Understanding consumer behaviour is important for any organization before launching a product. If the organization failed to analyse how a customer will respond to a particular product, the company will face losses. Consumer behaviour is very complex because each consumer has different mind and attitude towards purchase, consumption and disposal of product (Solomon, 2009). Understanding the theories and concepts of consumer behaviour helps to market the product or services successfully. Moreover, studying consumer behaviour helps in many aspects. As there is constant change in the living standards, trend, fashion and change in technology; consumer's attitude towards the purchase of product varies (Kumar, 2004). Understanding these factors is of utmost importance because the marketing of product are largely dependent on these factors. Thus, consumer behaviour serves as a successful tool for marketers in meeting their sales objectives.

1. The Influence of Culture on
Consumer Behaviour
By: Kamalkant G. Tandel

2. Culture
 The sum total of learned beliefs, values, and customs that
serve to regulate the consumer behaviour of members of a
particular society.

3. A Theoretical Model of Culture’s Influence
on Behavior

4. Lifestyle Matrix for Global Youth

5. Culture Satisfies Needs
 Food and Clothing
 Needs vs. Luxury

6. In Terms of “Culture,” Do You Consider This
Product to Be a “Good Morning” Beverage?

7. Forms of Cultural Learning
Formal Learning
Informal Learning
Technical Learning

8. How Culture is Communicated
 Enculturation & Acculturation
 Language and symbols
 Ritual
 Sharing of Culture

9. Culture is Dynamic
 Evolves because it fills needs
 Certain factors change culture
– Technology
– Population shifts
– Resource shortages
– Wars
– Changing values
– Customs from other countries

10. The Measurement of Culture
 Content Analysis
 Consumer Fieldwork
 Value Measurement
Instruments

11. Content Analysis
 A method for systematically analyzing the content of
verbal and/or pictorial communication.
 Frequently used to determine prevailing social values of a
society.

12. Consumer Fieldwork
 Field Observation
– Natural setting
– Subject unaware
– Focus on observation of behavior
 Participant Observation

13. Field Observation
 A measurement technique that takes place within a natural
environment that focuses on observing behaviour
(sometimes without the subjects’ awareness).
 Takes place within a natural environment
 Performed sometimes without the subject’s awareness
 Focuses on observation of behaviour

14. Participant-Observers
 Researchers who participate in the environment that they
are studying without notifying those who are being
observed

15. Value Measurement Survey
Instruments
 Rokeach Value Survey (RVS)
– A self-administered inventory consisting of eighteen “terminal”
values (i.e., personal goals) and eighteen “instrumental” values
(i.e., ways of reaching personal goals).
 List of Values (LOV)
– A value measurement instrument that asks consumers to identify
their two most important values from a nine-value list that is based
on the terminal values of the Rokeach Value Survey

16. Culture and Marketing Strategy
 Identify key cultural values that affect the consumption of
the product
 Ensure the marketing mix appeals to these values
 Examine changes in cultural values and adapt the
marketing mix if needed
 Modify marketing mix to subcultures if the culture is
heterogeneous
 Be aware of symbols and ritual