Culture is a complex concept, which is often very difficult to define. Ralph Linton (1995) offers that ''culture is the configuration of learned behaviour and results of behaviour whose component elements are shared and transmitted by members of a particular society.''
Culture is made of three essential components:
1. Beliefs - processes that reflect our knowledge and assessment of products/ services.
2. Values - indicator which are used a a guide for what is an appropriate behaviour.
3. Customs - modes of behaviour that are culturally approved ways of behaving in certain situations.
In terms of purchase decisions, culture is a very complicated element where it is hard to determine how it makes an effect. However, it is extremely important in an individuals characteristics, and must therefore make direct impact on their decision making processes. For example, values such as material wealth which is prevelant in the UK affects the way that we buy as we will aim to give the image of wealth through our purchases. The Geert Hofstede analysis for England demonstrates strong feelings towards individualism and masculinity, this may affect the purchase decisions we make as they may possibly be influenced by our aim for individuality and masculinity. 
For products that are marketed globally culture is a major factor. For example, culture involves language and perceived meaning therefore if a product is to go world-wide it should be recognisable by many cultures in order to be made a success. The cleaning product formally known as 'Jif' was difficult to say in languages such as French and Spanish so it was turned into 'Cif' which is recognised and easily spoken by many countries.
Culture is an extremely complicated topic for discussion when determining it's effects on Kotler's buyer decision process. What can be noted is that it is deeply ingrained in each of us and will impact upon our decision processes. The following link takes you to an article where the culture of decision making is discussed with clarity, it is definately worth taking a look at:
1 comment:
fascinating You Tube clip
Post a Comment