Major factors influencing buying behaviour - culture, Marketing Management


Culture is the most fundamental determinant of a person's wants and about his behaviour. It consists of the learned values, norms, rituals, and symbols of the society, which are transmitted through both the language and symbolic features of the society. The growing child acquires a set of values, perceptions, preferences, and the behaviour through his or her family and other key institutions. A child growing up acquires a set of in the United States is exposed to the following values: achievement and success, activity, efficiency and ptractability, progress, material comfort, individualism, freedom, external comfort etc.

The basic characteristics of a culture are as follows:

1.       Culture exists to serve the needs of the society.

2.       Culture is acquired from the society, throughout from our life time.

3.       Culture is learned through interactions with the members of the culture.

4.       Culture is transferred from the generation with the new influences constantly being added to the cultural 'soup'.

5.       Culture will be adaptive to the needs of the society. 

Posted Date: 9/19/2012 4:04:42 AM | Location : United States

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