What is culture?

Culture is defined as the sum of total beliefs, values and customs which serve to direct the
consumer behavior of members of a particular society.
Mental images are correspondent to both the values and beliefs in which wide range of specific
attitudes are effected which in turn people are influenced the way they evaluate alternative
brands in the category of products. For example such as Toyota versus Nissan automobile or the
persons eventual preference for one of these brads over the other are influenced by the persons
values. Usually people prefer as to what constitutes quality and the meaning of country or origin.
Whereas in beliefs, people have a perception about the quality of Swedish made car versus
German made.
However, in contrast to these, in customs its a usual and acceptable way a consumer behaves for
example consumers routine behavior of adding some cream to the coffee or putting ketchup on
eggs, etc.

Discuss in detail some of the changes and trends seen in culture

over the years.
Consumer behavior is largely dependent on cultural factors which consists of mutually shared
operating procedures, tools, norms, values, believing, communicating, etc. cultural factors vary
from country to country ad becomes complex when people immigrate to foreign countries which
have different cultural. However, over the years there has been seen tremendous changes in the
trends of global culture. Firstly, its the way people communicate now days, as we can observe in
the communication technologies. For example in the year 2000 the number of mobile
communications users were just about 1 billion and now in the year 2015, the number have
exceeded to 7 billion. Wi-Fi which is the latest technology is used not only in urban but also rural
residents by which they can reach any place in the world just by being at home. Websites like
Facebook and Instagram are the most visited website. Through these communications people can
extend and deepen their communication and stay in touch with people far away. Secondly, is the
attachment to the place, I know this may sound strange but the popularity of mobility after the
20th century has decreased in the 21st century. Now people tend to change their place of residence
for the sake of work and career. This trend came up in the 21st century which is closely connected
with the previous one, thanks to the internet and mobile communication technologies people now
have great opportunities for work and communication no matter where they reside. Thirdly, is the
cities, the development of cities was from 2000. But during the most recent decades it has
reached its peak. Living in the suburbs are greatly intensified as it has become the place of
reconciliation and tolerance where people of different generations, rich or poor, opposite culture
and values live together and become neighbors. Fourthly, end of the majority, this started to
disappear in the 2000. Today we all are minority. No matter from which religion you come all are
in the same position. The world was never been so homogenous where all type of people live
united in cultural, religious and politics aspects. Fifthly, polarization, in 2015, the increase of
polarity is unnoticed as now practically anyone can persuade a huge audience through the
communications like Instagram ad Facebook to convey that they all have something important in
common. Sixthly, selfie, this generation in future would be described as one word which is selfie.

Before people used to take pictures but with whole background in it and now young people make
selfies to see themselves with the eyes of others. In addition, with that now days people learned
to shape and improve their image for public like gym, bleaching, tanning, makeup, etc. has to
become the regular procedures. As the last decade brought us the term manscaping which pretty
says it all. Seventhly, being informal, before people were judged by the way they dress up. But
now those who artfully showcase their informal communication are in better position than those
who hide from the cameras. Now, people just started to live together and this transformed into an
acceptable norm for all the adult relationship. Eighthly, the liquidity, today wealth is not
measured on how much assets or property you have because the money how has scattered all
over the world. Now, the liquidity causes price leaps for oil, food and real estate which drops and
the cycle repeat itself. However, those who can trade on the markets volatility get fortunes but
who have to buy and sell goods struggle. Last is the complexity, in 2000 people hoped that
culture elites will change the world for the better but today not a single culture elite is sufficient
enough to influence the world with various minorities, cultures, etc. additionally, the human
brain is also complex mutually related to integral system, etc. however, the culture is acquiring
something which can be referred to as intelligence.

How does it influence the consumers buying behavior?

Consumer buying behavior refers to the buying behavior of the ultimate consumer. However, the
consumer buying behavior is influenced by the four major factors those are (1) cultural
(2) Social (3) Personal (4) Psychological.
(1) Cultural factors: - its the fundamental determination of a consumers behavior ad wants. As a
growing a kid is led by certain values, beliefs, behaviors, preferences by his or her family
members. Each culture has its own various types of subcultures which gives the kid more
specific identification which includes it religion, nationality, social and geographical. However,
culture impact on a person lifestyle and buying behavior is by its religions lists of the dos and
donts as several religion has sects and sub sects in it which includes orthodox groups and
cosmopolitan group.
(2) Social factors: - Social factors such as reference groups, family, status influence the buyers
behavior. Social factors are those which are related to the consumers day to day life activities
and the people with who he or she interact. a) Reference groups- through reference group a
consumers buying behavior is influenced directly or indirectly. Reference groups include people
from family, group friends, co-workers, professional, neighbors, etc. these people introduce the
consumer to new behaviors or lifestyle which in return influence the consumers behavior. Big
brands like H&M, Levis, and etc. use teenage icon for its brand promotion. b) family- In a
society, family is the most important buying organization. For example: In traditional joint
families most of the decisions are taking by grandparents or parents and thus the younger
generations buying decision is affected and influenced. Companies target teenagers and children
by using internet as an interactive device. c) Status- Status and role of a consumer is defined the
person position in each group. For example: a CEO of a marketing company has more status than
a sales manager of the company. However, people choose its products which reflects its role and
status in the society. (3) Personal Factors: - this includes the consumers age, occupation,

economic position, personality and values. a) Age and stage in life cycle- consumer buy different
products like food and clothes according to its age and trends like marriages, people migrating to
other cities, etc. depends on the life cycle of a consumer. b) Occupation and economic positionoccupation influences buyers behavior for example, a company CEO will buy dress suit,
membership of a club, travel, etc. but a blue color worker will buy work clothes, work shoes,
lunch boxes, etc. whereas a person economic position decides what and how much cost should
the product purchased. c) Personality and values- this influences the buying behavior of a
consumer. However, people buy those brads which suits and match their personality.
(4) Psychological Factors: - it affects the purchase decision which includes motivation,
perception, learning, beliefs and attitudes. People often influence a consumer purchase decision.
However, the marketer needs to know what and which kind of people are related to the buyer and
is involved in the buyers buying decision and what role each person is playing. This marketing
strategies will help the marketer to sell its products to the desired consumer.

Interview 4 different people (age wise, gender wise, occupation

wise, etc.)
The following interview will be carried on three types of different age groups and occupation
irrespective of their gender that is the students varying from the age 15-25, working people
varying from the age 26-60 and the old age or retired people varying from the age 61-85.
Following questions will be asked in the interview:
1. Which communication service you would prefer, the latest service like video calls,
Facebook or the traditional communication service of landline telephone?

communication service latest

3.2; 32%

students

3.4; 34%

working
old people

3.4; 34%

2. Would you prefer to shop with traditional style of shopping by visiting the regional shops
or the online shopping with 100s and 1000s of products and brands from all over the
country?

online shopping

1.5; 12%

students

4.4; 36%

working
old people

6.2; 51%

3. How often do you use mobile apps like (whatsApp or viber, etc?)

Mobile Apps

1; 8%

students
working

6.1; 47%
5.9; 45%

old people

4. Has your friends/relatives opinions influenced you to buy any products?

Inlfuenced to buy products

1.5; 10%

students
working

7.1; 49%

old people

5.9; 41%

5. What influenced your choice of the company for your most recent financial purchase?