a store. Displays must be more appealing because the manufacturer's package must serve as a silent sales person.
DESIRE FOR CONVENIENCE
The desire of buyers to purchase product in the most convenient method for less time is the trend nowadays. This is the purpose of the existence of online shops and services. Marketing program must take into account this cultural factor that can make changes in the consumer buying behavior.
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Great article!
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Kristen Malmed
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